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

Condition: BRAND NEW
ISBN: 9781284077759
Author(s): Nancy J. Hicks
Format: Paperback
Year: 2016
Edition: 2nd
Publisher: Jones & Bartlett Publishers
Dimensions: 175 x 226 x 28 (w x l x h)
Pages: 446

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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. 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 heal Please click here to ask a question
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