In the current digital era, social media has become one of the main tools for disseminating information, including health-related information. This research aims to gain an in-depth understanding of how the Instagram account @IndonesianMedicalCenter utilizes digital media to invite people to get involved in health seminar activities. The focus of this research is to identify the digital communication strategies used, the techniques and approaches applied, and evaluate their effectiveness in increasing community participation. This research uses a qualitative method with a case study approach. Primary data was obtained through in-depth interviews with the owner of the Instagram account @IndonesianMedicalCenter, Diewinny Septalia Dale as well as members of the marketing team, Jamal and Syifa. Secondary data was collected through analysis of content posted on the Instagram account. Triangulation techniques are used to ensure the validity of the data obtained. The research results show that the digital communication strategy implemented by the @IndonesianMedicalCenter Instagram account involves the use of attractive visual content, relevant hashtags, and collaboration with health influencers. Active interaction with the audience through comments and direct messages, as well as performance evaluation through Instagram metric analysis, has proven effective in increasing health seminar participation. The techniques and approaches used include professional graphic design, a personal approach through interactive features, and adaptation to the latest digital trends.

Digital communication strategy, Instagram, health seminar participation, social media, health promotion.