Personal brand of an osteopathic doctor as a promotion strategy in the market of medical services

The article is devoted to the signifi cance and peculiarities of forming a personal brand of an osteopathic doctor. The authors studied extensive material on this topic, made a terminological distinction of concepts close to the word «brand», formed the main recommendations for taking into account modern trends in the process of forming a personal brand, revealed the presence of an acute shortage of scientifi c and business publications on this topic.