GRADUATE WORK

Introduction

Chapter 1. Scope of PR activities in Russian healthcare

1.1 Healthcare Marketing Management

2 The role of information systems and technologies in healthcare

3 Features of interaction with the media

4 The relevance of using the services of consulting firms in domestic healthcare

5 The role of public opinion research in health care

6 “Preventive PR”

Chapter 2. Features of interaction between state health authorities of the Krasnoyarsk Territory and various categories of the public in order to create a positive image of the industry

2.1 General information about healthcare in the Krasnoyarsk Territory

1.1 Medical and demographic situation, health status of the population and organization of medical care

1.2 Health financing

2 Health Department of the Krasnoyarsk Territory Administration

2.1 Tasks of the Health Department of the Administration of the Krasnoyarsk Territory

2.2 Structure of the Health Department of the Administration of the Krasnoyarsk Territory

2.3. PR service and the press service of the Health Department of the Krasnoyarsk Territory Administration

3 Organization of preventive activities in the region

3.1 Center for Medical Prevention of the Health Administration of the Krasnoyarsk Territory Administration

3.2 Editorial and publishing activities

3.3 Cultural and educational work

Chapter 3. Proposals for improving the communication strategy of the UZKK in the context of the implementation of Federal Law No. 122 on the “monetization of benefits” and adjusting the List of preferential medicines

3.1 General information about Federal Law No. 122 on “monetization of benefits” and the List of preferential medicines

1.1 Changes and additions to Federal Law No. 122

1.2 List of preferential medications

2 Analysis of problems associated with ongoing reforms in the healthcare system

3 Project proposal for an information strategy in the context of implementing the law on monetization and adjusting the list of preferential medicines

3.1 Project concept

3.2 Goals and objectives

3.4 Assessing the effectiveness of ongoing activities

Conclusion

Literature

Applications

Introduction

The last decade of the 20th century turned out to be a turning point in the development of our state and the countries of the former USSR. The change in the entire set of fundamental socio-economic conditions in Russia has caused an urgent need to reform the structural units under the jurisdiction of government bodies. The development of market relations could not but affect the healthcare system, which underwent significant changes during the period of change in the political and economic foundation of the country.

Russian healthcare has for a long time been characterized by state ownership. However, this did not exclude the presence of several types of economic activity. For example, a paid healthcare system and private medical practice existed legally. In the late 1980s, medical cooperative and rental enterprises appeared.

The creation of private medical institutions was caused by insufficient budgetary funding for non-profit health care structures. In addition, entrepreneurship is called upon to look for ways to more fully, qualitatively, and affordably meet the needs for medical goods and services in comparison with what is provided by public medicine.

But, despite the change in ideological priorities and the development of entrepreneurship, the public sector remains the basis of domestic and regional healthcare. Even in dentistry, where the principles of free market relations have been successfully used for a long time, the contribution of the public sector to the preservation and restoration of the health of citizens is estimated, depending on the system of analyzed indicators, at 70-90%.

One of the most important problems of the modern healthcare system of our country is the lack of reliable information among the population about the state of affairs in public healthcare, its problems and methods of combating them, which inevitably entails the emergence of mistrust on the part of the public. The activities of specialists in the field of medicine are complicated by the fact that most of the population initially has a negative attitude towards the state healthcare system.

Needless to say, the lack of a clearly established communication system between health authorities and the public, and the widespread opinion about the low quality of medical services, negatively affect the functioning of institutions and the development of the healthcare industry as a whole.

An attempt to change the current situation was expressed in the creation of press services and public relations departments under federal and regional health authorities. Work on creating a new image of domestic medicine is carried out every day. But basically it is limited to educational activities: holding conferences, briefings, issuing press releases, active cooperation with the media and public organizations.

Daily development of new technologies in the field of Russian medicine, constant improvement of the work of specialists in the field of public health care, as well as radical reform of the health care system associated with attempts to maximally adapt it to the conditions market economy, also require systematic interaction with society.

In this regard, Russian specialists in the field of public relations recognize that in the future the healthcare sector will become one of the leaders in the development of the public relations industry.

But today there is still very little domestic literature devoted to the study of this issue, and therefore the study of foreign sources devoted to the functioning of PR in the public sector was of great importance in our disclosure of the research topic (foreign specialists have been analyzing the specifics of the non-profit sector for a very long time public relations, including the field of healthcare).

In Russia on modern stage Discussion of the issue of developing public relations in the field of protecting citizens’ health is carried out mainly at the level of conferences, congresses and workshops on the topic “Public relations in the field of healthcare.” This circumstance allows us to conclude that currently in our country the basic methodological principles of the functioning of PR in the field of protecting the health of citizens are being formed.

However, today there are a number of scientific works based on practical activities healthcare specialists in related fields, such as marketing, management, communication technologies, sociological research, etc.: Andryushkov A.A. “Use of information technologies in healthcare”, Dmitrieva E.V. “Communication in healthcare”, Vasnetsova O.A. "Healthcare Marketing Management"; “Health Economics” edited by A.V. Reshetnikova; Vyalkov A.I., Raizberg B.A., Shilenko Yu.V. "Health Care Management and Economics"; V.B. Izmailov “Methodology creation of corporate information systems for managing medical institutions in the region,” etc.

Special attention should be paid to materials published in specialized magazines “PR in Russia”, “Message”, “Advisor” and devoted to the experience and prospects of interaction between healthcare institutions and funds mass media.

A series of works devoted to the development of public relations in the healthcare of our country was also published by Krasnoyarsk specialists A.A. Modestov, B.S. Grakov, E.B. Naumova: “Marketing in Healthcare”, “Management in Healthcare”, etc.

PurposeThis work is to identify and study modern PR technologies used in domestic public health organizations, and develop proposals to improve the image of the health care system of the Krasnoyarsk Territory (in the context of the implementation of Federal Law No. 122 on the “monetization of benefits”).

Based on the goal, the following are identified: tasks works:

· analysis of the features of the marketing mix in the healthcare sector;

· studying modern information technologies used in the Russian healthcare system and the purposes of their use, identifying the features of interaction with the media;

· studying the goals and directions of public opinion research in healthcare;

· diagnosing the relevance of turning to the services of consulting firms when forming the image of healthcare institutions;

· consideration of the sphere of preventive PR in healthcare in Russia and the Krasnoyarsk Territory as one of the most developed in terms of the use of communication technologies;

· analysis of the activities of the press and PR service of the Health Administration of the Krasnoyarsk Territory Administration;

· development of a communication behavior strategy in the context of the implementation of the law of “monetization” of benefits in the healthcare sector for the PR service of the regional Health Administration.

In this work the following were used research methods:

) monitoring of media materials,

) participant observation,

) conversations with representatives of the public, employees of PR services of social departments of the region,

) study of documentation on the activities of the Health Department of the Krasnoyarsk Territory Administration.

Objectthis study is information activities government agencies health care of the Krasnoyarsk region. In its turn, subjectresearch has become specifics of the development of public relations in the public health sector of the Krasnoyarsk Territory.

As methodological groundsresearch used:

· Basic provisions of the theory of communication: the concept of communications by W. Shram; “sociocultural model” of persuasion (Melvin L. DeFleur, Sandra J. Ball-Rokeach); James Gruening's "situation theory" of community groups;

· Basic principles of crisis theory;

· Key Points marketing, management: concepts of social marketing, target audience, information systems management, strategic approach to information flow management;

· Conceptual provisions of the systems approach: James G. Miller, Stefan Littlejohn, Walter Buckley, Sue H. Bell, Eugene S. Bell;

· Method of empirical research;

· General scientific research methods: analysis, synthesis, deduction, induction, analogy, etc.

The work consists of three chapters, the first of which is devoted to the peculiarities of the development of public relations and related disciplines in the field of Russian healthcare. In the second chapter, based on the analysis, the activities of health authorities are revealed, as well as the specifics of their interaction with the public. The third chapter is devoted to the development of a project on the communication strategy of the Health Department of the Krasnoyarsk Territory Administration as part of the implementation of the law on “monetization of benefits.” The work has an introduction and a conclusion with main conclusions.

As appendices to the work, statistical data on the work of the press service of the Health Department of the Krasnoyarsk Territory Administration was used; excerpts from Federal Law No. 122 on “monetization of benefits”; a thematic selection of media publications devoted to public reaction to the adoption of the monetization law; information support plan for the implementation of the law in the Krasnoyarsk Territory.

Chapter 1. Scope of PR activities in Russian healthcare

.1 Healthcare Marketing Management

In connection with the market transformations in Russia, accompanied by the emergence, development and increased competition among business entities involved in treatment, preventive and medical production activities, they have to master new methods of working in the market of medical goods and services in order to more efficiently use resources, increase profit, to more fully satisfy the growing demands of consumers.

Compared to the recent past, the number of product names has increased by several orders of magnitude. As a result, it has become difficult for specialists, and especially consumers, to navigate the market for medical and pharmaceutical services.

The need for constant analysis of the state of the medical product market, monitoring dynamics and identifying trends in the relationship between supply and demand has led to the reorientation of medical organizations - both public and commercial - to use the concept of marketing as a systemic philosophy for managing a set of factors in market activity.

Speaking about the need to use the concept of the marketing mix in public health care, the following argument can be made: despite the fact that the main activity of non-profit institutions is to provide medical care to the population under the compulsory health insurance program, they can also carry out entrepreneurial activity.

There are several cases in which a non-profit institution can provide paid medical services:

· lack of appropriate medical services in the city compulsory health insurance program and targeted comprehensive programs of the Department of Health;

· the desire of the patient who applied for a medical service to receive it for a fee, incl. provision of medical services with an increased level of comfort;

· provision of paid medical services to non-residents and citizens of foreign countries within the framework of voluntary medical insurance.

When positioning paid medical services, determining the level of their quality and ensuring it is one of priority tasks medical institution. But quality must be considered not only from a professional, but also from a consumer perspective.

It has been established that consumers evaluate the quality of a service by comparing the expected and received results, the discrepancy between which is usually called the “quality gap.” As a consequence, the main task in the quality management process from the perspective of marketing and PR comes down to narrowing this gap. Very important factor- timeliness of medical care provided. Big role plays a role in the politeness and attentiveness of medical workers. In general, the patient needs the symptoms of the disease to be eliminated and the disease itself to be prevented or stopped.

For practical assessment of the work results of medical workers, it is recommended to use the following characteristics of the qualitative parameters of their professionalism and work success:

· Professional competence;

·Reputation;

· Degree of accessibility;

· Efficiency;

· Interpersonal relationships;

·Efficiency;

·Continuity;

·Safety;

·Convenience.

Professional competence reflects the knowledge and skills of medical and support personnel and is determined by how the personnel in their activities follow evidence-based clinical guidelines, protocols and standards for the implementation of preventive work, diagnosis and treatment of the patient.

Reputation is a positive public opinion about an organization.

Access to health care means the ability of a patient to receive quality health care, regardless of geographic, economic, social, cultural, organizational or language barriers.

Effectiveness is a fundamental component of quality health care. Performance assessment answers the following questions:

1.Is it possible to obtain the results set forth in guidelines and clinical protocols when using this or that medical technology for prevention, diagnosis and treatment?

2.Will the chosen technology lead to results in specific conditions?

In clinical practice, it is necessary to use technologies whose clinical results have been confirmed (proven) in the country's leading clinical centers.

Interpersonal relationships are the relationships between medical personnel and patients, between healthcare workers, medical institutions, healthcare authorities and the population. Good relationships create an atmosphere of trust, responsiveness, and mutual respect, which greatly contributes to the positive attitude of both patients towards the treatment being carried out, and the attitude of medical staff towards the success of the treatment and preventive measures being carried out. The patient likes the polite, tactful, and attentive staff.

Efficiency is measured as the ratio of results obtained to resources expended. Efficiency analysis is most often performed to compare alternative technologies. Based on an analysis of effectiveness, it is necessary to select the optimal treatment technology that ensures the achievement of results at acceptable costs.

Continuity means that the patient must receive all necessary medical care without delays or interruptions, in accordance with the standards of diagnosis and treatment. In this case, the patient is managed by one doctor, interacting with the emergency medical service, hospitals, and medical rehabilitation organizations. Failure to maintain continuity negatively affects performance, reduces efficiency and worsens interpersonal relationships.

