professional internship report solution for seo articles of braces service affect brand awareness on the internet of nhat minh dental clinic from june 1 to august 30 st t

TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION DEPARTMENT OF MARKETING Solution for SEO articles of “braces service” affect brand awareness on the Internet of Nhat Minh dent

TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION

DEPARTMENT OF MARKETING

Solution for SEO articles of “braces service” affect brand awareness on the Internet of Nhat Minh dental clinic from

June 1 to August 30st thPROFESSIONAL INSTRUCTOR: MR NGUYEN QUOC CUONG

PHAM THAI NGOC

SUPERVISOR: MBA

STUDENT’S NAME: NGUYEN LE HONG DUC

STUDENT ID: 717H0290

CLASS ID: 17070414

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TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION

DEPARTMENT OF MARKETING

Solution for SEO articles of “braces service” affect brand awareness on the Internet of Nhat Minh dental clinic from

June 1 to August 30st thPROFESSIONAL INSTRUCTOR: MR NGUYEN QUOC CUONG

PHAM THAI NGOC

ACKNOWLEDGEMENT

Before get into this report, I would like to express my sincere thanks to all the lecturers of Ton Duc Thang University, the Faculty of Business Administration, for convey lessons and experiences in work and life for me

I would like to express my deep gratitude to MBA Pham Thai Ngoc for enthusiastically guiding, helping, and answering questions during the process of completing this internship report I would also like to send these sincere words to the leadership as well as all the staff at Nhat Minh dental clinic has creating the best conditions for me to have an internship, provided me with the necessary data for the report, answered questions and enthusiastically guided me to better understand the actual work

Finally, I wish the lecturers of Ton Duc Thang University always have good health and success in the career of growing people for the country At the same time, I wish Win Home development and investment company limited, the leadership and the staff

in the company good health and more success in work and life

Thank you so much!

TPHCM, Date………

Student

Nguyễn Lê Hồng Đức

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FEEDBACK OF SUPERVISING LECTURER Student’s name:Nguyễn Lê H ồng Đứ c Student ID: 717H0290 Class:17070414 Academic Year: 4

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Ho Chi Minh City, Date………

Supervising Lecturer (Full name and signature)

EVALUATION OF MARKING LECTURER Student’s name:Nguyễn Lê H ồng Đứ c Student ID: 717H0290 Class:17070414 Academic Year: 4

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Ho Chi Minh City, Date………

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Contents

ACKNOWLEDGEMENT 2

LIST OF TABLES AND GRAPHS 7

LIST OF PICTURERS 8

INTRODUCTION: 0

CHAPTER 1: OVERVIEW OF THE COMPANY FOR INTERNSHIP 1

1.1 Introduction of general information of the Company 1

1.1.1 General information 1

1.1.2 Mission, Vision and Core Value 1

1.1.3 Field of operation of the enterprise 2

1.2 Analysis of the Company's business performance in the last 3 years 5

1.2.1 Company’s organizational structure and mission of each department 5

1.2.2 Analyzing business operation performance of the Company in the 03 latest years 7

CHAPTER 2: ANALYZING THE OPERATIONAL PROCESS OF THE COMPANY (ACTUAL SITUATION OF BUSINESS PERFORMANCE OR SPECIFIC AREA/ISSUE OF THE COMPANY) 8

2.1 Introduction and analysis of the company's business environment 8

2.2 Analysis of competitors in “brace service” 10

2.2.1 Updental brand (established at the end of 2015) 10

2.2.2 Dr.Vương (established 2009) 12

2.3 Marketing status of “Brace’s service” at Nhat Minh Dental Clinic (Bright Day Clinic) 15

2.3.1 Analysing determining factors of the operational activities 15

2.3.2 Past marketing campaigns 16

In this part, it will show the marketing campaigns that 16

2.4 Map of brand positioning of dental examination and brace dentistry services 20

2.5 SWOT analysis (Strengths - Weaknesses - Opportunities - Threats) 21

CHAPTER 3: RECOMMENDATIONS AND SOLUTIONS 23

3.1 RECOMMENDATIONS 23

3.2 SOLUTIONS 24

CONCLUSION 27

REFERENCES: 27

APPENDICES: 28

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LIST OF TABLES AND GRAPHS

Graphs 1.2.2: Revenue statistics table of Bright Day Clinic Co., Ltd in Ho Chi Minh city branch

