In 30 years, marketing in healthcare organizations changed according to change in clients perceptions – the patient became the customer and healthy citizens became the prospect market for growth. Presented in this paper is extensive scientific literature analysis on the conception of healthcare marketing, its significance for healthcare organization and practices in healthcare industry along with patient satisfaction and marketing adoption models. Using model, proposed in the first part of this paper, a research has been done to measure patient expectations and satisfaction along with private clinic’s employees perception on factors, affecting those elements. Results of this research are then used two create and justify the propositions for improving “Terra Medica” healthcare marketing activities.

Raktažodžiai: healthcare marketing, satisfaction, expectations