Marketing Strategy Training to Build Professional Imageat Kadhita House Independent Midwife Practice

Muhammad Rizqi  Syahputra; Masitha Fahmi  Wardhani; Aris Puji  Purwatiningsih; Amalia Nur  Chasanah

doi:10.58222/pccc8569

Authors

Muhammad Rizqi Syahputra Manajemen, Universitas Dian Nuswantoro, Semarang, Indonesia
Masitha Fahmi Wardhani Manajemen, Universitas Dian Nuswantoro, Semarang, Indonesia
Aris Puji Purwatiningsih Manajemen, Universitas Dian Nuswantoro, Semarang, Indonesia
Amalia Nur Chasanah Manajemen, Universitas Dian Nuswantoro, Semarang, Indonesia

DOI:

https://doi.org/10.58222/pccc8569

Keywords:

digital marketing, artificial intelligence, professional image, midwife practice, community service

Abstract

Home-based Independent Midwifery Practices (Bidan Praktik Mandiri/BPM) play an important role in providing accessible maternal and child health services to the community. However, limited digital visibility and an underdeveloped professional image may lead to stagnant patient visits and restrict the reach of services. This community service program aimed to improve digital marketing competencies at BPM Rumah Kadhita, Semarang, through a structured training program focused on strengthening professional image and optimizing social media use. The intervention was conducted in three sessions from January to April 2026 and involved two midwives as participants. The program methods included SWOT-based strategic analysis, workshops on AI-assisted digital content creation, social media management mentoring, and participatory evaluation. The evaluation results showed a 295.6% increase in the average reach per post, accompanied by an increase in the engagement rate from 1.2% to 4.8%. In addition, the average number of monthly patient visits increased by 50%, from 18 to 27 visits. These findings indicate that digital marketing training integrating strategic analysis, content creation skills, and the use of artificial intelligence can enhance digital visibility while strengthening the professional image of independent midwifery practices. This program has the potential to serve as a capacity-building model for independent healthcare practitioners with similar characteristics.

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