Content Strategy of Medical Services in Digital Environment (by the Eexample of Russian Instagram Bloggers)

Digital technologies caused information revolution and influenced social practices and institutes, including medicine. Nowadays technological solutions are implemented within medical practices and in the process of their promotion. Mediatization (Mazzoleni, 1999; Schulz, 2004; Hjarvard, 2004; Couldry, 2003; Krotz, 2009; Hepp, 2013) forced medical specialists to enter mediascene to promote themselves and their services.The focus of the article is made on the analysis of content strategy of medical services in digital environment, the role of artificial intelligence (AI) technologies in it. The leading Russian Instagram bloggers in medical sphere serve us the examples.