INTEGRATED MARKETING COMMUNICATION STRATEGY TO INCREASE BRAND EQUITY OF BPJS KESEHATAN

• Main Author: Abdullah Putra, Ryan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80911
• Institution: Institut Teknologi Bandung

BPJS Kesehatan, the implementing agency of the JKN Programme, is faced with the challenge of maintaining the sustainability of the programme due to the large number of inactive participants in the PBPU segment, a situation that is mainly due to the organisation's low brand equity. The main research objective of this study is to develop an integrated marketing communication strategy to improve BPJS Kesehatan's brand equity. The methodology used was qualitative and quantitative research. Despite having commendable competitive advantages and offering the most affordable healthcare options, BPJS Kesehatan's struggles stem from deficiencies in marketing communications. Internally, the organisation is aware of its potential to build brand equity but acknowledges gaps in marketing communication effectiveness and message coherence. Externally, the PBPU segment exhibits low brand equity, especially in terms of loyalty and awareness of the JKN programme. The identified target demographic for BPJS Kesehatan in the PBPU segment includes individuals aged 18–35 years, living in urban and densely populated areas, with upper-class socioeconomic status. While these individuals generally demonstrate trust in BPJS Kesehatan, they lack awareness of the programme details. To address these challenges, the recommended strategy is to implement an integrated marketing communications approach with the theme "the convenience of reliable health insurance." Reinforcement on aspects of affordability, accessibility, quality, value, convenience, technology, and social impact should be delivered. Utilizing diverse marketing channels such as television by using public service advertisements, content dissemination in the form of online videos, social media campaigns with health awareness content, service tutorials, community engagement, optimisation of mobile applications, and community events and workshops on BPJS Kesehatan services can increase communication effectiveness. In addition, BPJS Kesehatan should also consider developing additional benefits to augment services and increase participant loyalty. It is also important to empower employees to be effective communicators, enhancing assertive communication skills to support the organisation's overall communication strategy