Implementasi dan Tantangan Promosi Kesehatan Rumah Sakit di RS Gunung Maria Tomohon: Studi Deskriptif
Abstract
Promosi Kesehatan Rumah Sakit (PKRS) merupakan komponen strategis dalam peningkatan mutu pelayanan dan pemberdayaan pasien, namun implementasinya di rumah sakit daerah masih menghadapi berbagai tantangan. Penelitian ini bertujuan untuk menganalisis penerapan, hambatan, serta strategi pengembangan PKRS di RS Gunung Maria Tomohon. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik wawancara mendalam dan observasi langsung. Informan dipilih secara purposive, meliputi manajemen rumah sakit, pengelola PKRS, tim pemasaran, dan pasien. Data dianalisis menggunakan analisis tematik berbasis model interaktif Miles dan Huberman dengan bantuan perangkat lunak NVivo. Hasil penelitian mengidentifikasi empat tema utama, yaitu: kesenjangan antara komitmen kebijakan dan pelaksanaan operasional, mekanisme adaptasi melalui kolaborasi lintas fungsi, efektivitas strategi komunikasi hibrida (media digital, cetak, dan tatap muka), serta dampak edukasi terhadap peningkatan pengetahuan dan penurunan kecemasan pasien. Temuan menunjukkan bahwa meskipun PKRS menghadapi keterbatasan sumber daya manusia, kolaborasi antarunit mampu menjaga keberlangsungan dan efektivitas program. Penelitian ini menyimpulkan bahwa penguatan struktur PKRS, peningkatan kualitas sumber daya manusia, dan formalisasi kolaborasi lintas fungsi diperlukan untuk mengoptimalkan peran PKRS dalam mendukung pelayanan kesehatan yang berorientasi promotif dan preventif.
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