Thanks to the intense development of science in the last thirty years, enormous and rapid progress has been made in the sphere of medical activity related to improving health of population, disease prevention and success in disease treatment. The advancements are so fast and significant that they permanently produce the growth of population’s expectations with regard to more successful, better and more comprehensive health care system. Although health care systems today have the power to successfully prevent and treat many illnesses, due to poor communication with health service users we often encounter the so-called information gap, or a lack of information about the possibilities that health care system really has and which it is able to provide to its users. The information gap is, as a rule, a result of bad functioning of health care system marketing, especially the promotional part, and hence the integrated marketing communication as its component. Health care system in the Republic of Croatia is also faced with the problem of information gap. Namely, in the Republic of Croatia health care system users perceive the problem as being significantly worse than it is in reality. For example, if we take into account patients’ rights, health care costs, health care quality, and comparing these parameters with comparative health care systems in countries at the same level of economic development as the Republic of Croatia, we can see that the state of health care system in the Republic Croatia is not so bad at all. Therefore, better communication of health care system with its users would lead not only to improving the perception of the state of health care system in the Republic of Croatia, but better communication would also induce more efficient and better exploitation of potential of health care system in the Republic of Croatia. In order to look at the possibility of improving health care system communication with its users,a research has been conducted and an integrated marketing communication model (IMC) based on modern information and communication technology has been defined, enabling the promotion of health care, patient health and disease prevention. With the focus on using social networks, e-mail communication with users, and the use of call centres and web portals as information and knowledge centres, the model also anticipates the proactive action of the Croatian health care system with an aim of more active inclusion of health care system in activities related to increasing population’s health literacy via education and immediate individualized and personalized communication of health care system with each individual system user. For the realization of the model itself, with additional research, special attention should be paid to caring for every health care system user through the use of health care program system for managing relations with system users.