This study addressed the role of health marketing as a strategy to achieve excellence in the quality of health services. An applied study was conducted in the public hospital institution "Dr. Benzerdjeb" in the state of Ain Temouchent, Algeria, with the aim of evaluating the reality of health marketing within public hospital institutions. The study derives its importance from its quest to determine the relationship between health marketing and the quality of services provided. 100 questionnaires were distributed to workers in the hospital institution, and 89 questionnaires were retrieved for analysis. The results showed the absence of effective health marketing practices in the institution, and the level of quality of health services is considered low, which highlights the urgent need to improve the quality of care provided. The study recommended the necessity of adopting innovative marketing strategies to enhance the efficiency of therapeutic performance and improve the quality of services in public hospital institutions in line with the standards of excellence in health care.

Health marketing, hospital institutions, quality of health services, health care.