This research aims to how Mitra Keluarga and Siloam Hospital conduct their PKRS program through contents on their Instagram feed. This research uses a qualitative approach based on the conceptual framework of 4 level of PKRS program which regulate on how the hospital should conduct their promotion. The main conclusion of this research is both Mitra Keluarga and Siloam Hospital has conducted PKRS program on their Instagram feeds by incooperating PKRS levels on most of their contents. But they also added some promotive element on the contents to promote their hospital as part of their branding.

Keywords: Content Analysis, Hospital, Instagram, Content, PKRS, Promotions, Marketing Communication