J. David Johnson is a professor in the Department of Communication at the University of Kentucky.

Dosage is an important reframing of how we think about the challenges of communicating about health. Johnson thoughtfully uses the metaphor of pharmacological dose and demonstrates its applicability across a range of contexts, from the doctor breaking bad news to a patient, to distributed teams seeking to coordinate activity, to health promotion campaigns for behavior change. Health communicators -- whether marketing professionals, nurses and social workers, marketing practitioners, or social media bloggers -- can easily pick up lessons here from a wealth of scholarship about message development, channel selection, timing and frequency, and how to avoid the negative consequences of too much communication about a health issue. Here is a top-flight scholar offering us a new way to re-vision the challenges of professional communication.

• List of Figures and TablesChapter 1: Introduction and OverviewChapter 2: Definition and the Use of MetaphorChapter 3: InterpersonalChapter 4: Interprofessional TeamsChapter 5: Mass MediaChapter 6: Diffusion and DisseminationChapter 7: ChangeChapter 8: Health Information TechnologyChapter 9: Summing UpReferences

J. David Johnson is a professor in the Department of Communication at the University of Kentucky.

Dosage is an important reframing of how we think about the challenges of communicating about health. Johnson thoughtfully uses the metaphor of pharmacological dose and demonstrates its applicability across a range of contexts, from the doctor breaking bad news to a patient, to distributed teams seeking to coordinate activity, to health promotion campaigns for behavior change. Health communicators -- whether marketing professionals, nurses and social workers, marketing practitioners, or social media bloggers -- can easily pick up lessons here from a wealth of scholarship about message development, channel selection, timing and frequency, and how to avoid the negative consequences of too much communication about a health issue. Here is a top-flight scholar offering us a new way to re-vision the challenges of professional communication.

• List of Figures and TablesChapter 1: Introduction and OverviewChapter 2: Definition and the Use of MetaphorChapter 3: InterpersonalChapter 4: Interprofessional TeamsChapter 5: Mass MediaChapter 6: Diffusion and DisseminationChapter 7: ChangeChapter 8: Health Information TechnologyChapter 9: Summing UpReferences

J. David Johnson is a professor in the Department of Communication at the University of Kentucky.

Dosage is an important reframing of how we think about the challenges of communicating about health. Johnson thoughtfully uses the metaphor of pharmacological dose and demonstrates its applicability across a range of contexts, from the doctor breaking bad news to a patient, to distributed teams seeking to coordinate activity, to health promotion campaigns for behavior change. Health communicators -- whether marketing professionals, nurses and social workers, marketing practitioners, or social media bloggers -- can easily pick up lessons here from a wealth of scholarship about message development, channel selection, timing and frequency, and how to avoid the negative consequences of too much communication about a health issue. Here is a top-flight scholar offering us a new way to re-vision the challenges of professional communication.

• List of Figures and TablesChapter 1: Introduction and OverviewChapter 2: Definition and the Use of MetaphorChapter 3: InterpersonalChapter 4: Interprofessional TeamsChapter 5: Mass MediaChapter 6: Diffusion and DisseminationChapter 7: ChangeChapter 8: Health Information TechnologyChapter 9: Summing UpReferences