The purpose of this study is to consider the influence of a doctor's personal brand in the formation of demand in the medical services market. The article discusses the issues of marketing in medicine, the influence of the personal brand of medical workers on the demand for specialists, patient confidence and the formation of demand for medical services. The socio-economic, psychological, cultural and ethical changes taking place in modern society force us to transform the usual approaches and practices both in marketing and in the organization of business processes in the field of medical services, causing the relevance of the research topic in conditions of high competition. Patient trust is an important and relevant issue in modern medicine and a key factor in doctor-patient interaction. Therefore, it is very important for a doctor to be able to win the patient over and gain his trust, which is being solved today with the help of a doctor's personal brand. In conclusion, it is concluded that the growth of a doctor in all respects is helped by painstaking work on a personal brand, which forms the demand for medical services.

medical organization, image, reputation of a doctor, personal brand, medical services, marketing in medicine.