The article is dealing with the issues of creating a new method of public health management in the context of realization of innovative potential of the healthcare sector by means of motivating providers of medical services towards creative activity, positive attitude to implemented innovations, and as a result — transformation of consumers of medical services to patients with an “innovative attitude to their own health”. Targeting future incomes, raising the standard of living of the population, increasing accessibility and quality of healthcare provided when investing capital are essential features that distinguish social investment in healthcare. The healthcare model of the future, based on an accurate diagnosis of the health status of people, the prediction of diseases, and taking into account all the factors of the surrounding reality, should be of an investment nature, contributing to the preservation and development of human capital, providing an effective mechanism for managing public health.

healthcare; management; management of public health; healthcare model; behavioral factor; medical staff; investments; subjects of the healthcare system