The analysis of various needs in medical laboratory services among physicians of the Samara oblast is targeted to further improvement of laboratory service at oblast level. It is established that effectiveness of laboratory service depends on the needs of customer of service sector which are both physicians and patients. Ignoring their needs results in an increasing both of number of unsatisfied customers and level of mistrust individual operators and laboratory service itself. On the contrary, client-centric approach facilitates dialog of all participants of process of providing laboratory services.