ANALISIS PENERAPAN STRATEGI KOMUNIKASI VIRAL MARKETING PADA INSTAGRAM VENA WASIR CENTER

Abstract

The current development of the digital era has created phenomena and shifts in various fields, including marketing communication strategies. One of the evolving and popular marketing communication strategies today is viral marketing. Viral marketing is a marketing strategy that utilizes digital media to rapidly and widely spread messages through social networks. In this strategy, companies create engaging and entertaining content, which encourages consumers to share the content with their friends on social media. As one of the healthcare clinics in Jakarta, Vena Wasir Center, which focuses on treating hemorrhoids, fistula, fissures, abscesses, condylomas, and anorectal disorders, recognizes the importance of this phenomenon. According to data from the Ministry of Health in 2022, the number of people suffering from hemorrhoids in Indonesia reached 20 million. Despite the significant number of patients, many are not aware of or do not understand this condition because it is still considered a taboo and embarrassing disease, causing sufferers to choose to conceal and ignore it. Vena Wasir Center realizes that to reach its target market, a different marketing communication strategy is needed, one that can reach the entire population. This study aims to identify and analyze the viral marketing communication strategy employed by Vena Wasir Center on Instagram.

Keywords : Instagram, Communication Marketing Strategy, Vena Wasir Center, Viral Marketing.