In modern society conditions, particular importance is attached to implementation of concept of relationship marketing in organization of provision of medical services. At that, implementation of marketing approaches in interaction between physician and patient, as well as between patient and administrators of department of paid medical services as primary link of contact "patient - medical institution" is of great importance. Purpose of the study is to develop portrait of consumer of paid medical services in state budgetary medical institution. The method of continuous questioning was implemented in study during 2015-2018. The sampling included 343 respondents. The survey demonstrated that main consumers of paid medical services in Moscow budgetary medical institutions are individuals of able-bodied age, married and with income per family member from 10 to 30 thousand rubles per month. Most of respondents are satisfied with quality of paid medical services. According to survey results concerning patients preferences of various forms of participation in paying for medical services, official payment to cashier was the most preferable form (45% of respondents), 73% of respondents noted their positive attitude towards paid medical services in municipal polyclinics and 61% noted that availability of paid medical services in state budgetary medical institutions helps to more fully implement right of citizen to medical care, provided that they are not included in mandatory medical insurance program. The high level of patient satisfaction with provision of paid medical services was revealed for following aspects: competence and courtesy of physician, convenient location of medical institution. There is positive attitude of patients to availability of paid medical services that are not included in state program in territorial polyclinic, related to increasing of territorial accessibility when receiving them at relatively low cost.
Keywords: medical marketing; paid medical services; portrait of consumer of medical services; provision; satisfaction.