After reading Chapters 11&12 answer the following:
The Empathy Campaign—On an emotional level, one of the strongest campaigns created by the Cleveland Clinic was their “Empathy Campaign.” As a large, major international center, this campaign, as can be seen in the YouTube site, was viewed over two million times. Its reception externally and among internal employees was extremely positive and continues to receive favorable market response.
Empathy: The Human Connection to Patient Care
Source credibility is a major factor in communication—and who might be more credible than a physician. Physicians were once utilized in advertising cultural values and attitudes have changed.
Please watch this video of an advertisement for Camels cigarettes.More Doctors Smoke Camels Than Any Other Cigarette
Research the topics of Empathy in Healthcare promotion and False Advertising as in the case of Marlboro