The practice of marketing communication has long remained almost non-existent in the health care management sector
for essentially ethical reasons, as long as the demand for the health care service was greater than its offer. Healthcare
institutions did not feel the need to develop strategies to attract and retain patients. And yet, health organizations are a
service provider that requires as much as other areas, the application of management science, including marketing.
Changes in the modern social and economic environment require all service providers to behave and market-oriented to
adapt to their respective markets, increasingly competitive markets. And one of the axes of this adaptation is their
openness to marketing communication strategies... That is why, in this article, we want to reflect on the issues that
today constitute the application of marketing communications strategies by health care institutions. This explanatory
study was carried out on the contribution of the marketing communication strategy to performance in public and
private hospitals in Lubumbashi city. The results of this study indicate that the appropriation of the marketing
communication strategy has a positive and significant impact on the hospital performance (24% of the link rate between
the marketing communication strategy and the hospital performance). In addition, the contextual pressure has a
positive and significant impact on the success of the marketing communication strategy and the performance of the
health care institutions (12% of the link rate between the environmental context and the implementation of the
marketing communication strategy). The study highlights the need for healthcare institutions to implement the
communication strategy in order to be successful in a dual goal of promoting health and patient satisfaction in addition
to a significant competitive advantage.