Hospital image is very important in maintaining the existence of the company. Therefore, marketing communication strategies have an important role in improving the desired image. This happens because hospitals are closely related to the public's perception of the services provided. This study explores the impact of marketing communication strategies on the corporate image of Primaya Hospital in the competitive healthcare industry. The theories used are the AIDA model and marketing communication strategies. The research was conducted using a descriptive statistical approach with a qualitative approach. The data collection of this research used interviews. The marketing communication strategy carried out by Primaya Hospital in building its business image is carried out through a mix of marketing communication strategies, namely advertising, sales promotion and public relations. As for the mix of direct selling and personal selling, Primaya hospital emphasizes the application of excellent service to develop the attitude and professionalism of health workers in front of patients. In terms of advertising and sales promotion, Primaya Hospital uses a soft approach to create awareness to the community or is not directly aimed at inviting treatment and checking themselves to the hospital. Advertising and sales promotions are carried out in a more informative and educative way to the target audience.

Keywords : Marketing Communication Mix, Company Image, Primaya Hospital, Branding, Communication Strategy.