Social Marketing Education: Increasing Public Trust In JKN Services At Permata Bunda General Hospital, Tasikmalaya City

Abstract

Indonesia's National Health Insurance (JKN) program has achieved a participation coverage exceeding 260 million people; however, high enrollment figures have not been matched by proportional levels of patient trust and satisfaction a situation often termed the "JKN paradox." At Permata Bunda General Hospital, this gap manifests as patient confusion regarding referral procedures, perceptions of discrimination between JKN and general patients, and low awareness of administrative rights, collectively fostering a passive and apathetic attitude toward hospital services. This community service program aims to bridge this gap by enhancing trust and procedural understanding among JKN patients through a social marketing education strategy grounded in transparency and two-way dialogue. The intervention was conducted on June 24, 2025, at the Permata Bunda General Hospital Outpatient Clinic, involving 28 participants through three complementary approaches: face-to-face education supported by leaflet, interactive discussion sessions to validate patient grievances, and digital information media to extend reach. Program success was evaluated quantitatively using pre- and post-test knowledge instruments and qualitatively through observed changes in patient attitudes. Results showed a significant increase in the "Good" knowledge category rising from 42.9% to 89.3% while the "Poor" knowledge category was entirely eliminated, dropping from 39.3% to 0%. Beyond numerical gains, participant attitudes shifted from apathy to cooperation, and the activity yielded an officially registered Standard Operating Procedure (SOP) for the JKN service workflow as a sustainable operational outcome. These findings demonstrate that a transparent and empathetic social marketing approach is an effective strategy for rebuilding institutional trust and improving hospital service efficiency.