Introduction. The modern market for private medical services belongs to their consumer (patient), and the medical organization to which they return is the winner. In «repeat» patients, the average check is 50% higher. Conversion, with repeated calls, reaches 100% if the entire team of a medical organization strives to provide the highest level of service. The introduction of service system innovations can be expressed not so much in actions as in the visualization of specific benefits for consumers of medical services. Purpose of the investigation. Investigate the service for patients from the standpoint of influencing the growth of sales of medical services. We have included in the development 10 largest private medical centers in the city of Ryazan. Materials and methods. The article uses methods of observation, description, measurement, comparison. Results and discussion. The advantage of high-quality medical services, leading a private medical organization to leadership in the market, does not always have a pronounced efficiency. It is necessary to regularly measure the NPS, which makes it possible to assess the dynamics of the loyalty of consumers of medical services. Private medical centers should do this against the main competing organizations in order to understand their positions. Large private medical centers are already known to patients with a fairly wide range of quality medical services. A well-designed and implemented loyalty program allows you to stimulate patients to return visits, and to conduct additional diagnostics, which not only benefits the medical center, but also contributes to the control of patients' health. There are many nuances in promoting private medical organizations in the medical services market that must be taken into account in order to obtain the most effective results. Conclusion. The formation of service benefits should include the following components: organization of brainstorming, patient monitoring, monitoring of competitors.