Safety means minimizing the risk of possible injury, infection, treatment side effects, and other undesirable consequences of medical care. When deciding on the choice of a particular medical technology, the doctor must proceed from the minimum risk of harm to both the patient’s health and his own.

Convenience means that the patient has the opportunity to receive medical care in conditions as close as possible to home, depending on the severity of the disease. These conditions include: neat appearance personnel and material facilities, comfort, cleanliness, confidentiality and so on.

Some of the factors presented are related to the quality of the final service, others - to the quality of the process of providing it. Thus, the creation of a medical service occurs through direct interaction between the patient and the doctor. Based on this, service marketing requires both internal, so double-sided marketing.

Internal marketing involves effectively motivating and training employees who have direct contact with patients. To provide a service highest quality, the medical institution must sufficiently motivate the doctor and focus him on the consumer. One of the main levers of influence in the theory of motivation is material incentives. For Russian healthcare, due to inadequate remuneration for medical workers, this lever is of paramount importance.

In turn, two-way marketing assumes that the quality of the service largely depends on the quality of interaction between the doctor and the patient.

A city clinic can provide paid medical services, while also providing additional services, for example: a doctor visiting your home, a reminder about the need for a visit, etc. A service with reinforcement has a greater chance of being in demand in the market.

Methods for distributing a medical service are predetermined by one of its main properties - the coincidence of the time of provision and consumption, that is, the only distribution channel is direct sale.

In addition to the coincidence of the time of provision and consumption of the service, when determining healthcare marketing strategyspecialists should take into account its other (area) features:

1.Typically those who pay for health care services ( Insurance companies), have limited control over the purchase or cost of services (in some cases they may set a limit compensation payments for medical services or to exclude or limit the use of certain types of services);

2.The choice of hospital and the decision to prescribe procedures is usually made not by the client, but by the service provider - usually the attending physician;

.Paid medical services can be painful and unpleasant procedures, clearly highlighting the differences between what is wanted and what is needed.

.Potential consumers do not need to be convinced that they need hospitals, doctors and nurses. Consumers just need to be assured that they will have it all when they need it. What consumers care most about is how to pay for their healthcare needs. Compared to the financial issue, all others are secondary.

In the process of implementing any marketing strategy, the need inevitably arises to create effective system promoting the product to the market. To successfully sell even competitive products, it is not enough just to offer them potential consumers at a price that is attractive to them.

It is necessary, using appropriate means in the form of public relations, advertising and sales promotion, to ensure that the most important distinctive features of this product become known to the target group of buyers.

Due to the practical intangibility or limited tangibility of services provided to the population, the media and public relations play an important role in their promotion to consumers. To attract the attention of paying patients, medical organizations must take care of maintaining their image. Establishing and strengthening connections between a medical organization and the public is carried out through targeted information impact on various audiences. In order to create an atmosphere of mutual understanding and, as a result, increase the level of consumer confidence in the organization’s activities, most medical organizations use the capabilities of television, the press and other means of influencing the consciousness of consumers.

It should be noted the rapid growth of the revolutionary influence on the sphere of promotion of medical services and medical products of the global computer network Internet. By the beginning of 2000, more than 500 medical production structures had their own websites or web pages.

1.2 The role of information systems and technologies in health care

Communication is one of the most important programs developed in the healthcare field. The possibilities for using communication are quite wide and vary depending on the growth in demand for health services and the increase in the individual’s level of awareness about health problems and ways to solve them; from influencing people’s views, consolidating their positive actions aimed at preserving and maintaining health. However, communication is not intended to compensate for shortages in health services, change people's behavior in the absence of corresponding federal programs, or address all issues or disseminate all messages with equal effectiveness.

In the healthcare sector, they are developing different kinds models of communication programs. The choice of model depends on the nature of the problem, the specifics and number of target audiences, the required information, communication channels, and the timing of their validity. However, all communication programs are aimed at solving certain problems in the field of health and healthcare.

The World Health Organization has developed and proposed its own version of a communication program, consisting of the following stages:

1.Definition of tasks (the main requirement is their realism and feasibility);

2.Initial assessment (characteristics of the situation, which allows you to set priorities, identify risk groups, collect information about target audiences and ways to communicate with them);

.Identification of target audiences;

.Setting final and intermediate goals;

.Development of strategies (creation of messages and materials, selection of appropriate communication channels, institutions and events to convey messages to target audiences);

.Support services (during the development of communication programs, it is important to assess the available organizational resources, the mechanisms of their activities, and, if necessary, conduct additional training for medical personnel, social workers, and secondary school teachers);

.Monitoring and evaluation (allows you to evaluate the effectiveness of the program and investments);

.Drawing up a schedule and budget (when drawing up a budget in addition to traditional expense items ( wage personnel, transportation costs) it is necessary to include such items as Scientific research, production of educational materials and their distribution);

.Re-evaluation (conducted by the specialists who developed and administered the communication program).

The main goals in developing communication programs are: creating trusting relationships between healthcare institutions and the public, promoting a healthy lifestyle, as well as supporting and providing assistance to people suffering from serious and intractable diseases.

At the same time, information culture sets itself the following tasks:

Formation information networks and portals,allowing for interactive communication (consulting, exchanging experiences, forming local development groups, etc.), easily and quickly accessing the necessary electronic resources. This includes: creation of websites (providing information to the public, various consultations, providing psychological assistance) and telephone channels, publication printed products, hosting an event;

2.Development and implementation exhibitions and conferences:

· exhibitions allowing specialists, as well as ordinary people, get acquainted with the latest technologies in the healthcare sector, a wide range of goods and services presented on the medical care market;

· electronic and video conferences, teleconferences, on- and off-line conferences, necessary to consolidate the efforts of doctors and those agents who are associated with the socio-psychological prevention of diseases in the fight against epidemics and pandemics.

A more complex option for conferencing on the Internet is the video conferencing format. Videoconferencing allows conference participants to communicate online through a computer screen directly with a person, send complex graphics and drawings, etc. It is extremely difficult to find a precedent for videoconferencing in the area of ​​interest to us at this stage of healthcare development. However, in general, videoconferences are held in the field of Russian healthcare (though very rarely). This is due to the fact that they require a well-equipped modern technologies base. And the Russian public organizations those living on grants can neither purchase such a base nor rent it.

From the technological capabilities of videoconferencing, essentially three areas of application arise in the field of healthcare: 1) international conferences; 2) teleconsultations; 3) distance learning. In medical practice, all these areas are covered by a special area - “telemedicine”.

Use of information technologies related to social monitoring of diseases, screening and dispensary observation,allowing to speed up the process of data processing and analysis.

In the field of patient examination with prediction of probable forms of the disease over the next few years, information technology has gained a high position. Public organizations usually deal only with the results of using such technologies: statistics, forecasts, etc.

1.3 Features of interaction with the media

According to one of the US health experts, Bruce Vladeck, due to the increased interest and rather skeptical attitude of the mass media towards health issues, specialists in this field are faced with a problem: “Of all the tasks of the management of health care organizations, perhaps the most the important thing is maintaining contacts between organizations and society,” says Vladek.

Although personal contacts and distribution of printed materials to patients and other audiences in health care settings represent the most effective methods Informing the local public, the media play an important role in promoting health programs and disseminating information about both individual medical institutions and the entire health care system. In the healthcare industry (as in other areas of activity), truthfulness, accessibility, and responsiveness are the keys to good relations with the media. Most health care facilities have an authorized representative whose job is to answer questions from the media at any time of the day or night. Hospitals and public health agencies that maintain a friendly relationship with the press are better able to reach (and influence) the public through the media.

The PR specialist should train medical personnel to answer interview questions and provide reporters with adequate background information. Healthcare is a technically complex field. To attract attention from the media and the public to it, it needs to be looked at from the point of view of human needs. Time spent defining an effective strategy and preparing reporters, as well as selecting doctors and patients for interviews, always pays off. The better informed a journalist is, the more likely it is that he or she will be able to accurately, comprehensively, and intelligently report on the health issues at hand during the public debate.

This type of media reporting requires special attention, such as information received from patients. In simplified terms, we can say that there is almost always a discrepancy between what the treating medical professionals can tell about their patients and what the press tends to report about the illnesses or injuries of patients. The press's need for information and its "the people have a right to know" principle conflict with privacy laws, the principles of medical ethics, and the special, trusting relationship between doctor and patient. To some extent, to clarify this contradiction medical societies and hospitals have developed “Privacy of Health Information Guidelines” to guide both the press and health care professionals when it comes to sharing patient information. Both the media and staff of medical institutions must adhere to the following rules.

1.Protect the personal rights of citizens so that no hospital patient finds himself in a difficult or awkward situation or fears becoming an object of contempt or ridicule.

2.Promote the dissemination of accurate, reliable and up-to-date information.

.Interact honestly and openly in all aspects of activity.

Hospital regulations generally permit the release of a patient's name, age, gender, treatment, brief diagnosis, and general condition unless the patient requests in writing that this information not be made public. Data protected by the Medical Privacy Policy includes medical history, the patient’s mental or physical condition, and treatment characteristics. The policy recommends that each health care facility have a dedicated staff member or designated staff member dedicated to 24-hour media relations.

But even if you follow all the above recommendations and rules, you should be careful. In an era of tabloid journalism and increased litigation, hospitals and other health care organizations are often the target of lawsuits by patients. Legal and ethical considerations limit the ability of health care organizations to respond to allegations made against them through the media. On the other hand, in the event of a patient going to court, the obligations of the media must be taken into account to adequately and accurately convey news from the world of medicine and the obligations of health care organizations to cooperate with the media as a voluntary source of information, while simultaneously protecting the right to privacy, the professional reputation of people both within the organization, and beyond.

1.4 The relevance of using the services of consulting firms in domestic healthcare

With the development of market relations in Russia, healthcare workers are forced to significantly reform management principles, change some activity priorities, and perform previously unusual functions.

Treatment and prevention institutions (MPIs) are part of the social service system for the population, and their main goal is to provide high-quality treatment and preventive care. On the other hand, a health care facility is a separate economic entity that has greater independence than before and operates under market conditions. In other words, health care facilities provide medical services to the population and receive money for this either through the system of compulsory and/or voluntary insurance, or directly from the patient.

The variety of innovative processes, fierce competition, and the laws of a market economy require management to constantly improve their own activities in relation to consumers.

The main task of health care facilities is effective management a system for producing in-demand medical services in the required volume, of appropriate quality, at reasonable prices and selling them to consumers.

Thus, the management of medical institutions is forced to solve a whole range of marketing and public relations issues, which include studying and satisfying the demand for certain medical services, finding ways to survive in an environment of fierce competition.

The successful functioning of this system, especially during its formation, largely depends on the solution of these issues, the range of which is very wide, and the specifics are relatively new for the management of health care facilities. Attracting special personnel and experts in relevant areas of business for this purpose is a logical solution to this situation. However, the variety of problems that arise requires the management to keep such a number of experts on the staff of health care facilities that any economic feasibility of such a solution disappears.

It is much more effective to use the services of outside experts, attracting them for specific tasks, forming an appropriate advisory apparatus. These specialists are responsible for advising management in their area of ​​expertise.

In international practice, the system of management and business consulting is widely developed. These are independent, professional groups of experts who are involved in the decision complex issues on business management and organization. Consulting is a method of introducing scientific knowledge into management processes and performs the functions of their rationalization.

But in Russian healthcare, the management and business consulting sector is currently practically absent, although all the necessary prerequisites have been created for its development: the introduction of market mechanisms in state system healthcare, the development of private medicine, competition in the market for medical services and the medical field, etc.

Consulting in healthcare has its own specifics, which does not allow the use of only general economic approaches.

Today, we can highlight the following most pressing issues in the field of medical practice, which require the involvement of independent consultants or groups of consultants for their effective solution:

1.Consulting directly in medical activities:

· Analysis of the economic situation in the industry, development trends, investment situation;

· Analysis and optimization of financial activities;

· Business planning of activities, organization and/or reorganization of health care facilities;

· Study of the medical services market;

· Development of a marketing mix for their promotion:

a. Definition of the list of services

b. Pricing. Promotion (advertising, PR, etc.)

