This non-thesis project was conducted according to the needs and preferences of the case company, Abdi Waluyo, a private tertiary hospital in Central Jakarta, Indonesia. The company’s interest is to promote its business and acquire new customers outside its niche which is the younger generation, using both traditional and online marketing campaigns. The objective of the project was to create an integrated marketing communications plan for the case company. The theoretical framework covers areas such as healthcare marketing, consumer behaviors, branding, and promotional mix. Both quantitative and qualitative data in the form of survey and interviews were done to gather information about the business and its future perspectives. The project focused on planning the strategic integrated marketing communication to strengthen the Abdi Waluyo brand using SOSTAC model by PR Smith. In order for Abdi Waluyo to achieve its goal to be on top of mind of consumers as a well-known hospital brand thatoffers the most advanced imaging equipment and delivers a comprehensive range of acute services, including treating patients with emergency and specialist care needs.The project’s results show main strengths and weaknesses of the RS Abdi Waluyo, as well as which marketing efforts and methods should be utilized to maintain sustainability in this highly competitive business environment. Some of the campaigns were launched during the course of this project planning and some have already yielded positive results. All rights to make decisions are left tothe case company. According to the outcomes of this research, the creation of a strong brand positioning will clearly define the brand by indicating the differentiating elements in the context of the target group's needs and expectations as well as the competition and delivering the key message to target market using integrated marketing communication. Through continued public relations, improved social media and web initiatives, Abdi Waluyo will further enhance its image and be recognized as one of the top hospital brands in Indonesia.

Keywords: healthcare, hospital, brand positioning ,marketing communication mix healthcare marketing, integrated marketing communicationLSP