FINDING THE RIGHT INFLUENCER TO PROMOTE HEALTHCARE CENTRE SERVICE: A CASE STUDY OF SILVERY HEALTHCARE CENTRE

• Main Author: Kevandra, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72819
• Institution: Institut Teknologi Bandung

Health and physiotherapy businesses in Indonesia experienced significant growth from 2018 to 2022, resulting in greater interest in effective promotion strategies. This research focuses on selecting the right influencer for a company, which has become popular among healthcare facilities, by specifically studying the case of the Silvery Wellness Center. Influencers are individuals who have the ability to influence the buying decisions of others because of their authority, knowledge, position or relationship with their audience. Selection of suitable influencers is important for the success of a business or company implementing influencer marketing. Silvery focuses on assessing the impact of influencer marketing on sales promotion and awareness of physical and mental health in Indonesia. Qualitative data and stakeholder interviews within the Silvery Wellness Center are used to evaluate the effectiveness of influencer marketing and provide valuable insights for the company. The findings from this study suggest that influencers must possess several important characteristics, including credibility, audience engagement, and relevance to the target market. For healthcare centers, selecting the right influencers is an integral component of their digital marketing strategy. By conducting interviews with internal and external companies, the results of this research will be better and better for the company. The conclusion from this study is that effectively utilizing influencer marketing as part of their promotional efforts can achieve increased brand visibility and increased sales, which contribute to the advancement of overall physical and mental health awareness in Indonesia.