A very healthy presenter: the business empire of Elena Malysheva

Beneficial partnership

The 55-year-old TV presenter, whom some consider the country's chief doctor, and others consider one of the main comedians, said from the screen that Russia lacks innovative clinics.
For example, in August 2015, she said that in the country they do not block the solar plexus, although this procedure would allow cancer patients to live a long time without pain and drugs. It is obvious that Malysheva is now going to fill the gap in Russian medicine by opening her own center. It was reported that Malysheva’s modern clinic (dietology, diagnostics with MRI, etc.) could open by the end of 2015. The place was also named. Allegedly, the medical facility will appear on Krasnaya Presnya, on the site of City Clinical Hospital No. 19, which will be attached to the Botkin Hospital, where the chief physician is Malysheva’s twin brother Alexey Shabunin. But, as an employee of the accounting department of the Elena Malysheva Medical Center told Life, the building is currently still being renovated. Malysheva herself declined to comment.

“This is all untrue, and there is nothing to talk about yet,” said Malysheva.

Alexey Shabunin also refused to discuss this topic.

As follows from the Unified State Register of Legal Entities, Elena Malysheva Medical Center LLC appeared in May 2015 (the company has existed since 2012, but was previously called Brand Consulting). Initially, it was owned by Elena Malysheva and entrepreneur Dmitry Shchiglik (50% each). In July 2021, the wife of Deputy Minister of Finance Gulnara Farrakhova became a co-owner of the company. She received a share of 5%, and Malysheva’s share decreased accordingly. At the same time, Farrakhova holds the post of CEO of the company.

The Farrakhovs worked in the healthcare system for a long time. Gulnara Farrakhova served as deputy director of the Educational Center for High Medical Technologies in Tatarstan. Ayrat Farrakhov was the Deputy Minister of Health of Russia in 2013-2014, and before that he was the Minister of Health of Tatarstan. Doctor of Medical Sciences Farrakhov took the post of Deputy Minister of Finance of the Russian Federation in June 2014.

Malysheva and Farrakhova have known each other and have been collaborating for a long time. The teledoctor has visited Kazan more than once for work, for example, she took part in a round table on the topic of oncology, opened an action against breast cancer and presented an international medical school.

An expert from the consulting industry, familiar with Elena Malysheva, explained what benefits you can get if you do business with the wife of the Deputy Minister of Finance:

You can attract administrative resources. For example, officials will tell you when a profitable tender will be announced, or even help you win it. I can assume that Farrakhova herself and her husband could be the real investors. It's just not advertised. It can also be expected that any regulatory authorities will conduct inspections less frequently.

Dmitry Shchiglik is a skilled importer with American citizenship, vice-president of the World Forum of Russian-Speaking Jewry. At least until 2010, he headed the Moscow representative office of the Swiss trading company Mens Sana Pharmaceutical. This company, in particular, supplied the drug for the treatment of multiple sclerosis, Rebif, to Russia and managed to get into a scandal. An official of the Ministry of Health and Social Development, Diana Mikhailova, was accused of exceeding her official authority in the framework of cooperation with Mens Sana Pharmaceutical in 2010.

It can be assumed that Malysheva’s medical center will cooperate with pharmaceutical companies that are associated with Shchiglik. According to the chairman of the Public Council for the Protection of Patients' Rights at Roszdravnadzor, Yan Vlasov, representatives of pharmaceutical companies are happy to advertise in Malysheva's programs (“Health” and “Live Healthy!”).

“Pharmaceutical companies interact with Malysheva’s programs and pay for advertising their products,” says Yan Vlasov. — Even if indirectly, the names of drugs and their effects are mentioned. I know of cases when patients filed complaints with doctors, the prosecutor's office and even in court, saying that the doctor prescribed them such a medicine, but it does not cure, but in the program they saw another medicine that would definitely cure them. As a result, conflicts arise.

How Malysheva makes money from advertising

Malysheva’s resources advertise almost everything, even the Moscow City Telephone Network and the recruiting portal jobrapido.com. The operator and founder of the media portal Zdorovieinfo.ru, according to the Roskomnadzor register, is Zdorovie Info LLC. This is a family project. In addition to Elena Malysheva herself, her sons Yuri and Vasily have shares in the company. But mostly advertising on the site, of course, is related to the topic of health. There are advertisements for medicines and dietary supplements (for example, the antiviral drug “Kagocel” and the weight loss product “Elkar”), commercial clinics (for example, “SM-Clinics”).

