Annotation. In the conditions of transformation and digitalization of the public health system, the question of using medical management does not arise. Doctors and leaders of different levels discuss on the appropriate platforms what kind of management in the healthcare system and the management of medical institutions should be. The authors consider it expedient to use strategic tools for managing this type of organization, including their organizational and financial changes. Management involves not only the adaptation of the organization to the environment, but also a directed influence on the environment, its change and the creation of conditions for the implementation of the strategy and the achievement of goals, especially in a system where “money follows the patient”. The main urgent tasks of the healthcare system today are to ensure the availability and improvement of the quality of medical care, to ensure the economic efficiency of the medical services provided. The National Health Service of Ukraine is a unique mechanism for the implementation of the tasks set and the modernization of healthcare. Medical management must study and research the ever-changing trends in healthcare. In modern conditions, the healthcare management system should be provided with the attributes of organizational flexibility, be self-sufficient, be able to promptly and actively respond to changes in the external environment, which will ensure its competitiveness in the medical services market.