Health Industry Communication New Media, New Methods, New Message

This one-of-a-kind textbook fills a critical gap in the literature for communications students as well as students of health administration and public health. Featuring best practices and case studies from notable practitioners, the chapters offer a 360-degree view of the world of health communication as well as a look at special topics that impact health communicators.Four sections cover over 25 topics--contributed by authors from both private and public health organizations--in Institutional Communication and Marketing, Consumer Communication and Social Marketing, Communication to Achieve Policy Change, and Media and Measurement. Some of the unique topics include #x1C;Building a National Brand in Pediatric Healthcare,#x1D; contributed by authors from a well-known children's hospital; #x1C;Communicating the Health Benefits of a Consumer Product,#x1D; which looks at the role of bleach and disinfecting wipes in preventing infectious disease; and a look at efforts to achieve federal policy change through advocacy and communication. Review the complete list of topics at www.jblearning.com, keyword: Hicks.

A HeadAcknowledgements
A HeadAbout the Authors
A HeadContributors
A HeadPreface
Section1 Getting Started
Chapter1 The Growth of Health Communications - A Story of Consumer Power and Medical Innovation
Chapter2 Both Sides Now: Viewing Media through the Public Relations Prism
Chapter3 Research for Health Communication
Chapter4 The Communication Planning Process
Section2 Institutional Communication Efforts
Chapter5 Communication for Health Professional Associations: Finding the Balance between Profession and Business
Chapter6 Building a National Brand for a Children's Hospital
Chapter7 Crisis Communication in the Health Sector
Chapter8 Hospital Media Relations in a Time of Change
Chapter9 An "A to Z" Guide for Communicating the Launch of a New Pharmaceutical Product
Section3 Consumer Communication Campaigns
Chapter10 Plan for Your Health: A Public Education Campaign to Build Awareness and Gain Consumer Preference
Chapter11 "It's All Coming Together" - Communications Strategy for the Medicare Part D National Education and Enrollment Campaign
Chapter12 Spurring Action on Heart Disease in Women: How a Nonprofit Can Strategically Partner with a Government Campaign
Chapter13 Reaching Targeted Audiences in an Evolving Media Environment
Section4 Communication to Achieve Policy Change
Chapter14 The Society for Women's Health Research - Advocacy and Communications at Work
Chapter15 Changing Obesity Policies and Behavioral Risk Factors through Social Marketing: Case Study of the Chicago 5-4-3-2-1 Go! Program
Chapter16 Health Reform: The New Era of Prevention