It seems like the problem here is an adversarial relationship with the media. Another way for doctors and hospitals to approach the media would be to partner with it, to help better engage doctors and patients treatment. Here's an example of one company that provides easy-to-read, doctor approved news, on-line and through social media. They even partner with hospitals. http://www.prnewswire.com/news-releases/most-read-pharmaceutical-and-health-news----november-12-182335961.html Why don't more hospital do this?