Management of the value created by primary health care institutions (PHI) in order to increase the competitiveness of an institution is a new topic of research in medical and health sciences. Growing competition between primary PHI requires the implementation of new management methods for their activities. Type 2 diabetes mellitus (T2DM) is a major challenge in primary health care, as managing risk factors and patient knowledge decreases the likelihood of most complications. This dissertation reveals the expectations and attitudes of the target group of patients – people with T2DM – towards the value created by PHI. The aim of this study was to assess the management of the value created by institution for patients with T2DM and the opportunities to increase competitiveness. During the research, a qualitative study (focus group discussions) of managers from PHI was conducted in 10 Lithuanian regions, which determined the priorities of value management created by the PHI. An anonymous survey tool was developed to assess the perception of respondents with T2DM about the value created by the PHI. The value created by private and public PHI for patients with T2DM was compared. During the research, a value creation model was developed, and a multidimensional perspective of values (emotional, social, and functional) was presented according to the elements of the marketing mix. The competitiveness opportunities based on the value and practical recommendations were identified.