<b>Optimization of Media Mix Planning in Health Care System by an AHP Based Goal Programming Model</b> In this paper, we present an analytical hierarchy based goal programming model for media mix planning in health care system. Today health care providers, like most business, are using advertising in order to attract customers patients to its products or services. Media selection involves the allocation of advertising budget among a variety of media options in such way as to maximize the number of potential customers reached. In this study we considered exercise products, personal care products, home medical devices and general clinical services of large health care system in Hyderabad. The problem was solved and results are discussed media mix planning, analytic hierarchy process AHP , goal programming GP 564-570 Issue-4 Volume-1 A. V. S. Prasad | Dr. Y. Raghunatha Reddy