Media coverage of digital healthcare in Spain before, during, and after the COVID-19 pandemic

BACKGROUND: Recent research has confirmed the media's impact on shaping public opinion and influencing the acceptance of new therapies and health-related technologies. However, despite significant changes in recent years, media representations of healthcare digitalization remain underexplored. This study is the first to describe how Spanish media addressed digital healthcare before, during, and after the COVID-19 pandemic. METHOD: To this end, all related articles published in five of the most widely read newspapers in Spain over a 10-year period (2014-2023) were retrieved from the MyNews database. A qualitative analysis of written and visual content was conducted on 285 articles, including the identification of their general valence and the critical topics discussed. RESULTS: The findings reveal that articles on the topic have become longer and more complex, shifting toward a greater focus on healthcare and social concerns, along with a strong economic and business component. However, there is a persistent absence of debate throughout the period, as most articles (69.12%) state solely the benefits of digital healthcare, while only 10.53% exhibits drawbacks and barriers. CONCLUSIONS: This dominant positive media discourse contrasts with the ongoing discussions in academic and clinical contexts where real limitations and challenges are acknowledged and remain important areas for further work. The current findings contribute to a deeper understanding of public perceptions on digital healthcare and help address media biases. A balanced narrative is crucial to ensure accurate representations of health-related issues given its significant influence on public trust, health resources prioritization, clinical practice and policymaking.