LibGuides: HCA409: Module 4 Resources

Lesson 4 Required Resources

Access your textbook via the Bookshelf tab in the top navigation bar of your course.

Read Chapter 7: Being Patient-Centered – A Key for Success. This chapter (pp. 191-216) covers patient-centered care, satisfaction, and experience, including applying best practices from other industries to healthcare and the influence of HCAHPS scores on staff behaviors.
Read Chapter 8: Ethics and Healthcare Marketing. This chapter (pp. 217-256) addresses ethical conflicts in healthcare settings, the impact of HIPAA on medical marketing, and the organizational costs associated with ethical dilemmas.

Tweets, Hashtags, and Virality: Marketing the Affordable Care Act in Social Media
Leonhardt, J. M. (2015). Tweets, hashtags and virality: Marketing the affordable care act in social media. Journal of Direct, Data and Digital Marketing Practice, 16(3), 172.
Bigger and Better: How Pfizer Redefined Erectile Dysfunction
Lexchin, J. (2006). Bigger and better: How Pfizer redefined erectile dysfunction. PLoS Medicine, 3(4), e132.
Johnson & Johnson Tylenol Crisis
Kochanny, M. (2015). Johnson and Johnson Tylenol crisis. Feature Edition, 2015(2), 38–48.