Online Healthcare Promotion Graduate Certificate

At a Glance

Completion Time

Months

Credits Required

Tuition

$14,478-$16,230

Part-Time

*Based on 2025–2026 Boston University tuition and fees.

Gain Targeted Skills in Health Marketing and Media Strategy

Boston University’s online Graduate Certificate in Healthcare Promotion, Media & Marketing allows students to develop or refresh skills vital for today’s professional health communicator. Using persuasion and media effects theory, communication planning, and other fundamental behavioral and management concepts, students learn to design integrated public relations, media, and marketing plans that help achieve the goals of health-related organizations and clients.

This is particularly vital as healthcare enters a transformative period. Healthcare industries are predicted to be among those growing the fastest through 2029 (The Economics Daily, U.S. Bureau of Labor Statistics, September 2020). Factors affecting the landscape include an increase in chronic lifestyle diseases—diabetes, blood pressure, asthma, arthritis, cancer, dementia, and other stress-related disorders—which is helping drive expansion of the wellness industry, the value of which is poised to grow by $1,299.8 billion through 2024, according to a report by Technavio. Additionally, United States Census Bureau data shows that one in five Americans will be 65 or older by 2034, with aging baby boomers expected to outnumber children for the first time in 2030. Healthcare organizations—and the many health and wellness businesses affiliated with them—will all need professional health communicators who excel at developing effective and responsible communication strategies.

Students learn how to frame points of view and create powerful messages using print, broadcast, social, community, and organizational media in creative ways to influence and educate diverse audiences. With a focus on workplace-ready skills, students develop campaigns, search-optimized content, and materials—while understanding the importance of ethics, privacy, and regulatory considerations. They also gain essential knowledge in brand, reputation, and crisis management.

This certificate prepares students for professional communication roles within consumer- and business-facing corporations, government agencies, healthcare organizations and hospitals, PR and marketing agencies, non-profit organizations, and other employers seeking to advocate for, educate, and influence audiences about health and wellness.

In today’s climate of greater integration among public relations, media, and marketing disciplines, even recently educated communication professionals are challenged by the pace of change in their professions and across the media landscape. With this certificate, students learn the differences, similarities, and tensions among these communication functions within organizations, and how to effectively implement and align contemporary strategies and measurable tactics as part of a unified effort.

$14,478-$16,230 Tuition & Fees Range—Part-Time Study*
*Based on 2025–2026 Boston University tuition and fees. Merit scholarship may reduce cost.

Curriculum

Boston University’s Graduate Certificate in Healthcare Promotion, Media & Marketing consists of four required online courses (16 credits). Minimum passing grade for a course in the graduate certificate program is B– (2.7), but an average grade of B (3.0) must be maintained to be in good academic standing and satisfy certificate requirements.

Degree Core Courses

(Four courses/16 credits)

MET HC 656 Healthcare Public Relations

4 credits. Fall and Spring

Provides an overview of the professional principles and practices in public relations for corporate, governmental, agency and nonprofit organizations. Includes history, organization, and scope of the field; its roots in social science; types of campaigns and programs; and professional ethics. Theories, strategies, and tactics in current practice emphasized and applied to health communication. Explores opportunities and requirements for work in the field. Students will learn to apply the basic public relations campaign planning model and examine public relations specialty practice areas including media relations, community relations, government relations, crisis communication, investor relations and employee communication. Please note: This 4-credit course meets over a 7-week period. Students should expect about twice the weekly workload of a 14-week course.

MET HC 656S Healthcare Public Relations

4 credits. Summer

MET HC 657 Digital Marketing for Healthcare

4 credits. Fall and Spring

An overview of the theories, practices, and techniques in the dynamic field of interactive marketing communications (IAMC). Students gain an understanding of the strategy and tactics of IAMC and its place in the more comprehensive field of marketing communications. In addition, students review IAMC's relationship to and its effects on society, culture, and the economic system. The course will explore almost all the ways interactive marketing can be practiced via the Internet: historical introduction, dotcom era, basic principles, database marketing, etail, email, search (SEO & SEM/PPC), display advertising, social networking, gaming, mobile, et al. Please note: This 4-credit course meets over a 7-week period. Students should expect about twice the weekly workload of a 14-week course.

