Strategi Humas dalam Meningkatkan Mutu Pelayanan UPTD Rumah Sakit Khusus Mata Provinsi Sumatera Utara

Abstract

Penelitian ini membahas strategi Humas dalam meningkatkan mutu pelayanan di UPTD Rumah Sakit Khusus Mata Provinsi Sumatera Utara. Humas berperan penting dalam menjembatani komunikasi antara rumah sakit dan pasien serta membangun citra positif lembaga. Penelitian ini menggunakan metode kualitatif dengan teknik pengumpulan data melalui wawancara, observasi, dan dokumentasi. Analisis dilakukan berdasarkan empat tahapan strategi Humas menurut Cutlip dan Center: mendefinisikan masalah, perencanaan program, pelaksanaan, dan evaluasi. Hasil penelitian menunjukkan bahwa rumah sakit telah menerapkan berbagai strategi untuk meningkatkan mutu pelayanan, seperti sistem pengaduan pasien, maklumat pelayanan, program 5S (Senyum, Sapa, Salam, Santun, Sopan), survei Indeks Kepuasan Masyarakat (IKM), serta program bakti sosial untuk memperluas akses layanan. Namun, terdapat hambatan dalam pelaksanaannya, seperti kurang efektifnya komunikasi antara tenaga medis dan pasien serta kendala administrasi. Untuk meningkatkan efektivitas strategi Humas, disarankan agar rumah sakit lebih aktif mensosialisasikan sistem pengaduan, meningkatkan keterampilan komunikasi tenaga medis, serta mengoptimalkan media digital sebagai sarana informasi dan edukasi pasien. Evaluasi secara berkala juga penting agar strategi yang dijalankan dapat terus disesuaikan dengan kebutuhan pelayanan. This study examines Public Relations strategies for improving service quality at the Special Eye Hospital of North Sumatra Province. Public Relations plays a crucial role in bridging communication between the hospital and patients and building a positive image of the institution. This study used qualitative methods, collecting data through interviews, observation, and documentation. Analysis was conducted based on the four stages of Public Relations strategy according to Cutlip and Center: defining the problem, program planning, implementation, and evaluation. The results indicate that the hospital has implemented various strategies to improve service quality, such as a patient complaint system, service information, the 5S program (Smile, Greet, Greeting, Courteous, Polite), a Community Satisfaction Index (IKM) survey, and a community service program to expand service access. However, there are obstacles in implementation, such as ineffective communication between medical personnel and patients and administrative challenges. To increase the effectiveness of the Public Relations strategy, it is recommended that the hospital more actively promote the complaint system, improve the communication skills of medical personnel, and optimize digital media as a means of patient information and education. Regular evaluation is also important so that the implemented strategy can be continuously adjusted to meet service needs.