The growth of health communications : a story of consumer power and medical innovation -- Both sides now : viewing media through the public relations prism -- Research for health communication -- The communication planning process -- Communication for health professional associations : finding the balance between profession and business -- Building a national brand for a children's hospital -- Crisis communication in the health sector -- Hospital media relations in a time of change -- An A to Z guide for communicating the launch of a new pharmaceutical product -- Plan for your health : a public education campaign to build awareness and gain consumer preference -- "It's all coming together" : communications strategy for the Medicare Part D national education and enrollment campaign -- Spurring action on heart disease in women : how a nonprofit can strategically partner with a government campaign -- Reaching targeted audiences in an evolving media environment -- The Society for Women's Health Research : advocacy and communications at work -- Changing obesity policies and behavioral risk factors through social marketing : case study of the Chicago 5-4-3-2-1 Go! program -- Health reform : the new era of prevention.