The behavior of the patient as well as the physician is strictly regulated by national legislation. At the same time, it needs to be taken into account that this behavior requires taking place in an economy of knowledge, in a customer-oriented economy, a future economy. Of course, patient behavior is varied by the fact that the patient itself is not a healthy person and is treated as a simple client is deficient, that is, here is a field of action at the level of personalized medicine, targeted health care centered on the level of knowledge and behavior of the patient through a complex neuro-managerial economy.