E-HEALTH COMMUNICATION ON INSTAGRAM POSTS: CONTENTS ANALYSIS OF ALODOKTER

E-health on Instagram is a new area of health communication study. Alodokter is the number one digital health company in Indonesia with more than 20 million active users every month. As a website-based health tec company and the fastest-growing application in Southeast Asia, Alodokter has an Instagram account (@alodokter_id) with 730 thousand followers. In this paper, the author proposes three formulations of the problem: (a) What type of message is delivered by the health account on Instagram? (b) What type of content gets the most response? (c) How did Alodokter create their Instagram content strategy? The methodology used is qualitative with content analysis techniques. The author analyzes and categorizes 69 Instagram posts (15 August 2019 15 September 2019) from Alodokter. From the selected sample, there were 8 categories of posting themes. Body, Fact & Myth, Nutrition, Reproduction & Pregnancy, Breastfeeding, Growth & Child Development, Health Tips, Q&A. The most-used posting theme is Reproduction & Pregnancy (n = 19). This theme also gets the most comments (136) and likes (3062) in each post. The post and comment section provides opportunities to integrate followers to engage more online and offline. The last finding related to the Alodokter content strategy has a content strategy by creating unique visualizations oriented to storytelling. Alodokter Instagram's account has its own characteristic, namely the use of blue. For users, Alodokter provides the space for openness and ease of communication between patients and doctors.


INTRODUCTION
The Gallen Growth Asia survey reported several trends in the development of health tech services, ranging from categories, funding, to distribution in the Asia Pacific region. Despite experiencing quite good growth throughout 2017, the report revealed, that 2018 is predicted to be the peak of the development of health tech in the Asia Pacific.
With the investment, the value has reached $ 3.3 billion in the first half of 2018 (Yusra, 2018).
The number also places Asia second in terms of the largest ecosystem in terms of the transaction value. Although the value of transactions in 2018 decreased by 32% compared to 2017. Until now China and India still dominate the health tech landscape in Asia (Yusra, 2018). Meanwhile, other countries in Asia that were recorded as the best markets were Singapore (11%), Japan (8%), and Australia (8%). As a hub country in Asia, Singapore continues to show potential as an attractive location for investors. This is due to the clear legal framework governing the funding process, economic stability and incentives provided by the government (Yusra, 2018).

Indonesia as one of the countries in
Asia that have begun to show growth in digital health services. The distribution of health services that is less than optimal opens the potential for health tech to blend with existing  (Yusra, 2018).
Finding references for health is not a simple matter. For certain diseases, the search for the right treatment method can take years.
That's what inspired Alodokter's health startup.
Alodokter is a healthcare application based in

METHODOLOGY OF RESEARCH
The research methodology used on this paper is qualitative with content analysis techniques. Modeling the current study on a study by Stever and Lawson (2013), the author did content analysis to effectively analyze health information in Instagram accounts.
Content analysis is generally used for "sorting messages into different categories according to some set of classification criteria" (Rosenberry & Vicker, 2009, p.42).
In this study, photos and videos posted by Alodokter will be categorized and analyzed.
The study sample will be limited to one month

FINDINGS AND DISCUSSIONS
Technology enables social media to continue to change and become a very   Alodokter posts regularly and consistently. Around 3 photos every day.
Some hashtags are always included in the caption such as "#alodokter" and "#aplikasialodokter". Then other hashtags will be added according to the theme of the post.

Alodokter Instastories and Features
Alodokter has succeeded in becoming one of the number one super health apps in  There is a consideration to use specified colors that intermingled so well with the brand of a business's logo. According to Laura, this would emerge a specific mood toward the business' action (2015). Along with this, similar well-structured brand guidelines are advanced by Alodokter Instagram's account. It has its characteristic, the consistency of blue color's usage. According to Won and Westland (2016), color meaning tends towards two contrasting perspectives; that colors have consistent meanings no matter the context in which the color is applied, or that color meanings change the color is applied in a different context. In means that the color meaning within brand packaging, is a color stimulus that leads as a priority for the brand..   "Pernah mengalami gejala-gejala tersebut? Jika ya, kamu bisa mencoba beberapa cara berikut untuk membantu mengatasinya: -Perbanyak istirahat -Kompres dahi dengan air hangat -Pijat kepala dengan lembut -Minum air putih -Lakukan teknik relaksasi, seperti latihan pernapasan atau meditasi -Mengonsumsi obat pereda nyeri yang dijual bebas di apotek terdekat, misalnya yang mengandung paracetamol atau ibuprofen. Kedua kandungan tersebut dapat membantu meredakan sakit kepala tegang yang kamu rasakan. Kamu juga bisa memilih obat pereda nyeri yang mengandung kombinasi paracetamol dan ibuprofen. Obat pereda nyeri kombinasi ini efektif meredakan sakit kepala tegang yang berat. Waspadai jika sakit kepala tegang terasa berat sampai kamu sama sekali tak bisa beraktivitas, tidak mereda setelah minum obat, atau disertai dengan demam, leher kaku, kejang, pingsan, pandangan kabur, mati rasa, maupun kesulitan bicara. Jika mengalami keluhan-keluhan seperti itu, segera periksakan dirimu ke dokter ya!#alodokter #aplikasialodokter #infok esehatan #hidupsehatalodokter #hidupse hat #sakitkepala"   The basic motivation in providing healthcare through social media should be to educate, stimulate and inform the public about health. This to provoke the followers to be more aware of health issues. Most comments on an Instagram post of Alodokter are neglected by the administrator and followers are interacted towards each other in the unaware situation. Alodokter also has healthcare application system to provide the same information. The aptitude to attend and respond well will do an equilibrium towards both online media followers.
b. Engaging with followers and their conversations by responding to create more opportunities for followers to engage with Alodokter. Observing the Alodokter comment section, authors notified whether there are substantial gaps in responding and posting the information.
c. However, the information exchange and experience shared by the followers. Therefore, the post and comment section provides opportunities to integrate followers to engage more online and offline. The content of the post is about the possibility of infants having experienced the growth spurt, a circumstance whereas marked by weight gain, body length and faster head circumference. Similar interactions with former post are interacted. most comments share familiar experience as parents or colleague's experience.

CONCLUSIONS
The presence of Alodokter since 2014 has significantly changed the axis of Indonesian health services in the provision of medical information from Indonesianlanguage doctors that are easy to understand, accurate, integrated, and accessible to anyone.
The great vision of Alodokter is a platform Instagram account of Alodokter has become popular and has over 730,000 followers because it offers information that is specific and appropriate to its target audience.
Communities need practical health information.
Pictures and videos show more practicality in explaining the questionable health information of the text needed interpretation. However, the information exchange and experience shared by the followers. Therefore, the post and comment section provides opportunities to integrate followers to engage more online and offline.
One limitation of this study is that it is focused solely on Alodokter, so the findings cannot be generalized to all health tech's Instagram accounts. To make comparisons and get a more complete picture of social media and e-health in Indonesia, further research is needed. To support textual analysis, the next research will need transcript data from Alodokter and the audience.