<![CDATA[Penelitian ini bertujuan menganalisis strategi penggunaan media sosial dalam pemasaran Rumah Sakit Kamar Medika Mojokerto, termasuk efektivitas, faktor pendukung dan penghambat, serta implikasinya terhadap citra dan pelayanan rumah sakit. Penelitian menggunakan pendekatan kualitatif dengan pengumpulan data melalui wawancara mendalam, observasi, dan dokumentasi. Informan meliputi pihak manajemen, Humas/Marketing, admin media sosial, staf IT dan desain, pasien atau pengunjung, serta pengikut media sosial rumah sakit. Data dianalisis melalui reduksi data, penyajian data, dan penarikan kesimpulan secara tematik. Hasil penelitian menunjukkan bahwa Instagram, Facebook, dan WhatsApp Business dimanfaatkan secara terencana untuk menyampaikan informasi pelayanan, jadwal dokter, promosi, kegiatan rumah sakit, serta edukasi kesehatan. Media sosial juga berfungsi sebagai sarana komunikasi dua arah dan pembentukan citra positif rumah sakit. Efektivitas strategi terlihat dari kemudahan akses informasi, interaksi dengan audiens, dan meningkatnya kesadaran masyarakat terhadap layanan rumah sakit. Namun, efektivitas belum dapat diukur secara kuantitatif karena keterbatasan data analitik media sosial. Penelitian merekomendasikan penguatan perencanaan konten, evaluasi berbasis analytics, dan pengembangan platform digital secara lebih luas. This study aims to analyze the social media usage strategy in the marketing of Kamar Medika Hospital Mojokerto, including its effectiveness, supporting and inhibiting factors, and implications for the hospital’s image and services. This study employed a qualitative approach, with data collected through in-depth interviews, observation, and documentation. The informants included hospital management, Public Relations/Marketing staff, social media administrators, IT and design staff, patients or visitors, and hospital social media followers. Data were analyzed through data reduction, data presentation, and thematic conclusion drawing. The findings indicate that Instagram, Facebook, and WhatsApp Business are strategically utilized to disseminate service information, doctor schedules, promotions, hospital activities, and health education. Social media also serves as a two-way communication channel and contributes to building a positive hospital image. The effectiveness of the strategy is reflected in easier access to information, audience interaction, and increased public awareness of hospital services. However, its effectiveness could not be measured quantitatively due to limited social media analytics data. The study recommends strengthening content planning, implementing analytics-based evaluation, and expanding the use of digital platforms.]]>
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