The paper therefore proposes, based on exploratory research, to identify the main socio-cultural factors affecting
consumer behaviour health services, and direction of action of organization, which must base their marketing
strategies through knowledge of these influences. From this point of view, we will present first, the influence of
socio-cultural factor on health care consumer behaviour, and then we highlight the marketing strategies that the
health organizations can adopt, to improve quality of services offered, taking into account, the one hand, consumer behaviour, but at the same time pursuing its modification by education. The paper ends with a conclusion on the role
of healthcare organizations in educating healthcare consumer.