Rhetoric of health and medicine (RHM) knowledge integrity is explored in the context of preparing RHM students, researchers, and practitioners to be careful curators and communicators of information from the medical literature. More specifically, the goal of this article is to provide a systematic framework for researching and citing claims, or “facts,” from the medical literature with transferrable skills beyond the academy. In this article, this framework is examined through the lens of science communication ethics and writer ethos to guide individuals while navigating between automation of literature databases and human agency. Furthermore, this article explores the proper citation of research claims from different genres that are published in the “medical literature” with attention to conserving the authors’ original voice. Collectively, this framework and discussion builds on prior scholarship on authorship and intellectual property in medicine.

This article provides an overview of technical content marketing and examines the audiences and messaging for technical product messaging, which differ from general consumer products. Notably, technical products, particularly those in innovative categories, require a varying marketing strategy throughout the technology adoption lifecycle as products appeal to customers with different attitudes towards technologies. Especially, content marketing for innovative technologies requires an understanding of the technical consumers' (or audiences') psychological motivations and needs, which have yet to be reviewed in the technical communication literature. In this article, the foundations of marketing innovative technical products are explored, with a specific focus on the messaging strategies as it changes to educate and persuade different categories of technology consumers during different phases of the technology adoption lifecycle. For new technical products and categories of products, the messages and channels of information evolve as the technical innovation progresses from the early market to a mainstream market, with both requiring adaptation to different audience segments and in response to emerging competitive pressures. For the majority of technical innovations, the technical content marketing strategy and messaging is a long-term investment for change to reach different consumer groups at the appropriate stage of the technical product life cycle.

In this rhetorical analysis based on the Foucaultian constructs of power in medicine, specifically the docile body, the medical gaze, and health consumerism, the authors examine ways the pharmaceutical industry used web-based direct-to-consumer advertising, from 2007-2010, to craft interactions between U.S. consumers and physicians in ways that changed the traditional patient-physician relationship in order to drive sales of brand-name therapeutic drugs. We demonstrate how the pharmaceutical industry uses its websites to script power relationships between patients and physicians in order to undermined physician authority and empower patients to become healthcare consumers. We speculate that this shift minimizes or even erases dialogue, diagnosis, and consideration of medical expertise. We suggest that if it is important to uphold values of the modern version of the hippocratic oath, it may be necessary to provide physicians and patients additional parts in the script so that medical decisions are made based on sound science, knowledge, and experience.

Background: Online, informative videos are a popular genre of technical communication but little information is available for instructors to integrate the genre into technical communication courses. Research questions: (1) What are the logistics, considerations, and problems encountered when assigning authentic informative videos in introductory technical writing service courses? (2) Is an authentic informative video project in introductory technical writing service courses an effective learning assignment from the students' perspectives? Situating the case: Video has been discussed in technical communication literature since the 1970s and our discussion of video parallels technology development making video production and viewing possible for mainstream consumers. Recently, a revitalization of interest in video (particularly since 2012) reflects widespread adoption of smart phones with video recording capabilities, preinstalled and relatively simple video production applications on computers, video-sharing websites (YouTube), and high-speed internet connections enabling rapid video downloads by viewers. Yet, low-cost and easy-to-use communication technologies are often associated with the idiosyncratic application of design features and often do not transfer into effective communication. We often claim that technical communication programs are well situated to take a “leadership role” in mastering a new communication technology but our instruction of video has not kept pace with the rapidly evolving technology nor is it necessarily consistent with our own research findings. How this case was studied: In this experience report, I took a teacher-researcher role and triangulated my personal observations with a student-perception questionnaire and other student reflections on the assignment. About the case: The informative video project was used in a junior-level, introductory technical communication service course. The informative video assignment was an experiential learning assignment in which students worked in small teams to develop “real-world” communications for a peer audience. The learning objectives emphasized in the project include genre analysis, audience analysis, scriptwriting, visual-verbal communication, video production and technology, and project management and teamwork. Results: The logistics and considerations for developing informative videos in technical communication courses are discussed and student feedback reveals that this assignment was particularly useful for teaching audience analysis, technology skills, verbal-visual synergy of communication channels, and teamwork. Conclusions: Informative videos are a challenging project but offer a unique opportunity to examine audience analysis and teach verbal-visual parallelism. Furthermore, the equipment and production software are no longer barriers to assigning the project in technical communication courses.