TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION DEPARTMENT OF MARKETING DAI HOC TON BUC THANG PROFESSIONAL INTERNSHIP REPORT Solution for SEO articles of “braces service
OVERVIEW OF THE COMPANY FOR INTERNSHIP
Introduction of general information of the Company
1.1.1 General information Name: Nhat Minh
Picture 1.1 Nhat-Minh-dental-clinic-logo
Address: 662 Au Co Street, Ward 10, Tan Binh District, Ho Chi Minh city, Viet Nam Tel: 028 3861 6868
Legal representative: Mr Nguyen Quoc Cuong
*Monday to Saturday: Morning: 8 am to 12 pm
* Sunday: Morning: 8 am to 12 pm
Nhat Minh Dental Clinic system was established in June 2013 into area HCM city and My Tho city The company focus on the medical-industrial, specific in dental care
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
Dedication: dedicated to taking care of the health and beauty of the client, following the client through the treatment process, and giving the best advice Prestige: Nhat Minh dental always make sure our commitments to our customers and employees always fulfill
High technology and absolute quality: with a hope to bring joy and health to customers, Nhat Minh Dental Clinic always uses modern advanced technologies to improve service quality
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,
- Dental surgery activities: wisdom tooth minor surgery, tooth extraction
Picture 1.1.3 (9): Consulting activities, dental care
1.2 Analysis of the Company's business performance in the last 3 years 1.2.1 Company’s organizational structure and mission of each department m runctional level
|_ Dental department Picture 1.2.1: Company’s organizational structure CEO: Mean Chief Executive Officer, this is the highest executive function in an organization The director of the management of the problem for the general works of the ENTIRE organization The CEO has the final say to make the final decision for a company The CEO has responsibility for creating, planning, implementing, and integrating an organization's strategic direction to meet its financial goals It includes responsibility for all components and parts of the business
Human resource department: The mission that needs to do in the HR department are: recruitment activities, planning to implement appropriate policies to maintain human resources for the company, and plan to foster and develop the capacity of individuals, departments to be able to complete the work successfully The clinic recruits people who are at least two years of experience and knowledge about dental knowledge Can help the manager arrange a working time for employees, handle employee's paperwork and procedures, report weekly work
Finance & Accounting: The mission of this department is to collect, receive and process accounting information according to accounting operations and provide information to interested departments The financial statement product, the value of indicators in the business process of the enterprise reflected in detail and specificity, it also helps the company check, monitors financial revenues, expenditures, activities of debt collection, and payment At the same time are activities to see the management front desk team oO
= ~ a maintenance and repair team and use of assets and the source of asset formation, detect, and minimize financial acts that violate assets Clinic recruit people who are graduate with a Bachelor of Finance The accountant requires to be honesty, careful, neat, have responsible in work, good at using tools for finance, and desire to work a long time with the company
Front desk team: Some main missions of the front desk team are performing daily reception tasks at offices such as: Carrying out the front desk and welcoming customers, receive all information provided by customers, and at the same time report to a dentist for prompt and timely settlement Answer the phone when a customer calls, check the information from customers, customer care after using dental service The clinic recruits graduate high school graduates or above; who have basic English communication skills, clear and coherent communication, friendly attitude, honesty, and a desire to work a long time with the company
Security team: This security team has the responsibility to protect the security of the clinic, motorbike keeper, and support the customer if they need help Gender require to work in this position is male, honest, good attitude, High school graduate or above,
No banned substances, no tattoos
Maintenance and repair team: This team includes a mechanic, electrician in the dental, which their mission is preparing the equipment, tools, electric furniture, and equipment assembly Graduate from College or above Electronic, know about electrical systems of the dental machine Honest, good attitude, and desire to work a long time with the company Repair and maintain all machinery equipment Sale & Marketing: Both sales & marketing created awareness for customers about your products and services, increase customer interaction, convert customers, retain customers, implement strategies to promote brand and services, research and analyzed the market, potential customers, and customer needs Report the working result The clinic recruits people who are in year four or graduate with a Bachelor of Economics Seniority is not requiring, but it is better if you already have experienced The staff also need to be active to learn and solving problems, honesty, hard-working, have basic skills in Microsoft and Adobe, know about SEO, digital marketing, and desire to work a long time with the company
