Health tourism, is poorly developed in Croatia. Special hospitals and health resorts, as the most important leaders of the health tourism offer, have not completely adopted a market orientation, especially in terms of using Internet marketing. The goal of this work is to establish the characteristics of health tourism and Internet marketing and the opportunities to apply Internet marketing in health tourism, and to propose a model for implementing elements of Internet marketing in the business activities of that sector. the integrated marketing mix of health-hospitality services is comprised of several marketing mixes of products and services. Internet marketing means using the Internet to achieve marketing goals. There are several tools and techniques of online marketing by which marketing activities are carried out on the Internet. The central point is the web page, and the ultimate goal is to transform the followers of the online marketing activities of a company into satisfied customers. Research on the degree of implementation of elements of Internet marketing in specialized hospitals and health resorts, as the leaders for an integrated health-hospitality in Croatia, has shown that in the majority of these businesses Internet marketing has not been included, even partially, and that there is significant room for improvement. Thalassotherapia Crikvenica is taken a case study for developing a model for implementing elements of Internet marketing in its business activities and it has demonstrated that Internet marketing can contribute to improved recognizability, competitiveness and success in business.