Please note: In order to keep Hive up to date and provide users with the best features, we are no longer able to fully support Internet Explorer. The site is still available to you, however some sections of the site may appear broken. We would encourage you to move to a more modern browser like Firefox, Edge or Chrome in order to experience the site fully.

Supporting your high street Find out how »
Health Industry Communication, Paperback / softback Book

Health Industry Communication Paperback / softback

Paperback / softback

Item not Available

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 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.

Information

Other Formats

£102.95

Item not Available
Item not Available
Sign in to add to wishlist
 
Free Home Delivery

on all orders

 
Pick up orders

from local bookshops

Information