<![CDATA[The growth of social media, particularly Instagram, has positioned the platform as a strategic medium for healthcare organizations to build brand awareness through well-planned and consistent content. This study aims to describe the planning and production strategy of Instagram feed content on the @sabipharma.apotek account in building brand awareness, as well as to identify the challenges encountered throughout the process. This research employs a qualitative descriptive approach using a case study method, conducted at Apotek Sabi Pharma, East Jakarta branch, from January 26 to May 10, 2026. Data were collected through observation, active participation, interviews with three informants, and literature review, and were analyzed using the Miles and Huberman interactive model with source triangulation as a data validity technique. The findings indicate that content planning was carried out through trend-based ideation and owner direction, supported by the implementation of content pillars and a consistent publication schedule. Content production involves graphic design with consistent visual elements to strengthen brand identity, along with health information validation by a pharmacist to ensure credibility. Content evaluation shows follower growth from 305 to 358 as an early indicator of growing brand awareness. Challenges include limited content ideas, validation complexity, and design adjustments. Overall, the content strategy contributed to building brand awareness from the brand recognition stage toward brand recall]]>
