Provision of media support for the healthcare system in the context of digital transformation

Background . The article analyzes the provision of media support for the healthcare system as an agenda-setting factor in the context of digital transformation. It is established that this area of research fits logically into the framework of health communication studies. In this work, the provision of media support for the healthcare system is considered within the agenda-setting theory. It is shown that in the context of digital transformation, new media, including state public websites, become a source of information forming the image of institutional structures and organizations, as well as a factor affecting the behavioral initiatives and practices of the population. Objective . To analyze the provision of media support for the healthcare system as an agenda-setting factor in the context of digital transformation. Methods . The empirical base of the study comprised semi-structured expert interviews with public relations specialists employed in the healthcare system of Sverdlovsk Oblast (2020, n = 12), reports on the publication activity of medical organizations (2022, n = 11,054), publications on the website “Health of the Urals population” (2023, n = 1182), requests from members of the public (2020–2023, n = 54568), and data from the Applied Research Agency (2020–2023, n = 89527). Results . The findings indicate that the media support provided for the healthcare system is based on materials that confirm the implementation of the national projects “Healthcare” and “Demography,” as well as news about the current activities of the Ministry of Health / medical organizations and the prevention of noncommunicable diseases. Requests from members of the public were primarily related to individual local issues, which can also be newsworthy. Conclusion . Drawing on the thematic analysis, the article states that the agenda built by the Ministry of Health of the region can be expanded to include the public agenda set by the members of the public, including through their requests. It should include issues related to the maintenance of a healthy lifestyle, as well as publications aimed at improving the health literacy of the population. This approach can potentially not only reduce the number of requests, but also contribute to the development and strengthening of health-promoting behavior practices of different population groups.