The public health system, its services and those responsible for: establishing and piloting his image.

In the present, public health system in Spain is going through a modernisation trend, mainly aimed towards the beneficiaries of its services, i.e., the whole citizens. Among the wide set of actions being put forward are the implementation of new organization forms, the adoption of advanced information and communication technologies, strategic human resource management, or the application of total quality methods. In this sense, our aim is to analyze the image politics that are available for the health system, a subject that is comprised in Public Health Marketing (PHM). PHM is a derivation from Marketing, as a science aimed at the study of the exchange process. In this sense, an adequate management of the public health system image is essential in order to materialize a more fluid exchange of health services.