Digital era and communication competencies of healthcare workers

Introduction. Effective communication skills are essential for the success of general physicians, as they significantly impact the quality of diagnosis and therapy, as well as the trust established with patients. The rapid advancement of digital technologies in recent years has transformed how information is exchanged within the healthcare system, creating new opportunities while also posing challenges in maintaining empathy, ethical standards, and continuity of communication.Objective. We aimed to present modern approaches and challenges in communication between physicians and patients in the digital era, with an emphasis on the application of artificial intelligence, virtual reality, and other technological solutions that could enhance communication skills among healthcare workers.Method. The research was conducted as a narrative literature review. We explored various databases, including PubMed, Scopus, and Google Scholar, from January 2018 to July 2025, using the following keywords: communication skills, digital health, artificial intelligence, virtual reality, telemedicine, and patient-doctor communication. Our analysis included studies in both English and Serbian, as well as the author's personal experiences from clinical practice and lectures.Results. Effective communication skills are essential for providing quality medical care. Digital technologies, such as artificial intelligence, telemedicine, virtual reality (VR), and augmented reality (AR), present new opportunities as well as challenges related to ethics, empathy, and data protection. Tools like ChatGPT can help convey complex information to patients, while immersive technologies enhance the education of healthcare professionals. Live streaming enables faster communication in urgent situations, but it demands clear and precise information exchange.Conclusion. Technological advancements can enhance communication between physicians and patients, but only if implemented with empathy, ethical principles, and ongoing advanced training for healthcare workers.