The article presents methodological approaches to the development of a qualitative SWOT analysis model for use in the healthcare sector in terms of providing paid medical services in medical organizations of the Russian Federation, taking into account the studied features. The qualitative factors influencing the use of the model are studied and strategic problems in the paid medical services market are classified. A comprehensive analysis was carried out, including regression and dispersion analysis of data, including data from a survey conducted in a Moscow medical organization providing outpatient medical care, which made it possible to build a qualitative SWOT analysis model depending on both the form of ownership and the features of the structural divisions of medical organizations. The results obtained are based on the work of specialists in the field of management in healthcare and represent new opportunities for assessing internal and external factors in healthcare, in particular, in the provision of paid medical services. Thanks to a sociological study, the empirical basis of which was the data of a survey of 343 patients of the State Budgetary Healthcare Institution “GP No. 210 of the Moscow Health Department”, as well as an expert assessment, problem areas in the organization of paid medical services in the Russian Federation were identified.

SWOT analysis, internal environment, external environment, medical organization, paid medical services.