{"product_id":"health-industry-communications-2e-nancy-j-hicks-9781284077759","title":"Health Industry Communications 2e","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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Nancy J. Hicks, Christina M. Nicols\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 1284077756\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9781284077759\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Jones \u0026amp; Bartlett Publishers\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 03\/15\/2016\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 446\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.60lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.90h x 6.90w x 1.10d","brand":"Nancy J. Hicks","offers":[{"title":"Paperback","offer_id":43989765652735,"sku":"9781284077759","price":102.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_58cf7641-1c7f-49c8-8508-af6c3bec7b19.jpg?v=1683301279","url":"https:\/\/www.whiterainbookhouse.com\/products\/health-industry-communications-2e-nancy-j-hicks-9781284077759","provider":"WR Book House","version":"1.0","type":"link"}