The article considers the concept of competitiveness in healthcare. It analyzes the strengths and weaknesses of the organization under study compared with competing medical organizations and studies the structure of the Republican Center for Manual Therapy Autonomous Institution (AU RPVL) and competing enterprises in the medical services market for the researched period. The authors assess the competitiveness of medical services. The paper discusses the dynamics and structure of income from the provision of paid services. Recommendations are developed to increase the competitiveness of the medical organization under study.