Pemanfaatan Media Sosial sebagai Sarana Edukasi dan Pemasaran Layanan Kesehatan

Abstract

Amid the growth of digital technology, social media has become an important channel for hospitals to communicate with the public. This study aims to analyze the use of social media for educational and marketing purposes, as well as to identify the challenges and optimization efforts at Anwar Medika Hospital, Pusura Candi Hospital, and Delta Surya Hospital in Sidoarjo Regency, Indonesia. A qualitative approach was adopted at this study, with informants purposively selected from public relations personnel, social media managers, hospital management, and patients. Data were gathered through in-depth interviews, observations, and document reviews, and subsequently analyzed using an interactive analysis model and triangulation techniques to ensure data validity. Data were collected through in-depth interviews, observation, and documentation, then analyzed using interactive techniques and triangulation. The results show that the three hospitals implement an integrated educational and humanistic approach via Instagram, TikTok, and Facebook. Education focuses on simplifying medical information and BPJS flows, while marketing is executed based on trust-based marketing, separating the value & comfort approach for general patients and accessibility & trust for BPJS patients. Despite facing ethical regulations, limited budget, and service expectation gaps, optimization is achieved through developing complaint-response SOPs and involving healthcare professionals. The implication emphasizes that successful digital communication requires internal governance synergy and real service quality integration.