Producing Medical Organizations in the Media Marketing System

Abstract

Introduction. The relevance of this research is determined by the need for a scientific understanding of the media producing concept for medical organizations. Unlike traditional marketing, which focuses primarily on promoting services, producing involves a comprehensive organization of media processes: developing a concept for the public presence of a medical organization, creating expert content, coordinating specialists, conducting a legal review of messages, selecting media channels, implementing reputational risk management, and evaluating communication results. Objective. To provide insights into the producing of medical organizations in the media marketing system. Materials and methods. The article is theoretical and analytical in its nature. The study uses official documents of the World Health Organization, regulatory legal acts of the Russian Federation on health protection, advertising, personal data and the provision of paid medical services, as well as scientific publications on social media and digital marketing in healthcare. Results. The producing of medical organizations in the media marketing system is an independent area of management at the intersection of medical management, digital communications, marketing, law, and professional ethics. Producing in healthcare is aimed at promoting medical services as well as establishing a reliable, socially responsible and legitimate media presence of a medical organization.