MET HC 658 Media Relations for Healthcare

4 credits. Fall and Spring

Students learn publicity techniques used in mass media communication, including working with daily and weekly newspapers, magazines, radio, television, film and online media. The course will examine the principles and practices of working with mass media "gatekeepers" to accomplish campaign objectives as well as strategies and tactics for communicating directly with audiences through new media. Students will develop knowledge and skills related to the production and use of media relations tools with a focus on health communication. Case studies will be employed to understand the challenges and opportunities inherent in working with mass media as well as the special demands and practices associated with crisis communication. The course will also explore the roles of interactive and social media. Please note: This 4-credit course meets over a 7-week period. Students should expect about twice the weekly workload of a 14-week course.

Section O1, FALL 2025 Sep 2nd to Oct 20th
Instructor	Type	Days	Times	Location
Sullivan	Independent	ARR	12:00:00 AM–12:00:00 AM

MET HC 658S Media Relations for Healthcare

4 credits. Summer

Plus one of the following:

MET HC 550 US Healthcare System

4 credits. Fall and Spring

This course provides students with basic knowledge of how the health care system in the U.S. is structured, and the policies, stakeholders and complexities impacting access to care, costs, quality and equity among various populations. Drawing on multiple views and opinions, students build on their perspectives as they critically analyze pros and cons of health system fundamentals. Students then apply their knowledge to a series of practical written assignments that help build a strategic plan for improving the health outcomes of an underserved population in their home state. An emphasis is placed on written and oral delivery of final project campaigns. Please note: This 4-credit course meets over a 7-week period. Students should expect about twice the weekly workload of a 14-week course.

MET HC 559 Health Communication Principles and Strategies

4 credits. Fall and Spring

This foundational course examines and bridges the theory and practice of interpersonal, organizational, mass communication, and digital media relevant to the professional communicator and health practitioner alike. It reviews strategies of persuasion, the relationship between attitudes and health behavior through the lifespan, and the changing nature of health, illness and health delivery in local and global arenas. Students consider how the Social Determinants of Health (where we live, learn, work and play) impact health behaviors and outcomes for diverse populations. Starting with the history of health communication, students gain insight into the evolution of this emerging discipline, from public health education to its broader place in the marketing mix through recent decades. Guided by case studies, research and analysis, students explore the health communication cycle and strategic planning process using frames, channels and tools best suited for reaching behavioral, social, and organizational objectives. The course shifts from theoretical to practical, giving students hands-on experience developing a strategic health communication campaign that considers culture, age, gender and health literacy, to effectively - and measurably - influence health outcomes for its intended audience. Please note: This 4-credit course meets over a 7-week period. Students should expect about twice the weekly workload of a 14-week course.

Section O2, FALL 2025 Oct 28th to Dec 15th
Instructor	Type	Days	Times	Location
Agudelo	Independent	ARR	12:00:00 AM–12:00:00 AM

MET HC 560 Research Methods for Health Communication

4 credits. Fall and Spring

There is a growing demand for professionals with the skills to collect, analyze and interpret data. This course prepares students with essential knowledge of primary research methods, and how to apply them - accurately and ethically - to the practice of health communication. Beginning with the basics of research design and evaluation, the course progresses through qualitative, quantitative and mixed methods, survey design, descriptive statistics, focus groups and other approaches, with the goal of helping health communication professionals create meaningful, data-driven strategies, stories and content. Students will practice analyzing, interpreting and writing about various health studies presented throughout the course. Also emphasized is the application of research to advertising messaging and public relations strategies. Please note: This 4-credit course meets over a 7-week period. Students should expect about twice the weekly workload of a 14-week course.

MET HC 561 Writing for Health

4 credits. Fall and Spring

Effectively communicating knowledge, methods, language and terminology from the complex fields of health, science and medicine - and writing about them plainly - requires an advanced command of language, and proficient use of health literacy principles. If writing does not come naturally to you, this course will introduce you to those health literacy principles, as well as formats and processes for developing materials with confidence. If you're a more experienced writer, get ready to hone your skills using best practices for creating various kinds of health content. Throughout the course you'll analyze different audience needs and refine writing strategies, style, voice, and vocabulary to accommodate each audience. You'll also practice essential writing qualities, including clarity and brevity, alongside advanced grammar, sentence structure and writing mechanics. Assignments include writing, revising, and editing clear, accurate, audience-appropriate content for a journalistic news report; a patient education print brochure; narrative feature storytelling; a health-related blog; scriptwriting for a visual public service announcement, and social media writing to promote your content. Please note: This 4-credit course meets over a 7-week period. Students should expect about twice the weekly workload of a 14-week course.

