{"product_id":"health-industry-communications-2e-paperback","title":"Health Industry Communications 2e - Paperback","description":"\u003cp\u003eby \u003cb\u003eNancy J. Hicks\u003c\/b\u003e (Author), \u003cb\u003eChristina M. Nicols\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003eHealth 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.\u003c\/p\u003e\u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 446\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 1.1 x 8.9 x 6.9 IN\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e March 15, 2016\u003c\/div\u003e","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":42720161005631,"sku":"9781284077759","price":222.37,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0105\/8226\/1823\/files\/3174c9dae82b7fc81ef631ffc36219ea.webp?v=1765088230","url":"https:\/\/dhlswag.com\/products\/health-industry-communications-2e-paperback","provider":"BBB","version":"1.0","type":"link"}