Health Communication

by Thomas, Richard K.

• ISBN13: 9780387261157
• ISBN10: 038726115X
• Format: Hardcover
• Copyright: 2005-11-01
• Publisher: Springer Nature

Summary

In recent years health professionals have developed a growing appreciation of the critical role that communication plays in healthcare. The effective communication of information on medical conditions and healthy lifestyles has played an important part in the improvement of the health status of the American population. At the same time, it is hard to ignore the negative impact that ineffective communication can have within the healthcare arena. We only have to note the contribution of poor communication to malpractice suits, misdiagnoses, failures in patient compliance, and cross-cultural misunderstandings to see the role that communication plays. This recognition of the impact-both positive and negative-of communication in healthcare is generating growing interest in the field of health communication.-Basic theory and concepts underlying the health communication field-Real-world strategies for designing, implementing, and evaluating programs-Up-to-date coverage of print, broadcast, digital, and interactive health media-Profiles of target populations with specific health needs-Case examples illustrating what works and what doesn't-Sidebars, glossary, Web links, and other toolsThe benefits of good health communication are many, from better relationships between providers and patients to improved treatment compliance to reduced inequities of care.By combining comprehensive background with detailed applications, this uniquely practical reference serves professionals involved in health care marketing or administration, health communication specialists looking to adapt to emerging technologies or new audiences, and advocacy groups. It can also be a valuable classroom text for communications, public health, and related courses.

Author Biography

Richard K. Thomas is currently on the faculty of the University of Tennessee Health Science Center.

Table of Contents

Introduction to Health Communication	1	(8)
The Changing Sociocultural Context	9	(12)
The Changing Healthcare Context	21	(18)
The History of Health Communication	39	(8)
Health Communication Audiences	47	(18)
Understanding Health Behavior	65	(20)
Understanding Communication	85	(18)
Steps in the Health Communication Process	103	(16)
Traditional Approaches to Health Communication	119	(14)
Contemporary Approaches to Health Communication	133	(16)
Case Studies in Health Communication	149	(18)
Evaluating the Impact of Health Communication	167	(12)
The Future of Health Communication	179	(8)
Bibliography	187	(4)
Glossary	191	(20)
Index	211