HEALTH ADVERTISING ON INSTAGRAM: IS IT EFFECTIVE WHILE FOLLOWING ETHICAL GUIDELINES?
Background: Given the popularity of digital marketing in business today, every hospital can start utilizing it by establishing a social media account. Instagram is a social media platform that focuses on photographs. The AISAS (Attention, Interest, Search, Action, and Share) model can be used to assess the efficacy of marketing communications. Regardless, there are issues regarding legal and ethical issues. Therefore, a question emerges: How can health advertisements be effective while following ethical guidelines?
Aims: The purpose of this research is to analyze the content of healthcare advertisements on Instagram
Methods: This study uses the quantitative descriptive content analysis method. The samples are Instagram advertisements for health services. Search them using the hashtags (#) #dokterjogja, #klinikjogja, #klinikyogyakarta, and #rumahsakitjogja. Using convenience sampling, the researcher randomly scrolls and stops on Instagram. The data were assessed by two coders using a checklist to ensure objectivity. The checklist contains three indicators, in this case, the AIA (Attention, Interest, Action) indicator, and the other indicators were obtained from the Regulation of the Minister of Health of the Republic of Indonesia (PERMENKES) number 1787 of 2010
Results: The highest score of the AIA (Attention, Interest, Action) indicator is 12, and there are a total of 34 advertisements (coder 1), and 84 advertisements (coder 2) violate The Regulation of the Minister of Health (PERMENKES) No.1787/2010
Conclusion: This study finds that effective advertising is almost certain to violate the regulation. An educational health information advertisement that introduces the services provided is a good way to promote healthcare providers while remaining ethical.
Keywords: advertising, AISAS, ethics, health, social media
Introduction
Given the popularity of digital marketing in business and on the market today, every hospital can start utilizing it for all of its operations, including promoting health and marketing its best products. This can be done through various techniques, including creating websites, social media accounts, and eye-catching infographics to raise public awareness of the social media being used and encourage their effective use. In the digital marketing world, every company's ability to manage web pages, e- mail, and social media is now indispensable. Every hospital must have experts in the field of IT to advertise hospital products online without going against medical ethics(Prasetyo & Sulistiadi, 2019). Social media is increasingly utilized as an innovative marketing method due to its substantial influence and special benefits that are not present in traditional marketing approaches. These advantages include the ability to engage in interactive dialogue with clients on an individual basis, to reach a wider audience, to enhance cost- effectiveness, and to facilitate expeditiousness. It allows companies to contact more customers and have better, more targeted interactions with them(Snyman & Visser, 2014);(Talpau, 2014). Promotions run on social media will boost a product’s or company's brand exposure because of the expanding selection of possibilities available there(Schivinski & Dabrowski, 2015).
Instagram is a popular social media platform that prioritises sharing visual content, allowing users to efficiently learn information through photographs and images. As a result, marketers may interact with people regardless of their language or country(Park & Namkung, 2022). Instagram has proven to be an excellent tool for promotional purposes, facilitating the acquisition of new patients and the maintenance of existing ones(Marliani & Achadi, 2019). In the Internet era, where anyone can easily access information, we have seen a huge increase in what we call "active contact with information." Here, consumers voluntarily dig deeper and share intriguing information they have discovered with others whenever they notice a product, service, or advertisement. The emotional undertones of user- generated content and information about the epidemic on social media can reveal patterns of emotional dispositions during public health emergencies. Social networking can influence decision-making behaviour, increasing the risk of misinformation, conspiracy theories, stigma, violence, and religious-cultural sentiment damage. Overuse of social media has been linked to mental health issues, including fear of missing out (FOMO), cyberbullying, sleep disruption, stress, depression, and false prestige. Additionally, offending people and defaming their relationships can arise. Medical communication on social media can be challenging due to compliance, trust, and patient privacy concerns, negatively impacting doctor-patient relationships(Kanchan & Gaidhane, 2023).
Social media marketing incorporates digital innovations into the health profession, resulting in mutual benefits for both the profession and the public. Before publishing healthcare advertisements on Instagram, it is advisable to adopt an educational approach that takes into account both marketing effectiveness and ethical considerations(Analisa & Setyonugroho, 2022). The AISAS (Attention, Interest, Search, Action, and Share) model can be used to assess the efficacy of marketing communications. The model is a fundamental framework for making decisions about promotional efforts. AIDMA, a model consisting of Attention, Interest, Desire, Memory, and Action, has been replaced by the AISAS model. Developed by the Dentsu Way, a Japanese company, AISAS defines the sequential stages of consumer behaviour in the internet and digital transformation era(Sugiyama & Andree, 2011).
Regardless, there are several issues to address, including legal and ethical issues(Mahapatra & , 2019). Ethics on health advertising in Indonesia is stipulated by the Regulation of the Minister of Health of the Republic of Indonesia(PERMENKES) number 1787 of 2010 about Advertising and Publication of Health Services. There are also some debates about advertising involving doctors. The public have the right to get information about the competence of the physician, as well as address false health information. However, although doctors provide medical services, their major objective is to provide help. Therefore, the medical profession's social context should not focus on profit business competition(Prawiroharjo & Meilia, 2017).
Therefore, a question emerges: How can advertisements for health services achieve effective marketing while following professional ethics? This topic has not yet been explored in general. Hence, the objective of this study is to examine the content of health service advertising posted on Instagram by healthcare providers to ascertain effective strategies for promoting ethical healthcare providers.
Method
This study does not need ethical approval because it uses public data, so it does not require ethical clearance(Rab & , 2008). This study uses the quantitative descriptive content analysis method. Descriptive content analysis is a systematic scientific approach that assesses the content and the dissemination of a message and information in various media(Kim, 2019).
The study employed certain criteria for inclusion, which entailed selecting healthcare advertisements sourced from the Instagram accounts of physicians, clinics, or hospitals in Yogyakarta. These advertisements had to be in the form of photographs accompanied by a caption and were uploaded throughout the timeframe from 2020 to the 1stof June 2023. The exclusion was the posts in the form of videos and if the clinics or hospitals are not in Yogyakarta.
The study sample was an Instagram advertisement related to health services, discovered through a systematic search employing the use of a specific hashtag (#) #dokterjogja, #klinikjogja, #klinikyogyakarta and #rumahsakitjogja, which generated 35,860 posts. The technique used in the sampling methodology was convenience
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