DEVELOPING INSTAGRAM MARKETING STRATEGY FOR SEMUDAH HEALTH

• Main Author: Hanarif Puspita, Latifah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85717
• Institution: Institut Teknologi Bandung

This research explores the Instagram marketing strategies of Semudah Health as an early-stage healthcare startup that currently developing its product, NIRGOMO, a non-invasive glucose meter to solve the problem of people with diabetes in monitoring their blood glucose levels. A time-consuming and complex permit administration process is one of the biggest threats in launching the product. Despite the industry's inherent challenges, Semudah Health leverages Instagram as its primary marketing platform to gather potential customers. Yet it has issues with its ineffective Instagram content due to a lack of content plan along with the company's internal battle. With this condition, an Instagram content plan and organizational re-alignment should be developed by using problem-solving methods to evaluate external and internal factors that affect Semudah Health's Instagram marketing strategy, which is included in the SWOT analysis and summarizing the findings as root cause analysis. The structural analysis results will be the basis for constructing alternative business solutions, implementation, and action plans for Semudah Health's Instagram marketing content. Further implications of this study include performance growth in terms of engagement rate, interactive content, and brand awareness.