This document provides recommendations to improve the digital marketing strategy for Tully House Dental Surgery. It analyzes their current website and identifies several key issues, including low search traffic, lack of social media presence, outdated design, and no customer reviews. The recommendations aim to address these issues by optimizing the website for SEO, adding a customer reservation system, improving the design to showcase customer testimonials and clinic photos, and connecting social media accounts. Implementing these recommendations should help attract more new customers and increase patient engagement.

1. 1
TRINITY BUSINESS SCHOOL
Trinity College Dublin
INDIVIDUAL/GROUP ASSIGNMENT COVER SHEET
M.Sc. Digital Marketing Strategy
Module: Digital Communication Date Due: 6 November 2016
This sheet must be attached to your assignment. The onus is on the student to keep a hard
copy of all assignments.
This is my own/group work. Any material taken from other sources has been fully referenced in
the text of the work. All sources used in the preparation of this work have been listed in the Bibliography.
I/We have read the statement on plagiarism in the College Calendar, p.H18-H.20
http://www.tcd.ie/calendar/ and understand that plagiarism is an offence that may result in expulsion from
the University.
Student Number Student Surname
(BLOCK CAPS)
Signature
16336358 ROY Surovit Roy
16312331 KANAYAMA Kanayama Toshiaki
Record of Assignment Extension
IF AN EXTENSION IS DUE TO ILLNESS PLEASE ATTACH A COPY OF YOUR MEDICAL
CERTIFICATE. IF AN EXTENSION IS DUE TO EXTENUATING CIRCUMSTANCES AND
AGREED WITH YOUR LECTURER, PLEASE FORWARD PROOF OF SAME (e-mail from Lecturer
will suffice)

2. 2
Boosting a new customer via online
http://tullydental.ie/
Student ID Name
16336358 Surovit Roy
16312331 Toshiaki Kanayama

3. 3
Table of Contents
General Overview ............................................................................................................................. 4
Buisness Overview ............................................................................................................................ 5
Features in the Digital Aspects .......................................................................................................... 6
Competitor Overview........................................................................................................................ 7
Segmentation and Personas.............................................................................................................. 9
Analysis of keywords and CPC ..........................................................................................................10
Goal and Strategy ............................................................................................................................11
Recommendations...........................................................................................................................12
① Layout & Design (Home) ....................................................................................................12
② Layout & Design (Reservation Controlling System) .............................................................13
③ Layout & Design (Blogging and Testimonial).......................................................................14
④ Layout & Design (Current and improved website structure) ................................................. 16
⑤ Website Optimization (Speed)............................................................................................... 17
⑥ Website Optimization (Search Engine Optimization)............................................................. 19
⑦ PPC Plan ................................................................................................................................ 21
Conclusion .......................................................................................................................................24
References.......................................................................................................................................25

4. 4
General Information
Tully House Dental Surgery started their practice since 1981. Like most in this industry, they also use
the word-of-mouth and recommendation of customers to build up their credibility. However, some of
their competitors in Dublin have already organized the more sophisticated and user-friendly website to
seize the new customer.
Their website act as the introduction to their dental practice, with a basic information of what we are
or what we can do. Although the content is including the least information, it is difficult to see the
conscience toward the patient-oriented hospitality mind. Of course, there is no social media link with
the customer comment or review, plus the direction page toward the hospital is not working right now.
After the deep analysis of this website, we will propose some steps below to attract the customers’
interests and to earn more traffic of Internet users who are looking for a dentist in Dublin by some
measurements of SEO. We also introduce the basic customization on the structure of this website to
induce more comfort and relaxed image, adding to their cutting-edge treatment tailored to patients,
into the viewer's mind so that they gain confidence with us.

5. 5
Business Overview
Their major dental practice field is divided into three parts: Full General Dental Services, Orthodontic
Treatment, and Teeth Whitening & Dental Hygiene. Team consists of experienced Orthodontists,
Dentists, Dental Hygienists, Dental Nurses and administrative staff. Specifically, Dr. Dervla O’Sullivan is a
specialist Orthodontist who has completed a full time three years postgraduate Mouth Orthodontic
Programme in 1999, and Dr. Burke, qualified from Trinity College Dublin in 1988, has worked in general
practice more than 20 years.
The policy of Tully House dental, they state, is to provide a one on one personal experience as to
everyone has their individual dental needs. They didn’t offer discount value or the price competency,
nonetheless, provide comfortableness to the customer experience with the high standard dental
services. Also, it might be the strength that their history at this site is relatively longer, more than 30
years’. Their location is 15 minutes’ drive from city center. Across the road from their clinic, there is a
car park for their patients.
Reviews for the quality of service they served are not pronounced widely in the Clinic review site
such as What Clinic (http://www.whatclinic.com/), though one of the review in this website declare,
that ―
Treatment Received: Orthodontist Consultation
"My daughter had a consultation with an orthodontist on Thursday.
She was really nice and helpful. Price was reasonable but I got a cheaper quote elsewhere so I
won't be going back. Experience was good and relaxed."

