Marketing Efforts Encourage Health Care Professionals to Read "The Lost Art of Caring"

Marketing and distributing a book on the art of caring

The Johns Hopkins University Press, Baltimore, marketed The Lost Art of Caring: A Challenge to Health Professionals, Families, Communities and Society, which it published in June 2001.

Individual chapters address the history, goals and policy of caring, populations in need of care, and settings in which caring is provided.

Leighton E. Cluff, former RWJF president, and Robert H. Binstock of Case Western Reserve University, co-edited the book, which includes a foreword by former first lady Rosalyn Carter.

Key Results

  • Project staff oversaw designed, printed and mailed a dedicated brochure to approximately 40,000 individuals, including those on the American College of Physicians mailing list.
  • As of November 2002, just over 1,000 copies had been sold, out of a print run of 1,700. The Lost Art of Caring is available in bookstores and through online booksellers. Grant funds also paid for full-page advertisements in The New England Journal of Medicine and New Physician.
  • A review in Health Progress stated: "On the whole, this volume deepens our understanding and appreciation of the importance of caring for all who are in need of personal attention and assistance when ill and disabled." Reviews also appeared in the Journal of the American Medical Association and The Pharos.