Proposed Marketing Strategy to Increase the Awareness of Bulan Imunisasi Anak Nasional (BIAN) in Bandung City

Bulan Imunisasi Anak Nasional or BIAN is an Health Ministry of Republic Indonesia program that aims to enhance the children’s health by immunize them with a mass Complete Immunization and Follow-Up in especially for children did not have yet since pandemic 2020. Bandung City which included West Java Province has lowest coverage among other City/Districts Java. This research aimed figure out what factors affected low analyze situation regarding field report implementation phase how solve it applying better strategies upcoming events. The analysis was conducted are External Internal Analysis find related issue. In Analysis, author uses Customer Stakeholder PESTEL indicate any external Immunization. Tangible Intangible Interview Data from stakeholders hold event. There several findings Advertisement Public Relation became strong factor main issue because awareness target audience. From analyses findings, there four proposed increase audience participate event immunization City. first one improvement strategy needs be more organized comprehensive parties. second strategy, social media activation Advocacy Advertisement. third collaboration brands family image sector. fourth initiation having Key Opinion (KOL) as face academic recommendation, next should consider current their towards immunization.