The article presents theoretical analysis of the scientific problem of attention in the context of professional activity of medical institutions’ staff. Special attention is given to social orientation of attention in representatives of professions of the socio-economic type. The study shows that socialization of attention functions through its inclusion into various social groups and various types of social and psychological activity. The author comes to the conclusion that in order to provide for adequate perception and understanding of patients and oneself, it is necessary to form and develop social orientation of attention in medical institutions’ staff members, as they are representatives of profession, which involves constant work with other people.