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New Book Highlights Opportunities for Healthcare Industry Communications
Date:11/7/2011

WASHINGTON, Nov. 7, 2011 /PRNewswire/ -- Communication efforts on behalf of the public and private healthcare industry have never been as sought-after and sophisticated as they are today, according to a new book, "Health Industry Communication: New Media, New Methods, New Message," authored by Nancy J. Hicks and Christina Mazzola Nicols of Ketchum, one of the world's leading public relations agencies.

The book, released this fall from Jones & Bartlett Learning, provides a broad look at the scope of communications in the healthcare industry by examining every sector of the industry and the numerous ways that communication impacts healthcare.

"If you look back at the significant events related to U.S. healthcare in the last half-century, such as the HIV/AIDS epidemic and patient activism, the launch of the Medicare prescription drug benefit, and the growth of consumer health and wellness, the communications function has played a major role in facilitating public awareness and advocacy," said the book's co-author Nancy Hicks, senior vice president and associate director of Ketchum's North American Healthcare Practice. "Today, the healthcare industry represents one-sixth of the U.S. economy, and there are no signs of that decreasing, suggesting there are vast opportunities for students and professionals interested in pursuing communications careers in the field."

The textbook fills a critical gap in literature available to students in communication, health administration and public health. Featuring best practices and case studies from notable practitioners representing private and public health organizations, the chapters offer a 360-degree view of the world of health communications, from institutional communication and marketing, consumer communication and social marketing, communication to achieve p
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