The financial indicators of Health Info LLC are not disclosed. But the indicators of Malysheva’s two other companies, which are engaged in attracting advertising, are known. Malysheva owns one of them, LLC WVM Corporation. Revenue in 2014, according to the latest data from the SPARK database, was 249 million rubles, net profit was 13 million rubles. The other one is owned by Malysheva together with the famous TV presenter, producer, ex-senator Alexei Pimanov. Revenue in 2014 was declared at 1 million rubles, net profit - 571 thousand rubles.

By the way, on Zdorovieinfo.ru the most profitable business of the pharmaceutical diva is actively advertised - dietary kits.

How to make it easier to lose weight

According to the weight loss program from Elena Malysheva, moral preparation is also very important. You also need to be able to overcome your desires; many people break down before they even have time to really begin the process of losing weight.

In order to achieve the desired result, you need to reorient your brain and tune in to achieving the goal.

• Get a notebook. It is necessary to record the dynamics of your success. This strategy will help you keep your weight in place. Rejoice at every small result, be sure to record the food you eat; if you eat more than you should, write it down. Sometimes Malysheva’s weight loss diet doesn’t help because we break the rules;
• Thoughts while eating need to be filtered. Swallowing food without chewing is, at a minimum, unsightly, and at maximum, dangerous;
• Small dishes will create the so-called illusion of large portions. Scaling can thus trick your brain. This simple trick is useful if you are just starting out on this path;
• Like-minded people on websites and in your personal life are welcome; the more of them there are, the easier it will be for you to succeed. If you don’t currently have such an environment, this does not mean that it is impossible to find it.

Magic boxes

With the same Shchiglik, the TV presenter owns Elena Malysheva’s Diet LLC (created in 2012). The company's website sells product sets for those who want to lose weight. The kits are packaged in boxes, each of which weighs 13.5 kg and supposedly lasts for two weeks. The sets are low in calories and salt, but the menu promises that there will be no suffering: “meatballs in red sauce with buckwheat,” “Italian spaghetti with meat balls and tomato sauce,” “chum salmon fillet with steamed bosto rice.”

These are mostly ready-made frozen meals. What is noteworthy is that not everything in them is uniquely useful. For example, chicken broth is just a Knorr packet. One box costs 14.5 thousand rubles. The company's revenue in 2014 amounted to 503 million rubles, net profit - 100 million rubles.

Malysheva’s diet helps some, while others throw away the boxes.

“I really like Elena Malysheva’s diet. Its main essence: in order to lose weight, you need to eat. For me, this is the best option, because I can’t and don’t want to be hungry... On Elena Malysheva’s diet, my mother lost 5 kg in a month, and I lost all the remaining extra pounds,” says one of the reviews on the website irecommend.ru .

“Elena Malysheva’s diet? Never! Never repeat my mistake! - this is another review on the same portal. - ...I suffered for another week, lost 4 kilograms in total and just quit. Well, I can't eat this. Buckwheat porridge from a saucepan is much tastier. And the chicken breast comes out of the oven with more flavor!”

On portals with vacancies you can see how Malysheva sees this enterprise: the empire is called the largest Russian holding company “Health”.

Basic principles of an effective diet by Elena Malysheva

The special project “Drop the Extra Thing” brought the TV presenter nationwide love, and helped the lucky volunteers get rid of 15 kg in four weeks. After the final of the program, Elena Malysheva’s diet became very popular and continues to receive positive reviews.

Rules of the technique:

• dishes of varied taste;
• lack of brain starvation;
• The serving size is equal to the volume of one glass.

Elena Malysheva’s diet is based on the “6 + 1” principle: for six days you should eat healthy foods, and on the seventh, fasting day, only allowed foods. You need to eat often and at regular intervals. You can drink water half an hour before meals or between meals.

