<![CDATA[Background: Advances in digital technology have positioned social media, particularly Instagram, as an influential platform for health education. However, the use of social media by hospitals as a health education medium needs to be further explored from the perspectives of both patients and health workers. Purpose: This study aimed to explore the use of Instagram as a health education medium from the perspectives of patients and health workers. Methods: This study employed a descriptive qualitative approach conducted at RSIA Pasutri Bogor from April to June 2025. The informants consisted of 10 patients and 5 health workers, including specialist doctors, nurses, and midwives, selected through purposive sampling. Data were collected through in-depth interviews and observation and were analyzed through data reduction, data presentation, and conclusion drawing. Results: Health education content on the Instagram account of RSIA Pasutri Bogor was perceived as easy to understand by both patients and health workers. Instagram's interactive features facilitated effective two-way communication, while educational content was perceived as having the greatest influence on patients' health-related decisions. Consistency in message delivery, relevance of topics to current health issues, and close collaboration between health professionals and the marketing team emerged as important factors contributing to the effectiveness of health education. Conclusion: Instagram can serve as a strategic medium for hospital-based health education when managed consistently, relevantly, and collaboratively. These findings provide practical recommendations for RSIA Pasutri Bogor to strengthen its digital communication strategies and contribute to the development of social media-based health education practices. Keywords: Health Education; Health Promotion; Instagram; Health Workers; Patients; Social Media. Pendahuluan: Kemajuan teknologi digital telah menjadikan media sosial, khususnya Instagram, sebagai platform yang berpengaruh dalam edukasi kesehatan. Namun, pemanfaatan media sosial oleh rumah sakit masih perlu dikaji dari perspektif pasien dan tenaga kesehatan. Tujuan: Mengeksplorasi pemanfaatan Instagram sebagai media edukasi kesehatan berdasarkan perspektif pasien dan tenaga kesehatan. Metode: Penelitian kualitatif deskriptif yang dilaksanakan di RSIA Pasutri Bogor pada April–Juni 2025. Informan terdiri atas 10 pasien dan 5 tenaga kesehatan yang meliputi dokter spesialis, perawat, dan bidan. Data dikumpulkan melalui wawancara mendalam dan observasi, kemudian dianalisis melalui reduksi data, penyajian data, dan penarikan kesimpulan. Hasil: Konten edukasi kesehatan di Instagram RSIA Pasutri Bogor dinilai mudah dipahami oleh pasien maupun tenaga kesehatan. Fitur interaktif Instagram mendukung komunikasi dua arah yang efektif, sedangkan konten edukatif paling memengaruhi keputusan pasien. Konsistensi penyampaian, relevansi topik dengan isu kesehatan terkini, serta kolaborasi antara tenaga medis dan tim pemasaran menjadi faktor penting dalam keberhasilan edukasi kesehatan. Simpulan: Instagram dapat menjadi media strategis dalam edukasi kesehatan rumah sakit apabila dikelola secara konsisten, relevan, dan kolaboratif. Hasil penelitian diharapkan memberikan rekomendasi praktis bagi RSIA Pasutri Bogor dalam menyempurnakan strategi komunikasi digital, berkontribusi pada peningkatan kesehatan masyarakat, serta memperkaya literatur edukasi kesehatan berbasis media sosial. Kata kunci: Edukasi Kesehatan; Instagram; Media Sosial; Pasien; Tenaga Kesehatan.]]>