Table 2.2.1.1: Price of brace service in 2021 for Updental brand

Table 2.2.2.1: Price of brace service in 2021 for Dr.Vương brand

Graphs 2.2.2.3 (1): Follower in dental Facebook site

Graphs 2.2.2.3 (2): Follower in dental Instagram site

Graphs 2.2.2.3 (3): Subscribe on YouTube

Diagram 2.5: SWOT of Nhat Minh Dental

LIST OF PICTURERS

Picture 1.1 Nhat-Minh-dental-clinic-logo

Picture 1.1.3 (1): Brace service

Picture 1.1.3 (2): Deep tooth fillings

Picture 1.1.3 (3): teeth whitening

Picture 1.1.3 (4): scaling teeth

Picture 1.1.3 (5): Implant

Picture 1.1.3 (6): dental restorations

Picture 1.1.3 (7): wisdom tooth minor surgery

Picture 1.1.3 (8): tooth extraction

Picture 1.1.3 (9): Consulting activities, dental care

Picture 1.2.1: Company’s organizational structure

Picture 2.1.1: dental examination and treatment

Picture 2.3.2.2 (1): Nhat Minh dental website

Picture 2.3.2.2 (2): Nhat Minh facebook site

Picture 2.3.2.2 (3): Nhat Minh Instagram site

Picture 2.4: Map of brand positioning of dental examination and brace service Picture 3.1 (1): Dental care app for patient view (illustration)

Picture 3.1 (2): Dental care app for doctor view (illustration)

Picture 3.2 (1): Interview the customer about service experience

Picture 3.2 (2): Example of daily life of the customer when use the brace process (illustration)

INTRODUCTION:

In 2021, the world is modernizing day by day, until now the technology is in the 4.0 stage and no one knows when we will have an innovation to get the 5.0 generation Right at this time, Industry 4.0 still takes the lead, we must seize the opportunity to grow up, gain brand awareness by using 4.0 tools such as SEO of FB, Instagram, YouTube, before we replace them with the other era This internship report

“Solution for SEO articles of “braces service” affect brand awareness on the Internet of Nhat Minh dental clinic” is write about how to make a good SEO post about braces service that attracts potential customers Nowadays, dentistry in HCM city is growing rapidly, more than 100 dental clinics located around the city, just in Tan Binh district have 54 places have been located With huge competitors in dentistry, we have to find a good marketing strategy, suitable marketing tools to compete in dentistry The marketing in Nhat Minh dental clinic just targeting only the overall customer in the current market segment and it still has more space to improve like some specific service products such as “braces service” need to analysis the ultimate consumer in overall customers who care about their dental health

CHAPTER 1: OVERVIEW OF THE COMPANY FOR

1.1.2 Mission, Vision and Core Value:

Mission: bring the best quality of treatment and best service to contribute to “community dental health care.”

Vision: Always bring the best treatment results and highest satisfaction for each

customer and their family in the dental industry

Core value:

1.1.3 Field of operation of the enterprise

Nhat Minh company work in sectors service, medical industry, with industry code is

86202 The activities for the dental clinic include:

- Dental activities in general or special status such as dental department, pediatric dentistry:

- Orthodontic activities: brace, deep tooth fillings, teeth whitening, scaling teeth, Implant, dental restorations

Picture 1.1.3 (1): Brace service

Picture 1.1.3 (2): Deep tooth fillings

Picture 1.1.3 (3): teeth whitening

Picture 1.1.3 (4): scaling teeth

Picture 1.1.3 (5): Implant

Picture 1.1.3 (6): dental restorations

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- Dental surgery activities: wisdom tooth minor surgery, tooth extraction