· Quality management of medical care;

· Personnel management and motivation;

· Personnel consulting;

· Analysis of the effectiveness of PR events.

2.Consulting in the field of intellectual property and copyright protection.

Today, effective management of projects for comprehensive equipment of health care facilities, departments, etc. is becoming increasingly relevant. Such projects usually require very in-depth study and are associated with the need to resolve a wide range of issues:

· Development of a clear task with a list of necessary treatment methods and/or research methods that require implementation;

· In accordance with the floor plan, development and optimization of a layout plan for functional areas (departments), development of a list of medical services provided based on consumer requirements, planning patient flows;

· Marketing the market for medical equipment and supplies in order to draw up a specification that best suits the needs of health care facilities;

· Planning the operation of a new facility in modern conditions in the medical services market.

Entirely new organizational approaches are needed to address the complex and diverse challenges of healthcare management. Involving experts in solving practical problems will give a powerful impetus to the development of scientific aspects in the field of management and organization of health care, and will also help to use health care resources more efficiently.

1.5 The role of public opinion research in health care

Management decisions made at the level of federal and regional healthcare structures in order to optimize their functioning, in conditions of a qualitatively changed socio-economic environment, especially in unbalanced social systems and a rapidly changing environment, require adequate forms and methods of obtaining operational information.

To timely assess the situation in the minds of consumers of healthcare services, institutions at various levels, both commercial and government, require specialists in conducting public opinion research.

Thus, health research is of strategic importance in developing relationships with society. They provide the opportunity to influence target groups using the information received.

Most of the research in the field of health care in Russia is not carried out in commercial purposes, i.e. the collected information, if disseminated in the media, is not as part of an advertising campaign of one of the healthcare organizations, but only for the purpose of publishing current data on the state of a particular healthcare sector.

There are several main directions in which sociological research is conducted.

FirstThe direction is related to the study of interaction between the healthcare system and society. It allows you to receive information from the population about the effectiveness of the health care system, study the information requests of target groups, and motivation to change their attitude towards their health.

Seconda direction of sociological research studies problems within the health care system. These are also the problems of medical workers associated with their professional activity, social status in society, and the interaction of the health care system with other social institutions and government agencies.

Thirddirection - medical and sociological research - is associated with the study of socio-psychological aspects of the course of diseases and makes it possible in the future to predict risk groups for certain diseases.

The use of the results of various public opinion studies for the purpose of designing communication strategies is typical mainly for pharmaceutical manufacturing companies or their representatives in our country.

The country's preventive institutions also widely use the results of sociological research in their activities. Based on the data obtained, they propose a variety of strategies for preventing diseases and promoting a healthy lifestyle, improving people's health. For example, health education aimed at combating smoking is often very effective because of the information obtained from research and can improve the health of many people.

Conducting public opinion research makes it possible to create a communication strategy through which different segments of the population form value attitudes towards health, illness and medical care, medicine and healthcare organization. The goal of the sociology of medicine is to search and create means and tools for controlling society in the interests of global strengthening of public health, preventing undesirable trends in the development of medicine and healthcare.

1.6 “Preventive PR”

Prevention is one of the priority areas for the development of public relations in the field of Russian healthcare. Finding optimal ways to combat many dangerous diseases and bad habits, disseminating information about activities sports organizations and healthy eating - PR specialists engaged in the field of healthcare in various regions of our country have been working in all these areas for a long time.

Today and in the foreseeable future, the state of public health and the morbidity prognosis are disappointing. The financial situation of more than half of Russia's residents borders on living wage, which not only undermines health, but also leads to severe psychological consequences. An increasing number of people are finding a way out in alcohol, drugs, and violence.

Children bear the brunt. Many of them become victims of violence or find themselves abandoned by their parents, who are unable to cope with the burden of raising and supporting them.

Against this background, there is a leveling of universal human norms of behavior, ethical and moral values, a decline in general culture and mental degradation. And it is hardly surprising that at the same time, all segments of society completely lack the need to improve health and the desire for a healthy lifestyle.

This state of society is fraught with serious cataclysms, and no declarations will be able to normalize the situation. Only hard work, serious analysis of possibilities, active search ways out of the crisis can ensure the rights of every citizen to protect his health.

To reduce the prevalence of risk factors, reduce their impact on people and stimulate factors favorable to health in the internal and external environment, it is necessary to implement health promotion and disease prevention policies.

The efforts of specialists should be aimed at creating and supporting people’s desire for positive changes in their lifestyle and creating physical and social environment, facilitating these changes (based on the principle of “making healthy choices easier”).

In accordance with the “Concept of protecting the health of healthy people in the Russian Federation,” the medical prevention service is assigned two important roles. Firstly, increasing the potential of healthy individuals, and secondly, restoring health to the sick using methods of preventive and restorative medicine.

The main objectives of the policy of health promotion and disease prevention in Russia are: reducing the prevalence of smoking, drinking alcohol, drugs and narcotic drugs; dissemination of information on the prevention of such serious diseases as AIDS, hypertension and others; improving food quality and the environment; increased physical activity; mitigating the influence of damaging psychosocial factors and improving the quality of life; compliance by the population with personal and public prevention measures.

The development of each of these areas is impossible without organizing the active activities of preventive institutions aimed at systematically and purposefully influencing the consciousness and behavior of a person in order to establish hygienic attitudes, concepts, principles, value orientations and the formation of a healthy lifestyle, that is, behavior that contributes to the preservation and strengthening health.

The solution to these complex problems primarily depends on the formation of appropriate public opinion. To achieve this, today all interested partners are involved in preventive activities, including the ministries of education, health, culture, committees for youth affairs, tourism and sports, non-governmental and public organizations, associations, foundations, academies, the media, manufacturing companies of consumer goods and other participants.

conclusions

The rapid development of public relations in domestic healthcare in Lately becomes the reality of our lives. In connection with the processes taking place in modern Russian society, transformations in the economic and social spheres, the requirements for the management of organizations in both public and private healthcare have changed.

The main reasons for the need to create public relations staff in government bodies and Russian healthcare institutions are:

· the unfavorable image of Russian healthcare, which has developed as a result of residual funding over many years and the lack of a unified information space;

· rapid growth of competition;

· active implementation of new technologies and continuous improvement of the work of healthcare professionals;

· low level of public concern about their health, insufficient public awareness about the spread of serious diseases and their prevention.

An important step in the development of public relations activities was the creation of PR and press services, as well as public relations departments under federal and regional health authorities. Many medical organizations are already using the principles of marketing management in their work. Great importance is attached to the creation of a unified information network in the field of health care.

Turning to the services of independent consultants and consulting groups when forming the image of an organization as a whole is not typical for domestic healthcare, but many experts are already saying that this issue is relevant for medical institutions in Russia.

As noted by the international association of public relations consulting companies, one of the highest increases in the turnover of this specialty in the future will come from the healthcare sector. According to the forecasts of domestic experts, Russia will not lag behind the leading world powers in the development of public relations in the field of protecting the health of citizens.

healthcare image strategy monetization

Chapter 2. Features of interaction between state health authorities of the Krasnoyarsk Territory and various categories of the public in order to create a positive image of the industry

In the Krasnoyarsk Territory, the formation of public relations staff in institutions and government health authorities began relatively recently. The active development of this specialty over the past few years has occurred mainly in the political arena of the region.

However, the economic changes that our country faced at the end of the 20th century also have a significant impact on the social sphere of the region. Currently, as the results of many sociological surveys show, healthcare workers no longer rely on budget funding, but rely on their own strengths, focus on contractual activities and the provision of paid medical services.

In this regard, the need to establish trusting relationships with consumers of goods and services in the field of healthcare increases, and the development of PR activities is undoubtedly becoming one of the leading areas of reform of this sector in the Krasnoyarsk Territory.

Today, the responsibilities of PR specialists in the field of healthcare in the region are mainly performed by employees of departments for organizational and methodological work, as well as specialists responsible for disseminating information about the activities of various medical organizations in the media (press secretaries). The Health Department of the Administration of the Krasnoyarsk Territory operates a PR and press service, the main task of which is to create a unified information space on the activities of the Department.

In this chapter we will look at the structure of healthcare in the Krasnoyarsk Territory and the role of PR services in its development.

2.1 General information about healthcare in the Krasnoyarsk Territory

.1.1 Medical and demographic situation, health status of the population and organization of medical care

The Krasnoyarsk Territory is one of the largest constituent entities of the Russian Federation in terms of area. The permanent population of the region is about 3 million people (as of January 1, 2005, the number was 2941.993 thousand people).

The medical and demographic situation in the region over the past decade has been characterized by negative natural population growth. But since 2001, there has been a significant improvement in the region: an increase in the birth rate, a decrease in population decline, a decrease in the infant mortality rate - a number of indicators that characterize positive trends in the health care system of our region.

Figure 1. Demographic indicators for the Krasnoyarsk Territory for 2001-2003.

The leading diseases in the region continue to be diseases of the respiratory system, nervous system and sensory organs.

In 2004, for the first time in the last few years, diseases of the circulatory system took first place, which is explained, on the one hand, by the improvement in the quality of work in primary health care to actively identify people with diseases of the cardiovascular system, and on the other hand, by the absence of an epidemic in 2004. rise of influenza and acute respiratory viral infections.

Among the stable trends can be noted the gradual process of aging of the region's population. So for 1993-2002. specific gravity of the population over working age, increased by 1.8%.

The health care management system of the Krasnoyarsk Territory includes 243 health care institutions, employing about 63 thousand workers. In 2004, medical care was provided to the population by hospitals with a total bed capacity of 29,820, 161 independent clinics, 20 dental clinics, 29 specialized dispensaries, 111 medical outpatient clinics, 1,077 paramedic and obstetric stations, 69 emergency departments. IN rural areas There are 115 hospital institutions with a total bed capacity of 5,734.

2.1.2 Health financing

Healthcare in the Krasnoyarsk Territory is financed from the following sources:

· funds from budgets of all levels: federal, regional, municipal;

·compulsory medical insurance funds;

· from providing paid services;

· sponsorship;

· charitable donations;

· other sources.

The activities of public relations specialists in order to attract funds from various sources of financing is one of the most important areas of development of Public Relations in the field of public health care.

Organization effective interaction with current and potential financial resources represents the basis for the development and improvement of the entire healthcare system, including equipping institutions with modern equipment, attracting highly qualified specialists to the industry and other important aspects.

To obtain budget funds, it is necessary to clearly define and structure all areas of financial flows according to the degree of importance and provide government bodies with justification for the allocation of funds for certain facilities, events, equipment, etc. Organizing information support (preparing justifications for various projects and actions, building a communication strategy with government agencies, etc.) of interaction between healthcare specialists and government officials on budget financing issues is the responsibility of PR specialists.

The relevance of the work of public relations specialists to attract funds from the Compulsory Health Insurance Fund is explained by the fact that the amount of money allocated by the Compulsory Medical Insurance Fund for a particular healthcare institution directly depends on the number of its patients.

With regard to ensuring the effective functioning of public health institutions in the provision of paid medical services, the successful work of public relations specialists can significantly expand the capabilities of this source of financing.

Charity and sponsorship are an extensive field of activity for PR specialists in Western countries and have not yet earned due attention in our region, although in the future they can also serve as a resource for improving the system of protecting the health of citizens.

2.2 Health Department of the Krasnoyarsk Territory Administration

The organization and management of the healthcare system in the Krasnoyarsk Territory is carried out by the Health Department of the Krasnoyarsk Territory Administration, the main strategy of which is to optimize the activities of healthcare institutions to provide high-quality and affordable medical care to residents of the region.

The course taken by the management of the Department over the next five years involves a transition to financing health care based on per capita standards. At the same time, it is planned to balance the volume of state guarantees in the field of providing residents with free medical care and their provision of medicines with the financial capabilities of the Krasnoyarsk Territory.

The priority area of ​​activity of territorial health authorities and institutions is the protection of maternal and child health.

2.2.1 Tasks of the Health Department of the Administration of the Krasnoyarsk Territory

The main tasks that the Health Department sets itself for the next few years :

1.In the field of structural transformations:

· Development of a promising model for the development of a network of healthcare institutions based on an analysis of the need for medical care.

· Creation of a technological system for providing advisory medical care to residents of northern and rural areas.

