Роль маркетинга в модернизации медицинского учреждения в условиях рынка

The article covers the experience of use of the marketing technologies in order to improve the effectiveness of multidisciplinary scientific-clinical centre’s activity in the modern conditions. Realization of marketing activity, which supposes wide public informing about diagnostical and medical potentials of the clinic, formation of the image of the clinic as the modern specialized institution, marketing research with the purpose of detection of pa-tients’ needs, organization of interaction with insurance companies and agents, development of cooperation with medical-prophylactic institutions contributes to optimization of the work of clinic’s divisions. The article presents different vectors of marketing service activity of a large Federal medical institution, which are directed to attract patients, to increase the competitiveness of the organization, to expand the own niche and to create new segments of the market of services, to increase the amount of the most expensive types of medical assistance.