[―Emphasizing ‘Communication’ in Health Communication, Journal of Communication; Dec 1,
2004; 54, 4; ABI/INFORM Global p. 751).
Ultimately, strategic health communication seen from the vantage of communication emphasizes
the reality that people’s physical and mental well-being depends far more on the ability to
manage day-to-day than on the teachable moments that occur via health promotion and education
or via medical interaction (Parrott 2004, p. 751).
Health Communication is defined as follows:
The art and technique of informing, influencing, and motivating individual, institutional,
and public audiences about important health issues. The scope of health communication
includes disease prevention, health promotion, health care policy, and the business of health
care as well as enhancement of the quality of life and health of individuals within the
community. (U.S. Department of Health and Human Services, 2000).
Health Communication includes
Disease control & prevention
Emergency preparedness and prevention
Injury & violence prevention
o Dating violence
o Intimate partner violence
o Sexual violence
o Youth Violence
o Workplace violence
o Traumatic brain injury
Workplace health & safety
From a national level, the “broader content levels” include
A developmental life-span perspective
o Adolescent health
o Aging and elderly health
o Bone health
o Men’s health
o Women’s health
o School health
o Minority Health
o Reproductive Health
Multiple Discourses in Health Communication: three spheres of influence
1. Societal Discourse (focused on the allocation and use of scarce resources, such as
dollars for research, monies for health care delivery, and time, as shaped by
political, religious, and organizational agendas to derive and deliver health
knowledge and services to the public.)
2. Expert Discourse (focused on the understanding and use of the derived or expert
information and knowledge about health and health care associated with informing,
motivating, and profit making that guide individuals’ informed decision-making
3. Lay Discourse (focused on the understanding and use of more indigenous knowledge
sources and experiential information regarding health and health care derived from
cultural, social, and individual arenas that guide individual behavior with health
and health care outcomes.
A unifying aim associated with the study of discursive practices and communication
processes across these domains is ethical decision-making (p.753).
Influences on physicians
that affect the choice of an
illness name and the
manner in which they
present the name to the Influences that effect how the
patient. individual patient receives the
illness name from the
Personal Bureaucratic physician.
Societal Cultural Economic
Societal Professional factors factors factors
Personal factors: experience and
sym·po·si·um Audio Help - Show Spelled Pronunciation[sim-poh-zee-uh m] Pronunciation
Key - Show IPA Pronunciation
–noun, plural -si·ums, -si·a Audio Help - Show Spelled Pronunciation[-zee-uh]
Pronunciation Key - Show IPA Pronunciation.
1. a meeting or conference for the discussion of some subject, esp. a meeting at which several
speakers talk on or discuss a topic before an audience.
2. a collection of opinions expressed or articles contributed by several persons on a given subject
3. an account of a discussion meeting or of the conversation at it.
4. (in ancient Greece and Rome) a convivial meeting, usually following a dinner, for drinking and
5. (initial capital letter, italics ) a philosophical dialogue (4th century b.c.) by Plato, dealing with
ideal love and the vision of absolute beauty.
Main Entry: symposium Part of Speech: noun Definition: conference Synonyms: colloquium,
convention, discussion, discussion group, forum, gabfest*, huddle, meeting, panel
discussion, parley, powwow, rap session, round table, seminar, talk
noun1. an association organized to promote art or science or education
Synonyms: convention, custom, decree, decretum, doctrine, dogma, edit, establishment,
fixture, habit, maxim, ordinance, practice, precedent, precept, prescript, principle,
regulation, rite, ritual, rule, statute, tenet, tradition
Main Entry: conference Part of Speech: noun 1 Definition: convention
Synonyms: appointment, argument, chalk talk, colloquium, colloquy, confabulation,
conferring, congress, consultation, conversation, convocation, deliberation, discussion,
forum, groupthink*, huddle, interchange, interview, meeting, palaver, parley, powwow*,
rap, rap session, round table, seminar, symposium, talk, think-in*, ventilation
This publication was developed by the Office of Disease Prevention and Health
Promotion (ODPHP) in the U.S. Department of Health and Human Services (HHS
Inland Northwest Forum on Health Communication
Healthy Communities through Health Communication
EWU Summer Symposium on Health Communication
EWU Summer Congress on Health Communication
Potential topic categories: (from ICA health comm. Division)
social support networks
health information systems
One day, multi-session mini institute, free to pre-registered attendees, held on campus out
in Cheney, invite pharm and health care folks to set up promotional tables in “fair booth”
fashion, make it self-consciously interdisciplinary, even inter-institutional with WSU
Spokane and Whitworth and Gonzaga and SCC faculty.
