The Influence of Educational Content, Podcasts, and Patient Testimonials on Instagram on Generation Z's Treatment-Seeking Interest at M Hospital Jakarta
DOI:
https://doi.org/10.47747/ijmhrr.v7i1.3349Keywords:
educational content, podcast, patient testimonials, treatment interest, generation zAbstract
This study examines the influence of educational content, podcasts, and patient testimonials on Instagram on Generation Z's willingness to seek treatment at M Hospital Jakarta. The research employs a quantitative approach with a survey method involving 125 Generation Z respondents who actively use Instagram, selected through simple random sampling. Data were collected using validated and reliable questionnaires containing indicators for educational content, podcasts, patient testimonials, and treatment interest variables. Multiple linear regression analysis was used to determine the effect of each variable on treatment interest. The findings reveal that all three variables educational content, podcasts, and patient testimonials significantly influence Generation Z's interest in seeking treatment at M Hospital Jakarta. Educational content demonstrates a positive and significant effect (coefficient 0.298, p < 0.05), podcasts show a positive and significant impact (coefficient 0.352, p < 0.05), and patient testimonials exhibit a positive and significant influence (coefficient 0.287, p < 0.05). Simultaneously, these three variables account for 69.1% of the variance in treatment interest (R² = 0.691, F = 89.941, p < 0.001). These results indicate that health-related content designed attractively and educatively on social media, particularly Instagram, can enhance Generation Z's trust and motivation to utilize healthcare services, while strengthening hospital promotional strategies. This research provides valuable implications for hospitals in designing appropriate and effective social media-based promotional strategies to reach younger generations. Through engaging and educational content, podcasts, and patient testimonials, hospitals can increase treatment interest and build a positive image among Generation Z, who are increasingly active in the digital media landscape
References
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195
Bonini, T., & Stocchi, D. (2023). Podcast and participatory culture in the platform society. Social Media + Society, 9(1). https://doi.org/10.1177/20563051231151133
BrightLocal. (2021). Local consumer review survey 2021. https://www.brightlocal.com
Chen, Y., Wang, Q., & Xie, J. (2023). The impact of online reviews on consumer purchase intentions in healthcare services. Health Marketing Quarterly, 40(2), 156–173. https://doi.org/10.1080/07359683.2023.1234567
Content Marketing Institute. (2021). Content marketing trends report 2021.
Kim, J., Park, H., & Lee, M. (2022). The impact of detailed online reviews on healthcare service selection. Health Communication, 37(8), 1023–1038. https://doi.org/10.1080/10410236.2021.1876814
Kurolov, M. O. (2022). A systematic mapping study of using digital marketing technologies in health care: The state of the art of digital healthcare marketing. In Proceedings of the 6th International Conference on Future Networks & Distributed Systems (pp. 318–323). ACM. https://doi.org/10.1145/3584202.3584248
Nielsen. (2021). Podcasting today: How brands and advertisers can reach audiences through podcast advertising. https://www.nielsen.com/insights/report/2021/podcasting-today-2/
Pasaribu, S. B., Novitasari, D., Goestjahjanti, F. S., & Hendratono, T. (2022). The impact and challenges of digital marketing in the health care industry during the digital era and the COVID-19 pandemic. Frontiers in Public Health, 10, Article 969523. https://doi.org/10.3389/fpubh.2022.969523
Pew Research Center. (2021). Social media use in 2021. https://www.pewresearch.org
Podcast Insights. (2023). Podcast statistics 2023. https://www.podcastinsights.com
Smith, A. (2020). Educational content and knowledge transfer in digital environments. Journal of Educational Technology, 35(2), 178–195. https://doi.org/10.1080/1475939X.2020.1234567
Sprout Social. (2021). The Sprout Social Index 2021. https://sproutsocial.com
Statista. (2023). Instagram users in Indonesia 2023. https://www.statista.com
Yao, J., & Ota, T. (2024). A new interpretation of the AISAS model: An empirical analysis of Chinese consumers' perceptions of the food traceability system for aquatic and edible bird's nest products. International Journal on Food System Dynamics, 15(2), 151–168. https://doi.org/10.22004/ag.econ.346735
Zhi-Wang, L., Chen, Y., & Zhang, Q. (2018). Digital marketing performance and patient decision-making in healthcare. International Journal of Healthcare Management, 11(3), 189–203. https://doi.org/10.1080/20479700.2017.1304323
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Maria Theresia Pinsasia, Rian Andriani, Didin Syarifuddin
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyrights
Copyright for this article is retained by the author(s), with first publication rights granted to the journal.
This is an open-access article distributed under the terms and conditions of the Creative Commons Attribution license (http://creativecommons.org/licenses/by/4.0/)
![http://creativecommons.org/licenses/by/4.0/](https://journal.jis-institute.org/index.php/ijbmer/management/settings/<a rel="license" href="http:/creativecommons.org/licenses/by/4.0/"><img alt="Creative Commons License" style="border-width:0" src="https:/i.creativecommons.org/l/by/4.0/88x31.png" /></a><br />This work is licensed under a <a rel="license" href="http:/creativecommons.org/licenses/by/4.0/">Creative Commons Attribution 4.0 International License</a>.){kind=link}