Health industry communication : new media, new methods, new message /
edited by Nancy J. Hicks, Principal, NJH Healthcare Communications, Christina Mazzola Nicols, MPH, MS, MS, Senior Vice President and Director of Strategic Planning & Research, Hager Sharp ; editorial assistant: caroline P. Martin, MBA.
- Second edition.
- xxix, 445 pages : illustrations ; 23 cm.
Includes bibliographical references and index.
The growth of health communications : a story of consumer power and medical innovation -- Both sides now viewing media through the public relations prism -- Research for health communication -- The communication planning process -- Using paid and shared media in communication campaigns -- A practical guide to ethical health communication -- Health literacy and risk communication -- Health professional associations : finding the balance between profession and business -- Building a national brand for a children's hospital -- Crisis communication in the health sector -- Hospital media relations in a time of change -- An A to Z guide for communicating the launch of a new pharmaceutical product -- The journey to becoming one ascension : building a unified health care brand -- Plan for your health : a public education campaign to build awareness and gain consumer preference -- "It's all coming together" : communication strategy for the Medicare part D national education and enrollment campaign -- Spurring action on heart disease in women : how a nonprofit can strategically partner with a government campaign -- Best bones forever! : lifecycle of a social marketing campaign -- Reaching targeted audiences in an evolving media environment -- The society for women's health research : advocacy and communications at work -- Changing obesity policies and behavioral risk factors through social marketing : case study of the chicago 5-4-3-2-1 go! program -- Health reform : the new era of prevention -- Insuring the uninsured : reaching consumers in the DC marketplace.
9781284077759 (paper)
2015039929
Health Communication--methods.
Health Education--methods.
Marketing--methods.
R118 / .H53 2015
613/H34
WA 590
Includes bibliographical references and index.
The growth of health communications : a story of consumer power and medical innovation -- Both sides now viewing media through the public relations prism -- Research for health communication -- The communication planning process -- Using paid and shared media in communication campaigns -- A practical guide to ethical health communication -- Health literacy and risk communication -- Health professional associations : finding the balance between profession and business -- Building a national brand for a children's hospital -- Crisis communication in the health sector -- Hospital media relations in a time of change -- An A to Z guide for communicating the launch of a new pharmaceutical product -- The journey to becoming one ascension : building a unified health care brand -- Plan for your health : a public education campaign to build awareness and gain consumer preference -- "It's all coming together" : communication strategy for the Medicare part D national education and enrollment campaign -- Spurring action on heart disease in women : how a nonprofit can strategically partner with a government campaign -- Best bones forever! : lifecycle of a social marketing campaign -- Reaching targeted audiences in an evolving media environment -- The society for women's health research : advocacy and communications at work -- Changing obesity policies and behavioral risk factors through social marketing : case study of the chicago 5-4-3-2-1 go! program -- Health reform : the new era of prevention -- Insuring the uninsured : reaching consumers in the DC marketplace.
9781284077759 (paper)
2015039929
Health Communication--methods.
Health Education--methods.
Marketing--methods.
R118 / .H53 2015
613/H34
WA 590