· Creating conditions for the formation of a market for medical services, ensuring access of the population to the services of health care organizations, regardless of ownership, based on the formation of a single tariff, including all items of current costs for medical services.

2.In the field of improving the healthcare management system of the Krasnoyarsk Territory (the main goal pursued by specialists in this area is to increase the availability of medical care in the Krasnoyarsk Territory, regardless of where people live):

· Improving the legal framework regulating the activities of healthcare organizations and medical personnel.

· Development of a system for monitoring the provision of state guarantees for the provision of free medical care to the population of the Krasnoyarsk Territory and the expenditure of funds from the compulsory health insurance system.

· Creation of a unified information space.

· Conducting training or retraining of those specialists who work in rural areas, providing them with equipment; organizing the work of visiting teams.

For example, the Regional Health Department annually holds the “Health Train” campaign: a team of medical specialists is organized to travel to the regions of the Krasnoyarsk Territory. The main goal of this action is to increase the availability of medical care to the population of remote areas of the Krasnoyarsk Territory.

3.In the field of maternal and child health:

· Development of resuscitation and advisory service.

· Diagnosis of congenital defects at the birth of a child.

· Proper planning for the birth of a healthy child.

2.2.2 Structure of the Health Department of the Administration of the Krasnoyarsk Territory

To ensure the functioning of the system of healthcare institutions, the following departments have been created in the Healthcare Directorate of the Regional Administration:

1. Department for the provision of medical and preventive care to adults;

2. Department for providing medical and preventive care to children and women.

Protecting the health of mothers and children always remains a priority area of ​​activity for the regional Health Department. The introduction of effective organizational technologies contributed to a significant reduction in the mortality rate in children under one year of age. The decline occurred across all age groups.

Work to protect women's reproductive health has ensured a consistent downward trend in the number of abortions in all age groups and increasing women's coverage modern methods contraception.

The main functions of the department are:

3. Department of licensing of medical activities, accreditation of medical institutions, standardization and quality control of medical care , whose main objectives are:

· licensing of medical activities;

· accreditation of legal entities and individuals carrying out medical activities and located on the territory of the region;

· standardization and quality control of medical care;

· methodological and expert advisory work on various issues.

· Maintaining the Department's archives.

4. Department for strategic planning and development;

5. Department of sanatorium and resort affairs;

6. Department for Legal and Personnel Work;

7. Planning and Economic Department;

8. Department of mobilization work and extreme medicine ;

. Centralized accounting and reporting department

10. Common department

2.2.3 PR service and press service of the Health Department of the Krasnoyarsk Territory Administration

One of the structural divisions of the Health Department of the Administration of the Krasnoyarsk Territory (UZKK) is the press service, created in September 2003. Its activity is to ensure interaction between the Department and the media in order to implement a unified information policy in the healthcare system of the Krasnoyarsk Territory.

Four months after the creation of the press service in the Health Department of the Krasnoyarsk Territory Administration, the PR service began its activities. Unlike the traditional system of work, when the press service is part of the PR department, in the regional Health Administration these two divisions complement each other and function on an equal basis.

According to specialists from the regional Health Administration, before the creation of the press service and PR department, there was not enough time, opportunity and effort to highlight the position of the Administration. After the management of the UZKK made a decision to organize a specialized department for interaction with external environment organizing and inviting professional specialists to work, the situation has changed radically: systematic work has been organized to interact with the population of the city and region, the number of negative information to the Health Department by journalists.

Currently, the activities of the press service and PR department related to improving the image of the Health Department of the Krasnoyarsk Territory Administration and the regional health care system are very diverse.

The main tasks of the press service are:

· organization of press conferences by the head of the Health Department of the Krasnoyarsk Territory Administration or, on his orders, official representatives, appearances in the media, meetings with media representatives and other official events;

· interaction with Russian and foreign media and journalists in order to fully objectively cover the activities of the Health Department of the regional administration;

· formation of public opinion about the activities of the UZKK through the media;

· participation in the preparation and conduct of official visits and working trips of the head of the Health Department of the regional administration or, by his order, official representatives throughout the country and abroad for the purpose of their coverage in the media;

· preparation of statements and messages for the media, briefings and press conferences on the activities of the UZKK;

· studying media materials in order to determine their positions, preparing their reviews, as well as analytical and reference materials;

· accreditation of journalists covering the activities of the Health Department of the regional administration;

· interaction with the press services of federal government bodies, with the press service of the Council of Administration of the Krasnoyarsk Territory, as well as with independent divisions, government bodies, enterprises and organizations.

· generation of analytical information about the activities of the Department for the purpose of providing it to the media;

· request and receipt necessary materials and information in the executive authorities of the region to create a unified information space on the activities of the Department;

· organizing coverage of the activities of the Department and its structural divisions in the media.

In turn, the tasks of the PR department are:

· organization of events dedicated to events related to the protection of the health of citizens of the country and region;

· production of printed materials (booklets, leaflets, books, photo archives), videos, presentation discs dedicated to the activities of health authorities and institutions, successes, main trends and areas of activity; work on the creation of the official website of the Health Department of the Krasnoyarsk Territory Administration, its information content and artistic design;

· development of television programs aimed at creating and maintaining the image of the Department as strategic object and the governing body in the healthcare sector of the Krasnoyarsk Territory;

· assistance in organizing preventive activities in the region;

· development of projects, programs, preparation and implementation of events and campaigns promoting a healthy lifestyle and aimed at maintaining the health of residents of the region.

The press and PR service plans and conducts its work in accordance with common goals and the tasks of the Directorate, interact with all structural divisions of the Directorate and Administration of the Krasnoyarsk Territory, and also maintain corporate relations with other socially oriented departments and government bodies.

All structural units The Health Department of the Krasnoyarsk Territory Administration works closely with the press and PR service of the Department and provides its leaders with all the information they are interested in, coordinates the holding of various events, interviews, as well as the content of materials published in the media.

In addition, today the press service employees have established a clear system of interaction with the media: before interviewing a doctor or manager or other regional healthcare employees about the state of affairs or receiving comments on any issue, journalists coordinate their actions with the press service Management in order to provide the general public with reliable, structured information that does not infringe on the rights and dignity of individual members of society.

Particularly worth noting is the area of ​​activity of the press service, such as working with requests from individual citizens who need information on the treatment of a particular rare disease or the provision of qualified assistance in non-standard situations.

Another important area of ​​activity of the press service and PR department is the management of crisis situations, which often occur in the work of the healthcare system. Situations such as the release in the media of information that is not subject to dissemination and has not been previously agreed upon with the press service and PR department of the Health Administration can be considered a crisis; the doctor made a mistake associated with causing harm to the health or life of a person; dissatisfaction of the population with the reforms carried out by the state in the field of protecting the health of citizens, expressed in the organization of large-scale strikes, etc.

The interaction of the press service and PR department of the Health Care Administration with government bodies consists of providing information to the regional administration and the Legislative Assembly regarding the activities of the UZKK in order to increase funding for the region’s healthcare system, as well as providing reports on the work performed, preparing justifications for organizing certain events, drawing up media plans for the current and upcoming years.

At the present stage, the press service and PR department of the UZKK cooperate with:

· news agencies: Regnum-Knews, Press-line, Siberian News Agency, RIA;

· television: KGTRK, Afontovo, TVK, Prima-TV, Channel 7, LTV, New Region;

· periodicals: “AIF on the Yenisei” (newspaper of federal significance), newspaper “Krasnoyarsky Rabochiy”, newspaper “City News”, “Today’s Newspaper”, “Izvestia-Krasnoyarsk” (newspaper of federal significance), “Komsomolskaya Pravda - Krasnoyarsk” (newspaper of federal significance ), newspaper “Our Land”, newspaper “Russian Health and Society” (Siberian Federal District), newspaper “Moskovsky Komsomolets in Krasnoyarsk”, magazine “Tax Herald”, “Faces of Siberia” (monthly magazine of the Siberian Federal District), “Million” (monthly magazine of the Siberian Federal District);

· with online media.

In conclusion, it should be noted that the press and PR service are not auxiliary, technical services created under the regional Health Department. They are equal participants in the development, adoption and implementation of management decisions, and their direct inclusion in the management process is ensured by the adequate status of services in the UZKK structure (the press service and PR department report directly to the head of the UZK region), a set of rights and responsibilities that allow them to actively influence actions of management and employees of the Department.

2.3 Organization of preventive activities in the region

The medical prevention service of the Krasnoyarsk Territory is currently represented by 2 Medical Prevention Centers, 20 departments and 30 medical prevention rooms, 45 healthy child rooms and 13 rehabilitation departments (see Appendix 1, Table 1).

The main activity of the prevention service is hygienic training conducted through courses, meetings of health clubs and schools, organizing campaigns related to the prevention of various diseases and bad habits, as well as promoting a healthy lifestyle. For example, Days of Quit Smoking and Healthy Eating Holidays are actively held in the regions of the region.

Active work is underway to implement educational process preventive and health-improving technologies. Municipal educational institution "Educational School No. 149" - an experimental site of the Health Department of the regional administration became part of the federal program "School and Health Promotion".

.3.1 Center for Medical Prevention of the Health Administration of the Krasnoyarsk Territory Administrationwas created in December 1997. Its tasks include: organizing and carrying out preventive measures aimed at preserving and strengthening the health of residents of the region; creation of a structural network of medical prevention services in healthcare institutions of the region; carrying out educational and outreach work using channels mass communication; coordination of efforts and interdepartmental cooperation to develop a strategy for promoting health and preventing diseases in the region.

Analyzing work in the media over 5 years, it should be noted that the number of published or broadcast materials throughout the region increased by 2000 (2.6 times compared to 1998), and then decreased by 1.3 times. The decrease occurred due to a decrease in the number of speeches in all media due to their reduction (closing) and the lack of funding in medical institutions for educational work in the media (see Table 2).

But in 2004, the total number of materials broadcast or published on the issues of prevention, preservation and promotion of public health compared to the previous year increased sharply (by 76.5%) and amounted to 3,694.

2.3.2 Editorial and publishing activities

Carrying out preventive work with healthy people, people with risk factors or patients requires auxiliary visual materials in the form of reminders, booklets or methodological manuals.

The main volume of printed materials is published at the expense of the Center for Medical Prevention of the Regional Health Administration; in the territories, publishing work is carried out extremely rarely and in small volumes, which directly depends on the level of funding.

But, despite the difficulties with financing, this work is still being carried out, including using funds from the regional target program “Prevention and Treatment of Arterial Hypertension in the Krasnoyarsk Territory”, as well as by attracting sponsorship funds.

The high quality of printed products is noted by specialists from the Ministry of Health of the Russian Federation; annually, materials for distribution among the population of the region are presented for evaluation by consumers and workers in the healthcare sector at the Yenisei-Medica exhibition-fair.

Manufactured products can be found in all medical institutions in the region; it is also used in preventive campaigns carried out by the Center.

2.3.3 Cultural and educational work

Promoting public health and effective preventive work is impossible without coordination of various departments and services in terms of information, cultural and educational activities.

The main goal of this work is to attract the attention of as many people as possible to the problems of maintaining and promoting health, and creating a healthy lifestyle.

In recent years, the implementation of this goal has been carried out within the framework of intersectoral cooperation between the Department of Health, the Department of Culture and Art, the Committee on Youth Policy and Youth Affairs, and the Committee on Physical Education and Sports of the regional administration.

For example, in 2002 the following events were organized and carried out:

.Traditionally to World Day health (April 7), the Regional Spartakiad was held among medical workers of the region under the motto “Sport and work go hand in hand.” The purpose of the tournament is to popularize and promote a healthy lifestyle among medical workers. The winning teams were awarded medals, valuable prizes and gifts, certificates and letters of gratitude.

2.On the occasion of the International Day Against Drug Addiction, the “Fern Term” campaign was held in the regional center. The Center for Medical Prevention organized a consultation with narcologist and psychologist. Booklets on the prevention of bad habits and socially significant diseases were prepared and distributed to young people. The event was attended by over a thousand young people and teenagers.

