Mattson (PhD, Arizona State University) is Professor and Head of the Brian Lamb School of Communication at Purdue University. Her research is published widely in journals such as Communication Monographs, Health Communication, and Health Marketing Quarterly. She is the coauthor of two other books on health communication.
Chervin Lam (MS, Purdue University) is working toward a PhD in Health Communication. His research has been published in Review of Communication and achieved top paper awards at the Central States Communication Association conference.

Contents: System Theory - Assembling the Team - Needs Assessment - Formative Research - Messaging Process - Marketing Mix - Implementation and Evaluation - Correction Loop - Patient Advocates and Health Advocacy - Organizations and Health Advocacy.