COMMUNICATION STRATEGIES OF KARYA MEDIKA II HOSPITAL AFTER FAKE VACCINES CRISIS

Abstract

Health Ministry of Indonesia announced 14 hospitals which allegedly used fake vaccines, including Karya Medika II Hospital, Tambun, West Java. The research objective was to investigate the communication strategies that had been applied by Karya Medika II Hospital after fake vaccines crisis. This research employed qualitative methodology with case study approach. The data were collected through in-depth interviews and observation. The research result demonstrated a deep understanding about proactive and reactive communication strategies that had been used by Marketing Public Relations (MPR) division of Karya Medika II Hospital. This hospital increased organizational performance by programming public relations training and improving quality of services. Furthermore, the research revealed that the hospital implemented various events, established new and maintained current cooperation with companies. The hospital also communicated transparently to the parents of patients as the key public through press conference.