The Persuasive Communication Strategy to Increase the Use of MySiloam Application (Outpatient Patients) at Siloam Hospital Bali

Abstract

Communication plays an important role in conveying information and influencing people’s attitudes and behavior, including in healthcare services. Siloam Hospital Bali seeks to improve the quality of outpatient services through the use of the MySiloam application, which facilitates access to health information and appointment registration. However, not all patients immediately understand the benefits and how to use the application, so an appropriate persuasive communication strategy is required. This study aims to examine the persuasive communication strategies implemented by Siloam Hospital Bali in increasing the use of the MySiloam application. The research employs a qualitative method with an exploratory approach. Data were collected through observation, in-depth interviews, documentation, and literature review, and analyzed through data reduction, data display, and conclusion drawing. The results show that persuasive communication strategies are carried out through an interactive negotiation approach between hospital staff and patients. Messages are delivered directly using a friendly and communicative approach, supported by offline media such as brochures and digital media such as WhatsApp and Instagram. Patients’ reception of the message is divided into two types: dominant-hegemonic and negotiated. Some patients directly adopt and use the application, while others understand the message but adjust its use based on personal considerations. These findings indicate that persuasive communication plays a significant role in improving patients’ understanding and interest in using the MySiloam application.