3.A decade of preventive actions “Youth for a healthy lifestyle” took place in the Emelyanovsky district. Specialists from regional medical institutions took part in the work. As part of these preventive measures, young people are trained in the skills of correcting behavioral choices and influencing attitudes towards bad habits. An event took place in the form of brainring at the district cultural center “I choose life.” At the event, consultations with a narcologist and psychotherapist were organized, anonymous blood donation for HIV infection was organized, and booklets on the prevention of a number of diseases were distributed. In total, about one and a half thousand people visited during the ten-day period.

.At the exhibition-fair “Yenisei-Medica - 2002” the theatrical performance “Be Healthy” was shown. The vivid images of this performance talk about how to preserve your health, how you can and should not succumb to addiction to addictions.

.Work continued with older people and pensioners. On the occasion of the Day of the Elderly, the “Uyut” dispensary hosted the “Vitamins” holiday all year round”, where the exhibitions “Health of the 21st Century”, “Homeopathy and Old Age” were organized, there was a herbal bar where you could not only taste vitamin drinks, but also get a recipe for their preparation and advice on the use of medicinal preparations. At the end of the holiday, the amateur art group of veterans of the Sovetsky district of Krasnoyarsk gave festive concert. The event was attended by over 150 people.

.Throughout the year, the Center for Medical Prevention provided advisory and methodological assistance on the organization of preventive work through educational and cultural activities, as well as coordination of activities with government and public organizations.

The positive results of preventive actions in 2004 are also obvious. The information and educational campaign “Let's stop the flu” contributed to the coverage of 320 thousand people (14% of the region’s residents) with preventive vaccinations. As part of the “White Chamomile” campaign, fluorographic examinations were carried out on more than 4 thousand people. During the Arterial Hypertension Prevention Days, more than 3 thousand patients with arterial hypertension were identified, which amounted to 15.8% of the total number of identified patients for the year. The detection rate per 1000 was 46.9 with an average regional indicator of 7.2.

conclusions

Despite the fact that the PR market in the social sphere of the Krasnoyarsk Territory was practically free a few years ago, today public relations specialists are already actively working to create a positive image of regional medicine and other areas of social services for the population. In recent years, the non-profit industry of the region has become a tempting niche for the activities of regional PR specialists.

For the purpose of information interaction with the population, the media, government agencies and other categories of the general public, public relations departments and press services began to be created one after another under the social departments of the region.

For example, under the Health Department of the Administration of the Krasnoyarsk Territory, a PR and press service has been functioning for two years, the main tasks of which are the formation of a unified information space and the creation of a favorable image of the regional health care.

Over a fairly short period of existence, the press and PR service has managed to achieve considerable results: according to experts, residents of the Krasnoyarsk Territory understand medicine more than any other area of ​​our lives and are aware of every step of the Health Department of the regional administration.

The main achievements in the development of public relations in the Krasnoyarsk Territory in the public health sector are also the organization of preventive activities in the region (the first Center for Medical Prevention was created in 1997, and to date, as a result of its work, significant results have been achieved in the prevention of various diseases and the promotion of a healthy lifestyle life among the population of the region) and the creation of a unified health information system, which will not only improve the system of information flows within the industry itself, but also more quickly interact with the target audiences of public medicine in our region.

Chapter 3. Proposals for improving the communication strategy of the UZKK in the context of the implementation of Federal Law No. 122 on the “monetization of benefits” and adjusting the List of preferential medicines

3.1 General information about Federal Law No. 122 on “monetization of benefits” and the List of preferential medicines

.1.1 Changes and additions to Federal Law No. 122

In August 2004, the government of the Russian Federation adopted Federal Law No. 122 dated August 22, 2004, delimiting powers between federal government bodies, government bodies of the constituent entities of the Russian Federation and local governments. Its main essence lies in the complete or partial (depending on the desire of the beneficiary) replacement of natural benefits with monetary compensation both at the federal level and at the levels of the constituent entities of the Russian Federation.

In terms of preferential drug coverage and sanatorium-resort treatment, the law comes into force at the beginning of 2006, but by October of this year, benefit recipients must decide whether they will replace their package of social services with monetary compensation.

By law, the social package includes:

· the right to receive free medical care, including the provision of medicines;

· Spa treatment;

If a federal beneficiary decides to replace all the benefits provided to him with monetary compensation, then on average he will receive a monthly payment of 450 rubles. As for the categories of beneficiaries of the federal subjects, the amount of monetary compensation will vary depending on the decision of the authorities at the regional level.

It should be noted that cash payments are not equivalent to the services that the beneficiary will be able to receive. For example, if a person needs to spend 6 thousand rubles a month on medicines - and according to the law, compensation is 450 rubles - the person in need will receive the necessary drugs for free.

In the Krasnoyarsk Territory, about 230 thousand people have the right to receive targeted social assistance from the federal budget, and about 280 thousand from the regional budget.

In our region, “monetization” began with the fact that all categories of beneficiaries were divided according to the powers of the budgets: federal and regional. For beneficiaries of the federal group, the volumes and procedure for providing benefits were clearly established; regional authorities do not have the right to change them; their task is to ensure the operation of those mechanisms that are prescribed by the federation: monthly cash payments, the implementation of a package of sanatorium treatment, travel on a suburban railway transport and preferential drug coverage. For regional beneficiaries, monetization has not yet taken place. This was a deliberate move, thanks to which natural benefits and the procedure for receiving them were preserved.

But since 2006, regional authorities plan to give social categories of citizens the right to choose: keep their benefits or receive monthly cash payments in addition to their main type of income.

3.1.2 List of preferential medications

Almost simultaneously with the entry into force of Federal Law-122, it was approved and new list preferential medications prescribed by a doctor or paramedic when providing additional free medical care to certain categories of citizens entitled to receive state social assistance. In order to increase the efficiency of providing citizens entitled to receive state social assistance with necessary medicines, significant changes and additions were made to the List.

If last year it included 256 items and practically satisfied the needs of the population, now it includes more than 300 international generic names and 1800 trade names of medicines. At the same time, the population focuses on the fact that the drugs they need to treat serious diseases were excluded from the list.

Due to the fact that many questions and proposals arose from beneficiaries regarding adjustments to the new list, significant changes will again be made to the List of Preferential Medicines starting in June 2005. The state-approved list contains: almost the entire range of drugs for the treatment and prevention of cardiovascular diseases, a wide range of antitumor drugs, including expensive platinum drugs for the treatment of cancer, all antiretroviral drugs recommended by WHO for the treatment of HIV-infected people.

3.2 Analysis of problems associated with ongoing reforms in the health care system

In the system of numerous transformations of state social assistance, the issues of replacing benefits with monetary compensation and providing people with preferential medications are of particular importance, because the quality of life of people who do not have the opportunity to independently confront difficult, mainly social problems and difficulties associated with healthy, depends on their solution. full existence.

Today in the region legal right More than 500 thousand citizens are eligible to receive free medications and health resort vouchers. Many of these people were waiting for the arrival of the new year with justified anxiety: not all reforms “for the good” in our country ended with the expected results, especially if they were developed and implemented, as now, at an accelerated pace.

Not only the beneficiaries, but also the specialists themselves working on the implementation of the new system of benefits, which involves several subjects of different forms of subordination, were unable to survive the changes that took place painlessly and smoothly. This is the regional compulsory medical insurance fund and insurance organization. The supplying authorized organization "ROSTA", the regional warehouses "Pharmacia" and the pharmacy network itself. Regional Health Department and Department Pension Fund in the Krasnoyarsk Territory. The system includes 150 medical institutions in the region. And each of these structures has encountered quite a number of difficulties in carrying out its functions.

But one of the most important and unexpected problems that the government of our region faced at the beginning of 2005 was the following: after the Christmas holidays, a wave of protests swept across the country, hundreds of thousands of pensioners took to the streets who did not agree with the replacement of benefits with monetary compensation and some other innovations. Krasnoyarsk Territory was no exception. In January, beneficiaries picketed the administration building several times.

One of the main reasons why there has been unrest in the country and region among people entitled to receive benefits is that the reform is being implemented without any detailed and public explanation to the population of the meaning of the changes being carried out.

An important aspect of information education in the process of implementing the reform on the monetization of benefits is taking into account the rights of beneficiaries, which is impossible without providing relevant information (knowledge) in order to solve problems at a specific level of the system to ensure such rights.

The imperfection of the forms and methods of educational work in the system of reforming the healthcare system, on the one hand, limits the full implementation of the rights of federal and regional beneficiaries, on the other, leads to an unreasonable increase in applications, complaints and strikes. One of the fundamental factors contributing to the successful provision of the rights of privileged citizens in the healthcare system is the awareness of participants in the innovation process.

This fact served as the reason for the creation of “hotlines” under state health authorities, through which beneficiaries can obtain all the information they are interested in.

In turn, for specialists, the creation of “hotlines” has become an excellent opportunity to monitor the level of public awareness on the reforms being carried out in the country and adjust their actions in the field of educational work.

In addition, the analysis of information received via " hotline", and visiting, as part of a multilateral commission, a number of clinics and pharmacies identified a number of reasons why the population cannot obtain the information they are interested in regarding the changes introduced by the state:

1.Lack of awareness of many health care facility doctors on issues related to those carried out in the country.

2.Lack of relationship in the work between medical institutions and pharmacy organizations.

.Imperfect organization of the work of the local doctor in preparing medical documentation (primarily new prescriptions).

.Lack of information stands for beneficiaries in the halls of clinics and pharmacies.

The ways to correct the situation are obvious, and a number of clinics are already taking necessary measures: they appoint those responsible for working with this category of citizens, organize training on the topic, take an active part in seminars held by the regional Health Administration and the Compulsory Medical Insurance Fund on the implementation of Federal Law - 122, and convey to each employee the essence of the changes that have occurred.

In addition to organizing “hot lines”, in order to obtain objective information about the reasons for the population’s dissatisfaction with innovations, experts conducted numerous public opinion polls on the topic of replacing in-kind benefits with monetary compensation. Results vary by region, but the main arguments in favorThe cash payments were as follows:

· the current volume of funding for benefits is too large and allegedly exceeds the amount of revenues of the annual federal budget;

· many of the benefits are not actually applied (for example, the unavailability of benefits for travel, telephone, etc. for residents of rural areas);

· the system of benefits itself is, in principle, anachronistic, created during the Soviet period and does not meet the needs of the market system;

· citizens must be given the opportunity to choose between “cash” and non-cash forms of preferential provision;

· as a result of “monetization”, the corruption of the social security system can be reduced;

· payment of money can help improve the financial situation of people;

· within the framework of the ongoing reform, sanatorium and resort treatment for privileged categories of citizens has significantly intensified;

· As a result of the reform, it is possible to free up funds that could be invested in the real sector of the economy and contribute to economic growth.

The main argument opponentsmonetization of benefits is the fear that money will not compensate for the loss of natural benefits, and the population will lose the volume of services that it has today.

Other reasons for non-acceptance of the reform, named by respondents in the process of sociological surveys of the population:

1.mistrust of the government and the state, fears that the population will once again be deceived.

2.a proposal to “keep benefits” without any explanation.

.fears that cash payments will be devalued by inflation.

.statements related to doubts about the payment of money.

The situation that has developed in the region as a result of social reforms carried out by the government of the country has received wide publicity in the media at both the federal and regional levels. In their works devoted to the implementation of government reforms related to the healthcare sector, journalists touch on the following aspects (see Appendix 3):

1.Attempts by the regional and federal authorities to stabilize the situation by correcting shortcomings caused by the hasty adoption of the law, as well as releasing materials commenting on positive changes and aimed at informing target audiences in order to reduce the level of unrest.

2.Taking advantage of the situation by parties opposing the reform (Motherland, LDPR, Communist Party of the Russian Federation): publishing articles on their websites criticizing the organization modern system power, as well as transformations in the social sphere of the country; organization of pickets by representatives of parties directed against innovations in the field of support for socially vulnerable segments of the population.

.Publication of explanatory materials (List of preferential medications with comments, materials on the replacement of benefits with cash payments, etc.).

.News materials on the organization of strikes by beneficiaries and analysis of their reasons.

3.3 Project proposal for an information strategy in the context of implementing the law on monetization and adjusting the list of preferential medicines

The situation with popular unrest and strikes, organized as a result of people’s dissatisfaction with the government’s healthcare reforms, showed an urgent need to adjust the system of interaction with the population, as well as conduct educational work with the specialists themselves in the field of preferential health care for citizens.

