Purpose - The purpose of the article is to present the essence of innovation and possible innovative activities affecting the increase in the efficiency of personal data management in medical entities. The article analyses the impact of selected institutional aspects on innovative activities that can be undertaken by medical entities to increase the efficiency of personal data management. Research method - The article was prepared on the basis of a review of selected literature on innovation, secure processing of personal data, as well as the author's own observations. Results - As a result of the advancement of information technology in medicine, new data processing possibilities are created. The complexity of processes and procedures for processing personal data increases and that jeopardises their security. Implications / recommendations - Effective, innovative resource allocation is necessary, which determines the security of personal data being processed.