The Influence of Digital Health Education Content on Social Media Marketing Effectiveness

Abstract

In the digital era, hospitals are required not only to provide quality healthcare services but also to establish effective digital communication with the community. Social media has become an important marketing and educational platform for healthcare institutions. This study aims to analyze the influence of digital health education content created by hospital public relations on the effectiveness of social media as a marketing tool, with digital health literacy as a moderating variable. This research employed a quantitative cross-sectional design conducted at RSUD Ir. Soekarno Sukoharjo. Data were collected through an online questionnaire distributed to Instagram followers who had interacted with the hospital’s educational content. The study used purposive sampling with a minimum of 100 respondents. Data analysis was conducted using Moderated Regression Analysis (MRA) with SPSS 29 and SmartPLS 4.0. The findings indicate that digital health education content significantly influences social media effectiveness in terms of engagement, brand awareness, reputation, and patient visit intention. Furthermore, digital health literacy strengthens the relationship between educational content and social media effectiveness. Respondents with higher levels of digital health literacy demonstrated stronger engagement and greater trust toward hospital information shared through social media. This study highlights the importance of integrating educational communication and literacy-based segmentation into hospital public relations strategies to improve marketing performance and public trust.