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The aim of this dissertation is to analyze and study the role that marketing plays in the provision of health services and more specifically in the case of private hospitals in the region of Thessaloniki. More specifically, for the investigation of the case of the hospital clinics of the Thessaloniki region, a primary quantitative research was conducted. This research was based on a fully structured questionnaire developed by the researcher in collaboration with his supervising professor. The questionnaire was given for completion to 90 executives and employees of private hospitals in the region of Thessaloniki. The results were related to the moderate application of marketing and its tools by private hospitals and the statistically significant difference in the greater application of marketing by competing similar organizations. The main reasons for the unsatisfactory implementation of marketing and its tools by hospitals lie mainly in the high cost of offering marketing services and the lack of information. However, the implementation of marketing and the utilization of its tools is considered necessary, as it emerged that private hospitals can benefit significantly from this. The main benefits they can enjoy are gaining a competitive advantage and improving their reputation and image. There are two marketing strategies followed by the private hospitals of the Thessaloniki region. In the first, a little more emphasis is placed on cost orientation sacrificing quality, followed by a more multidimensional orientation. In the second marketing strategy the exact opposite happens. The follow-up of the two marketing strategies is almost equally distributed among the private clinics of Thessaloniki