The experience of organizing “hotlines” has shown that establishing two-way communication between health authorities and the population, developing an effective communication strategy will help to significantly increase the level of people’s awareness of the ongoing reforms and thereby sharply reduce the level of negative reactions and the number of unforeseen and, accordingly, poorly controlled situations in areas of improving the healthcare system.

This project represents information support for health care reforms implemented in our country since the beginning of 2005, and is intended for state health authorities of the Krasnoyarsk Territory (Health Department of the Krasnoyarsk Territory Administration).

The target audiences of information impact are:

· Specialists in the field of public health care of the Krasnoyarsk Territory.

Proposals for organizing certain project events are based on an analysis of information covered in the media, as well as on the published results of ongoing research regarding the awareness of the population of the country and region on issues of reforming the healthcare system.

3.3.1 Project concept

The main idea in the development of the project was to find an opportunity for the state health authorities of the Krasnoyarsk Territory to increase the level of awareness of the population regarding the implementation of the law on the monetization of benefits and changes in the system of providing preferential categories of citizens with medicines.

At the present stage, there are a number of established opinions in society that hinder the successful implementation of health care reforms, for example:

· All transformations carried out by the state do not bring positive changes, but are aimed only at lowering the already low standard of living of the population;

· State medical institutions provide very low quality services;

Despite the fact that the main objective of this project is not to debunk these stereotypes, it seems important to us to improve the image of the healthcare system and, if possible, work in this direction, especially since such points of view, widespread among residents of the Krasnoyarsk Territory, impede the implementation of ongoing country of reforms.

Thus, stand out key directions campaigns: ensuring contact with the masses and providing them with maximum information in the field of reforming the country’s healthcare system, demonstrating real work and protecting the interests of privileged categories of citizens, focusing on giving them a real right to choose between cash payments and the benefits they are accustomed to.

Due to the fact that the audience of privileged categories of citizens is very diverse both in terms of age characteristics and areas of activity, it is obvious that the coverage of the media channels used should be maximum (radio, television, print media, attraction of Internet resources).

3.3.2 Goals and objectives

1.Increasing the level of awareness of the population on the issues of new conditions for preferential drug provision and sanatorium-resort treatment;

2.Improving the system of interaction between doctors (paramedics), pharmacy workers and preferential categories of citizens.

.Creating a favorable image of the reforms being carried out in the country in the field of monetization of benefits, preferential provision of medicines and sanatorium-resort treatment of citizens;

.Elimination of popular unrest, strikes and public discontent regarding health care reforms.

.Saving time for the attending physician and pharmacist, who today are forced not only to perform their professional features, but also to answer a large number of questions asked by citizens excited about the ongoing reforms.

The proposed information strategy of the Health Department of the Krasnoyarsk Territory Administration in order to increase the level of public awareness regarding health care reforms is a set of the following activities:

1.Creation on the official website of the Health Department of the Administration of the Krasnoyarsk Territory of a page dedicated to new conditions for providing the population of our region with preferential medicines and providing free vouchers for sanatorium and resort treatment (see Appendix 4), as well as a forum visited by specialists of the UZKK and providing visitors with the opportunity to get answers to questions that interest them “first-hand.”

2.Organization of free training seminars for people with disabilities under the Social Protection Department of the Krasnoyarsk Territory Administration.

.Development and production by the regional Health Department of a television program dedicated to the organization of the healthcare system of the Krasnoyarsk Territory and periodic inclusion in it of stories about preferential drug provision and sanatorium-resort treatment (see Appendix 4).

.Release of periodic publications in print media, as well as a series of stories on regional radio and television devoted to this issue and current changes related to the topic of preferential provision of citizens in the field of healthcare. Most often, stories should be released at the end of 2005, when the population is especially active in anticipation of the upcoming monetization; and also before the entry into force of the updated List of preferential medicines on June 1 (see Appendix 4).

.Organization of information occasions (for example, Day of the Elderly - October 1; Day of the Disabled - December 4) to provide pensioners, veterans, and disabled people with the opportunity to receive advice directly from UZKK specialists. For these events, it is also planned to prepare information booklets containing basic information on the changes being introduced.

.Improvement of the Hot Line system: creation of additional telephone numbers, as well as a unified social help service for the monetization of benefits, not only in order to provide the population of the region with all the information they are interested in, but also to obtain the necessary information about the degree of awareness of the population on the issues of reforms being carried out in the country . Based on the results of the analysis of the data obtained, specialists should adjust the volume and content of information provided to the population.

.Organization of visual information on separate stands in the halls of clinics, next to the registration desk, as well as in pharmacies - in the most accessible, easy-to-read place, which will significantly help citizens understand the essence of what is happening (which will significantly reduce the degree of their anxiety and suspicion, create conditions for familiarization with the rules for legally obtaining information and protecting one’s rights).

I. In clinics:

1.Full name, position of the persons responsible for organizing work on the issue of preferential drug provision for citizens (by shift, indicating hours of work and office number).

2.List of documents that must be provided by a citizen entitled to receive preferential medications when visiting a doctor for the first time:

· passport (for children - birth certificate);

· pension insurance certificate;

Compulsory medical insurance policy;

· document confirming the right to the benefit (certificate of a WWII participant, disabled person, etc.)

3.Where and from whom can a citizen get acquainted with the List of drugs on preferential terms (there is no need to place lists of drugs on the stands of pharmacies and clinics, since without the help of a specialist a person will not be able to find anything there) and the List of categories of citizens entitled to preferential drug coverage .

4.Information about pharmacy organizations where citizens can purchase medicines for preferential prescriptions (pharmacy number, address, telephone, opening hours on regular and weekend days).

.Telephone numbers of organizations where you can get information on the provision of medicines: health department (territory), medical insurance organization, KFOMS (branch), hotlines.

II. In pharmacies:

1.Full name, position of the person responsible for organizing the provision of medicines to citizens on preferential prescriptions.

2.Where and from whom can a citizen get acquainted with the List of preferential medicines and the List of categories of citizens entitled to preferential drug coverage.

.Rules for deferred servicing, which determine the procedure for a pharmacist in the event of a temporary lack of a drug in a pharmacy organization: replace the drug with another by the person responsible for organizing preferential drug provision in the medical institution; send additional application authorized pharmaceutical organization (supplier) and organize deferred provision of the patient for a period of no more than 10 days.

.Telephone numbers of organizations where citizens can obtain information on the provision of medicines:

· the clinic that issued the prescription (telephone number of the responsible person);

· health department (territory);

· medical insurance organization;

·KFOMS (branch);

"Hot lines"

5.In case of refusal to provide a medicine, a citizen may contact:

1.to the attending physician (or the person responsible at the clinic for organizing work on preferential leave);

2.to the medical insurance organization that issued the compulsory medical insurance policy;

In KFOMS

3.3.4 Assessing the effectiveness of ongoing activities

The effectiveness of the campaign will be determined in the following areas:

1.Regular public opinion polls, which will allow you to track the dynamics of changes in the socio-economic situation of the region and, to a certain extent, evaluate the effectiveness of information and educational activities.

2.Monitoring the media and preparing reports and analytical materials on the nature of published and broadcast materials.

.Analysis of questions asked by telephone hotlines, allowing to assess the level of awareness of the population regarding changes occurring in the country in the field of healthcare.

Conclusion

This work is a study of the main characteristics, trends and prospects in the organization and development of public relations activities in the public health care system of the Krasnoyarsk Territory.

An analysis of the current situation in the public health sector of our region showed that today the main areas of work of public relations specialists are:

1.formation of a unified information space regarding the activities of government bodies and healthcare institutions;

2.raising funds for the development of the public health sector, taking into account the use of all possible sources of financing;

.“preventive PR”: organizing preventive activities in the region and promoting a healthy lifestyle;

.provision of paid medical services.

A distinctive feature of the modern situation, which has characterized domestic healthcare for a long time, is that the image of state medicine has a negative connotation and does not reflect the real state of affairs (sufficiently high qualifications of specialists, use of modern equipment and a patient-centred approach to work). This problem requires special consideration, since it is an insurmountable obstacle to the successful functioning and further development the entire national healthcare system.

The organization of two-way information interaction between health authorities and institutions and the public could be the optimal solution to the problem that has arisen.

Taking into account the sad experience of recent events (population unrest about the implementation of Federal Law No. 122 on the monetization of benefits and reforming the system of preferential drug provision), government authorities and health care institutions should pay special attention to information policy during the period of radical reform of the entire system of protecting the health of citizens.

The need for the processes of reforming the healthcare industry to receive understanding and positive assessment in society has necessitated the need to cover the activities of government bodies and healthcare institutions in the media. Today they play a leading role in the formation of an objective public opinion about the system of protecting the health of citizens.

As a basis for the analysis, we examined the activities of the press service and PR department of the Health Administration of the Krasnoyarsk Territory Administration. With its appearance, the regional Health Administration is actively working to create a favorable image of state medical institutions, as well as the health care system as a whole.

During the functioning of the press and PR service in the regional Health Department, noticeable positive changes have occurred in terms of creating an effective system of interaction both within the UZKK and with the external environment of the organization. Information flows are clear, structured and aimed at various categories of the public.

In this work, a project was developed for the PR and press service of the Health Department of the Krasnoyarsk Territory Administration, aimed at improving work with the general public in the context of the implementation of Federal Law No. 122 on the “monetization of benefits” and reforming the system of preferential drug provision for citizens of Russia and the Krasnoyarsk Territory.

The development of PR in the public health care system will allow it to move from combating unfavorable public opinion to preventing negative events and communications and will bring the system to a qualitatively new level of relations - the level of partnership between health authorities and institutions and public institutions with the interests of the latter dominating.

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Annex 1

Table 1

Number of units of the medical prevention service in the Krasnoyarsk Territory in 1998 - 2002.

Divisions Quantity 1998 2002 Medical prevention centers 12 Medical prevention departments-15 Medical prevention rooms 432 Healthy child rooms 1443 Rehabilitation departments 510

table 2

Number of appearances by public health specialists in the media in (1998-2002)

Communication channelNumber of materials19981999200020012002Television3694841732776644Radio352565830985787Newspapers, magazines692885112114141381TOTAL:14131934368331752812

Appendix 2

State social assistance provided in the form of providing citizens with a set of social services (introduced by Federal Law No. 122-FZ of August 22, 2004)

Article 6.1 The right to receive state social assistance in the form of a set of social services

In accordance with this chapter, the following categories of citizens have the right to receive state social assistance in the form of a set of social services:

1.disabled war veterans;

2.participants of the Great Patriotic War;

.combat veterans;

.military personnel who served in military units, institutions, military educational institutions that were not part of the active army, in the period from June 22, 1941 to September 3, 1945 for at least six months, military personnel awarded orders or medals of the USSR for service in the specified period;

.persons awarded the “Resident” badge besieged Leningrad»;

.persons who worked during the Great Patriotic War at air defense facilities, in the construction of defensive structures, naval bases, airfields and other military facilities within the rear boundaries of active fronts, operational zones of active fronts, on front-line sections of railways and roads, as well as crew members of transport fleet ships interned at the beginning of the Great Patriotic War in the ports of other states;

.family members of fallen (deceased) disabled war veterans, participants of the Great Patriotic War and combat veterans, family members of persons killed in the Great Patriotic War from among the personnel of self-defense groups of facility and emergency teams of local air defense, as well as family members of deceased hospital workers and city clinics Leningrad;

Disabled people;

Disabled children.

Article 6.2 set of social services

1.The set of social services provided to citizens from among the categories specified in Article 6.1 of this Federal Law includes the following social services:

1)additional free medical care, including provision of necessary medications according to prescriptions from a doctor (paramedic), provision of vouchers for sanatorium-resort treatment, if there are medical indications, provided in accordance with the legislation on compulsory social insurance;

2)free travel on suburban railway transport, as well as on intercity transport to and from the place of treatment.

When providing social services in accordance with this article, citizens with limited ability to labor activity III degree, and disabled children have the right to receive, under the same conditions, a second voucher for sanatorium-resort treatment and free travel on suburban railway transport, as well as on intercity transport to the place of treatment and back for the person accompanying them.

