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На материалах онлайн форума «Социология здоровья: здравоохранение, которому доверяют» (Москва, ноябрь 2020) в статье рассматриваются актуальные аспекты тематики доверия в здравоохранении. На основе анализа выступлений экспертов авторы выделяют детерминанты и основных субъектов доверия; описывают мифы, существующие в различных областях медицины и подрывающие доверие; рассматривают практики и принципы управления лояльностью в медицинских организациях. Отдельное внимание уделяется прикладным аспектам применения социологического знания в управлении здравоохранением. В заключении статьи в обобщенном виде представлены актуальные направления исследований доверия в социологии медицины.

BACKGROUND: In Russia, the cancer stigma is quite widespread. At best, it is expressed in pity, at worst in fear and alienation, which puts an even heavier burden on the patient, who not only faces experiences associated with treatment and the disease itself, but also feels guilty and ashamed. The study considered certain aspects of this stigma: the concealment of the diagnosis, the attitude to body changes, the confrontation with the patients new identification, the degree of stigma control by an individual. Additionally, the stigmatization of the need for psychological care which is necessary for cancer patients, as well as their relatives, leads to additional emotional distress. In order to effectively carry out informational and educational work, one needs to understand stigmatizing attitudes in general public and social media. OBJECTIVE: The goal was to analyze the stigmatizing and negative cancer-related attitudes in the public consciousness and social media in Russia, as well as to understand the related stigma of the need for mental care. MATERIALS AND METHODS: An all-Russian survey on the stigmatization of cancer and psychological care was conducted on a sample of cancer patients (n=73), close relatives of cancer patients (n=426), and respondents who have no experience with cancer (n=513). Additionally, we carried out a qualitative and quantitative analysis of users messages in social media using keywords, which potentially reflect the cancer-related experience of the author or their relatives (a random subsample of 400 messages from an initial sample of about 150 thousand messages). RESULTS: The article addresses the issue of stigmatizing cancer in modern Russian society from the concept of I. Goffman. A fairly widespread prevalence of negative and stigmatizing attitudes towards oncological diseases and professional psychological assistance in modern Russian society and in the media were revealed. We found differences among the subsamples in a number of stigmatizing attitudes, as well as the relationship of adherence to them with the age and gender of the respondents. Analysis of social media revealed their contribution to the cancer context as suffering pain, treatment, and financial burden. CONCLUSION: The shown trends, along with gender and age differences, require differentiated information and educational work with each of the population groups.

In 2021, the sociological service of State Budgetary Institution «Research Institute for Healthcare Organization and Medical Management of Moscow Healthcare Department» celebrates its 5th anniversary; this article partly reflects on the experience gained during its operation. The article examines the current challenges for medical sociology in healthcare management, among which are the need to change present work culture with feedback, poor skills in medical and sociological research (problems of sampling, creating tools, collecting data, determining reference values) and weak practice-orientation in research. The article outlines important directions for development of medical sociology