TRANSFORMATION OF PUBLIC ADMINISTRATION IN THE HEALTH SECTOR: ETHICAL AND COMMUNICATION DIMENSIONS

Abstract

The article examines the process of transformation of public administration in the healthcare sector of Ukraine in the context of digital modernization of society. It is substantiated that the transition from an administrative-command model to a service-oriented management system involves the integration of organizational, ethical, communication and technological components. It is determined that the digitalization of management processes contributes to increasing the efficiency of coordination between healthcare system entities, optimizing resources and ensuring transparency of decision-making. Particular attention is paid to the implementation of eHealth information systems as a tool for democratizing management, increasing the accountability of government bodies and the stability of medical infrastructure in martial law. The ethical dimension of public administration is revealed, which involves the moral responsibility of managers, adherence to the principles of justice, honesty, impartiality and protection of citizens' rights. The growing role of digital ethics, which regulates the responsible use of technologies, the protection of patients' personal data and the formation of a barrier-free information space, is emphasized. The importance of the communication dimension, which ensures interaction between the authorities, the medical community and citizens based on openness, partnership and feedback, is outlined. It is shown that the development of digital platforms, social networks and crisis communications contributes to increasing citizens' trust in state institutions and the formation of a new communication culture of public administration. It is concluded that the transformation of management in the field of health care is a complex process in which technological innovations are combined with ethical principles and communication responsibility.