The Social Health Marketing Mix Model on Social Media and Its Influence on Tuberculosis Case Detection Behaviour

Abstract

Background: Tuberculosis (TB) remains a significant health burden in Indonesia. Despite early detection initiatives, stigma, misinformation, and access barriers persist. Social media presents a promising platform for health promotion, yet its use within a structured social marketing framework for TB remains limited.

Objective of the Study: To explore how the health social marketing mix, such as product, price, place, and promotion, on social media influenced TB case detection behaviour, particularly among young adults.

Methodology: This qualitative study employed semi-structured interviews with eight Instagram followers of TB-related health accounts, and a focus group discussion (FGD) with four health communication professionals selected using a purposive sampling technique. Thematic analysis was applied, guided by the social marketing mix and the Theory of Planned Behaviour.

Results: Four key themes emerged based on the marketing mix (4 Ps) framework, highlighting factors that influenced TB communication and engagement. A Successful product involved emotional and informative content that improved motivation. Price created significant access barriers due to misperceptions about treatment costs and limited internet access. The place relied heavily on social media for broad but uneven access. Finally, Promotion success was driven by utilising culturally resonant formats, such as edutainment, to enhance message receptivity.

Unique Contribution: The study offers a contextualised social health marketing mix model that links digital communication with behavioural intent in TB detection, addressing psychological and structural barriers.

Conclusion: Social media-based health marketing, when aligned with behavioural science and audience needs, can positively influence TB detection behaviours. Integrating this approach into public health campaigns may enhance outreach and facilitate early diagnosis, particularly among digitally active populations.

Key Recommendation: Public health campaigns should utilise a structured social marketing mix on social media, including engaging content, clear messaging about free treatment, broad platform utilisation, and culturally resonant promotion, to enhance TB case detection. Aligning these efforts with behavioural science and community support will strengthen early diagnosis.