Baikal Communications Group presented the analysis of healthcare media coverage
Cyrill Tuzov, director for political communications and special projects took part in the workshop “Organization of Interaction with the Media”, the 9th all-Russian scientific and practical conference with international participation “Health and quality — 2016”. A talk “Healthcare in the Media: Between Patients’ Expectations, Doctors’ Concerns, State and Business Interests” was presented to delegates of federal and regional healthcare authorities, journalists and public relations experts.
The talk focused on multifaceted influence of various healthcare actors and pharmaceutical industry on the information space. Divergent actions combined with a particular attitude of journalistic community to current changes in the social sphere lead to a lasting stagnation of healthcare advocacy for almost all target audiences.
The impact of communication collision between Russian and foreign pharmaceutical manufacturers was discussed. Debate on drug supply quality and availability has traditionally been an important part of public healthcare discourse. Its dynamism and inconsistency had a strong destructive effect on many important issues related to the health of the Russians and first of all, on understanding state policy in public healthcare.
Political factors are no less significant. Thus, during the 2016 election campaign, healthcare debate underwent considerable simplification, vulgarization and dissemination. Further, political will in the sphere of import substitution and localization creates media opportunities for image advantages for Russian drug manufacturers, the report says. Patient and professional (medical) communities assume the role of both consumers of ambiguous information flows and sources of a public examination, for the most part, a critical one. All this brings new challenges to press services of the authorities that define and regulate the development of public healthcare.