 The objective of this study was to analyze marketing strategies and patient attraction instruments in medical organizations of the Russian Medical Services Market. Methods included a three-step survey of the largest Russian private medical organizations operating in the commercial medicine market in the Russian healthcare system. Results showed that a significant factor in attracting and retaining patients is the high level of qualifications of doctors and medical personnel. Additionally, doctors' ability to communicate effectively with patients is important, since many patients are unable to evaluate the quality of care they receive. As such, online advertising has been found to be an effective marketing tool for medical service providers. This article was authored by E.I. Aksyanova and A.B. Zudin.