This paper was written to analyze digital marketing communication in Croatian private healthcare. The aim of the research was to determine the frequency of use of digital marketing communication in private healthcare and the respondents' preferences when it comes to using the services of private healthcare institutions. The paper presents the theoretical framework of digital marketing communication and it explains the main terms related to digital marketing communication and viral marketing. While describing private healthcare in Croatia as well as giving its current analysis, it presents examples of good practices of digital marketing communication in private healthcare. The research was conducted through an online survey by distributing an electronic questionnaire and 81 respondents participated in the research itself. The survey investigated the respondents' opinion on innovation in digital marketing communication of private healthcare institutions in Croatia. According to the results of the research, it can be concluded that online communication is important to respondents, but a large number of them have not noticed innovative forms of digital marketing communication when it comes to the communication of private healthcare institutions in Croatia. Although the research has certain limitations, the conclusion of the research was made about the possibility of progress in innovative digital marketing communication of private health institutions.