000			02322nam a2200217Ia 4500
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020			_a9781284077759 (paper)
060			_aWA 590 _b.H53 2017
245		0	_aHealth industry communication : _bnew media, new methods, new message / _cedited by Nancy J. Hicks, Christina Mazzola Nicols.
250			_aSecond edition.
260			_aBurlington, Massachusetts : _bJones & Bartlett Learning, _c2017
300			_axxix, 445 pages : _billustrations
504			_aIncludes bibliographical references and index.
505			_aThe growth of health communications : a story of consumer power and medical innovation -- Both sides now viewing media through the public relations prism -- Research for health communication -- The communication planning process -- Using paid and shared media in communication campaigns -- A practical guide to ethical health communication -- Health literacy and risk communication -- Health professional associations : finding the balance between profession and business -- Building a national brand for a children's hospital -- Crisis communication in the health sector -- Hospital media relations in a time of change -- An A to Z guide for communicating the launch of a new pharmaceutical product -- The journey to becoming one ascension : building a unified health care brand -- Plan for your health : a public education campaign to build awareness and gain consumer preference -- It's all coming together : communication strategy for the Medicare part D national education and enrollment campaign -- Spurring action on heart disease in women : how a nonprofit can strategically partner with a government campaign -- Best bones forever! : lifecycle of a social marketing campaign -- Reaching targeted audiences in an evolving media environment -- The society for women's health research : advocacy and communications at work -- Changing obesity policies and behavioral risk factors through social marketing : case study of the chicago 5-4-3-2-1 go! program -- Health reform : the new era of prevention -- Insuring the uninsured : reaching consumers in the DC marketplace.
650			_aHealth Communication
650			_aHealth Education
650			_aMarketing
700			_aHicks, Nancy J.,
700			_aNicols, Christina,
942			_bDMC _cBK
999			_c14308 _d14308