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What are the new marketing levers available to hospitals? This short guide offers a national vision and an update on research in the field of service marketing and health management. In a world of perpetual competition between health establishments and an environment dominated by medical consumerism, it is more than necessary to know the latest techniques adapted to this particular context that is the hospital. The author is a teacher-researcher, but also a consultant regularly solicited by hospital training or the media. The approach of this guide will be of interest to both the academic world (professors and students) and professionals (pharmaceutical laboratories, medical or paramedical institutions, patient associations, insurance companies and mutual insurance companies, etc.) wishing to keep up to date with the latest marketing techniques in the field.