Effectiveness of instagram-based digital marketing in influencing outpatient decision in the BPJS Era: A quasi-experimental study

Master of Hospital Administration, Universitas Muhammadiyah Yogyakarta, Yogyakarta, Indonesia

^* Corresponding author: dhinarretnop@gmail.com

Abstract

Digital marketing has become a strategic tool in modern healthcare, especially for BPJS patients, by enhancing access to information and supporting informed decision-making. Instagram is increasingly used by clinics to promote services and engage patients. This study aims to quantitatively assess the effectiveness of Instagram-based digital marketing in influencing outpatient decision-making at Citra Mulia Clinic using Kotler's 5A model. This study uses a quasi-experimental one-group pretest-posttest design was conducted involving 77 families of pediatric patients. The intervention consisted of Instagram content aligned with the five stages of the customer path. Data were analyzed using the Wilcoxon Signed-Rank Test and Paired Sample T-Test. The intervention significantly improved all five stages of decision-making: awareness (p = 0.002), appeal (p = 0.002), information seeking (p = 0.004), action (p = 0.001), advocacy (p = 0.006), and patient decision (p = 0.000). Visual education, testimonials, and embedded CTA elements were key drivers of engagement and conversion. Instagram-based digital marketing is effective in influencing outpatient decision-making and can enhance trust and responsiveness in BPJS healthcare settings.