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IMPLEMENTASI STRATEGI CONTENT MARKETING PADA MEDIA SOSIAL INSTAGRAM IHC RUMAH SAKIT KRAKATAU MEDIKA
The use of social media as a digital marketing tool has become an important strategy for healthcare institutions, particularly in delivering information quickly and visually. This study aims to analyze the implementation of content marketing strategies on Instagram social media at IHC Krakatau Medika Hospital and to identify the obstacles encountered in their implementation. The research method employed is a descriptive qualitative approach, with data collection techniques including interviews, observation, and documentation. The analysis is based on the Marketing 4.0 concept, which consists of goal setting, audience mapping, content planning and creation, distribution, amplification, and content evaluation. The results indicate that Instagram is utilized as a medium for promotion, health education, and twoway communication with the public through informative and humanistic visual content. However, several challenges remain, such as limited time availability of medical personnel, audience diversity, and changes in social media algorithms. This study contributes to the field of health marketing communication through the application of the Marketing 4.0 concept in hospital content marketing strategies on social media
FAKULTAS EKONOMI DAN BISNIS, UNIVERSITAS SULTAN AGENG TIRTAYASA
S.E.I.. S.Pd. M.Sc. Lina Affifatusholihah,
IMPLEMENTASI STRATEGI CONTENT MARKETING PADA MEDIA SOSIAL INSTAGRAM IHC RUMAH SAKIT KRAKATAU MEDIKA (Text)
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HB Economic Theory