Social media as a catalyst: exploring the impact of Instagram on health promotion practices in private hospitals of West Java

Abstract

Health promotion by utilizing digital media, primarily through Instagram social media, brings many advantages in the form of easily accessible health information sources, health information that can be designed to be more visually attractive, and can form a community among audiences related to health and increase interesting educational content by utilizing feature features in Instagram. This study aims to learn more about using Instagram social media as a health promotion medium by several private hospitals in West Java. This research uses Luttrell's concepts, namely, Share, Optimize, Manage, and Engage. This research uses qualitative methods with data collection techniques such as observations, interviews, and literature studies. The results obtained are 1) The selection of Instagram social media by Private Hospitals as one of the health promotion media tools is the right step; 2) At the optimization stage, the message is packaged in such a way that it can be optimally conveyed through social media. This is because each social media has different characteristics; The optimization process carried out by the hospital selects the content to be uploaded and sees each conversation in each upload; 3) At the management stage; the hospital conducts media monitoring by looking at the development of the number of followers, the number of posts and the number of responses each month; 4) At the age stage; the hospital set a target for health promotion through social media Instagram private hospitals in West Java.