Strategi Community Relations Berbasis Citra Kesehatan Preventif Melalui Komunitas Lari Edelweiss Runners Dalam Mengembangkan Public Engagement Edelweiss Hospital Di Kota Bandung Dan Kabupaten Cianjur
Abstract
Facing intense competition in the healthcare industry, Edelweiss Hospital has optimized its community relations strategy to strengthen public engagement. This step was realized through the formation of the Edelweiss Runners community in Bandung and Cianjur, which serves as a strategic communication channel and a medium for preventive health education for the community. This study uses a qualitative approach with data collection techniques in the form of in-depth interviews with six informants, observation, and documentation. The analysis framework refers to the stages of Community Relations proposed by DeMartinis (2004). The results show that the strategy is implemented through six aspects: identifying the community as a Running lifestyle trend as an educational forum, setting goals through repositioning as a proactive health partner, compiling messages using communicative soft branding, selecting hybrid methods prioritizing face-to-face interaction for emotional closeness, implementing consistent programs, and conducting evaluations based on participation and engagement metrics. This research contributes to enriching Community Relations studies in the health services sector by sharpening the concept of a community based on a healthy lifestyle. Keywords: Community Strategy, Community Relations, Edelweiss Hospital, Public Engagement, Running Community
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