Each category would be the planning responsibility of one faculty in our department:
coordinate/invite/host a panel, call for papers/research proposals that partner with
scholars/professionals, host an additional poster session, case studies on regional issues, etc.
Six categories, three concurrent session segments throughout the day (with two categories
running simultaneously). Each session runs 90 minutes.
Opening session: 8-9am (guest speaker, housekeeping issues, etc.)
First concurrent session: 9:30-11am
Break: 11-11:30 (with grazing table)
Second concurrent session: 11:30-1pm
Break: 1pm-1:30 (with grazing table)
Third concurrent session: 1:30-3pm
Closing session: 3-4pm (panel on regional health communication emergent issues)
Welcome to the website for the Health Communication Division of the International
Communication Association (ICA).
The Health Communication Division is committed to excellence in research on
the development of theory as well as the application of theory to communication
in health promotion and health care. Our division has 520 members from 34
countries, representing more than 169 institutions. Areas of research include
provider-patient interaction, social support networks, health information systems,
medical ethics, health policy and health campaigns. Division Bylaws:
Health Communication is primarily concerned with the role of communication theory,
research and practice in health promotion and health care.
Areas of research include provider-patient interaction, social support networks, health
information systems, medical ethics, health policy and health promotion. The Division's
goals are to encourage theory development, research and effective practice of health
Healthy Communities Process
AIHA designed its Healthy Communities Program to mobilize key stakeholders at the local level.
They develop a systematic process that sets health priorities based on community needs to
achieve lasting, sustainable change. The partnership methodology uses a peer-to-peer
consultation/technical assistance model that combines workshops and professional exchanges
with community-based healthcare organizations in the United States. The workshops emphasize
the process of change and building skills in community organization, community development,
and community health assessment and planning.
The ultimate goal of the Healthy Communities Program is the creation of a well-trained cadre of
community leaders who are empowered to develop solutions to key health-related problems that
they have identified within their own community.
US partners represent both large healthcare systems and community-based organizations. Any
sector of the community can become a lead organization for a Healthy Communities project.
However, it must have the ability to mobilize all sectors of the community to examine the issues
that impact the health of the public at large. The project's time commitment is 18 months.
AIHA's planning methodology follows the strategies designed by the Voluntary Hospital
Association (VHA), along with a combination of other planning models developed in the United
States and Europe.
The planning process includes both activities coordinated by AIHA and ones that focus on
partner-initiated work. In addition, while following the six basic planning phases of the project,
the US partners may augment each phase with other planning tools that they have at their
disposal. For example, one US partner—Truman Medical Center in Kansas City, Missouri—uses
the Community Health Assessment Resource Team (CHART) planning strategies available
through a series of manuals developed by the Missouri Health Department and the Missouri
The following six phases outline the process that AIHA's Healthy Communities partnerships have
followed in building community support to identify problems and solutions at the local level:
Phase 1: Mobilizing for Change
Phase 2: Partnership Building, Planning and Tailoring the Process
Phase 3: Community Health Assessment Activities
Phase 4: Establishing Health and/or Program Priorities
Phase 5: Development and Implementation of Community Intervention Strategy
Phase 6: Monitoring and Evaluation
Click the icon for a phase-by-phase journey through the AIHA healthy communities planning
Health Communication Partnership
STRATEGIC COMMUNICATION FOR HEALTH
Strategic communication programs make a difference in moving individuals and communities
toward better health. HCP activities include:
• Assessment and program design
• State-of-the-art research and evaluation methods
• Tools and frameworks recognized as best practices
• Evidence-based programming
• Strengthening the capacity of developing country organizations
• Integrated national health communication strategies
• Mass media and entertainment-education
• Community participation and community-driven social change
• Interpersonal communication and counseling/Client-provider interaction
• Gender-based health communication
• Distance education for service providers
