Each Chapter ends with a Summary, Key Terms, Discussion Questions, and Answers to "Can You Guess?" boxesPreface
PART I: ESTABLISHING A CONTEXT FOR HEALTH COMMUNICATION
CHAPTER 1: Introduction
What is Health Communication?
Defining Communication
Process
Personal Goals
Interdependence
Sensitivity
Shared Meaning
Defining Health Communication
History of Health Communication
Medical Models
Biomedical Model
Biophysical Model
Importance of Health Communication
Emphasis on Efficiency
Prevention
Patient Empowerment
Global Health Needs and Intercultural Competence
Changing Populations
Technology
CHAPTER 2: History and Current Issues
Medicine in Ancient Times
Imotep
Hippocrates
Medieval Religion and Health Care
Medical Spiritualism
Barber Surgeons
Science and Magic
End of an Era
Renaissance Philosophy and Health Care
Principle of Verification
Cartesian Dualism
Health Care in the New World
Health Conditions
Hippocrates' Influence
Women's Role
The Rise of Orthodox Medicine
Population Shifts
Germ Theory
Research and Technology
Campaign of Orthodox Medicine
Flexner Report
Decline of Sectarian Medicine
Twentieth Century Health Care
Specialization
Medicine and Free Enterprise
Putting the Brakes on Health Care Costs
Health and Wealth
Problems
Reform Efforts
Managed Care
Conventional Insurance
Health Maintenance Organization (HMO)
Preferred Provider Organization (PPO)
Point of Service (POS)
High Deductible Health Plan (HDHP)
Organizations' Perspective
Advantages
- Incentive to Collaborate and Conserve
- Affordability Goal
- Wellness
- Administrative Assistance
- Patient Load
Disadvantages
- Costs Still Prohibitive
- Prevention Expectations Unrealized
- Undertreatment
- Restricted Options
- Confidentiality at Risk
- Bureaucratic Hassles
Managed Care Around the World
PART II: THE ROLES OF PATIENTS AND CAREGIVERS
CHAPTER 3: Patient-Caregiver Communication
Physician-Centered Communication
Assertive Behavior
Questions and Directives
Blocking
Patronizing Behavior
Power Difference
Criticism of Clinician-Centeredness
Collaborative Communication
Climate for Change
Motivational Interviewing
Communication Skill Builders: Cultivating Dialogue
- Nonverbal Encouragement
- Verbal Encouragement
Environmental Restructuring
Soothing Surroundings
Easy Communication with Loved Ones
Communication Technology: Telemedicine
A Doctor's Visit Telemedicine Style
Telemedicine in the Future
Telemedicine as Medical Outsourcing
Advantages to Consumers
Advantages for Caregivers
Disadvantages
Communication Skill Builders: Tips for Patients
CHAPTER 4: Caregiver Perspective
Medical Socialization
Theory of Socialization
Selection
Curriculum
- Science
- Communication Training
Socialization Process
- Loss of Identity
- Privileged Status
- Overwhelming Responsibilities
- Withdrawal and Resentment
Effects of Socialization
Medical School Reform
Implications
Professional Influences on Caregivers
Time Constraints
Loss of Autonomy
Psychological Influences on Caregivers
Maturity
Self-Doubt
Satisfaction
Stress and Burnout
Causes
- Emotions
- Communication Deficits
- Work Load
- Other Factors
Effects
- Healthy Strategies
Medical Mistakes
Why Mistakes Happen
What Happens After a Mistake?
Communication Skill Builder: Managing Medical Mistakes
- From the Beginning
- If an Error Does Occur
Communication Technology: Knowledge Coupling
CHAPTER 5: Patient Perspective
Patient Socialization
Voice of Lifeworld
- Feelings vs. Evidence
- Specific vs. Diffuse
Patient Characteristics
Nature of the Illness
Patient Disposition
Communication Skills
Satisfaction
Attentiveness and Respect
Convenience
A Sense of Control
Genuine Warmth and Honesty
Cooperation and Consent
Reasons for Nonadherence
Caregivers' Investment
Informed Consent
Illness and Personal Identity
Reactions to Illness
Narratives
CHAPTER 6: Diversity Among Patients
Status Differences
Misunderstandings
Health Literacy
Communication Skill Builders: Surmounting Status Barriers
Gender Differences
Sexual Orientation
Race
Different Care and Outcome
Explanations
- Distrust
- High Risk, Low Knowledge
- Access
- Patient-Caregiver Communication
Language Differences
Disabilities
Communication Skill Builders: Interacting with Persons Who Have Disabilities
Age
Children
- Communication Skill Builders: Talking With Children About Illness
Older Adults
- Effects of Ageism
- Communication Patterns
- Promising Options
- Communication Technology and Older Adults
Communication Skill Builders: Reaching Marginalized Populations
PART III: SOCIAL AND CULTURAL ISSUES
CHAPTER 7: Social Support
Conceptual Overview
Coping
Crisis
Normalcy
Coping Strategies and Social Support
Action-Facilitating Support
Nurturing Support
Esteem Support
Communication Skill Builders: Supportive Listening
Emotional Support
Communication Skill Builders: Allowing Emotions
Social Network Support
Communication Skill Builders: Keeping Social Networks Healthy
Support Groups
Communication Technology: Virtual Communities
Transformative Experiences
Lay Caregiving
Lay Caregivers' New Role
Profile of the Lay Caregiver
Stress and Burnout
Caring for Caregivers
End-of-Life Communication
Life at All Costs
Death with Dignity
Slow Medicine
Advance-Care Directives
Communication Skill Builders: Delivering Bad News
Coping with Death
Oversupporting
Overhelping
Overinforming
Overempathizing
CHAPTER 8: Cultural Conceptions of Health and Illness
Why Consider Culture?
