Information Technology as Tools of Public Relations Inform in Health Services


Internet usage in Indonesia has jumped from just 2 million in 2000 to 45 million in 2011. The use of communication technology has impacted on all aspects of life in Indonesia, including the marketing of medical services by public and private hospitals. This paper reports on a survey ofthree private hospitals in Surakarta, Indonesia, that have usedfive types of marketing communications including: advertising, personal selling, sales promotions, public relations and direct marketing. One of direct marketing methods used is internet marketing with the development of hospital website. This paper describes ICT used by RSU PKU Muhammadiyah Delanggu in informing the public of its health services.

[1] Alo. Liliweri, 2008. Dasar-Dasar Komunikasi Kesehatan. Yogyakarta: Pustaka Pelajar.

[2] A. K. Kennedy and E. J. Sommerfeldt, “A Postmodern Turn for Social Media Research: Theory and Research Directions for Public Relations Scholarship,” Atlantic Journal of Communication, vol. 23, no. 1, pp. 31–45, 2015.

[3] Daryanto, “Ilmu Komunikasi., Bandung,” PT Sarana Tutorial Nurani Sejahtera, 2010.

[4] Teri Henley Kline, “Integrated Marketing Communications for Local Nonprofit Organizations: Messages in Nonprofit Communications,” Journal of Nonprofit Public Sector Marketing, vol. 9, no. 6, 2001, Issues 1/2, p 179. 6 p. 1 chart, New Orleans.

[5] Iskandar, Metode Penelitian Kualitatif, Gaung Persada, Jakarta, 2009.

[6] M. S. Weber, G. F. Thomas, and K. J. Stephens, “Organizational Disruptions and Triggers for Divergent Sensemaking,” International Journal of Business Communication, vol. 52, no. 1, pp. 68–96, 2015.

[7] S. Rabino, H. R. Moskowitz, K. Paulus, and P. Aarts, “Constructing Communication Strategy: A Three-Country Case Study,” Journal of International Consumer Marketing, vol. 24, no. 4, pp. 232–251, 2012.

[8] R. Avidar, “Israeli public relations and the internet,” Israel Affairs, vol. 17, no. 3, pp. 401–421, 2011.

[9] Selvamany and K. Chia-Hern, 2016. Social Media Use by Public Relations Practitioners In Malaysia: An Exploratory Study. The Journal of Developing Areas. Volume 50 No.5 p.470. Malaysia.

[10] H. B. Sotopo, Metode Penelitian Kualitatif, UNS Press, Surakarta, 2002.

[11] T. M. Smith, S. Gopalakrishna, and R. Chatterjee, “A three-stage model of integrated marketing communications at the marketing-sales interface,” Journal of Marketing Research, vol. 43, no. 4, pp. 564–579, 2006.

[12] W. R. Gombeski Jr., J. Taylor, A. Piccirilli, L. Cundiff, and J. Britt, “Effectively executing a comprehensive marketing communication strategy,” Health Marketing Quarterly, vol. 24, no. 3-4, pp. 97–115, 2008.