Sustaining Innovation on Public Health Service by Building Creative Culture in Rural Areas: Case on Program of Pemburu-Bumil-Resti at Banyuwangi Regency-Indonesia

Banyuwangi Regency, located in East Java Province has been popular several breakthroughs in public sector as initiated and promoted by Local Government of Banyuwangi. Innovation on public sector is aimed to deliver public services to Banyuwangi's local people. One of prominent innovation forms is on public health sector called as The Pemburu-Bumil-Resti Program, aimed to minimize the number of baby and mother mortality rate in Banyuwangi Regency. It is necessary for pregnant women with potential for high-risk birth especially for those occupying in rural areas. The program is successfully considered to improve local people health quality in rural areas, as appreciated by national and international organizations. Unfortunately, this program is still dominantly conducted by Health Agency of Banyuwangi Government at recent time. This study is post-positivistic approach by using case study method conducted in rural areas in Sempu District – Banyuwangi Regency. The research is on an ongoing study starting from 15 January to 15 February 2019. The temporary research finding states that The Pemburu-Bumil-Resti program should be reinforced through building creative culture on rural community to improve participation and awareness of this program and to sustain it in the next period of leadership in Banyuwangi Regency.