Implementation of Health Communication in Improving Eye Health Awareness: A Health Belief Model Study at Bakti Etam Eye Hospital, East Kalimantan Province

Limited awareness of preventive eye care and barriers to accessing healthcare services remain significant challenges in East Kalimantan, Indonesia. This study describes health communication practices at Bakti Etam Eye Hospital through the Health Belief Model (HBM). A descriptive qualitative case study involved ten purposively selected informants: three health promotion personnel, three healthcare professionals, and four patients. Data were collected through observation, semi-structured interviews, and document review, then analyzed through data reduction, data display, and conclusion drawing and verification. Health communication was implemented through medical consultations, hospital health promotion programs, community education, and digital media. The six Health Belief Model constructs revealed varied patterns of eye health awareness: perceived susceptibility could emerge before or after symptoms; perceived severity related to anticipated effects on vision and daily activities; perceived benefits were reflected in trust in examinations, treatment, and professional advice; perceived barriers included symptom underestimation, time and financial constraints, difficulties in understanding information, and institutional limitations; cues to action included social media, family, healthcare professionals, and hospital education; and self-efficacy appeared in patients’ reported confidence in maintaining eye health. The findings indicate that communication provides information, guidance, and cues for action, but individuals interpret these messages differently. The hospital should therefore strengthen accessible, interactive, and patient-centered communication that addresses practical barriers and supports preventive eye care.