Assessment of brand awareness and marketing techniques of health services by users of primary health centres in Indonesia

Diansanto Prayoga, Nyoman Anita Damayanti, Syifaul Lailiyah, Jayanti Dian Eka Sari, Muhammad Rifqo Hafidzudin Farid, Setya Haksama

Abstract

Community health centres are of great importance in the context of disease prevention and health promotion. Nevertheless, the number of individuals who utilise health centres for preventive care is significantly lower than those who seek treatment for existing illnesses. The objective of this study was to provide insights into innovative marketing strategies and brand awareness to enhance the utilisation of primary health services. A cross-sectional study was conducted with a randomly selected sample of 249 respondents who visited the health centre in 2023. The results of the survey indicated that the majority 62% of respondents had been informed about the healthy people mall innovation programme by the health centres. The most prevalent method of communication regarding the healthy people mall innovation program was through direct promotion by health centre health workers, as reported by 39% of respondents. This indicates that direct promotion remains a pivotal strategy for introducing the healthy people mall initiative. The healthy people mall plays a crucial role in prompting individuals to prioritize their healthcare services. (

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