• Working with journalists
• Branding of health services and products
• Alliance building and advocacy to build supportive environments
Healthy Communities Media Relations Guide
Mayor Mobilizes Community Change (AIHA CommonHealth, Spring 1996)
Community Health in Inner-City Cleveland (AIHA CommonHealth, Spring 1996)
Celebrating Healthy Cities (AIHA CommonHealth, Spring 1996)
Mobilizing for Healthy Communities (AIHA CommonHealth, Summer 1996)
Slovak Town Targets Traffic Injuries (AIHA CommonHealth, Spring 1997)
Study Assesses Risky Behaviors of Slovak Teens (AIHA CommonHealth, Spring 1997)
Reaching Out to Patients and Communities (AIHA CommonHealth, Summer 1997)
Latvian Teens Steer Community to Healthier Living (AIHA CommonHealth, Summer
CEE Conference Disseminates Healthy Communities Successes (AIHA CommonHealth,
Community Health Center Opens in Turcianske Teplice (AIHA CommonHealth, Winter
Healthy Communities Dissemination Conference Stress Mobilization, Empowerment
(AIHA Connections, November 2002)
Healthy Cities Start from Healthy Communities: AIHA Partners Share Experience in
Empowering Health Promotion and Social Safety (AIHA Connections, December 2003)
Involving Businesses to Strengthen Health of Communities: Pecs/Harrisburg Partners
Sponsor Two Workshops (AIHA Connections, March 2004)
Moving Beyond Traditional Structures: Russian CLDP Graduates Use Community
Mobilization Techniques to Bring Health to Their Cities (AIHA Connections, June 2004)
NACCHO health communications toolkit
Washington State University Spokane Program: Master of Health Policy and Administration
Washington State University Spokane
Health Policy and Administration
Master of Health Policy and Administration
PO Box 1495
Spokane, WA 99210-1495 US
Click here to visit this program's website
Click to send E-mail to: firstname.lastname@example.org
The CAHME-accredited Master of Health Policy and Administration degree provides students
who want to prepare for leadership positions in a rapidly changing health care system with the
knowledge, skills, and values for effective health care management, community health
improvement, and productive participation in the policy-making process. The program also meets
criteria of distinctiveness and demonstrated high quality required for admission into the Western
Regional Graduate Program of the Western Interstate Commission for Higher Education. WRGP
membership allows residents of AK, AZ, CO, HI, ID, MT, NV, NM, ND, OR, SD, UT, WA, and
WY to enroll at Washington resident tuition rates. WSU Spokane also offers other degree
programs in the health sciences.
The WSU Master of Health Policy and Administration degree program has full accreditation from
the Commission on Accreditation of Healthcare Management Education.
What's more, our location in Spokane—a large tertiary medical center—fosters valuable
connections with the medical community.
Michael Banks: Vice President, Sacred Heart Medical Center
Joe Bujak, MD: Vice President Medical Affairs, Kootenai Medical Center
Jon Copeland: Chief Information Officer, Inland Imaging
Gerard Fischer, FACHE: Vice President, Providence Services of Eastern Washington
Thomas Fritz: Executive Director, Inland Northwest Health Services
Deborah Harper, MD: Former President, Spokane County Medical Society; Group Health
Randall Legg: Clinical Information Scientist, AstraZeneca
Peggy Currie: Vice President, Patient Care Services, Empire Health Services
Tom Martin: Administrator, Lincoln County Public Hospital District #3
Jan Monaco: Executive Director, Spokane County Medical Society
John Moyer, MD: Former State Senator
Cynthia Norwood, PharmD: Chief Executive Officer, Spokane Physician Hospital Community
Torney Smith: Administrator, Spokane Regional Health District
HPA 500 3 credits Introduction to the Health Care System (Kennedy)
HPA 503 3 credits Government Regulation of Health Services (Schmidt)
HPA 509 3 credits Health Care Economics (Ahern)
HPA 510 3 credits Health Care Cost Accounting (Coyne)
HPA 511 3 credits Health Care Finance (Coyne)
HPA 515 3 credits Health Care Management (Kennedy)
HPA 599.1 3 credits Health Care Human Resources Management
HPA 519 3 credits Biostatistics and Epidemiology for Health Sciences (Sclar)
HPA 570 1 credit Marketing for Health Care Organizations
HPA 597 3 credits Internship (Faculty)
HPA 700 5 credits Thesis (Faculty)
HPA 702 3 credits Graduate Project (Faculty)
HPA 501 3 credits Health Care Policy and Politics (Ahern)
HPA 502 3 credits Law and Ethics of Health Management (Schmidt)
HPA 512 3 credits Health Management Decision Science (Coyne)
HPA 520 3 credits Research and Evaluation Methods (Akinci)
HPA 530 3 credits Health Care Information Systems (Akinci)
HPA 590 3 credits Strategic Management and Marketing (Kennedy)
HPA 597 3 credits Internship (Faculty)
HPA 700 5 credits Thesis (Faculty)
HPA 702 3 credits Graduate Project (Faculty)
Summer Session: Several courses are usually offered in the summer session.
