The book presents a range of issues related to the new social science discipline of health communication. The authors presented the main issues relating to media and communication in shaping patients' attitudes and forms of using new media in the diagnosis and treatment of diseases. They also addressed the image of doctors in mass media, advertising of medicines, changing doctor-patient relationships
- patient influenced by the internet and new media.
The study will allow readers to understand the multifaceted role and importance of communication in the sphere of health care improvement. It will also facilitate their own case studies of the problems identified and inspire the preparation of a communication audit in a medical facility.
The publication is intended for managers of medical institutions responsible for press advocacy, public relations and crisis communication. It will also be of interest to doctors, employees of the National Health Fund, managers of regional Chambers of Physicians, medical journals and internet portals. It will be helpful to academics and students.
"Health communication is a weak link in the health care system in Poland, although improving it - at little cost - can bring huge benefits. I recommend this book to the employees of the National Health Fund, hospitals, as well as public health departments - it would be a good place to start in order to improve public awareness of the multiple and complex relationships between the worlds of medicine, communication and the media."
Prof. Dr. med. Wojciech Nowak, Rector of the Jagiellonian University