Health Industry Communication New Media, New Methods, New Message

Preface
Acknowledgments
A HeadAbout the Editors
A HeadAbout the Contributors
Section1 The Health Communicator's Toolbox
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
Chapter5 Using Paid and Shared Media in Communication Campaigns
Chapter6 A Practical Guide to Ethical Health Communication
Chapter7 Health Literacy and Risk Communication
Section2 Institutional Communication Efforts
Chapter8 Health Professional Associations: Finding the Balance Between Profession and Business
Chapter9 Building a National Brand for a Children's Hospital
Chapter10 Crisis Communication in the Health Sector
Chapter11 Hospital Media Relations in a Time of Change
Chapter12 An A to Z Guide for Communicating the Launch of a New Pharmaceutical Product
Chapter13 The Journey to Becoming One Ascension: Building a Unified Health Care Brand
Section3 Consumer Communication Campaigns
Chapter14 Plan for Your Health: A Public Education Campaign to Build Awareness and Gain Consumer Preference
Chapter15 "It's All Coming Together"--Communications Strategy for the Medicare art D National Education and Enrollment Campaign
Chapter16 Spurring Action on Heart Disease in Women: How a Nonprofit Can Strategically Partner with a Government Campaign
Chapter17 Best Bones Forever! Lifecycle of a Social Marketing Campaign
Chapter18 Reaching Targeted Audiences in an Evolving Media Environment
Section4 Health Policy Advocacy and Implementation
Chapter19 The Society for Women's Health Research--Advocacy and Communications at Work
Chapter20 Changing Obesity Policies and Behavioral Risk Factors through Social Marketing: Case Study of the Chicago 5-4-3-2-1 Go! Program
Chapter21 Health Reform: The New Era of Prevention
Chapter22 Insuring the Uninsured: Reaching Consumers in the DC Marketplace