I hate the idea of medals, but they're included so you just have to put up with it. The problem with medals are they put the focus more on idividual achievement in a WZ, which is about acheiving a team objective...but they're in the game and there's no real use complaing, so I digress.
I'm a healer and honestly yeah, they could do more for healers as far as medals go. We get one for a 2.5k heal, one at 75k and another at 300k....so three from healing (which is our primary role), but without us in a WZ it would be pretty difficult to win. I usually end a match with about 4 medals: 1 for a 2.5k heal, 1 for 75k healing one for 300k healing and sometimes 1 for a killing blow. Yeah sure, I could put some dmg on a guy and try to earn medals that way, but that's not my job. I keep you alive while you do that. I don't get too frustrated though; I heal in pvp because I enjoy healing not because I want medals or valor or whatever. I wouldn't mind getting to Battlemaster, but I can't get excited about it because it will take a long time. Yes they could change it, but no I don't care if they do. At the end of the day it's like Fenix said, as long as that green VICTORY is at the top of my screen, I could care less where my name is on the list under it.