Picture 1.1.3 (7): wisdom tooth minor surgery

Picture 1.1.3 (8): tooth extraction

- Consulting activities, dental care

Picture 1.1.3 (9): Consulting activities, dental care

Evaluation: This social network Nhat Minh only focuses on activities follower

Dr.Vuong focused on this media channel with 250 posts, but the number of followers was still not higher compared other two brands

Conclusion: There are not many customers searching for dental information on

Instagram, but this cannot be ruled out as a potential channel because young customers use a lot today and potential customers in the future

Conclusion: The use of a YouTube channel is a plus point in communication because

it is easy to watch, easy to absorb information through three senses (listening, reading, seeing) and it is necessary to build slowly, with good content and new for each video

2.3 Marketing status of “Brace’s service” at Nhat Minh Dental Clinic (Bright Day Clinic)

2.3.1 Analysing determining factors of the operational activities

Customer perception and the professionalism of the doctor are two factors that influence the operation process

Customer perception: Base on the mission and vision of the dental, Nhat Minh

dental always hopes that our patients will get the best experience when using Nhat Minh dental service To achieve that goal, Nhat Minh provides new services along

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Subscribe on youtubeSubscribe Video

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with modern and cutting-edge technology The waiting room is spacious and decorated with a fresh and clean atmosphere theme, which, when combined with air conditioners and water machines, can make the patient feels comfortable while waiting

Professionalism: The second factor influencing the company's operations, satisfy

customers, and professionalism is essential when using human resources in dentistry Professionalism expects of everyone, from doctors to security guards Furthermore, professionalism in human resource management is an factor in making dental staff feel at ease in the workplace

2.3.2 Past marketing campaigns

In this part, it will show the marketing campaigns that

2.3.2.1 Identify target audience

URBAN CUSTOMER

GEOGRAPHIC Urban areas in Ho Chi Minh City Particularly,

office areas such as district Tan Binh, 12, Tan Phu etc

Have children Grand parent Middle to high income Both gender

Age: 15-30 Single or live with partner

Middle income Both gender

conscious high level technology approaching Trust brand with high reputation Good quality of service

suitable price High level technology approaching Social oriented Care about beauty and health

2.3.2.2 Social media channels

Currently, Nhat Minh dental using Website and social media such as FaceBook and Instagram but focus on the website to promote brand awareness and marketing campaigns But compare to other competitors, our

brand still need to develop more in the social media

Picture 2.3.2.2 (1): Nhat Minh dental website The social media FB & Instagram:

Picture 2.3.2.2 (2): Nhat Minh facebook site

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Picture 2.3.2.2 (3): Nhat Minh Instagram site

2.3.2.3 Past marketing activities

*Promotion for SCRAPE TARTAR, TEETH WHITENING UP TO 50% on TET Holiday:

This promotion focus on Teeth whitening and scrape tartar service which for customer interested in beauty just for 99 slots

The content: Smile is the beginning of joy and happiness Smiling is a significant

feature for the cohesion of a relationship That's why we often see loved ones always smiling when they meet With the mission of accompanying Vietnamese smiles, Nhat Minh Dental Clinic offers an attractive promotion of up to 50% off

*Promotion for Porcelain TEETH - GIVE SMILE - GIVE LOVE:

The promotion starts at the Christmas event, uses teeth whitening to link it to porcelain teeth service also makes your teeth bright

The content: Promotional cosmetic porcelain crowns Christmas season: Tet is

coming, the closer the holiday comes, everyone wants to own a sunny smile during this holiday But sparse, chipped, crooked, misaligned, missing roots, yellowed or stained teeth, uneven front teeth make you afraid to give a loving smile to those around you Understanding that with the desire that everyone can GIVE SMILE - GIVE LOVE, Nhat Minh Dental Clinic has a great promotion program: Up to 20%

*Promotion for HAPPY 5 YEARS OLD BIRTHDAY for NHAT MINH:

