Strategi Komunikasi Pada Screening Pasien Katarak

Abstract

Communication strategy is very important in carrying out promotional activities of a company in achieving certain goals.. The purpose of this research is to see how the communication strategy is carried out by the Klinik Mata KMU Lamongan in carrying out promotional activities, namely screening cataract patients. Health promotion is a combination of various kinds of support both education, organization, policy, and legislation for environmental change. The research method applied is a qualitative descriptive research method. While data collection techniques through observation techniques, in-depth interviews and documentation. Research findings show that the communication strategy implemented by the Klinik Mata KMU Lamongan in screening cataract patients is; determining the audience, determining the message, determining the method, selecting and applying the media, supporting factors including the Klinik Mata KMU Lamongan, one of the pioneers of eye health centers equipped with the Phacoemulsification cataract surgery technique, the Klinik Mata KMU Lamongan managed to establish good communication with the FKTP (Health Facility First Level) related, Has collaborated with BPJS Health in their health services, as well as inhibiting factors, including environmental and time factors, patient's fear of performing cataract surgery, Threat Factors, as well as carrying out several forms of communication, namely interpersonal communication, public communication, and mass communication. Based on the research findings, it was concluded that the communication strategy of the Klinik Mata KMU Lamongan in screening cataract patients went quite well, and was able to inform cataract screening participants so that it could be understood and accepted by all groups.