Health Industry Communication

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 3 -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 2 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 3 local hospitals and more than ,9 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.