Abstract
The article deals with the healthcare institution manager’s deontological culture as one of the components of the professional image. It has been emphasized that the scientific and methodological literature presents scientists’ extensive ideas regarding the issues of deontological culture, image, professional culture, and professional ethics. The aim of the article was to determine the relationship between the healthcare institution manager’s deontological culture and the professional image. Professional image and deontological culture are interconnected because they are based on moral and ethical principles. The components of a professional image from the standpoint of deontology have been defined as the communication culture, corporate culture, teamwork, leadership qualities, conflict resolution skills. This model implementation is seen through pieces of advice, round tables, workshops and webinars with invited professionals, and discussions.
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