Dental department: Dentists and assistants perform most dental treatment methods (restoration of teeth, crowns, orthodontics such as braces, cosmetic teeth, replacement of dentures), endodontic treatment (cavities, tartar, proficiently perform a tooth extraction) Dentists must also be able to perform x-rays (x-rays) and make a diagnosis The dentist may also prescribe medications like (antibiotics, fluoride salts, pain relievers, tranquilizers), another way that serves to treat various conditions arising in the throat and neck area Dentists need to have specialized qualifications or training to perform more complex steps such as anesthesia and surgery, implants Recruitment of dentists and assistants, including the following requirements respectively.:
-Dentist: If they have worked for at least 18 months at a competent state- owned health facility, they are eligible for a dental practice certificate Medical degree or higher Understand the dental hygiene process and equipment and supplies used in dentistry, good communication skills, professionalism, consistent attitude, always pay attention to hygiene, cleanliness, and neatness Desire to work a long time with the company
- Assistants: Associate degree or higher in a dental, oral or related training program, certification or associate degree in an accredited dentist training program Understand the dental hygiene process and equipment and supplies used in dentistry Experience using computers for multiple tasks Good communication skills in writing and orally Professional, consistent attitude Able to provide attentive, courteous, and open patient care Always pay attention to hygiene, cleanliness, and neatness Dental assistants can continue their education in search of advancement opportunities In case that you want to change direction, the dental assistant can also become a dental product salesperson, consultant
1.2.2, Analyzing business operation performance of the Company in the
03 latest years Below is the table of business results of Bright Day Clinic Co., Ltd in Ho Chi Minh city branch
Revenue statistics table of Bright Day Clinic Co., Ltd in Ho Chi
Graphs 1.2.2; Revenue statistics table of Bright Day Clinic Co., Ltd in Ho Chi
Minh city branch The cost level is also the total cost of asset depreciation and salary for employees based on the consolidated business results of the two establishments in 2018 and
2019, it finds that the revenue of two years is higher than 2020 by over 400 million VND, the reason may come from the Covid-19 epidemic and the state-issued several official documents to prevent the pandemic, which seriously affected the company's business situation, making the costs increasingly expensive As a result, revenue in the year decreased by more than 25% compared to 2019 make the profit in 2020 only VND 1,263,367,288 and extending the situation until mid-2021 In 2021 the revenue of the dental is lower than 2020 and 2019.
ANALYZING THE OPERATIONAL PROCESS OF THE
Analysis of competitors in “brace Service” cecceeceeceeseeseeeeeeceeseeeeeeeeeeeaes 10 1 Updental brand (established at the end of 2015)
Once we are in the competitor analysis, it is significant to mention that this research essay focused on Nhat Minh Dental brace’s service competitors have listed below are Updental and Dr Vuong These two brands are the most similar to Nhat Minh in terms of brand recognition, so there will be an appropriate assessment for brand development
2.2.1 Updental brand (established at the end of 2015) 2.2.1.1 Detailed price list for each service item of braces
Latest standard braces price list 2021 (million VND) teeth condition level braces method Medium level High level Complicate level
Self-locking high quality metal braces 40 44 48
Self-locking high quality ceramic braces 50 54 538
Table 2.2.1.1: Price of brace service in 2021 for Updental brand 2.2.1.2 Price strategy of Updental:
Updental uses this strategy in the service segment (premium metal brackets) (previous price: 32 — 36-40 million VND) The purpose of this strategy is to attract customers who need to use brace service
Practical value: increase market share ° Dynamic pricing:
Updental uses this strategy in all kinds of braces services targeting the affordable customer segment (low income) with a cost reduction of up to 5 million VND + scaling teeth during the braces process
Purpose: mistakenly supporting poor families who want braces to improve their lives Practical value: Expanding market size and market share
* Support instalment payment 0% interest 1 million/month
2.2.1.3 Digital communication strategy Currently Updental is using YouTube website and social media channels (FB + Instagram)
Website: https://updental.vn/ , most of the content on the website is introduce and give information about the brand, this can help people easy to remember the brand identity