HPA500 Introduction to the Health Care System (3): Orientation to delivery,
financing, and organization of the health care system.
HPA501 Health Care Policy and Politics (3): History, methods, results, and
evaluation of health care policy and politics.
HPA502 Law and Ethics of Health Management (3): Private health law and
ethics, including professional liability, relationship of physician and patient,
malpractice reform, health institutions, and health access.
HPA503 Government Regulation of Health Services (3): Public law regulation;
health care quality, personhood and individual autonomy, life/death decisions,
antitrust, health care financing and cost control.
HPA509 Health Care Economics (3): Allocating, financing, and delivering
medical care services. Prerequisite: microeconomics
HPA510 Health Care Cost Accounting (3): Basic cost-accounting concepts,
principles, and applications in the health care setting. Prerequisite: basic financial
HPA511 Health Care Finance (3): Aspects of health care financial management
fundamentals and managerial accounting for strategic financial management.
Prerequisite: HPA 512
HPA512 Health Management Decision Science (3): Application of decision
science technology to risk-analysis problems in healthcare for both investor-
owned and non-profit entities. Prerequisite: HPA 510.
HPA515 Health Care Management (3): Introduction to the knowledge, skills, and
values associated with the practice of health management.
HPA516 Health Quality Management (3): Overview of the total field of health
quality, including strategic quality management programs, quality assurance,
quality control and design.
HPA599.1 Health Care Human Resources Management: Application of human
resource management principles (e.g., recruitment, selection, performance
appraisal, compensation, benefits, retention, and termination) in health care.
HPA519 Biostatistics and Epidemiology for the Health Sciences (3): Application
of quantitative methods to problems in the health sciences. Introduction to
statistical analysis software.
HPA520 Research and Evaluation Methods (3): Basic research and evaluation
methods for health care professionals. Prerequisite: statistics or HPA 519.
HPA530 Health Care Information Systems (3): Key attributes of health care
information systems and their evolution in the health care environment.
HPA570 Marketing for Health Care Organizations (1): Basic marketing concepts,
principles, and issues related to marketing public and private health care.
HPA571 Managed Care/Integrated Delivery Systems (3): Business, regulatory,
and liability issues in the field of managed care. Prerequisite: HPA 500, 511
HPA572 Health Care Ethics (3): Ethical issues affecting health care institutions,
professionals, and consumers.
HPA573 Comparative International Health Care (3): Analysis of key attributes of
health care policy in selected countries and comparisons with the US health care
HPA574 Rural Health Care in America (3): The unique characteristics,
professional opportunities, problems, and reform alternatives in rural health care.
HPA575 Aging and Long-term Care Administration (3): Introduction to issues in
population aging and requirements for administration of aging and long-term care
HPA576 Managing Change for Healthier Communities (3): Prepares health
leaders for managing change to create healthier communities through
understanding determinants of health and implications of collaborative
HPA577 Women’s Health: Social, Psychological, and Physiological Issues (2):
Contemporary issues in women’s health focusing on physiological, social, and
HPA578 Innovative Leadership and Management (3): Key issues affecting
nursing administration; nursing and management theories for application in
nursing service settings. Same as Nurs 513.
HPA579 Mental Health Policy and Law: Professions regulation, negligence,
consent, privacy; civil commitment, treatment rights, guardianship, trial
competency, insanity defense, sex offenders, execution capacity, entitlements,
HPA580 Disability and Aging Policy (3): Policy aspects of disability, aging and
chronic illness; including work disability, health and long term care, rationing,
gender and class.
