The development of the healthcare system is an important task for every country, given that long-term economic and social development is absolutely impossible without a healthy nation. Therefore, improving public health and ensuring that the maximum number of people have access to quality healthcare services is one of the state's strategic priorities. In this regard, the authors of the paper set a goal to establish how the reform of the healthcare system in Ukraine has led to changes in the behavioural determinants of healthcare providers and recipients in the domestic healthcare market. The paper uses such research methods as comparison, visualization, graphical data visualization tools, and statistical methods of data analysis. The study revealed that Ukrainian citizens got a chance to freely choose their physicians by signing declarations with them, which led to increased competition among physicians and other doctors and healthcare facilities; at the same time, the number of declarations signed with private healthcare facilities increased significantly. Furthermore, the developed econometric model allows us to identify statistically significant relationships between the amount of state funding and lifestyle and environmental indicators, which will allow us to improve the mechanisms and amount of funding in the sector, improving the health of the nation in the new competitive environment.