Media Convergence in Communication and Beauty Clinic Promotion

Abstract

Entering the year of 4.0 industrial revolution in the health sector, health applications, as a sign, emerge in the development of up-to-date technology, including internet technology. In 2018, Good News From Indonesia (GNFI) revealed that Indonesia became the 3rd country after the Philippines and Brazil with an average of 3 hours 23 minutes per day to access social media. Likewise, it may affect the effectiveness of social media use to publicize information widely and quickly. Based on the phenomena and data from GNFI, it is interesting to see how beauty clinics use it to promote their clinic. This article is based on research that utilizes a descriptive qualitative method, with primary and secondary data sources. This research gained the data from informants who worked at a beauty clinic, ElsheSkin. Finally, this article displays the process of media convergence is done in the clinic ElsheSkin promotion through digital media, printed media, and outdoor space. Notwithstanding, the clinic promotion is done through media convergence in communication, the role of digital media for ElsheSkin is greater than with other media. In a nutshell, this research uncovers that ElsheSkin uses digital media more than other media; it can make people who do not familiar with digital media, may have no idea about ElsheSkin.