[The marketing study of medical services market: factors and regional characteristics].

The article considers the relevance of marketing research in the field of paid medical services. Due to the fact that the market of paid services in Russia has increased significantly, medical management took neighboring position to medical marketing. The article emphasizes that in Russia annually the number of private medical institutions increases. This trend is directly related to to the fact that free medical care is not always able to provide necessary services vital for the patient. In turn, the existing increased competition pushes private medical institutions to actively fight for the client. The statistical data demonstrates that the loss of five customers per day results in losing of up to two million rubles monthly. It id established that due to increasing numbers of private medical institutions an urgent need for new logistics and marketing research of all medical production arises to have more comprehensive picture of the provision of a paid medical care. It is concluded that reaching these marketing and marketing research tasks determine the new special place of marketing technologies. The marketing in the health care system acts as basic system of principles targeted to creating and studying the demand and supply of medical services. In the health care market, the role of the consumer is played by patients whose needs must be met by medical clinics. The marketing in the health care system is the process of developing and providing medical services. The corresponding data and main conclusions related to provision of paid medical services in the Krasnodar region is presented.