Nsour (2018) International Journal of Business Society, 2(10) 26-37 26 http://dx.doi.org/10.30566/ijo-bs/2018.2104 2600-8254© 2018 All rights reserved by IJO-BS. Journal Homepage: www.ijo-bs.com International Journal of Business Society Contents lists available at: https://www.ijo-bs.com/issue.html ENHANICNG THE PERFORMANCE OF JORDANIAN PRIVATE HOSPITALS THROUGH MARKETING COMMUNICATION STRATEGY Iyad A. A. Al Nsour 1 1 Associate Professor, College of Media and Communication , Al Imam Muhammad Ibn Saud Islamic University , Riyadh , Saudi Arabia . Nsour_2005@yahoo.com 1. Introduction The marketing communication concept clear in the time that marketers, researchers and planners of advertising activities have pointed the problems faced the different businesses because of using the traditional tools of promotion. The research results have found many evidences clearly proved that most advertising campaigns may not worked effectively and can't produce the desired results in most cases viewed (Schultz, Tannenbaum, Lauterborn & Stanley,1993(. However, these results have been greatly boomed according to changes and developments that have taken place in the world since last decade. The most key changes are the transformation from mass markets into single market, in addition to the changes of mass media and the new means such as internet. The competition between businesses also increased at all local and international levels (Kotler&Keller,1999, p.349(. Finally, these changes, with rising the advertising costs and the volume of advertising messages sent, so the decrease of reaching such messages to the target market is coupled, and thus such advertising messages failed to achieve the goals of businesses (Hanafizadeh&Behboudi,2012,P.43). From this point of view, marketers began to search for more effective communication tools to avoid the last difficulties caused by the traditional model, and the new trend toward adapting the new alternative model, which seems the different communication tools working within integrated system (Fisher,Maltz&Jaworski,1997,pp.56-57). The messages and methods used in the integrated model have a cumulative communicative advantage; will lead to more significant effects on the target customer, and the core concept of such model based on using more than one tool or message in the communication process at the same time (Kitchen& Schultz, 2003, p. 82). Therefore, the marketing communication will effect on the concept of value added of information stored in the minds of consumers; and this could happen because of the integration among wide range of strategic (tools) systems such as: personal selling, advertising, direct selling, sales promotion and public relations, and these tools will achieve the desired limit of communicative influence by businesses (Gronroos,1998, pp. 3-11(. The marketing communication has made major changes in the world of marketing and advertising, academic and professional. Many businesses adopted this concept in their marketing practices. Many advertising agencies have become a marketing organization with integrated services such as marketing planning, public relations, sales promotion and advertising. There are many studies that proved the effectiveness of this model and some of these studies have proved the impact of this integrated concept on increasing the effectiveness of the communicative process and on the business Information of Article Article history: Received: 10 Sep 2018 Received in revised form Accepted: 11 Oct 2018 Available online: 19 Dec 2018 Keywords: Strategy Marketing Communication Performance Private Hospitals Jordan Resolving the determinants of marketing communication strategy in the Jordanian private hospitals and determining the impact of these determinants on the performance. This descriptive method is in this research. The questionnaire is tool of collecting the data from research population. The full survey method for all hospitals in Amman city is used. There is a variation in the effect of MC determinants on the performance .The organizational structure affects the four sub-variables: sales volume , positioning, entering new markets, and profit margins. The financial resources affect profits margins, while communicative tools affect entering the new markets only. The research sample consists of all types of private hospitals in Amman city , and the public and university hospitals are excluded. Private hospitals use public relations activities such as sponsorship programs and social occasions. These tools have not been effective in spreading the medical services and access to new markets and such hospitals don't use the Internet and it is appliances. ABSTRACT