Introduction. Currently, special attention is being paid to primary health care (PHC) as an integral and essential part of national healthcare. The primary health care modernization program implemented in the Russian Federation has become the most resource-intensive project for the development of the primary health care system. The importance of infrastructural transformations is beyond doubt, but at the same time, the effectiveness and sustainability of healthcare systems largely depends on well-designed processes in the provision of medical care in each medical organization and the achievement of the target image of the result. Significance. To describe approaches to the development of a PHC outcome image model, as well as the stages of an organizational experiment to test the proposed model at the regional level. The purpose of the study. The method of expert assessments, statistical and analytical research methods, the method of organizational experiment. Material and methods. The method of expert assessments, statistical and analytical research methods, the method of organizational experiment. Results. The concept of «result image» is included in the basis of the organizational experiment. These are qualitative characteristics that reflect the optimal PHC functioning model, as well as its performance criteria. Based on the standard program developed by the specialists Russian Research Institute of Health and National Medical Research Center for Therapy and Preventive Medicine, the pilot subjects of the Russian Federation (Republic of Bashkortostan, Tula and Murmansk region) approved regional programs to improve the effectiveness of primary health care for the period 2024-2030. with a set of activities that were determined by the initial level of PHC organization and its target regional model.