The BBN Signature Approach

The BBN Signature Approach was created through the work of Dr. Anthony Orsini to teach healthcare professionals how to effectively communicate with compassion to patients and families. The BBN method has also been used to train medical professionals in advanced communication techniques utilized in everyday practice.

BBN training includes role playing and one on one coaching designed to teach compassionate communication skills that are proven to help manage the anxiety on both sides of the conversation, leading to improved patient satisfaction and reduction in physician burn out. 

Since inception, BBN has trained over 600 healthcare professionals across the country. Physicians of all specialties have participated in this unique, experiential learning approach using realistic role-playing that teaches the communication skills not taught in medical school or residency programs.

Participants learn how to quickly form relationships, build trust and manage the delivery of all critical messages, such as breaking bad news and conflict resolution. These communication skills have been shown to improve patient outcomes, reduce malpractice lawsuits, limit physician burnout and increase patient satisfaction scores.

71% of malpractice claims are initiated as a result of poor physician-patient communication.*

Studies have shown that a clinician’s ability to explain, listen and empathize can have a profound effect on biological and functional outcomes of the patient. A patient remembers the words, sights, sounds and even smells of tragic interactions, sometimes for the rest of his or her life. Patient satisfaction and the experience of care are all dependent on the perception of the patient interaction. The manner in which a healthcare professional delivers the news can either promote healing or make things worse.

Our Unique, Experiential Approach Involves Several Key Components:

  • Physicians and healthcare professionals participate in improvisational role-playing sessions with professional actors who portray patients or family members.
  • Role-playing sessions are viewed remotely by BBN certified instructors.
  • Immediately following the role-playing session, participants are given the opportunity to review the videotaped session with instructors. It is during this review that the self-review and self-reflection occurs.
  • Highly trained BBN team members provide feedback in a coaching style.
*Source: Huntington, B., & Kuhn, N. (2003). Communication gaffes: A root cause of malpractice claims. Baylor University Medical Center Proceedings.

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