YouTube: https://www.youtube.com/c/NiengRangUpDental/ with 2.13 thousand Subscribers and 917 videos Their Target audience is the age from 15 to 34 The content of the videos introduces customer's feelings and results after using braces service Currently, the main content is: (‘braces review’ number 330) start time of the above content is from 2020 The purpose of this content is to increase brand awareness and reputation Ensure customers peace of mind when coming to the Updental brand At the same time, it saves the achievements that dentistry has contributed to the community
Social media FB: https://www.facebook.com/niengranghoupdental/ with 37.786 like, 39.035 follow, and 1.515 check-ins Its target audience got 23.8% at the ages
18 to 24 and 31.6% at the ages 25 to 34 The content in Fanpage Updental deploys articles about customer's results for the brand after using the service In addition, publicize the customer's comments about the brand The purpose of this content is to increase brand awareness and reputation Ensure customers peace of mind when coming to the Updental brand
Social media Insta: https://instagram.com/nhakhoa.updental/ with 10 posts, and 10 followers Their target audience got 64% at the ages 18 to 34 The content of the Updental Instagram currently posts introductory photos of dental facilities, locations, certifications, and dental contacts The Purpose of this content is to increase brand awareness and reputation Ensure customers peace of mind when coming to the Updental brand
2.2.2 Dr.Vwong (established 2009) 2.2.2.1 Detailed price list for each service item of braces
Standard braces price list at DR VUONG (million
VND) Groups Services Price | Unit
High quality metal High quality metal braces full 40 Pack braces pack
Full CSRM 50 Pack braces for children
Removable appliance braces 8 Teeth complex case's braces treatment 10 Pack level 1 Other brace services complex case's braces treatment 20 Pack level 2
Standard metal braces price list at DR.VƯƠNG
1- champagne color precious metal 50 braces 2- High quality metal braces 35 3- Standard quality metal braces 34
Table 2.2.2.1: Price of brace service in 2021 for Dr Vuong brand 2.2.2.2 Price strategy of Dr Vuong:
Price according to service package
Dr Vuong uses this strategy in comprehensive AO and CSRM braces services
Package includes: Anchor device (as prescribed by the doctor), Inter-jaw elastic, Orthodontic extraction (according to the doctor's prescription), Maintain oral hygiene during treatment., Maintenance device (depending on the treatment condition) The purpose of this strategy is to ensure customer's assurance in using braces service, easily bring the best service quality for the customer The practical value is to increase the number of customers buying and using the service
Dr Vuong uses this strategy to include a 2 million discount on braces service + Free X-ray, with this strategy can attract customers who need braces and increase market share Moreover, our competition got the promotion that supports to pay 30% in advance for seven days after agreeing to treatment, 0% installment payment with an interest rate of 1 million/month (maximum 18 months according to the treatment plan)
Currently Dr.Vuong is using YouTube website and social media channels (FB + Instagram)
Focused mainly on orthodontic service introduction, dental knowledge, but no online programs or activities on the website
YouTube: https://www.youtube.com/c/DrVuongNhaKhoa/ with 321 Subscribers, and 131 videos The target audience is the ages from 15 to 34 The content is introduced customers’ feelings and results after using braces and other services It posts videos to update knowledge about braces for customers The purpose of this content is to increase brand awareness and reputation Ensure customers peace of mind when coming to Dr Vuong brand At the same time to save the achievements that dentistry has contributed to the community
Social media FB: https://www.facebook.com/nhakhoadrvuong with 9.430 Likes, 9.791 Follow, and 182 Check-in The target audience is about 23.8% at the ages 18 to 24 and 31.6% at the ages 25 to 34 The content for Dr Vuong has deployed articles about the results of customers for the brand after using the service
In addition, publicize articles about customers’ personal feelings about the brand Introducing service discount promotion, with the purpose is to increase brand awareness and reputation Ensure customers peace of mind when coming to the Dr Vuong brand
Social media Insta: https:/(www.instagram.com/nhakhoadrvuong.vn/_ with 250 posts, and 36 followers The target audiences got 64% at the ages 18 to 34 The content for Dr Vuong is currently posting advertising articles about the dental braces service; images take from customers who have used the service The purpose of this content is to increase brand awareness and reputation Ensure customers peace of mind when coming to Dr Vuong brand
*Compare to the digital tools with the competitor we have these figure: -On social media FB:
Follower in dental Facebook site
Nhat Minh Updental Dr Vuong
BH like Follow Check in
Graphs 2.2.2.3 (1): Follower in dental Facebook site Evaluation: In terms of Updental FB activity stronger than two competitors, in 5 years since its establishment, it is possible to review a strong competitor in braces service (excluding other dental competitors in the overall “nhakhoakim” service) Moreover, compared to the statistic, it also shows that Nhat Minh dental doesn’t use SEO tools effectively
