PUBLIC TRUST AND INITIATIVES FOR NEW HEALTH-CARE PARTNERSHIPS

Effective communication between doctor and patient is a critical compo nent: of high-quality care. The physician's credibility has a signific ant effect on treatment outcomes. Because changes in medicine and larg er cultural trends challenge che ability of clinicians to engage their patients' trust, new kinds of partnerships must be created. To do thi s effectively, physicians have to sharpen their communication skills a nd devise strategies for assuring that their patients become informed allies in their own treatment. A number of innovations are helping to build these alliances: training in communication skills; creative uses of the Internet and videotape technologies; improved ''customer servi ce'' programs; critical pathways for patients; and special educational aids. All these tools promise to be useful, but they require careful development and evaluation.