Abstract
Evaluating the effectiveness of a communication initiative is often an afterthought—and this is particularly the case in healthcare. Mechanisms for assessing both the efficiency and effectiveness of a communication campaign must be built into any project on the front-end. This chapter examines the evaluation needs inherent in any communication initiative. The intent of this chapter is not to turn health communicators into evaluators but to expose health professionals to the evaluation process and create an awareness of the importance and nature of this component of the communication initiative.
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Additional Resources
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© 2006 Springer Science+Business Media, Inc.
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(2006). Evaluating the Impact of Health Communication. In: Health Communication. Springer, Boston, MA . https://doi.org/10.1007/0-387-26116-8_12
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DOI: https://doi.org/10.1007/0-387-26116-8_12
Publisher Name: Springer, Boston, MA
Print ISBN: 978-0-387-26115-7
Online ISBN: 978-0-387-26116-4
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