Conclusion: Currently, this is the channel that Vietnamese customers use the most and have the best ability to exploit
-On Instagram: follower for the post on Instagram
Nhật Minh Updental Dr Vuong
Graphs 2.2.2.3 (2): Follower in dental Instagram site
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
Nhat Minh Updental Dr Vuong
Graphs 2.2.2.3 (3): Subscribe on YouTube Evaluation: YouTube channel is one of the most accessible channels for users Potential customers can go to YouTube to watch the information directly through the video Updental is leading on this channel with 917 videos demonstrating that customers can be more informed and feel more secure when going to the dentist But the non-new content section has not attracted more customers to watch the clip later than the original clips (10 ~ 48) within one month of posting a new video With Nhat Minh, although there are four videos, there is no separate YouTube channel for the brand
SWOT analysis (Strengths - Weaknesses - Opportunities - Threats)
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
According to the “ECONOMIC-SOCIAL SITUATION REPORT QUARTER
MN 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
21 in many countries, insurance does not cover dental services From two news above show that this also has some opportunities for our dental clinic First, More foreign customers come to VN, but current campaigns still focus on the native people, so we have a space to expand in this target customer Secondly, the Demand for healthy, beauty of teeth is important shows the need not only for natives but also for foreign customers: many foreign tourists and overseas Vietnamese come to Vietnam to visit and use utility services (Dau tu online (2021)) Lastly is the (Digital world more potential in exploring) in
21 century the technology is growing fastly than in the past, it advances at a faster rate than in the past, which means that the market evolves in lockstep with the trend, the company must adapt quickly to avoid depletion Currently, dental facilities have not placed a high priority on digital marketing, so there are numerous opportunities to promote and develop
The clinic's founding date was in 2013 Nhat Minh dental still does not have enough reputation in all Ho Chi Minh cities It is clear that Nhat Minh Dental suffers from a “lack of brand awareness.” Two reasons for this are that Nhat Minh Clinic's marketing efforts are minor, and we only have two branches It also affects the growth rate of the clinic
It has many threats that Nhat Minh dental has to deal with COVID pandemic effect to industrial, competition in the dental industry are many and strong, more competitor focus on ad media The “COVID pandemic effect to industrial” very heavily, the entire city of Ho Chi Minh City is currently under social distancing and curfew Covid cases are increasing daily and spreading through the air and breathing, making dental care services more difficult to provide Secondly, Because of the impact of the covid epidemic on the dental market, more and more competitors in the dental industry are putting more effort into marketing With this strategy, they can follow the changes in the industry
22 ¢ Fair price ¢ Lack of brand awarness
* Modern technologies ¢ Just got 2 branchs
* Highly qualified doctor ¢ Digital marketing need to
* Clean and friendly clinic improve
* Demand in healthy and beauty of teeths are high ¢ More foreign customer come to VN
* Digital world more potential in explore
COVID pandemic effect to industrial
* Competition in dental industry are many and big
* More competitor focus on ad media
Diagram 2.5; SWOT of Nhat Minh Dental
_|CHAPTER 3: RECOMMENDATIONS AND SOLUTIONS 3.1 RECOMMENDATIONS
Because of the COVID pandemic effect to industrial very badly, dentists hardly to treat directly and take care customer health, it also negatively affects the brand awareness from the customer because the social distancing from the government requires To solve this problem, the clinic should create a dental app This app uses a health care system or a bot that takes care of dental health as a professional dentist The patient can check and follow the schedule that has their process treatment anytime and anywhere This app also helps the dentist as administrator track the customer information such as their health, history of service uses The customer care function that the dentist can follow the process treatment of patients then calls to check or help them if they have any problems
This is a component of Cel system using which
Ww Tooth Ẽ Medical Upcoming Treatment patient can perform required actions and can take better care of their smiles
Picture 3.1 (1): Dental care app for patient view (illustration) ryt)
Dr Kusti Franti Poet eee Tein
Picture 3.1 (2): Dental care app for doctor view (illustration)
Digital marketing needs to improve
Base on the finding in chapter 2, these are some solutions for two weaknesses to improve the quality of the brace service Firstly the Digital marketing needs to improve, so the clinic must focus on YouTube that is the best channel to increase brand awareness by letting the potential customer experience our advertisement by two senses: looking and listening The content is separated two ways, first is about the customer feedback after using the brace service The benefits of this way are easy