HPA590 Strategic Management and Marketing (3): Key components and
processes in strategic planning. Prerequisite: HPA 511, 515
HPA596 Seminar in Health Policy (V, 1–3): May be repeated for credit;
cumulative maximum 9 hours. Major problems and research issues in health
policy through dialogue among students and experts.
HPA597 Internship (V, 1–5): Student experience in professional work settings. S,
HPA599 Special Topics: Health Policy and Administration (V, 1–3): May be
repeated for credit; cumulative maximum 9 hours.
HPA600 Special Projects or Independent Study (V): S, F grading.
HPA700 Master's Research, Thesis, and/or Examination (V): S, F grading.
HPA702 Masters’ Special Problems, Directed Study, and/or Examination (V): S,
Does your health organization communicate effectively with your audiences?
Most do not. Professionals usually communicate way above the abilities of most
adults to understand – in print, in person, and in eHealth applications. This
communication gap affects everyone, but especially the 93 million American
adults with limited literacy skills. Limited health literacy is the problem. Vibrant
plain language, used across delivery systems, is a solution.
Rx: Plain Language
Vibrant plain language can help your organization:
Improve consumer understanding and satisfaction
Improve consumers’ abilities to partner with their healthcare providers
Increase safety and quality of care
Trim the bottom line through increased efficiency
Meet legal and accreditation requirements
Delight your customers
last modified 2008-03-31 02:01
Our mission is to link practitioners, faculty, staff, and students from a wide variety of disciplines
to enhance public health informatics research, training and practice.
Who we are
The Center for Public Health Informatics in the School of Public Health and Community
Medicine is an interdisciplinary environment that supports innovative research into information
strategies and technologies to improve the health of the public.
Registration is now open for PHI2008!
Envisioning Options for Integrated Public Health Information Systems for Low Resource
PHI2008 will be held on September 18-19, 2008
at the Bell Harbor International Conference Center in Seattle, WA
Click here to register online. For more information on the conference, visit the conference
The 2008 Summer Institute on Integrated Marketing Communication for Behavioral
Impact (IMC/COMBI) in Health and Social Development (July 6-26 2008)
Location New York, NY, United States
THE SUMMER INSTITUTE FOR SOCIAL MARKETING & HEALTH
July 13-18, 2008
Summer Institute Brochure (PDF)
Welcome to the home page for the Summer Institute for Social Marketing and Health
Communication, to be held on the campus of Emerson College July 13-18, 2008.
As directors and faculty for the Institute, we believe you've come to this website out of a desire to
take your current skills--as a marketing, advertising or public relations professional; as a
videographer, writer, performer or other artist; as a behavioral scientist or public health
practitioner--and work to make a difference in society. Whether your passion is the promotion of
healthy lifestyles, shaping attitudes and behavior about the environment, or ensuring the literacy
or other educational needs of citizens, we believe the Summer Institute will offer you the kind of
professional development you are seeking.
Our goal is to bring together communication professionals who will work in interdisciplinary
learning teams--account executives and graphic artists; researchers and advocates; managers and
direct-service providers. The six days of the Summer Institute will include lecture/discussion
sessions, case study presentations, networking with distinguished guest lecturers, and group
exercises. The days will be intense but fun.
Boston is a great city to visit during the summer. Many of the best restaurants have European-
style outdoor seating. Emerson itself is called the Campus on the Common for Boston's historic
and attractive Common is right across from our classroom buildings. You can expect open-air
concerts, theater performances, etc. during your stay in Boston.
In the attached PDF pages, you can learn more about the Summer Institute, the faculty and guest
speakers, the preliminary schedule of topics, and you can download an application.
Should you have any questions, feel free to call the Department of Professional Studies and
Special Programs at 617-824-8280 or e-mail Timothy_Edgar@emerson.edu. Please note that May
1 is the deadline for receipt of applications. After that date, applications will only be considered
on a space-available basis. Please apply early.
If, like us, you are committed to developing your skills and knowledge to make a difference in
society through communication, then please plan on joining us for the 2008 Summer Institute for
Social Marketing and Health Communication.
