Conference explores media responsibility in health reporting

Understanding the issues, accepting the responsibility, embracing the ethics and rising to the challenges of consistent and accurate healthcare reporting in South Africa, are among the topics that will be explored, discussed and argued at the forthcoming Health Reporting Conference 2008.

Now in its second year, the conference takes place on 15 and 16 May 2008 at the Hackle Brooke Conference Centre in Johannesburg. According to organisers, Africa Media Assignments, the conference will provide a platform to encourage dialogue and debate on its theme of ‘exploring the benefits of consistent and accurate healthcare reporting in SA’ as well as the role of media in the healthcare sector.

The conference has the backing of several important stakeholders, including Gold Sponsor, Innovative Medicines SA (IMSA); Silver Sponsor, the Pharmaceutical Industry Association of South Africa (PIASA); and conference sponsors Pharmisa, Medihelp and Adcock Ingram.

Attending the Health Reporting Conference 2008 will be a diverse mix of delegates, representing both the medical, science and healthcare media as well as both public and private sector role players and their advertising, marketing and PR service providers.

Conference speaker and Executive Director of IMSA, Val Beaumont, elaborates: "Ethics, objectivity and a good understanding of the issues are essential (in the interests of patients) in health reporting; and the reason why this conference is of vital importance to all stakeholders in health care."

Central to the conference’s appeal to such a broad audience, is a programme that is at once pertinent and provocative. Among its highlights will be the keynote address by Tamar Khan who is Science and Health Editor of Business Day and an eminent reporter in the science and health sectors. Khan’s accomplishments have earned her the unreserved respect of the medical, health and science sectors as well as fellow journalists.

What is the current state of health reporting? Who is providing the information and who is reporting? What are the key differences between the science of medicine and health reporting? Where are the major gaps in reporting, in terms of skills and understanding of the science of health? What about the willingness and/or ability of media to cover the issues on the table? What is the way forward? These questions define the landscape that Khan will explore in her thought-provoking keynote address.

Another fascinating talk, of special relevance to media and marketers alike, is one entitled: Understanding Health Care Legislation and the Marketing Code as a guide to ensuring accurate reporting. Speaker Elsabe Klinck, Principle Consultant of Benguela Health, will also open the floor to discussion on the updated marketing code, which provides a guide for healthcare and pharmaceutical companies in the use of information for exposure and publicity purposes.

Ethics, patient rights, emerging issues in health care, public sector challenges in health care reporting, ‘biologics’, media relations and the needs of the Local Organising Committee in respect of health and safety reporting in the build-up to 2010, are among the subjects that will be addressed via presentations, case studies, a workshop and two-way discussion at the conference.

Adds Stavros Nicolau of Pharmisa: "The media is a key custodian of upholding our constitutional democracy and promoting the aim of social cohesion. Healthcare transformation remains one of our main social challenges in achieving this objective. A well-informed and progressive media is key to achieving this. This conference will go a long way to enhancing understanding between the media and key stakeholders in the healthcare transformation process."

Another key conference objective is to promote networking among stakeholders; encouraging them to forge new relationships and find ways to get the science right and improve the ethics of health reporting.

Vicki Ehrich, COO of PIASA sums up the importance of this endeavour: “South Africa has long been the flashpoint of worldwide change in key health care policies and strategies. Being at this exciting forefront puts a huge burden on all players to ensure that patient interests are held uppermost through objective and informed reporting. This conference lends to the objectives of understanding the issues while building an effective network for journalists and healthcare stakeholders alike.”

To encourage the participation of as many health, science and medical media as possible, and thus ensure the success of the endeavour, attendance at the Health Reporting Conference 2008 is free of charge to accredited journalists.

Interested parties should contact: Leigh Angelo or Selina Jardim at Tel: (011) 450 2477 or [email protected]