Introduction Burjeel hospital is the largest private hospital in Abu Dhabi situated in Al Najda Street. The hospital has advanced treatment equipment and many US and European hopitals. Burjeel hospital is a 202 bed facility offering comprehensive services in more than thirty different specialties (Burjeel Hospital Offers Free Heart Surgeries, 2013). Integrated marketing communication is an approach to achieving the goals of the marketing campaigns by using the multiple marketing strategies in a coordinated manner. Such marketing strategies include; paid advertisements, social media, public relations and many others. Since commencing services in the year 2012, Burjeel hospital has used effective marketing communication strategies to reach its customers. Some of the well-used strategies by the hospital in marketing communications are involving social media, public relations and advertisements. The promotion mix According to Kotler & Armstrong (2010), the organization’s promotion mix is a well-coordinated integration of paid advertisements, public relations, direct marketing and sales promotions to communicate and build relationship with the customers. The promotion mix strategies used by Burjeel hospital are: Service promotion – The hospital consistently uses service promotion to reach new markets globally. It has launched a compassionate initiative called “100 free heart surgeries” and persuaded heart patients from the UAE, Saudi Arabia, Middle East and other countries across the world to register for free heart surgery. The event was a big success and attracted applications from various countries across the world. Patients from Yemen, India, Oman, Saudi Arabia and Bahrain were among the beneficiaries of the initiative. The initiative used advertisements over the screen and print media to reach many heart patients globally. Although “100 free heart surgeries” was a compassionate campaign, the hospital used it as a marketing strategy to reach new customers across the world (Burjeel Hospital Offers Free Heart Surgeries, 2013). Public relations – The hospital has distinguished its services from its competitors in the industry by offering quality services, therefore building its reputation in the corporate world. The hospital entered into alliances with various reputable organizations to grow its reputation further. According to the hospital’s website, the partnership between the hospital and Brussels University enabled the establishment of an In Vitro Fertilization (IVF) test clinic within the hospital which was the first such clinic in UAE (Burjeel Hospital Offers Free Heart Surgeries, 2013) According to the hospital’s website, it builds partnerships with various insurance service providers to serve its customers better (Burjeel Hospital Offers Free Heart Surgeries, 2013). Partnerships with insurance service providers offer customers diversity in medical bill payment hence increasing the hospital’s efficiency. The hospital has effectively used the social media, online newsletters and press releases to communicate with its customers creating awareness of its services. It has active Facebook, Twitter and YouTube accounts which it uses to communicate and share information through advertisements. Burjeel Hospital Offers Free Heart Surgeries (2013) reported that the most effective advertisement method used