The article deals with the issues of functioning of Russian medical centers on the terms of franchising, relevant for the development of entrepreneurship in the field of medical care. Over the past few years, the number of private medical organizations in the Russian Federation has been growing, and the number of business representatives who want to participate in the development of entrepreneurship and conduct socially significant activities in the field of medical care has been increasing. The search for the most effective ways to establish and develop a business in the medical industry contributes to the growing interest in the franchise model, which allows you to expand the scale of your business. In the medical services market, the franchising model is currently much less common than in such areas as retail, hotel services and catering, however, it is in the medical industry that there is a great growth potential for the development of entrepreneurship in the field of medical services based on the franchising model. Thanks to the use of the franchising model, it is possible to predict an increase in the service culture in the business environment and the output of domestic companies to international markets. Infrastructure support plays an important role in the development of medical franchising: Internet resources, training technologies, platforms for exchanging information, experience and tools for promoting the network of franchising enterprises. Despite the fact that in modern conditions, commodity and productive franchising are predominant, and the practice of operating Russian medical centers on the terms of franchising is poorly developed, there are prospects for development and social value for the Russian market of medical services in the field of medical services.
Keywords: entrepreneurship; franchising; medical services; medical services market; service culture; socially significant activities.