Strategi marketing komunikasi klikdokter.com dalam membangun brand equity melalui platfrom TikTok

Farizqy, Farizqy (2024) Strategi marketing komunikasi klikdokter.com dalam membangun brand equity melalui platfrom TikTok. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

KlikDokter, didirikan sejak 2008 sebagai sumber edukasi kesehatan terpercaya, telah berkembang menjadi sebuah platform kesehatan digital yang memberikan akses lebih baik kepada ribuan orang di Indonesia. Dengan menyediakan layanan konsultasi online dari dokter spesialis, pemberian resep yang sesuai, dan alat kesehatan berbasis teknologi, KlikDokter berkomitmen memberikan kemudahan akses kepada layanan kesehatan bagi masyarakat Indonesia. Sejalan dengan tren pergeseran perusahaan kesehatan ke pemasaran online melalui TikTok, penelitian saat ini mengamati strategi pemasaran komunikasi KlikDokter di platform tersebut, dengan fokus memperkuat citra merek dalam konteks bidang kesehatan di Indonesia. Penelitian ini menggunakan Integrated Marketing Communications (IMC) dan didukung oleh Digital Marketing Theory. Sedangkan metode pendekatan yang digunakan yaitu Kualitatif Deskriptif. Data wawancara sebagai data primer dan jurnal yang relevan dari sumber publikasi lain sebagai data sekunder. Hasil penelitian menunjukkan bahwa KlikDokter telah berhasil mengadopsi strategi inovatif dan efektif dalam memanfaatkan platform TikTok, terutama untuk menarik perhatian generasi muda dengan tujuan meningkatkan kesadaran mereka terhadap kesehatan. Dalam industri layanan kesehatan online, KlikDokter membedakan dirinya dengan fokus utama pada edukasi, berbeda dengan pesaing yang cenderung mempromosikan produk atau layanan kesehatan. Keberhasilan mereka dalam mengemas informasi kesehatan secara menarik dan relevan menjadikan KlikDokter mampu bersaing. Meskipun dihadapkan pada beberapa hambatan, seperti respon belum optimal terhadap beberapa video konten dan perbedaan algoritma di platform sosial media, KlikDokter tetap menunjukkan komitmen dalam mengatasi tantangan tersebut dan meningkatkan kesadaran akan kesehatan melalui platform digital. / KlikDokter, established since 2008 as a reliable source of health education, has evolved into a digital health platform providing better access to thousands of people in Indonesia. By offering online consultation services from specialist doctors, appropriate prescription services, and technology-based health tools, KlikDokter is committed to facilitating access to healthcare services for the Indonesian public. In line with the trend of healthcare companies shifting towards online marketing through TikTok, the current research examines KlikDokter's communication marketing strategy on the platform, focusing on strengthening brand image in the context of health in Indonesia. This study utilizes Integrated Marketing Communications (IMC) supported by Digital Marketing Theory, employing a Qualitative Descriptive approach. Primary data is obtained through interviews, while relevant journals from other public sources serve as secondary data. The research findings indicate that KlikDokter has successfully adopted innovative and effective strategies in leveraging the TikTok platform, particularly to capture the attention of the younger generation with the goal of increasing their awareness of health issues. In the online healthcare service industry, KlikDokter sets itself apart by emphasizing education, unlike competitors who tend to promote products or services. Their success in presenting health information attractively and relevantly positions KlikDokter as a strong contender. Despite facing some challenges, such as suboptimal responses to certain video content and differences in algorithms on social media platforms, KlikDokter continues to demonstrate commitment to overcoming these obstacles and enhancing health awareness through digital platforms.

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