Personalize Consumer Needs in Digital Marketing to Attract Medical Technology Awareness

Abstract

As an information technology company for health facilities, in building information and expanding reach to the target market through Instagram social media, this medical technology company carries out social media activities that can be seen through content posts that have been designed with variety and as attractive as possible according to the predetermined brand image. Instagram content is certainly tailored to the company's target market, and according to the marketing carried out by B2B companies. Here medical technology companies for their target market are health facility owners, or health facility managers. By using the concept of four pillars of social media strategy proposed by Lon Safko and David K. Brake in their book entitled The Social Media Bible: Tactics, Tools & Strategies For Business Success, where the four pillars of content contain entertainment, collaboration content, educational content, and information content. This study aims to test the position of customer needs and content suitability whether it has an effect on increasing brand awareness. This was done by surveying 65 respondents who had experience receiving digital advertisements. With the urgency to change the approach to ensure that the content presented is more in line with customer needs and can increase brand awareness.