Three common nutrition mistakes:

1. Eating only when an acute feeling of hunger appears. This regime inevitably leads to overeating. Elena Malysheva advises not to starve, but to eat small portions of up to 250 g five times a day and have healthy snacks every 2.5-3 hours.
2. Drinks after meals. You should not drink food with food, as liquid stretches the stomach and dilutes gastric juice, thereby slowing down digestion.
3. Poor chewing of food. The digestion process begins in the mouth. By chewing each piece thoroughly, a person becomes full faster and easily reduces the size of portions.

Photo source: shutterstock.com

What is the secret of Malysheva’s immortality?

From her youth, Malysheva worked towards becoming a teledoctor. Now she is 55. She studied both at the journalism department (she dropped out because her parents did not approve of her choice of profession) and at the medical school. But a compromise was found. She began talking about medicine from the screen in 1993. First there were the programs “Lazaret” (Channel Five) and “Did you call the doctor?” (RTR). In 1997, she came to “Health” and has been hosting this program for 19 years. In 2010, she also began hosting “Live Healthy!”

Almost all of Malysheva’s family are doctors: her parents, twin brother, sister, husband, one of her sons. Now she is a professor at the Moscow State Medical and Dental University, like her husband Igor Malyshev, a specialist in molecular biology. Malysheva herself defended her doctoral dissertation on the topic “Reprogramming the cellular responses of macrophages [cells that capture and digest bacteria in the human body]: a new strategy for controlling the inflammatory process.”

Crazy hands of medical care

“Malysheva quite successfully converts her own image into business projects,” notes Igor Berezin, president of the Guild of Marketers.

The television audience of Malysheva’s programs is mainly women 35-65 years old, concerned with the topic of health and healthy eating.

- Why women? Firstly, the program is broadcast on weekdays at such a time that housewives can watch it. It would be much more difficult for working men to do this,” says Igor Berezin. — Secondly, women, on average, care more about their health than men, this is known. Or, for example, they are more concerned about excess weight. For a man, an extra five kilos is nothing, but for a woman, every kilogram is a tragedy.

According to the marketer, Malysheva manages to remain popular for so long thanks to two techniques: humor and provocations. The shocking effect is then broadcast in waves in the media.

In June 2021, newspapers retold a program where Malysheva spoke about the benefits of masturbation. Viewers were shown video messages from old women who complained of joint pain and other ailments. Then the old women appeared in the studio. Each one was given make-up and rolled out into the public wearing a huge cake.

We don't want to ask for details, but this is what sex instead of a pill means!

declared Elena Malysheva

In March, Elena Malysheva taught men to pee in the toilet without splashing. In one of the episodes of “Live Healthy!” A toilet was placed on the stage, and Malysheva, using a device that spews a stream, showed a master class. And even earlier she told how to boil water if you don’t have a kettle and a saucepan. You can use a condom: pour water into it, tie it and put it in the microwave.

In 2015, at the height of the crisis, Malysheva showed how to save on clothes and transform men's underpants into a women's top.

We need a place we call the gusset. We cut out the middle, and it turns out where a man has a butt, and a woman has a breast

According to Igor Berezin, such provocations are a well-thought-out campaign that makes it possible to produce a program every day about essentially the same problems.

— She is a very competent professional, if we talk about her as a media character. “I don’t undertake to judge her medical achievements now,” noted Igor Berezin. — As Mark Twain said, any message in the press is good, except an obituary. They joke about Malysheva, she is parodied. And this works for her rating. Thus, she expands her plot in the information space.

Reviews - what people say

If you have any doubts about the effectiveness of this method of losing weight, you can always check your suspicions. On Malysheva’s official website there is a section with reviews of people who have experienced her method of weight loss. Elena Malysheva is constantly thanked for her work and helping people.

There are reviews with photographs where you can see how much weight the client was able to lose on a diet from Elena Malysheva. Many patients do not hide information about themselves, so if you wish, you can find them and chat “live”.

Well, of course, the real indirect proof of the effectiveness of this weight loss technique is the TV presenter herself. Despite her “interesting” age, she has a wonderful figure. The overall impression of clients from special product sets from Elena Malysheva is positive.

If you are not yet ready to purchase a ready-made set of products for weight loss, you can always use the table of products and meals for several weeks at once.

You can use the menu from Elena Malysheva or create your own menu in accordance with the allowed amount of calories per day. Your desire to change yourself not only from the inside, but also from the outside deserves great respect.

