The paper deals with a demand-oriented innovation policy that seeks to enhance innovation by increasing users’ demand for innovation. Public procurements are the main tools of such policy. In particular, these are represented by pre-commercial public procurement and public procurement of innovation. The aim of the paper is to discuss the advantages and disadvantages of these relatively little known tools of innovation policy and to raise awareness of the possibilities of using the demand approach at the regional level. Review of scientific literature and creation and analysis of case studies on the application of the demand approach in practice are the research methods used in the paper. The article points out the need to awareness of innovation importance by the contracting authorities, to create an appropriate formal and informal institutional environment and to develop the capabilities of public procurement staff. The disadvantage of the PCP and PPI procurement is the duration of the entire process and its costs. Interventions of such an oriented public policy have to clearly set out their objectives and evaluate possible impacts in advance. Attention is also paid to the role of transnational organizations.