Strategi Komunikasi Pemasaran Sosial pada Program Penanganan Tuberkulosis di Dinas Kesehatan Kota Semarang
DOI:
https://doi.org/10.63822/gz36j784Keywords:
Communication Strategy; Marketing Communication; Social Marketing; Health Promotion; Health OfficeAbstract
Tuberculosis (TB) remains one of the leading public health problems in Semarang City. Although the Semarang City Health Office has implemented various control strategies, implementation still faces obstacles such as low community participation in TB screening, suboptimal Active Case Finding (ACF) and use of the Tuberculosis Information System (SITB), low case reporting from private hospitals and clinics, and weak cross-sector coordination and digital integration. This study aims to identify the social marketing communication strategy applied in the TB management program at the Semarang City Health Office during 2022-2024. A qualitative descriptive method with a case study approach and constructivist paradigm was used. Data were obtained through in-depth interviews, observation, and documentation, and analyzed using the Miles and Huberman model; data validity was tested through triangulation of sources, techniques, and time. Findings show that the Health Office implements social marketing through proactive (jemput bola) screening, health education, engagement of cadres and community figures, social media campaigns, cross-sector collaboration, and digital tools such as SEMAR BETUL, Panglima Sudirman, and Rotan Semar. These strategies contributed to an increase in detected cases from 3,749 (2022) to 4,482 (2023), followed by a decline to 3,525 cases (2024) alongside rising treatment adherence, supporting Semarang's TB elimination target by 2028.
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