Health industry communication: new media, new methods, new message

Table of content.

Preface
Acknowledgments
About the Editors
About the Contributors
Section 1 The Health Communicator’s Toolbox
Chapter 1 The Growth of Health Communications—A Story of Consumer Power and Medical Innovation
Chapter 2 Both Sides Now: Viewing Media through the Public Relations Prism
Chapter 3 Research for Health Communication
Chapter 4 The Communication Planning Process
Chapter 5 Using Paid and Shared Media in Communication Campaigns
Chapter 6 A Practical Guide to Ethical Health Communication
Chapter 7 Health Literacy and Risk Communication
Section 2 Institutional Communication Efforts
Chapter 8 Health Professional Associations: Finding the Balance Between Profession and Business
Chapter 9 Building a National Brand for a Children’s Hospital
Chapter 10 Crisis Communication in the Health Sector
Chapter 11 Hospital Media Relations in a Time of Change
Chapter 12 An A to Z Guide for Communicating the Launch of a New Pharmaceutical Product
Chapter 13 The Journey to Becoming One Ascension: Building a Unified Health Care Brand
Section 3 Consumer Communication Campaigns
Chapter 14 Plan for Your Health: A Public Education Campaign to Build Awareness and Gain Consumer Preference
Chapter 15 “It’s All Coming Together”—Communications Strategy for the Medicare art D National Education and Enrollment Campaign
Chapter 16 Spurring Action on Heart Disease in Women: How a Nonprofit Can Strategically Partner with a Government Campaign
Chapter 17 Best Bones Forever! Lifecycle of a Social Marketing Campaign
Chapter 18 Reaching Targeted Audiences in an Evolving Media Environment
Section 4 Health Policy Advocacy and Implementation
Chapter 19 The Society for Women’s Health Research—Advocacy and Communications at Work
Chapter 20 Changing Obesity Policies and Behavioral Risk Factors through Social Marketing: Case Study of the Chicago 5-4-3-2-1 Go! Program
Chapter 21 Health Reform: The New Era of Prevention
Chapter 22 Insuring the Uninsured: Reaching Consumers in the DC Marketplace.

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. Four sections cover over 20 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 brand development in pediatric healthcare, contributed by an author from a well-known children's hospital; using paid and shared media in communication campaigns; and a look at efforts to achieve federal policy change through advocacy and communication.
The second edition of Health Industry Communication: New Media, New Methods, New Message, Second Edition provides six new chapters in the following topics:
• Ethics in health communications, including an overview of ethical principles and guidelines as well as recent case examples;
• Health literacy and risk communications, including components of health literacy, recent efforts to advance health literature, principles of risk communications, and recent case examples;
• Using paid and shared media in health communications, including practical counsel on how to optimize reach and engagement with target audiences;
• Creating a national healthcare brand for Ascension, a healthcare system comprised of 131 local hospitals and more than 1,900 sites of care, including hundreds of physician practices.
• Developing a national bone health campaign to sustain healthy behaviors among girls, including audience-centered research, strategic partnerships, and process and outcomes measures.
• Developing a campaign to implement the Patient Protection and Affordable Care Act (ACA), which describes a case example of an enrollment campaign to ensure the success of the new health insurance exchange in Washington, DC.


http://www.jblearning.com/catalog/9781284077759/