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

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Health Industry Communication:New Media, New Methods, New Message is a one-of-a-kind textbook and fills a critical gap in the literature for communications students as well as students of health administration andpublic health. Featuring best practices and case studies from notable practitioners, the chapters offer a 360-degree view of the world of health communications from a business and promotions outlook as well as a look at special topics that impact health communicators. Four sections cover over 25 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 Building a National Brand in Pediatric Healthcare, contributed by by an author from a well-known children's hospital; and a look at efforts to achieve federal policy change through advocacy and communication.