Modern market is oriented to the needs and wishes of individuals or groups in society, and the role of marketing is increasingly affecting those areas of human life that are not exclusively connected to profitable goals. In this paper, the emphasis is on the merits of non-profit marketing, and the main goal is to explore the satisfaction of the end user with the human, social or health service. Regardless of the fact that the state as a social partner has provided certain resources through the budget in order to meet the health needs of citizens, it is important to ask the users of these services about the degree of their satisfaction or dissatisfaction, so that the non-profit sector, in this case health care, can respond to them and offer a quality healthcare service. Given that it is a socially responsible business, health care needs to be in line with the needs of its users in all respects, and the degree of satisfaction is a quality indicator of health care. Patient orientation, as well as creating value for the patient, are a benefit to the community. The central theme of this specialized postgraduate thesis is the research of the application of marketing in the health institution and the attitudes and opinions of the users or patients of the University Clinical Hospital 'Sisters of Charity' about the quality of the health services provided. Goals of this research have been established and hypotheses set for the purpose of their realization. The sources of data used in this research are primary and secondary. Primary data were obtained by a poll carried out among a sample of 100 users or patients of the 'Sisters of Charity Hospital'. The results of the research have shown some dissatisfaction as a problem that patients come across. The results of the research are in fact the basis for improvement and advancement in order to satisfy the users of the mentioned healthcare institution.