The publication is dedicated to nowadays specificities of relations between a doctor and his/her patient as well as to the trends in direct verbal contacts changes in direction of the caring process depersonification and standardization. Those changes are the aftereffects of the postmodernism epoch characterized by absence of doctor’s and patient’s depersonified identities and transforming the medical practice from the caring sphere into the servicing sphere. Development of medico-social standards is a natural phenomenon of the postmodernism epoch practically substituting the category of morality in medical practice. The importance of saving the major principles of doctoring in the XXI century is being stressed.