Abstract: Theoretical and practical aspects of improving the efficiency of health care management and its importance for economic growth are considered in the scientific works of many domestic and foreign scientists, for example, in the works: V. A Grabowski, O. V Dmitruka, V. M. Lehan, O. A. Martinyuk, L. A. Melnik, G. O. Slabkogo, С. О. Smirnova, LS Stefanishina, L. I. Fedulova, Z. V. Yurynets, T. M. Yamnenko. However, despite active research and some achievements, not enough attention is paid to the problems of effective management of health care facilities at the micro level. Changes in the healthcare system are aimed at the transition of the medical sector to market-based competitive relations. Identification of competitive advantages and assessment of demand and consumption of medical services is becoming important. Today, the use of customeroriented management to increase the competitiveness of a medical enterprise is relatively new for domestic healthcare institutions. International experience proves the expediency and prospects of applying this approach in management practice, as it allows you to better understand the needs of the client and meet them better than competitors, while increasing competitiveness and speed of response to changes in market conditions.

Analyzing the experience of developed foreign countries, it can be argued that the process of improving health management is complex, it is not limited only to increasing budget expenditures for health needs, optimizing legislative measures, but also includes the introduction of appropriate socio- economic prerequisites, the development of effective, scientifically based management mechanisms. The article actualizes and argues the expediency of using a patient-oriented approach to the management of medical institutions in Kryvyi Rih in the context of health care reform. Based on the analysis of the assessment of the level of quality of medical services, the practical value in relation to the profit of the medical institution is proved.