Know that you can maintain your weight loss results only if you constantly live on a healthy diet.

If you were able to lose 10 kilograms during a diet, but do not change your old habits and eat sweets at night, we assure you that your weight will return in a couple of months.

Therefore, you need to understand that if you have embarked on the path of proper and healthy nutrition, you cannot turn away from it.

Doctor, we're losing him

But even falling into satire and folklore - and this is also part of the brand - does not save the smiling TV presenter from a gradual drop in ratings.

The popularity of her programs for Life was analyzed by the communications agency Havas Media based on data from TNS Russia. Thus, the “Health” program on Channel One is broadcast about 50 times a year. If in 2008 the program was watched by an average of 1.7% of the country's population (10.8 million people), then in 2021 - 1.1% (7.2 million people). The agency's data is based on the TVR indicator - the audience of one average minute of a program (in other words, the number of viewers who simultaneously watched the program (as a % of the total population)).

The program “Live Healthy!” comes out about 250 times a year. In 2010, it was watched by 1.9% of the Russian population (12 million people), now - 1.4% (9.6 million people).

Pros and cons of the weight loss method

Elena Malysheva's diet for weight loss is based on reducing the number of calories consumed without harm to health. Its advantages:

• in the process of losing weight, a person ceases to be a slave to food and receives all the vital substances with a minimum of calories;
• quality of life improves;
• the functioning of the digestive system is improved;
• Elena Malysheva’s diet helps improve skin condition and health;
• eliminates 4-6 kg per month.

Photo source: shutterstock.com

Disadvantages of Elena Malysheva’s low-calorie diet:

• psychological discomfort at the beginning of the journey;
• not suitable for athletes with regular training and during recovery from illness;
• Contraindicated for pregnant women, breastfeeding women and those who plan to become parents in the next three months.

False-Malysheva

Small businesses took Malysheva’s advice in their own way on how to use men’s underpants during a crisis. A portrait of Malysheva herself and her main meme, “This is the norm,” began to be placed on the underpants. These panties cost 745 rubles in the online store. There are also T-shirts (1.5 thousand rubles), bomber jackets (six thousand rubles), pants (two thousand rubles), hats (one thousand rubles).

That is, others are actively making money on Malysheva’s name.

Thus, the website elena-malysheva.com offers to purchase goji berries, which Elena Malysheva advises.

It is written that this is the official website of nutritionist No. 1 in Russia. They also sell a magnetic posture corrector from Elena Malysheva, relief from snoring from Elena Malysheva, green coffee from Elena Malysheva, monastery tea from Elena Malysheva.

But she doesn't feel sorry.

“I have nothing to do with this site,” Elena Malysheva told a Life correspondent. — The Internet is littered with advertisements with my name, the name of Roshal and others. There's nothing you can do about it.

How Elena Malysheva’s diet “works”

Everyone who has ever done fasting days for themselves will agree with the statement: “the hardest thing is not to lose excess fat, but to maintain the weight afterwards.” If you are serious and want to lose several sizes, we advise you to immediately follow all the prescribed rules of this diet. Only then will you achieve the desired result.

Rule #1 – say no to hunger!

You should not assume that by eating half of the prescribed portion, you will lose weight faster. Yes, we don’t argue, at first there will be a short-term effect, but then the metabolism will slow down and the result will be less visible. And if a person breaks down and deviates from the rules of the diet, he will quickly gain weight back.

Rule No. 2 – fractional meals.

As mentioned above, you need to eat as often as possible, but in small portions. Only such a diet will allow our body to be saturated with the necessary nutrients even with a low calorie diet. And if a person does not adhere to these rules in losing weight, he will not be able to diet for a long time, because he will constantly think about food.

Rule #3 – count calories.

Be sure to keep track of what you eat. On average, an ordinary woman will need to consume about 1200 kcal per day. Elena Malysheva advises gaining exactly this amount of calories. To make it easier to calculate the calorie content of foods, you need to count using a special diet counter, which can be easily found on the Internet or downloaded to your phone. Also, the calorie content of any product can be easily determined in the calorie table on the back of the package.

Rule No. 4 – healthy products.

