Abstract
E-health on Instagram is a new area of health communication study. Alodokter is the number one digital health company in Indonesia with more than 20 million active users every month. As a website-based health tec company and the fastest-growing application in Southeast Asia, Alodokter has an Instagram account (@alodokter_id) with 730 thousand followers. In this paper, the author proposes three formulations of the problem: (a) What type of message is delivered by the health account on Instagram? (b) What type of content gets the most response? (c) How did Alodokter create their Instagram content strategy? The methodology used is qualitative with content analysis techniques. The author analyzes and categorizes 69 Instagram posts (15 August 2019 - 15 September 2019) from Alodokter. From the selected sample, there were 8 categories of posting themes. Body, Fact & Myth, Nutrition, Reproduction & Pregnancy, Breastfeeding, Growth & Child Development, Health Tips, Q&A. The most-used posting theme is Reproduction & Pregnancy (n = 19). This theme also gets the most comments (136) and likes (3062) in each post. The post and comment section provides opportunities to integrate followers to engage more online and offline. The last finding related to the Alodokter content strategy has a content strategy by creating unique visualizations oriented to storytelling. Alodokter Instagram's account has its own characteristic, namely the use of blue. For users, Alodokter provides the space for openness and ease of communication between patients and doctors.
Highlights
The Gallen Growth Asia survey reported several trends in the development of health tech services, ranging from categories, funding, to distribution in the Asia Pacific region
Alodokter is a healthcare application based in Indonesia that connects patients with doctors digitally
Instagram tends to be used primarily by hospitals such as NewYork-Presbyterian Hospital, which are linked to their Facebook accounts and provide a more personal and intimate connection to the facility (Dewan, Luo, Lorenzi, Ed. 2015, p.187)
Summary
The Gallen Growth Asia survey reported several trends in the development of health tech services, ranging from categories, funding, to distribution in the Asia Pacific region. Despite experiencing quite good growth throughout 2017, the report revealed, that 2018 is predicted to be the peak of the development of health tech in the Asia Pacific. Until now China and India still dominate the health tech landscape in Asia (Yusra, 2018). As a hub country in Asia, Singapore continues to show potential as an attractive location for investors. This is due to the clear legal framework governing the funding process, economic stability and incentives provided by the government (Yusra, 2018)
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