National Health Basket (NHB)

At The Heart of Israel’s Most Complex Healthcare Decision-Making Process

Goldfinger Communication has been at the heart of Israel’s National Health Basket process for over a decade, partnering with key players in the pharmaceutical and healthcare sectors.

About National Health Basket (NHB)

Each year, the National Health Basket Committee convenes to decide which medications and medical technologies will be publicly funded—decisions that directly affect the lives of thousands of patients, the future of healthcare innovation, and the priorities of Israel’s national health system.

This process is one of the most competitive, highly regulated, and emotionally charged arenas in Israeli public health. It requires navigating medical, ethical, economic, and public considerations—often under public scrutiny, within tight timeframes, and with high stakes.

The challenge

Every product submitted to the Basket faces a crowded field of competitors, a highly structured evaluation process, and strict regulatory boundaries on communication. At the same time, the conversation surrounding the Basket extends far beyond the committee room—it plays out in the public domain, across professional and mainstream media, within the healthcare ecosystem, and among patients and advocacy groups.

Our challenge is to help clients tell the right story, in the right tone, to the right audience—without ever crossing the lines. This requires precision, discretion, and an in-depth understanding of both regulation and resonance.

Services used:

Public Relations, Strategic Consultation

The outcome

We’ve accompanied over 150 submissions to the Health Basket in recent years—spanning areas such as oncology, rare diseases, vaccines, respiratory conditions, diabetes, diagnostics, and medical technologies.

Our work consistently supports companies through one of their most visible and sensitive public initiatives, helping them raise awareness, drive understanding, and contribute meaningfully to the national health conversation. We don’t just “do PR”—we lead strategy, craft content, build partnerships, and act as a true extension of our clients’ teams.

150+

Medications, technologies and treatments supported through the NHB process

Successful collaborations with global pharma companies, local importers, hospitals, and NGOs

Different therapeutic areas, including oncology, diagnostics, diabetes, vaccines, and more

Supporting 150+ submissions with tailored campaigns

Our involvement in the Health Basket process spans the full lifecycle of the campaign. We work in close partnership with our clients to create a customized strategy that fits the unique profile of each product or technology.

This includes building the overarching communication strategy, mapping stakeholders, identifying key opportunities for collaboration, and crafting tailored content and messaging. We manage the rollout of campaigns across traditional and digital media, maintain continuous dialogue with relevant journalists and health editors, and ensure seamless coordination with patient associations, KOLs, and other partners.

This process is never one-size-fits-all—it’s built from the ground up, and it’s driven by strategy, sensitivity, and results.

For NHB, we put together a robust strategy that includes: