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All Journal Jobmark: Journal of Branding and Marketing Communication
Reghina Elgusia
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Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

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Why does Hospital Social Media Marketing Public Relations Fail? A Close Observation of Brand X in Socializing its MRI Service Benefits Reghina Elgusia
Jobmark: Journal of Branding and Marketing Communication Vol. 5 No. 1 (2023): JOBMARK Vol 5 No 1 (July-December 2023)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i2.199

Abstract

A marketing public relations (MPR) program significantly contributes to service sales, including hospitals. However, the MPR communication carried out by brand X through social media in promoting the benefits of MRI services did not impact new customer acquisition. Sales results show contributions not from social media but from direct sales to potential customers. Why did the X hospital brand MPR program fail? What's wrong? This article investigates the phenomenon of MPR program failure through digital observation methods that are inherent and close to knowing what communicative factors cause program failure. The study also interviewed vital informants behind the program and triangulated them with consumer audiences, especially followers of brand X's social media accounts. This study is essential as a lesson for other brands in implementing effective MPR programs.
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