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IMC: Healthcare Communications

There are two ways to pursue the Healthcare Communications specialization: as an area of emphasis in the full IMC degree program, or as a four-course graduate certificate. Both options prepare you for data-minded careers within the healthcare industry. An ever-changing and competitive industry, the healthcare field needs effective communicators to develop healthcare communication campaigns using integrated marketing strategies.

A dedicated Healthcare Communications cohort begins January 2022.

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You should pursue Healthcare Communications if...

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You're interested in:

  • Understanding the legal and ethical issues in healthcare communications
  • Exploring the role of content in the modern healthcare industry
  • Developing a cause marketing campaign strategy
  • Website and social media marketing for the healthcare industry
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Your dream job title is:

  • Community Outreach Manager
  • Healthcare Comm Specialist
  • Director of Marketing
  • Marketing Manager
  • Content Strategist
  • Communications Specialist
  • Director of Corporate Sponsorships
  • Director of Corporate Communications
  • Director of Strategic Communication
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You're looking for:

  • A master's degree program – Creative Strategy is an optional area of emphasis in our renowned online IMC master's degree program.

  • A graduate certificate – take the four online Creative Strategy courses to earn a graduate certificate (transfer these into the full M.S. IMC program anytime!).

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Is Healthcare Communications right for you? How can you get started?
Complete a brief form and we'll reach out to discuss your options and the application process.

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Healthcare Communications Courses

IMC 624: Cause Marketing

This course examines the marketing techniques used by businesses to make a difference in the world, focusing on partnerships between businesses and non-profit organizations. Through case studies, the history and uses of cause marketing are examined as well as predictions for the future of the marketing practice.

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IMC 627: Healthcare Marketing

This course explores various levels of the healthcare campaign and marketing process. Students learn the basic types of health campaigns, theories of health behavior change, issues in designing/evaluating healthcare marketing and the effects on health outcomes.

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IMC 639: Content Marketing

This course explores how the role of content is evolving in the modern marketing landscape and how to apply different types of content generation to new and traditional marketing channels. Additional topics cover the pros and cons of content marketing vs. traditional marketing as well as processes and tactics to create and implement content marketing strategies.

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IMC 646: Augmented Reality and Virtual Reality in IMC

This course examines how brands are using Augmented and Virtual Reality platforms to expand customer interaction. This course focuses on how brands have combined technologies as part of an integrated marketing communication approach. Students will complete the class by creating an AR or VR proposal for a brand of their choice.

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Hear From Our Instructors

Learn more about the Healthcare Communications cohort within the M.S. IMC program.

The Healthcare Communications courses prepare you to:

  • Effectively develop healthcare communication campaign plans using an integrated marketing communications strategy
  • Recognize how AR/VR can be used in IMC campaigns to enhance the user experience
  • Develop strategies and learn tactics and techniques that relate to the use of AR/VR within a healthcare marketing communications campaign
  • Recognize how to brand, build credibility, and effectively manage public relations efforts
  • Plan content to utilize in web and social media assets: i.e. b/vlogging, video newsletters, short video for social media site production, podcasts, etc. for public education, advocacy and/or corporate purposes
  • Demonstrate the benefit of cause marketing strategies for corporations, nonprofits, and consumers
  • Identify the latest ethical considerations and federal guidelines associated with digital and social media marketing activities within the healthcare space
  • Identify target audiences and understand behavior change theories as they relate to healthcare marketing communications campaign planning for these audiences
  • Evaluate ROI for healthcare communication activities and public interest communication plans
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Request Information

When you submit a request, we will contact you via your preferred contact method. We’re happy to answer any questions you have as you consider your graduate education options.

Wondering whether you should send us your information? We get it, sometimes filling out forms on the internet results in overwhelming phone calls and email.

What we WILL DO with your information:

  • We'll email you program information, including testimonials from current students and faculty, and details we know you need when considering your graduate education. We'll also send regular program updates at the end of each month so you can keep up with what's currently happening in our programs.
  • We'll mail you a free copy our program view book, which provides additional details on programs and college.
  • If you have any questions about any of the content we send you, contact our recruitment and retention manager via email at  daniel.sadler@mail.wvu.edu or phone at  (304) 293-8542.

What we WILL NOT DO with your information:

  • We will not bombard you with high-pressure messages. Our goal is to provide you with information you need to determine whether our program is right for you. You can opt-out at any time.
  • We will NEVER sell or share your information with any other college, program or organization.
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Let's Chat

As the enrollment specialist and an IMC alum, I'd be glad to share my expertise and help you decide what is the best fit for you.

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