Abstract :

Bulan Imunisasi Anak Nasional or BIAN is an Health Ministry of Republic Indonesia program that aims to enhance the children’s health by immunize them with a mass Complete Immunization and Follow-Up Immunization in Indonesia especially for the children that did not have immunize yet since the pandemic in 2020. Bandung City which is included in West Java Province has the lowest coverage of BIAN Immunization among the other City/Districts in West Java.

This research is aimed to figure out what factors affected the low coverage of BIAN Immunization in Bandung City and analyze the situation regarding the field report in the implementation phase and how to solve it by applying better strategies in upcoming BIAN events. The analysis that was conducted are External and Internal Analysis to find what factors that related to the issue. In the External Analysis, the author uses Customer Analysis, Stakeholder Analysis, and PESTEL Analysis to indicate any external factors that affected the low coverage of BIAN Immunization. In the Internal Analysis, the author uses Tangible Analysis, Intangible Analysis, and Interview Data from stakeholders that hold the event. There are several findings in External and Internal Analysis especially in Advertisement and Public Relation became the strong factor that affected the main issue because of low awareness of the target audience. From several analyses and the findings, there are four proposed strategies to increase the awareness of the target audience to participate in the event to enhance the coverage of the immunization in Bandung City. The first one is improvement in Public Relation strategy that needs to be more organized and comprehensive especially with external parties. The second strategy is improvement in Advertisement strategy, especially in social media activation and Advocacy Advertisement. The third strategy is collaboration with brands that have a strong family image in the health sector. The fourth strategy is initiation in having Key Opinion (KOL) as the face of BIAN in Bandung City. In academic recommendation, the next author should consider the current situation of the target audience especially in their awareness towards the event and the current coverage of the immunization.

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Keywords :

awareness, External Analysis, Immunization, Internal Analysis, Promotional Mix

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