MODERNIZATION OF THE ORGANIZATIONAL CULTURE OF THE HEALTHCARE INSTITUTION IN THE CONDITIONS OF MEDICAL REFORM

Subject, aim of research. The subject of the study is the modernization of the organizational culture of health care facilities in the implementation of the second stage of medical reform in Ukraine. The aim is to identify the factors and problems of the organizational culture of medical institutions, as well as directions and tools for its modernization in the context of medical reform.Methods and methodology of work. The methodological basis is the scientific works of domestic and foreign scientists. The research is based on a systematic approach and methods of strategic analysis, in particular SWOT-analysis, comparative analysis, export valuation method, questionnaire method, etc.Research results. The article emphasizes that the main factor of health care facilities modernization in Ukraine is the medical reform. The main challenges facing secondary hospitals are highlighted: increased competition of healthcare market, expanding the range of funding sources, technological change, demand transformation and epidemiological threat. The main directions of modernization of health care institutions organizational culture are identified. Among them there are strengthening its functional component with separation of responsibilities and capabilities of hospital management and medical staff; innovative development; communication with colleagues from other institutions, including foreign ones, and patients respectively to the requirements of digitalization; staff training, the use of crisis management tools, etc. The project profile of the evaluation components of the effectiveness of the organizational culture of health care institutions modernization has been formed. The important role of PR-management and image-making in the formation of corporate culture of modern medical institutions is emphasized.