John Mack, Letizia Affinito

Socialize Your Patient Engagement Strategy

How Social Media and Mobile Apps Can Boost Health Outcomes

• Broschiertes Buch

Produktbeschreibung

Socialize Your Patient Engagement Strategy makes the case for a fundamentally new approach to healthcare communication; one that mobilizes patients, healthcare professionals and uses new media to enable gathering, sharing and communication of information to achieve patient-centricity and provide better value for both organizations (in terms of prof

Produktdetails

• Verlag: Taylor & Francis Ltd
• Seitenzahl: 252
• Erscheinungstermin: 24. Juni 2024
• Englisch
• Abmessung: 246mm x 174mm
• Gewicht: 467g
• ISBN-13: 9781032837260
• ISBN-10: 1032837268
• Artikelnr.: 70438725

Autorenporträt

Letizia Affinito (@laffinito) - Founder and CEO of Brandnew MC, has worked for over 20 years in Strategic Marketing Communications both as manager and consultant. She advised several multinational companies and organizations on online/offline communication strategy matters. Letizia owns a PhD in Management and teaches as Adjunct Professor at leading international universities and business schools. Her education includes the Case Method Teaching Seminar (Part I and II), the Executive Program in Digital Marketing at Harvard Business School, and the Young Managers Executive Programme at INSEAD. John Mack - also known as Pharmaguy (@pharmaguy) - is the Publisher and Editor of Pharma Marketing News, an independent monthly electronic newsletter focused on issues of importance to pharmaceutical marketing executives. Pharmaguy is also an accomplished blogger. In January 2005, he created Pharma Marketing Blog, which focuses on commentary about topical pharmaceutical marketing issues. John has an MS and MPhil in Biochemistry from Columbia University and an MA in Communication Arts from the New York Institute of Technology.

Inhaltsangabe

Introduction; Part I Approaching Digital Health Communication; Chapter 1
Creating and Capturing Patient Value, LetiziaAffinito; Chapter 2 Digital
Health Content Regulations, Guidelines, and Ethics, JohnMack; Part II
Understanding the Marketplace and Consumers; Chapter 3 Listening to
Patients Can Fuel More Personalized Communication, LetiziaAffinito; Chapter
4 The Emergence of Online Opinion Leaders, JohnMack; Chapter 5 Building a
Winning Digital Communication Strategy for Patients, LetiziaAffinito; Part
III Designing and Implementing a Patient-Centered Digital Strategy; Chapter
6 Developing an Integrated Marketing Communications Strategy,
LetiziaAffinito; Chapter 7 Integrating Digital into Your Marketing
Communication Mix, LetiziaAffinito, JohnMack; Chapter 8 Digital Patient
Storytelling and Peer-Influenced Marketing, JohnMack; Chapter 9 Measuring
the Results of Your Digital Efforts, LetiziaAffinito; Chapter 10
Crowdsourcing and Co-creating for a Patient-Centered Health Communication,
LetiziaAffinito;