In the field of medicine, the acquisition of 
communication skills is essential for an effective, complete 
and personalized treatment. This is particularly true for 
delicate fields such as incurable diseases, palliative care 
(PC) and end-of-life (EOL) care. The time-factor is an 
important concept in the communication process, meaning 
here not only "the time spent in communication", often 
scarce in healthcare systems, but also a multiform 
existential dimension involving all the different figures 
present in the treatment process (patient-time; physician
time; family-time; institution-time). 
The perception of time as an existential explanation 
for the dimension that the patient is living in can have an 
individual psychological equivalent that must be 
acknowledged in order to obtain truly individualized 
communication and a personalized approach in the doctor
patient relationship.