The article attempts at constructing the methodological foundations of sociological study of a medical care behavior. The author suggests an adaptation of classical, nonclassical and post-non-classical sociological theories and methods to the study of individual-typical strategies of medical care consumption in the context of sociocultural differentiation. The novelty of this endeavor consists in the application of multiparadigmatic methodological principle to consumer’s behavior study in health sphere. The author comes to the conclusion on the possibility of integrating objectivist and subjectivist methodological projections for better sociological understanding of the patient’s behavior.

Keywords: consumption, medical care, patient’s behavior, culture, differentiation