A new direction in management sociology is the administration of the image of medical institutions. When the key component in the form of an image is introduced in the activity of a healthcare institution, it’s social ties are qualitatively strengthened by: focusing activities on identifying and meeting the needs of participants in the contact environment (image) of this healthcare institution; producing a positive effect on medical efficiency, social and economic benefits of this healthcare institution. This connection is due to the fact that any medical institution is the most important and vulnerable public institution, which faces various acute changes in the social environment. It also depends on the perception of the contact public, which is very demanding and requires constant state support and from the society itself, which is closely linked to all public organizations and manifestations of the life of that society, suggesting the need for a consolidated participation of all individuals and social institutions in their own formation and development.