Strategy and Management of Social Media Utilization for Dental & Oral Patient Visits at Curug Tangerang Community Health Center

Abstract

This study aims to analyze the strategy of utilizing social media to increase patient visits to dental and oral health services at the Curug Health Center. The approach used is descriptive qualitative with in-depth interview methods, observation, and documentation. Informants consisted of health promotion officers, dental polyclinics, and patients who actively access information through the health center's social media. The results of the study indicate that the promotional strategy carried out has included monthly content scheduling, the use of visual design through the Canva application, and the use of the Instagram and Facebook platforms. However, educational content specifically related to dental health has not been a routine focus. Communication management is carried out across units, but has not been fully structured and documented. Supporting factors for the success of the strategy include support from the leadership and the BLUD budget, while the main obstacles are limited human resources, digital devices, and the absence of a special social media team. The use of social media has been shown to have a positive impact on visiting behavior, as evidenced by increased community interaction through social media and awareness to have dental check-ups. This study also found a gap between digital marketing strategy theory and practice in the field, especially in terms of evaluation and measurement of effectiveness. Therefore, it is necessary to strengthen internal capacity and more professional social media management so that health promotion strategies can run optimally.