The content: On the occasion of the 5th anniversary of the system's establishment,

Nhat Minh Dental Centre wishes to share the joy with customers through the

-Up to 60% off teeth whitening costs: Teeth laser whitening from the USA the price 2,5 million VND to 1 million VND Free 500 thousand VND give from the customer using service for both up and down teeth 5 million VND for implant

Dentaurum Ceramic tooth: 1,2 million VND – Cercon Ceramic tooth: 3.3 million

VNDnAnd 1000+ gifts for customer

*Promotion for EXAMINATION AND TREATMENT BY BAO MINH PROGRAMS: The Nhat Minh dental cooperate with Bao Minh insurance

company, for any customer who uses this insurance come to Nhat Minh dental to use the service

*Galaxy Gift Promotion:

Nhat Minh Dental Centre, in collaboration with strategic partner- SAMSUNG Vietnam Company, for GALAXY Gift Customers:

Free Scaling / Teeth Polishing / Cosmetic Fillings (01 teeth) and up to 80% discount

on treatment costs The conditions apply Only applicable for Samsung Galaxy mobile/tablet made in Vietnam, all week, and at all Nhat Minh dental branches

*Promotions Family Dentistry:

Let's join Nhat Minh Dental Center to take care of the oral health of your family members today so that the smile always shines in every Vietnamese family Taking

good care of your oral health is the best way to take care of your overall health

2.5 SWOT analysis (Strengths - Weaknesses - Opportunities - Threats) 2.5.1 Strength analysis:

The strength part has four strong points respectively to prove the advantages for the dental: Highly qualified doctor, clean and friendly clinic, fair price and modern technologies The first strong point is shown in the job descriptions to recruit dentists It requires at least 18 months at a competent state-owned health facility, eligible for a dental practice certificate Medical degree or higher Also, have good communication skills, professional, consistent attitude, always pay attention to hygiene, cleanliness, and neatness Next is the “clean and friendly” clinic attribute, we want to make a customer feel comfortable whenever they come to the dental to experience the service Thirdly, the “fair price” attribute also mentions in this strength analysis compare to other brand’s brace service prices Nhat Minh dental price is not higher than the other two competitors that can help Nhat Minh dental clinic make the customer feel satisfied and secure The last attribute is “modern technologies” this means that the clinic used equipment updates according to international standards, increase the efficiency and professionalism

2.5.2 Opportunity analysis:

According to the “ECONOMIC-SOCIAL SITUATION REPORT QUARTER

II AND FIRST SIX MONTHS OF 2021” of Government statistics The contribution to the economics of the service sector, it is increased by 3.96%, contributed 32.78%, which show that despite the COVID-19 pandemic, many localities implement social distancing in areas with outbreaks of the pandemic have the total retail sales of consumer goods and services in the first six months

of 2021 still increased by 4.9% over the same period last year (the same period

in 2020 decreased by 1.1%); passenger transport continued to face difficulties; Freight transport maintains when production and business activities make efforts to achieve the dual goal of the Government In the first six months of

2021, international visitors to our country reached 88.2 thousand arrivals, down 97.6% over the same period last year as Vietnam continued to implement measures to prevent and control the Covid-19 epidemic Not yet open to international tourism The Service sector still grows up slightly, which is lucky news for many service companies According to Dau tu online (2021) (Dental tourism: Gold mine waiting to exploit), Without Covid-19, if only foreign tourists come to visit and use clinic medical services, Vietnam could earn 150 million USD in 2020 with a high growth rate (about 15%/year) Dental tourism

is a gold mine The quality of our service in Viet Nam is good, but the price is also low because Vietnam is a country with a developing economy, the focus is

on the quality of service The cost of products and services is lower than that of developed countries but still ensures quality Many foreign tourists and overseas Vietnamese come to Vietnam to visit and use utility services There are also millions of people from rich countries looking to countries with lower incomes because they do not want to pay high prices for private healthcare services, but