Observation of Social Media Communication Strategies in Hospitals in Indonesia

Social media has become an important communication channel for hospitals to disseminate health information, build institutional image, and engage with patients and the public. However, limited understanding remains regarding how private hospitals in Indonesia utilize social media platforms and how different communication approaches relate to audience engagement. This study aims to analyze the social media communication strategies of private hospitals in Indonesia by examining platform distribution, posting frequency, content types, and engagement levels. A descriptive quantitative approach was employed through systematic observation of the official social media accounts of three private hospitals: Eka Hospital Cibubur, RS Permata Cibubur, and RS Permata Serdang, over a 14-day observation period. Data were collected from YouTube, Instagram, Facebook, TikTok, and X (Twitter) and analyzed using content analysis and descriptive statistics. The results showed differences in communication strategies among the hospitals. Eka Hospital Cibubur achieved the highest engagement rate (1.24%) and demonstrated a greater use of storytelling content. RS Permata Cibubur emphasized brand-awareness content and recorded a lower engagement rate (0.36%), while RS Permata Serdang demonstrated relatively greater use of interactive content despite lower posting activity. Overall, health-product and general content were the dominant categories, while storytelling and interactive content showed potential for generating audience engagement. These findings indicate that hospital social media communication effectiveness is not determined solely by follower size, but also by content quality, relevance, and interactivity. The findings provide practical insights for developing more effective and patient-centered digital communication strategies among private hospitals.