Acknowledgements
About the Authors
Contributors
Preface
Section 1 Getting Started
Chapter 1 The Growth of Health Communications – A Story of Consumer Power and Medical Innovation
Chapter 2 Both Sides Now: Viewing Media through the Public Relations Prism
Chapter 3 Research for Health Communication
Chapter 4 The Communication Planning Process
Section 2 Institutional Communication Efforts
Chapter 5 Communication for Health Professional Associations: Finding the Balance between Profession and Business
Chapter 6 Building a National Brand for a Children’s Hospital
Chapter 7 Crisis Communication in the Health Sector
Chapter 8 Hospital Media Relations in a Time of Change
Chapter 9 An “A to Z” Guide for Communicating the Launch of a New Pharmaceutical Product
Section 3 Consumer Communication Campaigns
Chapter 10 Plan for Your Health: A Public Education Campaign to Build Awareness and Gain Consumer Preference
Chapter 11 “It’s All Coming Together” – Communications Strategy for the Medicare Part D National Education and Enrollment Campaign
Chapter 12 Spurring Action on Heart Disease in Women: How a Nonprofit Can Strategically Partner with a Government Campaign
Chapter 13 Reaching Targeted Audiences in an Evolving Media Environment
Section 4 Communication to Achieve Policy Change
Chapter 14 The Society for Women’s Health Research – Advocacy and Communications at Work
Chapter 15 Changing Obesity Policies and Behavioral Risk Factors through Social Marketing: Case Study of the Chicago 5-4-3-2-1 Go! Program
Chapter 16 Health Reform: The New Era of Prevention
Back to top