In the St. Louis Post-Dispatch, Blythe Bernhard takes a look at the fruits of the slow, steady advances hospitals and health providers have made into local television and print news. In recent years, sponsored segments and partnered content have insinuated themselves into broadcasts, columns and news-esque advertising spaces.
According to Stacey Woelfel, news director at KOMU-Columbia, Mo., partnership offers are more likely to come from medical institutions than from other sectors. There’s no denying that cash-strapped media outlets have welcomed the extra revenue, and the numbers show that providers have come out ahead as well.
Hospitals that promote their services during news broadcasts say the exposure is more effective than pure advertising. The Mayo Clinic in Minnesota launched its own news department a decade ago to distribute its “Medical Edge” stories to media outlets nationwide. A Mayo survey showed patients’ stated preference for the hospital increased about 60 percent within three years of the news service’s launch. Hospital executives said the business value of “Medical Edge” was more than 10 times the cost of producing it, according to the Columbia Journalism Review.
But media critics, including AHCJ member Gary Schwitzer, say that providing all that valuable exposure may involve ethical compromises on the part of news organizations. After all, they’re ceding some control over the content they air.
“It looks prestigious, it looks clean, it looks expert, but this is information that is coming from and being bought by one medical center source,” said Gary Schwitzer, publisher of Health News Review. “Who has vetted that to say that is the best information, and when are we going to hear from other players in town?”
And, by forming these partnerships, news organizations are allowing hospitals to become the gatekeepers for medical news, and thus indirectly allowing financial concerns to dictate what is considered newsworthy. To illustrate the quandry, Bernhard mentions a 10-month cancer prevention series that was created through a partnership between a St. Louis local hospital and a TV news station. It includes weekly news segments, regular two-minute paid ads during commercial breaks and even monthly phone banks and online chats. Cancer prevention is certainly news, but AHCJ’s president told Bernhard there may be other reasons why it’s driving this particular news and advertising blitz.
Cancer is big business for hospitals competing in a “medical arms race” to attract patients with insurance to fund hospital investments in MRI scanners and robotic surgical instruments, said Charles Ornstein, president of the Association of Health Care Journalists and senior reporter at ProPublica, a non-profit investigative newsroom based in New York.
“There’s a reason they chose cancer instead of diabetes care for the uninsured population,” he said.
Even a medical topic as seemingly straightforward as cancer prevention generates differing viewpoints and requires health reporters to reach out to multiple sources, Ornstein said.
For disclosures of the Post-Dispatch‘s own partnerships, see the final subheading, “Popular topic.”