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Health Industry Communication: New Media, New Methods, New Message

Nancy J. Hicks; Christina Mazzola Nicols

©2017  
ISBN: 9781284077759
List of Content Removed Due to Copyright Restrictions  

Description
Health Industry Communication: New Media, New Methods, New Message, Second Edition, is a one-of-a-kind text that fills a critical gap in the literature for communications students as well as students of health administration and public health. With contributions from leading practitioners in every industry sector, this text is a robust look at the full spectrum of healthcare communications. The chapters offer a 360-degree view of the world of health communication from a business and marketing outlook as well as a look at special topics that impact health communicators.
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412 pages
$78.28  Color
$65.92  B&W
$37.08  eBook
  • 18 pages
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    Chapter 1 The Growth of Health Communications: A Story
    of Consumer Power and Medical Innovation
    Author: Nancy J. Hicks

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  • 12 pages
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    Chapter 2 Both Sides Now: Viewing Media through the
    Public Relations Prism
    Author: Jeff Levine

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  • 20 pages
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    Chapter 3 Research for Health Communication
    Author: Christina Mazzola Nicols

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  • 34 pages
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    Chapter 4 The Communication Planning Process
    Author: Christina Mazzola Nicols

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  • 14 pages
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    Chapter 5 Using Paid and Shared Media in Communication
    Campaigns
    Author: Jenny Smuland

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  • 16 pages
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    Chapter 6 A Practical Guide to Ethical Health Communication
    Author: James W. Wyckoff

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  • 22 pages
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    Chapter 7 Health Literacy and Risk Communication
    Author: Paula L. Weissman

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  • 18 pages
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    Chapter 8 Health Professional Associations: Finding
    the Balance between Profession and Business
    Author: Steve Erickson

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  • 20 pages
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    Chapter 9 Building a National Brand for a Children’s
    Hospital
    Author: Michelle Davis

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  • 32 pages
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    Chapter 10 Crisis Communication in the Health Sector
    Author: Jeffrey L. Molter; Richard A. Puff

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  • 16 pages
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    Chapter 11 Hospital Media Relations in a Time of Change
    Author: Dennis McCulloch

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  • 12 pages
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    Chapter 12 An A to Z Guide for Communicating the Launch
    of a New Pharmaceutical Product
    Author: Douglas Petkus

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  • 14 pages
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    Chapter 13 The Journey to Becoming One Ascension: Building
    a Unified Healthcare Brand
    Author: Nick Ragone

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  • 20 pages
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    Chapter 14 Plan for Your Health: A Public Education
    Campaign to Build Awareness and Gain Consumer
    Preference
    Author: Jill Griffiths; Elizabeth Sell; Katherine Lee Balsamo

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  • 12 pages
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    Chapter 15 “It’s All Coming Together:” Communications
    Strategy for the Medicare Part D National
    Education and Enrollment Campaign
    Author: Kathleen Harrington; Jeff Nelligan

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  • 10 pages
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    Chapter 16 Spurring Action on Heart Disease in Women:
    How a Nonprofit Can Strategically Partner
    with a Government Campaign
    Author: Lisa M. Tate

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  • 14 pages
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    Chapter 17 Best Bones Forever! Lifecycle of a Social
    Marketing Campaign
    Author: Darcy Sawatzki; Roshni Devchand; Elizabeth Osborn

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  • 28 pages
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    Chapter 18 Reaching Targeted Audiences in an Evolving
    Media Environment
    Author: Roba Whiteley; Kristin Paulina; Kathleen Donohue Rennie

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  • 12 pages
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    Chapter 19 The Society for Women’s Health Research:
    Advocacy and Communications at Work
    Author: Phyllis Greenberger; Mary V. Hornig

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  • 20 pages
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    Chapter 20 Changing Obesity Policies and Behavioral
    Risk Factors through Social Marketing: Case
    Study of the Chicago 5-4-3-2-1 Go! Program
    Author: W. Douglas Evans

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  • 18 pages
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    Chapter 21 Health Reform: The New Era of Prevention
    Author: William A. Tatum

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  • 30 pages
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    Chapter 22 Insuring the Uninsured: Reaching Consumers
    in the DC Marketplace
    Author: Linda Wharton Boyd

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