Advances in Clinical and Experimental Medicine

Adv Clin Exp Med
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ISSN 1899–5276 (print)
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Advances in Clinical and Experimental Medicine

2014, vol. 23, nr 1, January-February, p. 117–121

Publication type: original article

Language: English

The Image of Polish Medical Institutions in the Media

Aleksandra Czerw1,A,C,E,F, Katarzyna Obłoza1,B,C,D

1 Department of Public Health, Medical University of Warsaw, Poland


Background. The media have a huge set of different techniques that contribute to shaping public perceptions of reality. These days, there are many lively discussions about the adverse conditions in health care.
Objectives. The purpose of this survey was to identify the role of media reports in affecting the public image of health care institutions in Poland.
Material and Methods. Graduates and students of several of the biggest universities and colleges in Poland were the target group for the survey. The test group consisted of 1160 people (25% men and 75% women). An anonymous questionnaire consisting of 32 questions was posted on a special website. The data obtained are presented in graphs and tables.
Results. Among the survey participants, 16.44% considered media reports a trustworthy source of news about health care system. There was no correlation between participants
Conclusion. The results obtained in this survey imply that media reports play a major role in creating the image of Polish health care institutions. Consequently, cultivating appropriate relations with the media should be a significant part of managing of every health care institution.

Key words

image of the hospital, media relations, cooperation with the media, the media.

References (8)

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