Background: Managing institutional design of healthcare appears connected to three dimensions: (1) the logistical factor (including budgetary constraints), (2) organizational culture (values, norms, rules, image, communication) and (3) organizational structure. Method: The paper uses media content analysis as research methodology aimed at identifying the general themes, trends and patterns in the media coverage of the institutional design of healthcare services and portrayal of the systemic changes and challenges in the field. The analysis is founded on measuring both the quantity and quality of media coverage of healthcare services issues, extended interpretation of the articles (generic framing analysis) covering the institutional design/institution building and health policy-making. Settings: The analysis is centered on finding evidence of media bias towards certain issues covering the management of institutional design of healthcare services, within policy-making and policy-implementation of public health, challenges and responses to crisis situations, authorities' actions and reactions. Hypothesis: The distribution of articles, frequency and themes associated to healthcare issues are correlated to the context of local elections campaign. Conclusions: The monitoring of online news sources and content analysis of selected articles produced evidence on the intensification of health-related issues during the first month of the monitoring period. In this sense, the analysis was firstly directed towards identifying frequencies in the distribution of articles along the studied period and among the specific news sources. Secondly, the analysis was targeted along identifying the key themes in the selected articles that would signal the interest in healthcare during elections campaign.