It is necessary to choose exclusively fresh, natural food products. Before purchasing a product, always study its composition; it should not contain additives or dyes.

Compliance with these 4 rules will not be enough; you must also give up at least for a while:

• vegetable fats;
• salt;
• any sweets;
• bakery products;
• alcohol.

Respect for colleagues

In the medical community, the TV presenter is respected for her professionalism.

“Elena Malysheva is quite professional, and her show (and this is just a show) is in great demand,” says Yan Vlasov, a neurologist by training. — Even ridiculous layouts can draw people’s attention to some problem, and that’s good. But here it is important to understand that the quality of recommendations depends on the specialists who are invited to the program.

“I myself have taken part in Elena Malysheva’s program more than once, I’ve known her for a long time,” says ophthalmologist Vyacheslav Kurenkov. — She is very good at new technologies. I think this is important. Informing patients is a kind of prevention.

“I think that there should be programs like Malysheva’s,” says Irina Kutuzova, a local therapist at diagnostic center No. 5 in Moscow. - She talks interestingly. The only thing is that there are no ideal treatment regimens that suit everyone. Therefore, before you do anything with your health, you need, of course, to consult a doctor in person. The main thing is that, watching such programs, people think about their health.

Free menu for the week

The diet from TV presenter Elena Malysheva does not have any specific time frame for losing weight. At its core, it is simply a special healthy nutrition system. Reducing the usual portion and eliminating harmful foods from your diet leads to a significant reduction in stomach volume.

Many patients note that after using this weight loss program they no longer feel like eating, they will overeat at night and eat unhealthy foods.

Here is a list of healthy and necessary foods in a person’s daily diet:

• bird;
• eggs;
• dried fruits;
• seafood;
• any vegetables;
• any cereals.

The diet must contain a sufficient amount of calories for the stable functioning of the body. If you have any doubts about ready-made food from Elena Malysheva, then she has specially created a menu for you for the whole week, which, if followed correctly, will easily get rid of excess deposits.

Advice: be sure to monitor the amount of food you consume; one serving should be no more than 200 grams. The number of snacks per day should not be less than five times! These are mandatory conditions for Malysheva’s weight loss diet.

Monday

• morning - weak coffee without added sugar, oatmeal;
• snack – apple juice;
• lunch – lean chicken breast. Vegetable salad dressed with olive oil;
• afternoon snack – low-fat cottage cheese;
• dinner – tomato salad, omelet (2 eggs).

Tip: It is not recommended to cook oatmeal; it is better to steam it with hot water. This way, you will retain all the vitamins and positive qualities of this porridge!

Tuesday

• morning – buckwheat with water, rosehip compote without added sugar;
• snack – one grapefruit;
• lunch – boiled chicken breast, zucchini caviar;
• afternoon snack – sandwich with cheese (replace bread with grain bread);
• dinner - omelet with broccoli, and cocoa without added sugar.

Wednesday

• morning – tea, any porridge (you can add berries);
• second breakfast - grain bread with cheese;
• lunch - vegetables, stewed or baked on a baking sheet;
• afternoon snack - a handful of nuts;
• dinner - fruit salad dressed with low-fat yogurt.

Thursday

• morning – carrot juice, low-fat cottage cheese;
• second breakfast – one orange or tangerine (at your discretion);
• lunch – boiled chicken breast, vegetable soup;
• afternoon snack - pomegranate;
• dinner – carrot salad and baked eggplant.

Friday

• breakfast - apple juice, buckwheat with water;
• second breakfast – boiled egg (1 pc);
• lunch - fresh cabbage soup;
• afternoon snack – low-fat yogurt;
• dinner – omelet with carrots.

Saturday

• breakfast – millet porridge, tea;
• second breakfast - apple;
• lunch – chicken with vegetables;
• afternoon snack - orange;
• dinner - vegetable salad with steam cutlet.

Sunday

• morning – zucchini pancakes;
• snack – low-fat yogurt;
• lunch – pumpkin soup – puree;
• afternoon snack - apple;
• dinner – two soft-boiled eggs.

As a rule, with this diet, in the first six days of proper nutrition you should lose from 2 to 3 kilograms.

But everything, of course, is purely individual and depends on the age category of the person losing weight, their initial weight and their physical activity.