The purpose of the article is to formulate and determine ways for students of medical educational institutions to develop self-presentation skills: the importance of these skills is determined by the principles of implementing a competence-based approach to the training modern of specialists and their self-realisation in the labour market. The analysis of scientific literature and working practice included consideration of the specifics of the organisation of design and research activities at universities as one of the possible directions for the development of competences, research culture and personal qualities of a future doctor; as well as definition, justification and visual representation of the main components of design and research activities as an innovative educational strategy. The questions about the essence and features of selfpresentation, the most important components of a developed selfpresentation skill, the potential of design and research activities, if the involvement of medical students in design and research activities contribute to the development of their self-presentation skills were asked by the authors. The authors identified and described the organisational and pedagogical conditions for the implementation of design and research activities as an innovative educational strategy in medical universities.