24 to make a video save time and money And drawbacks are contents get bored over time The clinic can use this way every one week with the video length at most 5 minutes For example, Nhat Minh clinic chooses one customer who is using brace service for six months, then asks him for an interview and gives feedback about their feeling about the service until now After that, the clinic will set a time and place that is suitable for both sides The best theme is at the clinic because it is also the plus attribute of the clinic Moving to the next step is to make some questions to ask the interviewees (How do you feel about your teeth after some time? Can you tell us some feelings you while wearing a brace? Why do you choose our service?) Next, the clinic IT team edits the video with attributes that attract the viewer then posts it on the Nhat Minh YouTube channel Lastly, the marketing team will use the YouTube SEO tools to push the clip to the potential customer by watching the original video or advertising on another video The total cost of one video includes money for SEO at 2 million VND Ị +} sm|
Picture 3.2 (1): Interview the customer about service experience
On the other hand, the second way is content about the whole treating process of one patient The advantages of this way are easy to attract the viewer because they are usually curious about anything they need The disadvantages of this way take a long time, money to make a series of videos, and the need to find a professional team to do it Moreover, uses SEO tools in YouTube combine with attract content will be the best solution to make it The clinic can use this way every 1-2 months with the video length at most 15 minutes For example, Nhat Minh clinic chooses one customer using brace service from the beginning, then ask him to become a blogger who talks about feeling and their daily life both with and without the brace, the changing of each period of the brace service process After that, the clinic can support the customer in some location in the clinic to make a video Moving to the next step is to make a list of requirements for content that need to appear in the video (Feeling in day one when doing the brace process Give some tips you may things to help other customers to reduce pain What food will you eat?) Next, the clinic IT team edits the video that cut and merges from the list of videos that the blogger makes per day then posts on the Nhat Minh dental clinic YouTube channel Lastly, the marketing team will use the YouTube SEO tools to push the clip to the potential customer by watching the original video or advertising on other videos The total cost of one video includes money for SEO at 10 million VND © Youlube cảm giác khi niềng rã mm + ou a @
@ Frojectincuraus  ô _— | Hanh trinh thao mac cai niộng ring - Hoi hop hon Â
Picture 3.2 (2): Example of daily life of the customer when use the brace process (illustration)
NGÀY ĐẦU TIÊN NIÊNG RANG NHUTHE NAO?) GAN „_
Secondly, lack of brand awareness because the clinic doesn’t invest enough into marketing, both traditional and digital Recommendation for this weakness is
“individual branding” marketing focus on one specific product: Invisalign brace This product developed in 1997, then it became the trend in Viet Nam in 2020 what attracts the customer to the product is a braced without brackets, invisible braces, help customers are not shy when using this service, and don’t worry about sticky food The Nhat Minh dental clinic is confident in its product qualities, especially in brace service To help dental brings quality service to users, we need to focus on posts about Invisalign brace, make a video about the product to post on YouTube, social media, website, combined with SEO tools The content aims at the quality of the Invisalign brace service that Nhat Minh dental will bring to the customer, the customer experience when using the service The benefit is found more potential customers will know us through the trend Invisalign then leads to gain brand awareness and become top of mind brand in customer choice
Bright Day Clinic Limited Liability Company is a fledgling company operating in health care (dental clinic) The mission and vision aim to customer trust and health
After doing research and analyzing the information around Nhat Minh dental, we have found that the structure in the company is significant, the strength needs to improve more, and weakness that needs to solve The opportunities and threats affect the dental clinic, especially the epidemic Covid-19 that impacts the entire world We also get a deeper understanding of the competitor in the dental industry I have received enthusiastic help from colleagues in all departments besides professional knowledge, and I realize that I must learn and more complete myself The topic
“Solution for SEO articles of “braces service” affect brand awareness on the Internet of Nhat Minh dental clinic from June 1st to August 30th” presented the current problems and situations at the dental clinic, some recommendations, and solutions by using SEO tools and digital tools but it in brace service, a small part of entire industries We still hope these solutions will be utilities to contribute to the Nhat Minh dental
1/Nhatminh dental (2018) “Information of Nhat Minh dental clinic”, [retrieved from http://nhakhoanhatminh.com.vn/ |