Humanistic Marketing in Home Care Services: Evaluation of a National Seminar and Community Health Screening on Hypertension and Diabetic Foot Care

Abstract

This study evaluates the implementation of the 2025 National Seminar and Community Health Service Program on hypertension, diabetic foot care, and humanistic marketing in home care services, held at Institut Bisnis dan Multimedia asmi, Jakarta. A descriptive-evaluative design was applied using program administrative records, attendance data, health-screening records, participant evaluations from the Ministry of Health learning management system, and inter-institutional coordination scores. The seminar involved 287 participants, consisting of 238 online and 49 onsite participants, while the community service component reached 70 beneficiaries. Of 287 seminar participants, 195 submitted evaluations. The facilitator, module, and organizer received mean scores of 4.55, 4.53, and 4.51 out of 5, respectively. Operationally, the program met 100% of its targets for the number of speakers and implementation time, but reached only 57.4% of the overall seminar-participant target and 46.7% of the community-service beneficiary target. Community screening identified elevated blood-pressure readings in 17 of 70 participants, elevated random blood glucose in 4 of 60, high cholesterol in 3 of 52, and high uric acid in 2 of 52. The humanistic marketing component emphasized empathy, transparency, two-way communication, patient-centered education, ethical storytelling, and trust-building. The findings indicate strong content quality, participant satisfaction, and multi-institutional collaboration, while participant recruitment and follow-up mechanisms remain the main areas for improvement. Humanistic marketing can therefore be positioned as a practical relationship-oriented framework for home care services when combined with health education, ethical communication, and continuity of care.