The rapidly expanding e-health market tends to reinvent the roles of science, entrepreneurship, and state. However, the results of such reinvention remain unclear. This study investigates the decade-long history (2011–2021) of the promotion of techno-scientific biomedical communication by pro-government non-profit organizations in Russia. In 2021, the World Bank pointed out that digital technologies have played a critical role in the pandemic in Russia and Russia’s economic recovery is gathering pace. Thus, Russia tends to correspond to many other emerging health markets. We compare texts from non-profit organizations’ websites and Facebook accounts with official state actions and the national mass media health agenda. The instruments that were used for text mining were topic modeling with latent Dirichlet allocation and an algorithm for keyphrase relationship visualization. The results revealed that promotion started no later than 2011 as a general private initiative in health. Throughout the state reforms and geopolitical crisis of 2014, in 2017–2019 digitalization was finally chosen as a model for the health care system. Simultaneously, the idea of digital reform for the health system was disseminated by the mass media. The pandemic drew attention to this communication, but it did not create significant change. Pro-government non-profit organizations continue to promote new directions for biomedical communication in Russia.