The Communication Strategy Of Bpjs Kesehatan Bengkulu Branch In Implementing The "Keliling Jemput Bola" Public Service Program Policy

The purpose of this study is to determine and analyze the communication strategy of the Bengkulu Branch of the BPJS Kesehatan in implementing the Mobile BPJS Program as a public service policy to bring access to National Health Insurance (JKN) membership administration services closer to the community, especially those with limited access to BPJS Kesehatan offices. This study uses a qualitative descriptive method with data collection techniques through interviews, observation, and documentation. Data analysis uses the Miles and Huberman model which includes data reduction, data presentation, and drawing conclusions. This study uses the Strategic Communication theory according to Zerfass et al. (2018) which includes eight components, namely Goals, Actors, Stakeholders, Messages, Channels, Context, Effects, and Evaluation. The results show that the communication strategy of the Bengkulu Branch of the BPJS Kesehatan in implementing the Mobile BPJS Program is carried out through setting service objectives, dividing officer roles, involving village governments, community health centers and related agencies, delivering simple messages, and using face-to-face communication, WhatsApp and social media. The implementation of communication is adjusted to the conditions and characteristics of the community in each region. The research also shows that the BPJS Keliling Program facilitates access to administrative services, improves public understanding of JKN membership procedures, and encourages public interaction and participation in obtaining services. A program evaluation was conducted after the program, examining service implementation, field challenges, the level of public participation, public response, and the effectiveness of information delivery. The evaluation results serve as the basis for improving coordination between officers, enhancing service quality, and refining communication strategies for subsequent activities. Based on these research findings, it can be concluded that the BPJS Kesehatan communication strategy in the BPJS Keliling Program not only serves to convey information, but is also part of the implementation of public services that bring service access closer to the community and increase public understanding and participation in JKN services.