Lynda Bardfield, Institute Director
Timothy Edgar, Ph.D., Institute Associate Director
HealthCOMM - Health Communication Division of the National Communication
Information about the organization, links to health communication sites, long list
of schools that offer courses (not necessarily degrees) in health communication.
http://www.healthcommunication.net/ [health communication arm of the national communication association]
The Coalition for Health Communication is an inter-organizational task force whose
mission is to strengthen the identity and advance the field of health communication. This
organization grew out of the recognitions of (a) the need for professionals and
practitioners to be more aware of each others’ contributions and to provide a focus for
their interaction, and (b) the need to promote the integrity of and advance the field of
health communication while assuring a focus on “communication” in those efforts, while
recognizing that health communication research and practice are conducted across
Stephen M. Haas (Chair), University of Cincinnati
Rajiv Rimal (Vice-Chair), Johns Hopkins
Jeff Robinson (Vice-Chair Elect), Rutgers University
Michael Arrington (Secretary), University of Kentucky
Elizabeth Buenger Gill (Graduate Student Representative), Purdue University
Link to NCA: http://www.natcom.org Please note that the Health communication
division does not have a separate section on the NCA website.
ROBERT WOOD JOHNSON FOUNDATION Society of Scholars grant (OCTOBER DEADLINE)
Building human capital
BIBLIOGRAPHY: HEALTH COMMUNICATION INTERVENTIONS (includes counter-marketing campaign listing)
http://www.nap.edu/catalog.php?record_id=10018 Speaking of Health: Assessing Health Communication
Strategies for Diverse Populations (2002) Institute of Medicine (IOM)
The Washington Health Information Collaborative (WHIC) is a public-private
partnership providing funding to medical clinics and small hospitals to help them
acquire, implement and expand their use of health information technology.
The University of Iowa
College of Public Health
Department of Community and Behavioral Health
The Department of Community and Behavioral Health offers M.P.H., M.S., and Ph.D.
subtracks in Health Communication. Graduates of the program will be able to
implement communication strategies and messages using mediated and interpersonal
channels to effectively address the health needs of diverse audiences. Clinician-
patient interaction, family communication, group and organizational communication,
and mass media / web-based campaigns will be addressed.
Health Communication students will build foundations in community and behavioral
health while gaining expertise in specialized health communication “core” classes.
While most of the core classes are housed within the department, many are cross-
listed with the departments of Communication Studies or the School of Journalism
and Mass Communication. Students will have the opportunity to design, implement
and evaluate evidence-based public health interventions, participate in original
research projects that make contributions to the body of knowledge of public health
and health communication, and communicate research findings to the scientific
Public Health Communication: Evidence
for Behavior Change
The editor of this book believes that public health communication can change health
behaviors. He has selected 19 international research papers that demonstrate:
strong evidence of change in specific health behavior at a population level; major
exposure of the population to public health communication messages concerning that
behavior; and coherent evidence and a sensible narrative that attributes the change,
at least in part, to the communication exposure. This book will be a valuable
introduction to any public health educator who desires an overview of health
communication approaches, design, and implementation and evaluation strategies.
Robert E. Hornik, Editor
Mahwah, NJ: Lawrence Erlbaum, 2002, 435pp.
Access to Baby and Child Dentistry "Expanded" Program (ABCDE) - Spokane County
Access to Baby and Child Dentistry Program (ABCD) - Spokane County
AIDS Education in the Outhouse
Aim for Health Program - Heart Check
Bike Helmet Campaign
Health Education and Resource Database (HEARD)
Healthy Seniors 2000
Healthy Youth - Creating Our Future
Helmet Safety Committee
Know Your Status
October is Car Care Month
Oral Health Program
Pedestrian Safety (Ped Bee)
Project HUGS (Helping US Grow Successfully)
Risky Business - Teen Choices
School Health Education Coalition (SHEC)
Seat Belt and Car Seat Safety
Sigma Tau Iota (STI)
Spokane AIDS Network's Treatment Adherence Project
Spokane Community Asthma Committee
Spokane Driving for Life Friday Night Street Racing Project
Spokane Lice Control and Management
Spokane SAFE KIDS Coalition
Spokane Suicide Prevention Coalition
Syringe Exchange and Outreach Center
Tobacco Free Zone in the Park
Violence Prevention Project
Y Zone Corridor Safety Project
Health Education and Resource Database
(HEARD) Spokane County
Record Last Updated: 04/12/04
The Health Education and Resource Database (HEARD) is a clearinghouse of
community health education resources in Spokane County collected to assist
educators in their work. HEARD contains resources for speakers, and classes on
health education topics. The database was developed after the School Health
Education Coalition conducted a needs assessment with teachers and discovered that
they wanted to know what community resources were available and wanted
information about them in one convenient place. HEARD is evaluated by tracking
usage and with follow-up surveys. Funding is provided by local funding and partners
include the American Cancer Society.
