Today's recognition of health as a fundamental value of humanity and the spectacular digital evolution of the environment dominated by permanent and dynamic changes has brought healthcare marketing to the forefront. The trends continuously affecting medical services have generated the need for increased involvement of marketing, with all current developments in healthcare having an indispensable marketing dimension. The successful implementation of a health marketing strategy aimed at enhancing patient satisfaction and fostering a positive care recipient experience, coupled with the cost-effectiveness of the health services offered, has necessitated the development of an adaptive marketing function that harmonizes the set objectives, addresses capability gaps, accommodates cultural realities, and considers individual mentalities and situational circumstances. The direct interaction with patients has made it possible to understand the need for a new paradigm of healthcare services, the demand to comprehend patient satisfaction and positive experience, the call for creating innovative models to address the patient experience, and, above all, the requirement to communicate with the patient continuously and effectively throughout the continuum of healthcare. The challenge for the management of future health systems and organizations is encapsulated in the words of Professor Drucker, who stated that the best way to predict the future is to create it. An exploratory research on the state-of-the-art of the literature was conducted with key references to the most important aspects captured by specialists on positive patient experience and satisfaction, which contributes by highlighting the determining factors that have led to the paradigm shift in healthcare.
