THE MEDIA’S ROLE IN HEALTHCARE

The COVID-19 pandemic posed major challenges for the government, including the need to promptly inform people about treatment and prevention methods, and also demonstrated the importance of an effective communication strategy between the public and healthcare professionals. Information channels and practices that were created based on this experience are still being used successfully today to release information about medical examinations and the prevention of non-communicable diseases. However, since the peak of the pandemic, the theme of healthcare has become less of a priority for the media despite the need for continued widespread coverage of health issues. In addition to traditional media, including television, radio, and print media, new media outlets, such as social networks, blogs, and Telegram channels, are becoming increasingly important and trusted by people. As such, effective interaction with various audiences directly depends on a careful analysis and selection of media resources, the quality of content about medicine and health, and methods of how it is presented. What media resources are effective and promising platforms for promoting a healthy lifestyle, prevention programmes, and advances in medical science? What formats of communication with a broad audience are most effective in the healthcare sector? What is the best strategy for interaction between healthcare and the media today? How should the healthcare sector be highlighted as a priority for the media?