2.The list of medicines, the provision of which is carried out in accordance with paragraph 1 of part 1 of this article, as well as the list of sanatorium and resort institutions to which vouchers are provided in accordance with paragraph 1 of part 1 of this article, is approved by the federal executive body responsible for the production public policy and legal regulation in the field of health and social development.

Article 6.3 Provision of social services

1.Accounting for the right of citizens to receive social services specified in Article 6.2 of this Federal Law is carried out at the citizen’s place of residence from the date of establishment of a monthly cash payment to him in accordance with the legislation of the Russian Federation.

2.The period for providing social services to citizens in accordance with this chapter is a calendar year.

If a citizen has acquired the right to receive social services in accordance with this chapter during a calendar year, the period for providing him with social services is the period from the date the citizen acquired the right to receive social services until December 31 of the current year.

If a citizen has lost the right to receive social services in accordance with this chapter during a calendar year, the period for providing him with social services is the period from January 1 to the date the citizen loses the right to receive social services.

3.A citizen who has the right to receive social services in accordance with this Federal Law may refuse to receive them by submitting an application to the territorial body of the Pension Fund of the Russian Federation, which provides him with a monthly cash payment.

It is permissible to refuse to receive a set of social services in full, to refuse to receive a social service provided for in paragraph 1 of part 1 of Article 6.2 of this Federal Law, and to refuse to receive a social service provided for in paragraph 2 of part 1 of Article 6.2 of this Federal Law.

4.An application for refusal to receive social services for the next year must be submitted before October 1 of the current year.

A citizen may submit an application for refusal to receive social services to the territorial body of the Pension Fund of the Russian Federation in person or in another way. In the latter case, identification and verification of the authenticity of a citizen’s signature are carried out:

1)a notary or in the manner established by paragraph 3 of Article 185 of the Civil Code of the Russian Federation;

2)the body (organization) with which the Pension Fund of the Russian Federation has concluded an agreement on mutual certification of signatures. The standard form of this agreement is approved by the federal executive body responsible for developing state policy and legal regulation in the field of healthcare and social development.

If a citizen has not submitted an application for refusal to receive social services in the next year before October 1 of the corresponding year, then in the next year they continue to be provided to him in in the prescribed manner.

The procedure for providing citizens with social services in accordance with this chapter is established by the federal executive body responsible for developing state policy and legal regulation in the field of healthcare and social development.

Article 6.5 Payment for the provision of social services to a citizen

1.450 rubles per month are allocated to pay for the provision of a set of social services to citizens, including:

to pay for social services provided for in paragraph 1 of part 1 of article 6.2 of this Federal Law - 400 rubles;

to pay for social services provided for in clause 2 of part 1 of article 6.2 of this Federal Law - 50 rubles; changes in the amount allocated to pay for the set of social services provided to citizens (social services) are made in the manner and within the time frame determined by the Government of the Russian Federation.

2.The amount of funds allocated to pay for the provision of a set of social services (or one social service if a citizen exercised his right to refuse to provide one of the social services) and determined in accordance with Part 1 of this article is withheld from the monthly cash payment accrued to the citizen carried out in accordance with the legislation of the Russian Federation.

3.The procedure for financing the costs of providing citizens with state social assistance in the form of social services provided for in this chapter is established by the Government of the Russian Federation.

Appendix 3

Thematic selection of media publications

“Reforming the healthcare system as part of the implementation of Federal Law No. 122 on the “monetization of benefits” for October 2004 - March 2005.

1. "Monetization with a human face"(Website of the Krasnoyarsk regional branch of the LDPR. 02/03/05).

Grandmothers on the barricades

This has not happened in the country for more than ten years. Like in the years of collapse Soviet Union, people are ready to block roads, go on hunger strikes, sit on rails, and set up pickets. In January, several dozen mass protests took place in different cities of the country. Krasnoyarsk was not spared either; at the end of last month, the largest rally in recent years took place near the walls of the regional administration - more than 3 thousand people took to the streets. The petition against monetization and increased electricity tariffs was signed by hundreds of people from the most different ages- from youth to pensioners.

2. Hospitalization of beneficiaries is inevitable(TRK “Channel 7” Krasnoyarsk. 02/10/05 20:00:11).

Kirill Konstantinov made a disappointing forecast. The region will soon be covered by a wave of hospitalizations of beneficiaries. This is all due to the shortage of subsidized drugs and complete confusion in the lists of drugs, which even the doctors themselves are confused about. Officials say they are literally being held hostage by federal authorities and suppliers.

The Federation's course towards centralizing the system of providing medicines to privileged categories of the population has so far, except

didn't bring any headaches. Officials hope that beneficiaries will still be able to pass this test prepared by the state.

3. Picket against monetization(Yu. Kurbatova. STS-PRIMA 01/27/05).

Today, Krasnoyarsk activists of the Rodina party stood outside the regional administration for an hour - they opposed the monetization of benefits. The frost and icy wind did not bother the picketers. There were about twenty party members, and there were several times more policemen in the cordon. The slogan “The Party is ours, our Motherland!” They only shouted a couple of times. And then at the request of journalists. The lack of enthusiasm among the picketers is understandable - minus 23, icy wind. But standing up for an idea is a sacred thing. They are fighting not only for their own benefits. The slogans are different. Party members don't like monetization in general.

A modest silent action. And the efficiency is very, very low. About twenty people read the posters and slogans. No one even came out from the regional administration to look. The fighters for benefits lasted 50 minutes. Then the posters were quickly rolled up. And they quickly dispersed, some even ran away. Apparently the idea is not very warming.

4. You can't see the money without a document(V. Kasatkin. Krasnoyarsk worker. 01.03.05.).

The reform to monetize benefits has turned into a headache not only for older Russians, but also for another fairly significant category of citizens - veterans of military operations and local wars... the imperfect monetization mechanism and the lack of complete information about it among the population create noticeable difficulties.

5. And again about preferential medications(Krasnoyarsk worker. 10/15/04).

The editors of Krasnoyarsk Worker receive many letters, calls and complaints regarding the problem of preferential drug coverage. Readers tell us with pain how it sometimes takes months to purchase medicine at a pharmacy using a discounted prescription.

6. A rally was held in Krasnoyarsk against increasing electricity tariffs(IA REGNUM - KNEWS. 01/22/05).

On January 22, a rally was held in the center of Krasnoyarsk against the monetization of benefits and an increase in electricity tariffs. The protest was organized by the local branch of the Communist Party. They were joined by regional branches of political parties and public organizations - the National Bolshevik Party, Rodina, the Agrarian Party of Russia, Yabloko, the city council of veterans, the council of the federation of trade unions of the region.

About 2.5 thousand people gathered on Revolution Square near the regional administration. Mainly pensioners, disabled people, labor veterans, low-income residents of the regional center.

7. Sergey Kozachenko: “The situation with preferential medicines is changing in better side» (IA REGNUM - KNEWS. 03.03.05. 15:44).

At a meeting of the Regional Administration Council held on March 3, a number of issues related to the monetization of benefits were considered. In particular, they discussed providing benefits for sanatorium treatment, travel and medications.

Compared to the beginning of the year, the situation with preferential drug coverage in the region is changing for the better. Thus, the number of types of subsidized drugs in the region’s pharmacies has almost doubled. On March 2, 44 million rubles were received from the federal budget, with the help of which debts to pharmacies will be repaid and new medicines will be purchased.

The situation with preferential drug provision in the region is within the norm.

8. Explain so that they believe you(Today's newspaper. 01/24/05.).

The Advisory Council of Public Organizations at the Krasnoyarsk regional branch of the United Russia party recently adopted a statement “On the inadmissibility of inciting public confrontations.”

As KNews was told by the chairman of the Krasnoyarsk regional organization Russian Union of Afghanistan Veterans Mikhail Yashin: “We hope that other public organizations will express their attitude to the processes taking place in connection with the adoption of the law on monetization and will join in the work to clarify it.”

9. Alexander Khloponin: “We will monetize regional benefits after other regions make all possible mistakes” (IA REGNUM - KNEWS. 01/20/05. 09:18 ) .

“We will monetize regional benefits after other regions make all possible mistakes, and we will study this experience. We do not intend to repeat the mistakes of others,” Governor Alexander Khloponin said on January 19 at a special meeting dedicated to the monetization of benefits in the Krasnoyarsk Territory.

10. A unified social help service for monetization of benefits will be created in the Krasnoyarsk Territory(IA REGNUM - KNEWS. 01/29/05.).

Since the beginning of 2005, the hotline for monetization of benefits of the Social Security Department of the Regional Administration has received more than

thousands of calls. Deputy Governor Sergei Kozachenko announced this at a session on February 15. He reported to the deputies on the work being carried out by the Light of the Administration to explain to the population the progress of implementation of 122 Federal Law. Kozachenko said that since January 28, the social protection department has introduced two additional hotline numbers. In addition, 135 thousand leaflets were produced and distributed to beneficiaries. “This memo explains to the beneficiary what category he belongs to and what benefits he has the right to use,” Kozachenko said.

Appendix 4

Media plan

Information support from the media for the implementation of Federal Law-122 on the “monetization of benefits” of reforming the system of preferential drug provision to citizens

No. Name of media Audience coverage (broadcast territory) Target group of impact Deadlines for execution Contents of the material 1. Newspaper “Krasnoyarsk Worker” Krasnoyarsk, Krasnoyarsk Territory Pensioners, beneficiaries of middle age Before the introduction of changes to Federal Law-122, at the end of 2005. Preparation of materials on questions previously asked by readers 2. TV company TVKg. Krasnoyarsk and other cities of the Krasnoyarsk Territory Beneficiaries of all ages Starting from May 2005 Section in the program, the purpose of which is educational activities regarding the implementation of reforms and current changes 3. Official website of the Health Department of the Krasnoyarsk Territory Administration. Krasnoyarsk, Krasnoyarsk Territory Healthcare system specialists, young beneficiaries and middle-aged beneficiaries During the year Basic information related to the ongoing reforms (updated List of preferential medicines, system of replacing benefits with cash payments, etc.); publication of innovations and amendments to the law; tracking the dynamics of changes in public opinion. Update - once every 2 weeks and as needed 4. Regional radio. Krasnoyarsk, Krasnoyarsk Territory Pensioners, beneficiaries of middle age Throughout the year Cycle of programs and “direct lines” with the participation of specialists from the Health Department of the Administration of the Krasnoyarsk Territory 5. TV company “New Region” Siberian Federal District Pensioners, beneficiaries of middle age Throughout the year Conducting interviews and comments from specialists regarding the implementation of laws

Tags: Specifics and functioning of PR services in healthcare of the Krasnoyarsk Territory Diploma Marketing

1. Public relations activities involving the conduct of programs designed to promote or protect the image of a company or its products and services.

2. PR is a planned, ongoing effort aimed at creating and maintaining goodwill and mutual understanding between an organization and its public, where the “public of the organization” refers to employees, partners and consumers (both local and foreign)

Russian experts in the field of public relations recognize that in the future the healthcare sector will become one of the leading sectors in the development of the public relations industry.

In connection with the market transformations in Russia, accompanied by the emergence, development and increased competition among business entities involved in treatment, preventive and medical production activities, they have to master new methods of working in the market of medical goods and services in order to more efficiently use resources, increase profit, to more fully satisfy the growing demands of consumers.

Compared to the recent past, the number of product names has increased by several orders of magnitude. As a result, it has become difficult for specialists, and especially consumers, to navigate the market for medical and pharmaceutical services.

The need for constant analysis of the state of the medical product market, monitoring dynamics and identifying trends in the relationship between supply and demand has led to a reorientation of medical organizations - both public and commercial - to use the concept of marketing as a systemic philosophy for managing a set of factors in market activity.

Speaking about the need to use the concept of a marketing mix in public health care, the following argument can be made: despite the fact that the main activity of non-profit institutions is to provide medical care to the population under the compulsory health insurance program, they can also carry out entrepreneurial activities.

It has been established that consumers evaluate the quality of a service by comparing the expected and received results, the discrepancy between which is usually called the “quality gap.” As a consequence, the main task in the quality management process from the perspective of marketing and PR comes down to narrowing this gap. A very important factor is the timeliness of medical care provided. The politeness and attentiveness of medical workers plays an important role. In general, the patient needs the symptoms of the disease to be eliminated and the disease itself to be prevented or stopped.