A Profile of Cultures
Asian and Pacific Island
Hispanic
Arab
The Nature of Health and Illness
Health as Organic
Health as Harmony
Social Implications of Disease
Disease as Cure
Stigma of Disease
The Morality of Prevention
Victimization
Patient and Caregiver Roles
Mechanics and Machines
Parents and Children
Spiritualists and Believers
Providers and Consumers
Partners
Implications
Viagra: A Case Study in Health-Culture Overlap
Communication Skill Builders: Developing Cultural Competence
PART IV: COMMUNICATION IN HEALTH ORGANIZATIONS
CHAPTER 9: Culture and Diversity in Health Organizations
Culture and Diversity in Health Organizations
Organizational Culture
Cultural Integration and Transformation
Advantages of Diversity
Historical Patterns of Acceptance
Female Physicians
- Building Equity
- Communication Styles
Minorities in Medicine
- History
- Current Representation
Diverse Types of Health Care
Nurses
- Nursing Shortage
Hospitalists
Midlevel Providers
Allied Health Personnel
Retail Clinics
Holistic Care
Definitions
Popularity
Advantages
Drawbacks
Managing Conflict
Definitions
Conflict of Interest
Violent Conflict
- Communication Skill Builders: Defusing Violent Situations
Nurses' Role Conflict
Communication Skill Builders: Integrating Diverse Employees
CHAPTER 10: Leadership and Teamwork
Current Issues
Consolidation
Controversy over Specialty Hospitals
Efficiency
Marketing and Advertising
Consumerism
Staffing Shortages
Challenging the Bureaucracy
Hierarchies or Partnerships?
- Advantages
- Disadvantages
- Opportunities to Change
Authority Rule or Multilevel Input?
- Advantages
- Disadvantages
- Opportunities for Change
Specialized Jobs or Mission-Centered Expectations?
- Advantages
- Disadvantages
- Opportunities for Change
Strictly by the Rules. . . or Not?
- Advantages
- Disadvantages
- Opportunities for Change
Teamwork
- Advantages
- Difficulties and Drawbacks
- Communication Skill Builders: Working on Teams
Crisis Management
Aiming for Service Excellence
PART V: PUBLIC HEALTH: MEDIA, CRISIS, POLICY REFORM, AND HEALTH PROMOTION
CHAPTER 11: Health Images in the Media
Advertising
Direct-to-Consumer Advertising (DCTA)
- Advantages of DCTA
- Disadvantages of DCTA
- Communication Skill Builders: Evaluating Medical Claims
Nutrition
- Obesity
- Effects on Children
- Activity Levels
Alcohol
- Source of Knowledge
- Glamorized Images
Body Images
- Health Effects
- Eternal Hope
News Coverage
Accuracy and Fairness
Sensationalism
Advantages of Health News
Communication Skill Builders: Presenting Health News
Communication Technology: Interactive Health Information
- Advantages
- Drawbacks
Communication Skill Builders: Using the Internet
Entertainment
Portrayals of Health-Related Behaviors
- Mental Illness and Dementia
- Disabilities
- Sex
- Violence
Portrays of Health Care Situations
- Medical Miracles
- Entertainment and Commercialism
Entertainment-Education and Programming
Impact of Persuasive Entertainment
Media Literacy
Teaching Media Literacy
CHAPTER 12: Public Health Crises and Health Care Reform
What is Public Health?
Risk and Crisis Communication
Managing Perceptions
How Scared is Scared Enough?
In the Heat of the Moment
Case Studies: A Global Perspective
AIDS
SARS
Anthrax
Avian Flu
Wrapping It Up
Health Care Reform
Analyzing the Issues
- Waste
- Inequities and Oversights
- Less Costs More
- Out of Pocket, Out of Luck?
- Hope
The American Model
Universal Coverage Models
- Massachusetts and Vermont
- Overview, Pros, and Cons
Single-Payer Model
Wrapping Up Talk About Universal Coverage
CHAPTER 13: Planning Health Promotion Campaigns
Background on Health Campaigns
Motivating Factors
Exemplary Campaigns
- Go to the Audience
- Take Action
- Measure Your Success
- Encourage Social Support
Planning a Health Campaign
Step 1: Defining the Situation and Potential Benefits
- Benefits
- Current Situation
- Diverse Motivations
Step 2: Analyzing and Segmenting the Audience
- Data Collection
- Segmenting the Audience
- Audience as a Person
- Young Audiences
- Sensation-Seekers
- Underinformed Audiences
Step 3: Establishing Campaign Objectives
Step 4: Selecting Channels of Communication
- Channel Characteristics
- Communication Technology: Using Computers to Narrowcast Messages
- Multichannel Campaigns
CHAPTER 14: Designing and Implementing Health Campaigns
Theories of Behaviors Change
Health Belief Model
Social Cognitive Theory
Embedded Behaviors Model
Theory of Reasoned Action
Transtheoretical Model
Wrapping it Up
Critical-Cultural Perspective
Designing and Implementing a Campaign
Step 5: Designing Campaign Messages
- Choosing a Voice
- Designing the Message
Step 6: Piloting and Implementing the Campaign
Step 7: Evaluating and Maintaining the Campaign
- Evaluation
- Maintenance
References
Credits
Author Index
Subject Index