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.