Objective. The study was aimed at developing a structural and methodological concept of image in healthcare.

Matherials and methods. The approaches to assessing the corporate and organizational image applied in various fields were studied. In order to develop concepts, refine the methodology, a structurally functional analysis of the term «image» was carried out in relation to the healthcare system, the focus group method was used.

Results. A four-level structural and methodological concept of the image in healthcare was proposed stressing the concepts of the individual, organizational, social and corporate levels, illustrating their relationship as well as justifying methods for studying them.