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| Tekijä: | Stokes, A.Q. |
| Otsikko: | Living the sweet (d)Life: public relations, IMC, and diabetes |
| Lehti: | Journal of communication management
2009 : VOL. 13:4, p. 343-361 |
| Asiasana: | public relations marketing communication integration health empowerment USA |
| Kieli: | eng |
| Tiivistelmä: | This paper aims to analyze dLife, which is an integrated media network devoted to empowering Americans living with diabetes. It is shown how dLife's use of integrated marketing communications (IMC), especially the public relations (PE) component, represents an emerging direction in health product and services marketing. It is argued that PR, through sponsorships, helps organizations interested in IMC to create new types of relationships with marketers and patients. In order to demonstrate the PR's importance in IMC, dLife's relationship with the changing health marketing landscape is contextualized. It is found that dLife's PR use as part of its IMC approach helps to create more engaging disease education, yet increasing commercial content in patients' lives. The role of public relations within the IMC framework is theorized further. |
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