Policies to improve population health have often focused exclusively on expanding access to health services, neglecting the quality of health care. The health system of any country must involve respect for the individual and ensure prompt and quality services that meet the expectations of the population. The economic transition of the last decades has registered essential changes in the national health care systems, this fact is demonstrated by the increase in the number of private medical institutions, the appearance of competition on the market of medical services, the development of medical institutions, their structure and dimensions. Health systems are defined by the major source of funding, usually there are systems with both sources of financing, public and private. The freedom to choose the medical institution, the emergence of new private medical service providers and the diversification of the spectrum of services, stimulate competition on the medical services and the development of marketing strategies in the field. Numerous comparative studies have suggested the differences between the healthcare services offered by public and private medical institutions, and the results have shown that the patient prefers the private sector over the public one due to multiple factors such as: high-performance technology, waiting list, treatment initiation time, hotel conditions, personalized approach from the medical staff, etc. The problem of investigation: The choice of the medical service provider can be determined by various factors, objective and subjective, and being strongly influenced by the expectations of the consumers of medical services and the individual perception of the quality of these services. The object of the research: the determining factors in choosing the type of medical institution, public or private, by consumers of medical services. The purpose of the research: determining the factors that influence the choice of the type of medical institution, by consumers of medical services.