REMEDIUMREMEDIUM1561-59362658-3534Joint-Stock Company Chicot207410.32687/1561-5936-2026-30-3-306-309Original ArticleTools and limitations in the production of medical organizationsTokarevGeorgiy E.tockarev.georgei@ya.ruN. A. Semashko National Research Institute of Public Health, Moscow, Russia2809202630330630929092026Copyright © 2026,2026The article considers the production of medical organizations as a specific area of marketing and communication activities focused on the formation of public expertise, strengthening patient confidence and developing the media image of a medical organization. It is proved that producing in healthcare cannot be reduced to advertising, PR, SMM or personal branding of a doctor, since medical communication is associated with special legal, ethical and professional restrictions. It is concluded that there is a need for institutional regulation of the production of medical organizations based on evidence, ethics, legal correctness and priority of the patients interests.medical marketingproduction of medical organizationsexpert physicianmedia imagereputational capitalpatient trustdigital communicationsmedical advertisingmedical secrecymedical misinformationмедицинский маркетингпродюсирование медицинских организацийврач-экспертмедиаимиджрепутационный капиталдоверие пациентовцифровые коммуникациимедицинская рекламаврачебная тайнамедицинская дезинформация1.Chen J., Wang Y. Social media use for health purposes: systematic review. J. Med. Internet Res. 2021;23(5):e17917.2.Suarez-Lledo V., Alvarez-Galvez J. Prevalence of health misinformation on social media: systematic review. J. Med. Internet Res. 2021;23(1):e17187.