Da‘wah Packaging in Medical Environments:Exploring Marketing Communication Strategies of Hospital Mosques to Attract Islamic Study Participants
DOI:
https://doi.org/10.52833/masjiduna.v8i2.284Keywords:
Da’wah, Marketing, MosqueAbstract
Hospital mosques serve congregations including healthcare workers, employees, patients, patients’ families, and retirees, who face time constraints, high mobility, and psychological conditions. However, studies on da’wah marketing communication in hospital mosques remain limited. This study aims to analyze the application of eight marketing communication mix elements in the Saturday Morning Islamic Study Program at Asy-Syifa Mosque, RSUD dr. Harjono Ponorogo. A qualitative case study approach was employed. Data were collected through observation, in-depth interviews with mosque administrators, the imam, program managers, and congregants, as well as documentation of activities and digital media, and were analyzed thematically. The findings show that da’wah strategies are implemented selectively and contextually. Paid advertising is no longer dominant, while public relations, events and experiences, personal communication, WhatsApp, and social media play roles in sustaining participation and expanding access to da’wah. Effectiveness is determined by consistency, preacher credibility, social services, relational proximity, and digital media integration. Mosque managers are advised to strengthen congregant databases, differentiate platform functions, regulate message frequency, protect livestream privacy, and conduct evaluations.
ABSTRACT
Mosques located within hospital environments face different da’wah challenges compared to general mosques. Medical settings are characterized by time constraints, work pressure, and diverse psychological conditions of the congregation, requiring more contextual da’wah packaging. This study aims to explore the da’wah marketing communication strategies applied by hospital mosques in attracting participants to Islamic study sessions. This research employed a qualitative case study approach. Data were collected through observation, in-depth interviews, and documentation. The findings indicate that hospital mosques package da’wah through adaptive communication strategies, including message adjustment, selection of communication media, scheduling of activities, and personalized approaches to the congregation. These strategies contribute to increasing interest and participation in Islamic study sessions within hospital environments. This study highlights the importance of da’wah marketing communication in managing hospital mosques effectively.
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