  A method is presented which allows for the renormalization of the
self-potential for a scalar point charge at rest in static curved space-time.
The method is suitable for the scalar field with arbitrary mass $m$ and
coupling to the scalar curvature. The asymptotic behavior of self-potential is
obtained in the limit in which the Compton wave-length $1/m$ of the massive
scalar field is much smaller than the characteristic scale of curvature of the
background gravitational field. The self-force is calculated in this limit.
