The article explores the theoretical and practical dimensions of implementing quality management systems in healthcare institutions, emphasizing their alignment with international standards. It analyzes global standards such as ISO 9001, EFQM, and JCI, and discusses their adaptation to national healthcare contexts. Particular attention is paid to ISO 9000 and DSTU ISO 9000:2015, which define quality management as a mechanism for directing and controlling organizational activities. Conceptual models that shaped modern approaches to healthcare quality are reviewed, including Donabedian’s three-component model, Juran’s quality trilogy, Deming’s PDCA cycle, and Drucker’s Management by Objectives. Key frameworks for external quality assessment – used to evaluate effectiveness, safety, and patient-centeredness—are also examined. In the context of analyzing international quality frameworks and their adaptation to Ukraine’s healthcare system, the need arises for empirical validation of public awareness regarding service certification and its behavioral impact on patients. A survey involving 1,056 respondents was conducted online in Sumy, Ukraine, in 2025 to assess perceptions of certified services and their influence on patient loyalty. The results indicate that certification positively affects trust and institutional performance, with a 30% increase in visits following dissemination of certification status. A process-oriented quality management model was developed, illustrating the interaction between core organizational processes—from identifying patient needs and planning to resource management, monitoring, and continuous improvement. The model is designed to be adaptable across different healthcare settings and can serve as a practical tool for evaluating internal workflows, identifying inefficiencies, and guiding targeted improvements. It supports proactive decision-making and readiness for external audits. The study concludes that certification enhances transparency, accountability, and strategic development in healthcare institutions. Embedding quality into organizational culture requires leadership commitment, staff engagement, and continuous training. These elements are essential for sustaining improvements and delivering patient-centered care aligned with accreditation standards.