ABSTRACT
The article analyzes the impact of the pandemic COVID-19 in 2020 on the state of competition in the medical services market and the competitiveness of primary care organizations, and identifies prospects for the development of the medical services market. The SWOT-analysis and analysis of complaints and statements of citizens on the quality of medical services made it possible to comprehensively assess the strengths and weaknesses of organizations, external opportunities and threats, specify the positions of medical organizations in the medical services market and determine strategic directions for the development and ensuring the competitiveness of primary medical organizations. The results of the study allowed the authors to propose strategic directions for ensuring the competitiveness of the primary medical organization, namely, the creation of mechanisms for material and intangible incentives for medical personnel; improving the quality of health services; modernization of the medical diagnostic base of the primary medical organization.