American Cancer Society volunteers are collecting information for HEARD.
Spokane Regional Health District
1101 W College AVE
Spokane, WA 99201
This book is a revision of the original Making Health Communication Programs Work, first printed in 1989, which the
Office of Cancer Communications (OCC, now the Office of Communications) of the National Cancer Institute (NCI)
developed to guide communication program planning. During the 25 years that NCI has been involved in health
communication, ongoing evaluation of our communication programs has affirmed the value of using specific
communication strategies to promote health and prevent disease. Research and practice continue to expand our
understanding of the principles, theories, and techniques that provide a sound foundation for successful health
communication programs. The purpose of this revision is to update communication planning guidelines to account for
the advances in knowledge and technology that have occurred during the past decade.
Focus On Health Communication: Placing Public Health in Perspective
Nearly half of all causes of mortality in the United States are linked to
social and behavioral factors such as smoking, diet, alcohol use, sedentary
lifestyle, and accidents. Yet, less than five percent of the approximately $1
trillion spent annually on healthcare in the United States is devoted to
reducing risks posed by these preventable conditions.
Effective immediately, the Bayer Institute For Health Care Communication will be known as the Institute for
Individual division divisions of Bayer Health s Health Care remain important and valued
supporters of our activities. However, the name change reflects the fact that we have broadened our base of
support over the past few years. As of 2005, Bayer Corporation is no longer providing the majority of our funding.
The Mission of the Institute remains unchanged: to enhance the quality of health care by improving communication
between clinician and patient. Our full range of programs, through which we have trained more than 100,000
physicians and other healthcare professionals since 1987, continues unabated.
James Madison University Health Comm
Major (18 credits)
In addition to the 15 hours of required
speech communication courses, students
studying health communication must
complete the following hours from
among the depth requirements in order to
receive a letter upon graduation that
verifies that they have completed a
program of health communication
studies. Students are encouraged to enroll
in an internship during their junior or
Introduction to Public Relations (3)
Public Relations Techniques I (3)
Introduction to Health
Organizational Communication (3)
Communication Training (3)
Health Communication Campaigns (3)
This program prepares students to study
communication in a variety of contexts
within the health care environment.
Students study communication
interaction between health professionals
and patients/clients and health promotion
communication strategies. This program
prepares students for a variety of careers
including public relations director in a
healthcare context, hospice manager,
health director for corporations and many
SCOM 240. Process of Human
SCOM 245 Signs, Symbols and Social
SCOM 270. Introduction to Health
SCOM 350. Organizational
SCOM 450 Advanced Organizational
SCOM 470. Health Communication
The Health Communication minor (18
hours) is part of the new curriculum in
the School of Speech Communication
and is open to all students who are not
SCOM majors at James Madison
This minor is designed to help students who plan careers in health fields to be more effective communicators and
thereby more effective health practitioners. Researchers have found that 11-65% of health care consumers are
dissatisfied with the communication interaction between themselves and health care professionals.
Research findings indicate that about 51% of patients/clients do not follow the suggestions/orders of health
professionals. This noncompliance, not taking medicines or not following exercise regimens for example, leads to
higher rates of illness and to people not being physically fit.
Researchers have studied demographic, physical and psychological characteristics of clients/patients in order to
determine which variables correlate with compliance/noncompliance. The only variable that has shown major
correlation rates is effective or ineffective communication interaction.
It has been suggested that up to 50% of the illness in the United States could be lessened or abolished if health care
professionals were more effective communicators, for example, if wellness centers could motivate overweight persons
to stay with their exercise programs.
This is why we are educating communication majors and minors to be more effective communicators in the health care