MET HC 652 Biology of Disease

4 credits. Fall and Spring

This course, designed for students who have little or no background in the biological sciences, provides a foundation in the biological mechanisms and principles underlying major health problems. Selected health problems are explored from a biological perspective in order to provide fundamental information about infectious and non-infectious agents of disease, disease transmission, biological defense mechanisms, co-evolution of man and microbes, the effects of nutritional deficiency and excess, effects of respiratory exposures, the biology of cancer, aging, and other topics. Each student completing this course should be able to knowledgeably participate in a discussion of related health problems with a basic understanding of the terminology, and the underlying biological mechanisms. Please note: This 4-credit course meets over a 7-week period. Students should expect about twice the weekly workload of a 14-week course.

Section O1, FALL 2025 Sep 2nd to Oct 20th
Instructor	Type	Days	Times	Location
Duffy	Independent	ARR	12:00:00 AM–12:00:00 AM

MET HC 655 Healthcare Marketing Strategies

4 credits. Fall and Spring

This course provides an in-depth understanding of the essential concepts of marketing and their application to health care. Students gain a working knowledge of marketing tools (such as pricing, promotion, channels, consumer behavior, brand equity, and segmentation) and how to use them. Students build practical applied skills in analyzing marketing problems and developing marketing programs and strategies, with particular attention to health care and its organizational structures, financing, technologies, market demands, laws, and regulations. Students also expand their understanding of the differences and similarities between marketing in for-profit and not-for-profit health care organizations, and they increase their appreciation of the role of data collection, analysis, interpretation, and management in marketing decisions. Please note: This 4-credit course meets over a 7-week period. Students should expect about twice the weekly workload of a 14-week course.

Section O1, FALL 2025 Sep 2nd to Oct 20th
Instructor	Type	Days	Times	Location
Buta	Independent	ARR	12:00:00 AM–12:00:00 AM

MET HC 762 Visual Communication in the Digital Health Age

4 credits. Fall and Spring

Over the past two decades, the power of visuals in learning and retention has been increasingly recognized - attributing as much as 80% of retention to information that is visually communicated. In a recent study, 85% of working professionals agreed that creative thinking is critical for problem solving in their career, and 71% say creative thinking should be taught as a course, like math and science. The efficacy of the use of visual symbols has also been recognized for bridging language barriers in health care settings. This course provides health communication professionals the fundamental principles of design and how these relate to effective communication, particularly in health education and delivery applications. Course lectures and resources will guide students from visual design theory, straight through content creation and measuring effectiveness of visual messaging. Students will explore various media and tools used to create digital images and get hands-on practice in the image editing process. Topics include conceptual design, critical thinking in the creation of practical design, how design relates to industry, human perception and the visual process, and the use of symbols for immediacy and to bridge cultural and literacy divides. In addition to exploring popular digital vehicles for visual storytelling, such as infographics, data visualization, video and mobile, the course will also present real-world challenges, such as ethics and regulations in digital communications, as well as business processes. Course requires access to a smartphone with camera and video capability or a digital camera/video. Please note: This 4-credit course meets over a 7-week period. Students should expect about twice the weekly workload of a 14-week course.

MET HC 763 Social Media Strategies and Tactics for Healthcare

4 credits. Fall and Spring

The course examines how healthcare organizations are tapping the power of social media to listen, learn, engage and act. This course helps students understand the power and importance of this fundamental shift in communication, and how savvy health care organizations are turning this shift into a strategic advantage. Together, we will examine the impact of the communication technology revolution on the field of health marketing and communication. Through extensive readings, case studies, project assignments, hands-on use of social media and weekly discussions, students will explore the extraordinary health communication challenges and opportunities driven by social media - as well as the new and daunting problems and threats social media present to healthcare organizations. Students will learn how social media is used in health care and why using it effectively and efficiently has become a necessary skill for many health care professionals. As part of this course, students have the opportunity to earn the Mayo-Hootsuite Social Media Basics Certification, and participate in the Mayo Clinic Social Media Network community. Please note: This 4-credit course meets over a 7-week period. Students should expect about twice the weekly workload of a 14-week course.