For practical assessment of the work results of medical workers, it is recommended to use the following characteristics of the qualitative parameters of their professionalism and work success:

Professional competence;

Reputation;

Degree of accessibility;

Efficiency;

Interpersonal relationships;

Efficiency;

Continuity;

Safety;

Convenience.

Professional competence reflects the knowledge and skills of medical and support personnel and is determined by how the personnel in their activities follow evidence-based clinical guidelines, protocols and standards for the implementation of preventive work, diagnosis and treatment of the patient.

Reputation is a positive public opinion about an organization.

Access to health care means the ability of a patient to receive quality health care, regardless of geographic, economic, social, cultural, organizational or language barriers.

Effectiveness is a fundamental component of quality health care.

Interpersonal relationships are the relationships between medical personnel and patients, between healthcare workers, medical institutions, healthcare authorities and the population. Good relationships create an atmosphere of trust, responsiveness, and mutual respect, which greatly contributes to the positive attitude of both patients towards the treatment being carried out, and the attitude of medical staff towards the success of the treatment and preventive measures being carried out. The patient likes the polite, tactful, and attentive staff.

Efficiency is measured as the ratio of results obtained to resources expended. Efficiency analysis is most often performed to compare alternative technologies. Based on an analysis of effectiveness, it is necessary to select the optimal treatment technology that ensures the achievement of results at acceptable costs.

Continuity means that the patient must receive all necessary medical care without delays or interruptions, in accordance with the standards of diagnosis and treatment. In this case, the patient is managed by one doctor, interacting with the emergency medical service, hospitals, and medical rehabilitation organizations. Failure to maintain continuity negatively affects performance, reduces efficiency and worsens interpersonal relationships.

Safety means minimizing the risk of possible injury, infection, treatment side effects, and other undesirable consequences of medical care. When deciding on the choice of a particular medical technology, the doctor must proceed from the minimum risk of harm to both the patient’s health and his own.

Convenience means that the patient has the opportunity to receive medical care in conditions as close as possible to home, depending on the severity of the disease. Such conditions include: neat appearance of personnel and material objects, comfort, cleanliness, confidential environment, and so on.

PR without panties, or 400 bold ways to “blow up” the Internet Maslennikov Roman Mikhailovich

Specific PR in medicine

Specific PR in medicine

Medical PR in its modern form appeared relatively recently. Previously (now too, but to a lesser extent), favorite traditional tools were used in this area: advertising and word of mouth. However, in current market conditions, when there are more than 5,000 medical institutions in Moscow (and that’s just commercial organizations), methods of promoting services require much more sophisticated. The emphasis is shifting to PR technologies. As in any market sector, medical PR has its own characteristics and adapted approaches.

Characteristic features and difficulties of PR support in medicine:

1. Work of a PR specialist with doctors of the clinic

Unlike other areas of activity, PR specialists will not be able to do without close interaction with doctors. Information may come strictly from medical worker. It should be as correct as possible. The slightest mistake can cost the reputation of both the doctor and his organization, and the entire professional community.

2. Professional ethics

If a doctor is asked to evaluate the failure of his colleague, you need to be prepared that he will absolutely refuse. Similar comment

even if it is independent, it is regarded as criticism, which is unacceptable in professional circles.

3. Lack of time

Doctors are always extremely busy: operations, appointments, consultations. They are sorely short of time, so there is no need to talk about the urgency of providing information. It may take 2 to 4 days to process your request.

4. Mistrust of medicine

Our population has always been wary of medicine in general. The patient often comes to the doctor at a late stage of the disease. But if one doctor fails, then a shadow automatically falls on the reputation of all medical institutions. And you need to be prepared for this.

5. It’s not customary to talk about yourself and your innovations.

Doctors are fanatics of their work. For them, the only goal is to get their client back on his feet, to cure him, to make him beautiful, to give him life. Therefore, they perceive all their successes and developments only as part of their duty.

What's on the client's mind?

Marketers say that most purchases are made by a person on an emotional level, and only then does he resort to logic to justify his choice. This often works with simple purchases of the FMCG sector (everyday goods) and status items. But when it comes to your own health, the analytical mechanisms in your head immediately turn on.

The medical field has always been associated with certain health risks, and we also offer to buy it. Therefore, the client cares who and where to buy wellness. First of all, a person chooses a doctor for himself, and a good cook will prepare delicious jam from nettles.

So, specialists (doctors) are selected already at the stage of collecting information. The Internet, newspapers, television, magazines, radio - these are all sources of information and intermediaries between you and the client.

In practice, there have been cases when the decision to choose a doctor changed radically after reading an interview with another specialist in the newspaper in favor of the latter.

How to choose the right media? After you answer the questions: “Who is our target audience?”, “What is their social status?”, “What do they read?”, “What are our goals?”, you can create an initial database of publications by comparing your target audience with media audience. Target groups there may be several - partners, authorities, clients, professional community - and, accordingly, the media groups will be different, just as the information for each media should be presented differently.

When choosing media, do not forget to take into account the status of your organization and the price category of the services provided. That is, if the clinic is elite with high prices, working with the publications “Women’s Health”, “Liza”, “Relax”, etc. is completely useless. The target audience of these magazines will not come to you - they simply cannot afford it!

One of the important areas of PR functioning is giving comments to the media. The client must be familiar with a competent and highly professional specialist. But what to do if such people are a dime a dozen?

We go further and strive to provide prompt comments. What does it mean? The information field is constantly changing; medical events occur every day. You can give your assessment of what is happening and thereby get on the information agenda. To do this, you need to constantly monitor news related to your field, that is, medicine. You can create so-called “Google Alerts” or “Yandex. Subscription” are functions that allow you to receive on your email news for specific requests. Key words may be: “medicine”, “aesthetic medicine”, “plastic surgery”, etc.

A news item can collect over 100 messages. As soon as interesting and large-scale events occur, you can provide comments day after day for several media outlets, including radio and TV. It is worth using various channels to express your expert opinion: in writing, over the phone, and also on camera.

However, this form requires efficiency and the ability to always be in touch, since the information field is constantly changing: today and at this very second this event is news, but an hour later it is no longer there.

But it is always necessary to adhere to the golden rule - to respond to all requests coming from the media, of course, if they are not provocative.

Heroes must be rewarded

Awards are always prestigious; they look solid and respectable. Celebrity doctors are always more trusted by clients than an ordinary doctor, even a good specialist.

There are not many professional awards in Russia, but you can and should participate in them. “Profession – Life”, “Vocation”, “Grace” - these are awards not only of Russian, but also of international scale. Leading doctors and medical institutions may not be “titled”, but becoming nominees is also worth a lot. And presence in the information field will only benefit the company’s image.

However, you can establish your own award. First within my own clinic, and then for everyone else.

It is possible to build a serious reputation for the clinic through initiating information events and regularly sending out press releases. The greatest response can be received by news that contains some kind of social significance, be it a new technique with which several hundred patients were served, or the organization of a seminar for the professional community, clients, and partners.

Medicine has always proclaimed a healthy lifestyle and the prevention of various diseases. So why not support social projects! For example, take part in a health marathon, sponsor a sports competition, or organize a charity event!

These and other PR methods can be effective if you seriously and continuously engage in activities to promote a medical institution and its doctors. By constantly being in the information environment, in the hearing of your clients, you can create and further maintain your image, accumulating intangible capital and increasing the value of your brand in the market.

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Specific PR of a writer Writers are also to some extent public people, but very often their face remains in the shadows. Trying to bring your image to the forefront is a big mistake! A writer doesn’t need to be constantly visible. His fame is achieved due to constant

Specific PR for a DJ Being a DJ is no longer fashionable today. This must be clearly understood so that there are no unnecessary frustrations. But not fashionable does not mean that it is completely forgotten and not in demand. Undoubtedly, it is much more difficult for a DJ to get promoted than for other representatives of show business.

Specific PR of millionaires The principle of paradox works perfectly here. Millionaires are sophisticated people, and the best way to intrigue your target audience is by behavior that is unusual for a millionaire, which will be reflected in the headline. For example:1. Millionaires are asking

Specific PR for a startup A startup implies an attempt to implement some original idea. To prescribe specific PR schemes for a startup, you need to take into account a specific example. If we try to list all possible startups, then, firstly,

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Specific PR of a translation company Whatever one may say, the most striking news opportunities for a translation company will arise only if they use the main skill of their employees - translation. But how exactly such a translation will be constructed is another question. Routine on

Specific PR of an excursion program Excursions in terms of promotion are in many ways similar to plastic clinics; they also have their own tools that are used from event to event. But you can’t go far with posters and announcements alone! Especially if they

Specific PR of the museum The museum, similar to excursions, is focused on a specific topic. Sometimes this is enough to increase the number of visitors: 1. The image of the staff is in accordance with the theme of the museum. In addition, leaflets and programs can be distributed by people who

Specific PR of esotericism WARNING: the author of the book negatively evaluates the “work” of people and centers in this area. But they very stubbornly continue to torment PR agencies, begging them to promote them. Hey, if you can hear me, read this article and then someday yourself,

Specific PR for the New Year It would seem, what kind of PR could everyone’s favorite holiday have? Who needs to promote an already well-known calendar day? It’s all very simple: PR can be specific, and it’s you who needs it! It’s important to promote not so much the holiday itself, but

Specific PR of a mobile application Since a specific promotion scheme can only be worked out if you have information about the specific operating principles and solutions that the mobile app, again we will have to limit ourselves to universal

Specific PR for a charity project Charity in itself is already an excellent PR move. For example, it is sometimes used to timely distract attention from third-party flaws. At the same time, there may be reasons for promoting a charity project

Specific PR! Specific PR takes place here: http://www.1piarium.ru/The online school of passionate PR “Piarium” is still recruiting free new potential PR gurus into its ranks. As a bonus, all new club members will have the opportunity to purchase unique

Chapter 13 A specific example Let me finally give you a specific example of how it looks for me. I used to work in an office and had to be there at least eight hours a day (and sometimes it was ten or more). I was an art director, my duties included meeting and

And in the world, doing medical PR for personal brands: doctors, surgeons, neurosurgeons, oncologists, narcologists, public figures in the field of medicine, as well as private clinics.

Today, the medical services market is extremely competitive. Medical institutions must have a good reputation because this is very important for the client. - this is communication with the company’s clients and establishing trust in this institution. PR services in the field of medicine can be such as:

• promotion in the media;
• writing materials;
• interaction with patients and more;
• This also includes the development of a strategy and plan for the promotion of medical services.

How do we do medical PR?

• We hold regular meetings with expert groups - bloggers, journalists, politicians, officials, show business stars, doctors. We receive expert assessments and publish them;
• We integrate a personal brand as a sponsor on best events Moscow;
• We do a photo shoot with the stars and bring the stars to your clinic;
• we negotiate barter cooperation with bloggers and magazines, TV and outdoor advertising;
• We work actively on Instagram (we make from 50,000 contacts per month);
• We place the brand on all press walls in the country;
• We integrate the brand into all press releases of social events;
• fill Instagram with the best images;
• We analyze competitors on Instagram and work with their audience.

Every month you receive:

• 20 publications in the media guaranteed;
• from 1 to 5 reviews from bloggers with high audience coverage;
• more than 50 hashtags with your brand;
• from 2 or more publications in the press;
• from 1 or more publications on TV via barter (sometimes small budgets for video production are required). Everything depends on you. If barter allows, then the number of publications can easily be increased to 30 per month!
• we're failing social media publications about you;
• We guarantee 2 participations in social events as a VIP guest;
• more than 50 photographs of famous people with you;
• 5 mailings to the media database (5000 contacts). We send out your news, which we ourselves create for you;
• you get the development of your USP, image correction, a legend about you;
• work with journalists and requests from journalists - a professional press center.

Cost of the “medical PR” service

• 100,000 rubles monthly;
• + barter;
• payment – ​​cash/bank transfer, electronic money, gold, silver;
• we work under a contract;
• bitcoin.

Our permanent clients

• ABC CLINIC
• Alpha Insurance Clinic
• MEDSI clinic
• TRIUMPH clinic
• Clinic HEIRS
• Clinic Health 21st Century
• Clinic Genolier
• Altra Vita Clinic
• GDerm
• Milaveya Clinic
• Doctor Malakhov