Health Industry Communication: New Media, New Methods, New Message - Couverture souple

Hicks, Nancy J.; Nicols, Christina M.

Couverture souple

ISBN 10 : 1284077756 ISBN 13 : 9781284077759

Editeur : Jones and Bartlett Publishers, Inc, 2016

Synopsis

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 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.

A propos du livre

À propos des auteurs

Principal, NJH Healthcare Communications

Senior Vice President and Director of Strategic Planning and Research, Hager Sharp

Détails de l'édition

• Éditeur: Jones and Bartlett Publishers, Inc
• Date d'édition: 2016
• Langue: anglais
• ISBN 10: 1284077756
• ISBN 13: 9781284077759
• Reliure: Broché
• Numéro d'édition: 2
• Nombre de pages: 446
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible