PENGEMBANGAN KERANGKA STRATEGI PEMASARAN MEDIA SOSIAL UNTUK MENINGKATKAN KESADARAN MEREK PADA LAYANAN KESEHATAN GIGI (STUDI PADA KLINIK GIGI OMNI DI KOTA PALEMBANG)

The growing use of social media provides dental clinics with opportunities to increase audience engagement and strengthen brand awareness. However, extensive digital reach does not necessarily translate into patient conversion. This study aims to analyze social media marketing strategies for building brand awareness and identify challenges in converting audiences into patients at OMNI Dental Clinic in Palembang, Indonesia. A qualitative case study approach was employed, using in-depth interviews with five informants comprising a digital marketing practitioner, clinic personnel, and patients. Data were analyzed through transcription, condensation, categorization, and theme development. The findings identified six major themes: educational content, treatment outcome visualization and patient testimonials, digital interaction, dentist personal branding, patient decision-making journeys based on the AIDA model, and the contribution of social media marketing to brand awareness. These strategies were found to support brand recognition, brand recall, brand image, and trust in the clinic. Nevertheless, converting audiences into patients requires further optimization through retargeting and stronger calls to action. This study provides managerial implications for developing digital marketing strategies that integrate education, trust, engagement, and patient conversion in dental healthcare services