Section O2, FALL 2025 Oct 28th to Dec 15th
Instructor	Type	Days	Times	Location
Ruland	Independent	ARR	12:00:00 AM–12:00:00 AM

Admissions

Visit the Metropolitan College Graduate application page to learn more and apply.

Requirements

Visit the BU MET website for Admission Details.

Dates & Deadlines

View BU MET’s academic calendar for online programs, including important dates and deadlines.

Application Requirements

Learn about application requirements for BU MET graduate degree and certificate programs.

How You Benefit from a
Boston University Education

Benefit from a 15:1 student-to-instructor ratio.
Work closely with experienced health professionals and faculty experts from across Boston University, including the College of Communication, School of Public Health, and Metropolitan College.
BU MET’s Health Communication program provides practical, hands-on education that you can apply on the job.
Study principles of healthcare and communication alongside peers with industry experience, learn from faculty who have valuable contacts in the field, and benefit from an alumni community with strong professional connections.

US citizens and permanent residents are automatically considered for Merit Scholarships during the application process and nominated based on eligibility.

Learn More

#4

America’s Top Online Colleges

Graduate with Healthcare Promotion, Media & Marketing Expertise

Students who complete the Graduate Certificate in Healthcare Promotion, Media & Marketing will be able to demonstrate:

Create channel-specific health communication plans and search-optimized content designed to support, influence, and engage with diverse stakeholder audiences.
Understand and demonstrate socially responsible health communication principles and practices as they apply to public relations, digital marketing, and media relations, including privacy, copyright and regulatory considerations, and knowledge of the Code of Ethics as defined by the Public Relations Society of America (PRSA).
Understand the expanding 24/7 role of media relations professionals within healthcare organizations, including dos and don’ts for developing successful relationships with reporters, message framing and delivery methods, and crisis management strategies.
Identify the differences, similarities, and tensions among public relations, media, and marketing functions within healthcare organizations, and the importance of unified strategies that align and measure organizational efforts.

Advance Your Career

BU MET’s Healthcare Promotion, Media & Marketing Graduate Certificate prepares you for a wealth of different roles in public health communications, patient advocacy, health education, community health organizing, healthcare marketing communications, patient experience, social media communications, healthcare administration, and crisis management among others.

Take Advantage of Career Resources at BU MET

You will find the support you need in reaching your career goals through MET’s Career Development office, which offers a variety of job-hunting resources, including one-on-one career counseling by appointment for online students. You can also take advantage of tools and resources available online through BU’s Center for Career Development.

Beth Israel Deaconess Medical Center
Cigna
Genzyme
Kaiser Permanente
Memorial Sloan Kettering Cancer Center
UnitedHealth Group
American Red Cross
Aetna
Boston Medical Center
Beth Israel Lahey Health

“When I began the program, I was the director of marketing for an independent hospital and I was able to use concepts I was learning right from the get-go. From creating more effective project briefs and SWOT analyses to directing a photo or video shoot and using storyboards and shot lists, I was becoming a much more effective marketing director on both the management and creative side of the job.”
Jody Merrill (MET’21)
Integrated Strategic Growth Marketing Manager, Mass General Brigham
MS, Health Communication

Health Communication Faculty

Justin Joseph

Program Director, Health Communication

Associate Professor of the Practice, Public Relations, Boston University College of Communication

Felipe Agudelo Acevedo

Lecturer

Associate Director of Diversity and Inclusion, Boston University Chobanian & Avedisian School of Medicine

Alane Bearder

Lecturer and Program Facilitator

Digital Marketing Strategist, Strategic Communications Consultant

Stephanie Burke

Lecturer

Associate Professor, Prince George’s Community College

Paul Buta

Lecturer

Leigh Curtin-Wilding

Lecturer

Anne Danehy

Senior Lecturer, Boston University College of Communication

Donna Duffy

Lecturer

James Gardner

Lecturer

Gabraelle Lane

Lecturer

Stephen Quigley

Academic Advisor

Associate Professor of Public Relations, Boston University College of Communication

Domenic Screnci

Academic Advisor

Lecturer, Boston University College of Communication

Timothy Sullivan

Lecturer and Program Facilitator

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Health

Online Healthcare Promotion, Media & Marketing Graduate Certificate

At a Glance

Gain Targeted Skills in Health Marketing and Media Strategy