[An integrated approach to medical personnel management in the context of digital transformation of healthcare].

The article addresses the problem of social management of medical personnel amid the digital transformation of healthcare and significant changes in the relationships among medical workers, patients, administrative structures, and digital systems. In response to current interdisciplinary shifts, an integrated model for managing medical personnel is proposed - one that accounts for macrosocial factors, mechanisms of social perception related to the profession, and aggregated indicators at the level of the workers' subjective world. The methodological foundation is a systems approach, within which medical personnel are viewed as a social system shaped not only by linear macro-management influences but also by relevant public relations, images of the medical profession, the communication environment, the features of digital healthcare products etc. A three-level management model is substantiated, comprising the macro level of normative and organizational structures, the meso level of social perception, and the micro level of professional attitudes, loyalty, and motivation of personnel. It is shown that social perception serves a connecting function between macro-management decisions and actual professional practices. The article emphasizes the need to manage the images of medical personnel - including their reproduction in artificial intelligence - as well as to consider the psychological climate as a significant factor of loyalty. The proposed model makes it possible to increase the coherence of management goals, mechanisms, and interventions.