This article discusses the prospects for the development of the sphere of sanatorium and resort services in the Republic of Bashkortostan, analyzes the strengths and weaknesses of the recreational complex of the region, identifies the main problems of private management in the provision of medical, health and preventive services to the population, in the presence of large state sanatoriums in the region, which have a high rating and operate on a self-financing basis. Taking into account the existing approaches of experts in the field of social medicine, economics and health care, a mechanism for evaluating the effectiveness of the business activities of sanatorium-resort organizations is proposed. The developed additive model of performance indicators, which together allow determining the effect of the recreational business activities implemented by business executives, involves the analysis of complex target and diagnostic indicators and reflects the indicators of efficiency, effectiveness, competitiveness and the level of quality of the services provided by the relevant organizations. The obtained values of the target and diagnostic coefficients made it possible to evaluate the business activities of the sanatorium and resort organizations of the Republic of Bashkortostan by comparing the results of the analysis with the scale of efficiency levels. Based on the results of the assessment, it was revealed that private sanatorium and resort management in the Republic of Bashkortostan really experiences certain difficulties in functioning in the market system of the region. Some of the key problems of the low efficiency of private management are: the inaccessibility of lending, the lack of state support, the presence of many administrative barriers in the processes of obtaining and issuing benefits, and the underdevelopment of public-private partnership mechanisms. The lack of funding for health resorts is also due to the lack of a unified strategy for the development of the recreational complex of Bashkortostan in the region at the legislative level. The current regulatory legal acts on the development of small and medium-sized businesses do not affect the regulation of the SME sector in the sanatorium and resort industry and do not fully control the growth or fall trends in the estimated indicators that reflect the real situation of medical and recreational enterprises in the social services market. Based on the results of positioning the business activities of organizations in the sanatorium and resort industry in the region, key areas of state support and stimulation of their development have been identified.