The article highlights the experience of the organization of career guidance in Ukrainian and foreign medical institutions of higher education. Today dictates new realities for campaigning for attracting applicants to the medical profession and the choice of further specialization by medical students. Globalization and informatization offer new opportunities for universities to advertise their educational services. Among the main innovative technologies of career guidance, we note the following artificial intelligence algorithms, creation of a new type of informational content involving new information technologies and communications, active maintenance of pages in social networks, media advertising, targeted advertising, direct communication with mentors and administrators. The COVID-19 pandemic has made its adjustments, increasing the share of Internet resources as a format for career guidance both externally (schools, colleges) and internally (university departments and hospitals where they take internships). The article provides a comparative analysis and dynamics of the number of students over the past three years in different universities of Ukraine and different specialties. The aim of the work is to analyze the effectiveness of career guidance, taking into account the involvement of innovative technologies and predicting promising clusters of agitation in the medical university and students' choice of a particular specialty in the health care system. Active maintenance of popular among young people pages of medical specialties (medicine, medical psychology, dentistry) contributes to improved communication at the levels: applicant-university, student-university, master (bachelor) - employer. Information technology makes it possible to promptly deliver to applicants for higher education relevant information on the provisions of the admission campaign, the organization of the educational process and traditions of the university, the peculiarities of further employment. Also, the intelligence demonstrates the difference in approaches to the organization of the agitation cluster in Ukrainian universities and foreign universities.