The main purpose of the research is highlighting the role of quality medical content marketing, the main problems that arise in the implementation of content strategies on the example of modern Sumy medical institutions, providing recommendations for its improvement. Systematization literary sources and approaches for solving the problem indicates that the search for new marketing tools to inform and stimulate the purchase of customers about medical goods and services (passive demand) in the online sphere remains a very relevant topic. This is evidenced by the search for modern trends in the use of marketing in medicine, a comprehensive study of marketing technologies for managing activities in the health care system. At the same time, content marketing is considered as a tool for indirectly persuading the audience to make the decision necessary for the distributor, to choose his service. Investigation of the topic research on the role of marketing content in the promotion of medical goods and services in the paper is carried out in the following logical sequence: description of the benefits of using content marketing, the importance of compliance with legal requirements when advertising and filling sites and pages on social networks, presenting the results of content analysis of selected clinics, development of proposals to improve their content strategies. Methodological tools of the research methods included systematization of information based on the content analysis of official sites, social networks of selected medical institutions. The object of research is the chosen medical companies (public and private medical centers, dental clinics and medical pharmaceutical institutions), because namely they they are the most visited in the city, have a high level of competition, which means they should be interested in online promotion of services (especially during a pandemic). The research theoretically proves that content marketing is today an integral part of the promotion of medical institutions in the network, reveals the problem of insufficient understanding in the correct use of this tool by Sumy clinics.