The healthcare service strategy results from the accomplishment of the main function of the medical institution, that of providing medical care. The spectrum of services provided by public institutions is regulated by normative acts and depends on the level of healthcare and the specific of the institution activity. The types of healthcare services included in the system of compulsory health insurance are regulated by the normative acts and are the following: urgent prehospital care, primary healthcare services, specialized healthcare services, hospital healthcare services, high performance medical services, community, and homecare services. The purpose of the study is to determine the criteria for establishing the service strategy in public healthcare institutions, which results in achieving performance in providing health services and meeting the needs of beneficiaries. Thus, the following criteria for establishing the service strategy at institutional level were determined and analysed: quality of health services, efficiency of healthcare, utilization of health services, access to healthcare, lifelong learning of health professionals and sustainability of health services.