This article presents a systemic approach to municipal solid waste management in the Kaliningrad region. This approach is based on innovative practices and marketing research. It will contribute to regional development in line with the principles of green economy and cross-border cooperation in the Baltic countries. An innovative ecosystem should be created in the region to reach this goal, along with a network of solid municipal waste recycling enterprises. This network should include microenterprises. The study offers a universal business model for a recycling microenterprise.

The problem of human health is considered from the perspective of modern holistic scientific and philosophical knowledge about a person in the key theoretical, methodological, and praxeological terms. The authors argue that in sociocultural, pedagogical, and biomedical bodies of knowledge, the general principles of the optimal existence of a person in harmony with the world are reflected. Accordingly, philosophical and anthropological knowledge is the conceptual basis of general knowledge about human health as about achieving internal and external harmony of existence. A common understanding of health includes health in the socio-cultural, individual-personal, valeological, sociological, and biomedical aspects.

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This article presents the results of research and development of an innovation ecosystem for for-profit medical services provided to residents of the Kaliningrad region at the medical centre of the Immanuel Kant Baltic Federal University. These services contribute to the sustainable development of regional healthcare in line with the current green growth trends. A universal model of an ecosystem for providing medical services to residents of a region is proposed, along with a model for a platform ecosystem of a university medical centre. The desk and field marketing research enabled the first stage of ecosystem creation – the formation of the value proposition, which is the provision of “complex case” medical services. This approach to medical care will preserve regional human resources and encourage residents to pay more attention to their health, the environment, and natural resources. Another positive result will be harmonising the environmental needs of society with global trends in sustainability and green growth.