AUDIENCE ENGAGEMENT, CONTENT MARKETING, DIGITAL MARKETING STRATEGY, HEALTHCARE INDUSTRY, INSTAGRAM, ULTRA MEDICA KEDIRI

• Main Author: Putri Valentina, Nabila
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83821
• Institution: Institut Teknologi Bandung

The rise of digital health solutions in Indonesia, particularly through social media platforms like Instagram, has become increasingly crucial in marketing strategies, especially for reaching young, tech-savvy consumers. This study evaluates Ultra Medica Kediri's Instagram strategy, which aims to raise public awareness, build relationships with patients, and enhance its image as a trusted healthcare provider. Despite challenges such as inconsistent posting schedules and rapid technological advancements, Ultra Medica Kediri plans to optimize the use of Instagram features and diversify content to boost audience engagement. A SWOT analysis reveals opportunities in leveraging AI for innovative content, while market surveys highlight audience preferences for educational, interactive, and entertaining content. In conclusion, to enhance marketing effectiveness, Ultra Medica Kediri needs to pay closer attention to audience preferences and make the most of Instagram's features.