6. 6
Features in the Digital Aspects
Tully House Dental has a basic website platform without the connection with social media to support
their business. The site has split into eight parts (see P.14 recommendation 4) with dull contents
besides few pictures in the subjectional page, therefore it makes us feel very monotonous. Speed of
rendering is also slow, even there is no video contents or a set of pictures showing inside the dentist.
Some external links connected with this site, like the page “Gum Disease & General Health” or
“Tooth Sensitivity Leaflet” are dead. Additionally, the link of Map /Direction, the most important page
for customer to access is also not working. It illustrates that the website has not been updated so long.
In general, simple telephone contact number is displayed at the top of this site, and the austere
introduction of what they are available, however, the image of website has no vividness and it becomes
difficult to convey the hospitality or customer oriented mind they have owned.
Also, in terms of the Consumer Relation Marketing (or called Inbound Marketing), this website dose
not utilize these techniques to create leads by using the browser’s data, or to ensure the existing
customers. No connecting with SNS pages brings none of their customers’ or patronages’ testimonial for
Tully House Dental Clinic. Of course, there is no up-dated reservation control system for their patients to
avoid long queue.
At this time of writing this report (29~30th October, 2016), this website is not showing within top 10
pages in the Google searching in the key words of “Dentist Dublin”, and even searching by the keywords
“Orthodontist Dublin”, which symbolize their professionalism, is located in the 3rd page in Google.

7. 7
Competitor Overview
Specialties
Orthodontics Treatment, Orthodontics Treatment,
Dentistry, Hygiene
Orthodontics Treatment,
Dentistry, Hygiene
Customer
Reviews
(whatclinic.com)
Accumulating good
recommenda ons ―
Replied quickly and gave the
answers I needed."
2/2 testimonial graded ★5/5—
I have never been treated by a
dentist who was more
passionate about what they do
No Review on search
Digital Comparison
URL www.dublinorthodontics.ie www.mydental.ie www.portobellodental.ie
Mobile
Optimized
No Responsible web design Responsible web design Responsible web design
Social Media
Links
FB, Twitter FB, Twitter, Google+, Instagram,
LinkedIn, YouTube
FB, Twitter
Meta
Description
At Dublin Orthodontics you
will benefit from the expertise
of our specialist orthodontists.
We offer the latest brace
technology and modern
techniques.
MyDental Clinic offers premium
low cost dental care at 0%
Finance. Our experienced
dentists have expertise in
Implants, Crowns, Veneers and
6 Month Braces.
Portobello are an
award-winning dentist clinic
located in Dublin 8 and
provide the dental care you
deserve. Book a free
consultation today on
014542022.
Overall
Competitive
Rank
Focused on the Orthodontics
Treatment, so not a direct
competitor. But still it is more
digitally advanced competitor
than Tully House.
In terms of digital design, it is
the best website among them.
Traffic is also the highest among
these four websites, including
Tully House.
More digitally advanced
competitor than Tully House.

8. 8
Tully House
Dublin Orthodontics
My Dental
Portobello Dental Clinic

9. 9
Segmentation (Persona)
Their business is rooting to mainly three sections: Dentistry, Orthodontist, and Whitening & General
Hygiene. These fields are demanded by every social demographical attribute; therefore, we segmented
the model persona by the aspects of their own purposes which are as below.
Persona Image
Profile Busy singles who have been
pressed by many tasks.
(15 ~ 25 years old)
Adults who are in their prime
with kids.
(25 ~ 50 years old)
Retired, or facing the
retirement couple/ single.
(51 ~ years old)
Purposes ・Hope to finish their operation
without any pain at reasonable
cost.
・Want to visit the clinic in the
vicinity with short time waiting
fort queue
・Eager to take the skillful
operation for their children’s
future appearance & smile.
・Service and Hospitality is
important to create a Sense of
Safety
・Service and Hospitality is
important.
・Contact service is necessary
to confirm the price or
services*1
Key Decision
factors
・Reasonable cost system
・Review & Testimonial
・Access Direction
・Minimize the delay approach
・Reasonable cost table
・Review & Testimonial
・Access Direction
・Minimize the delay approach
・Policy / Mission Statement
・Atmosphere Pictures
・Contact Service*1
・Access Direction
・Policy / Mission Statement
・Atmosphere Pictures
Necessary
Value
Proposition
・Clear & Explicit cost table
・Past Patients Reviews
・Extension Map Page
・Reservation Control System
・Clear & Explicit cost table
・Past Patients Reviews
・Extension Map Page
・Reservation Control System
・Policy Statements with gentle
and warm pictures
・Visible Contact accounts
・Matured Response for their
worries & question*1
・Extension Map Page
・Policy Statements with gentle
and warm pictures
Single Young
Men / Women
Family
with young Kids
Aged Couple /
Aged Single
*1
In this report, we didn’t mention the improvement steps for the phone contact quality as we supposed
that Tully House Dental has already obtained the certain amount of phone traffic from existing patients.

10. 10
Analysis of keywords and CPC
*Monthly search: The monthly search shown above is equal to “monthly searches” (Source: www.spyfu.com).
This website fetches the data from google.com and google.co.uk.
*Cost Per Click: The average amount advertisers pay Google whenever someone clicks their own ad for this
keyword. Costs may fluctuate depending on match type: advertisers would pay a different amount for “a broad
match” VS “an exact match” click. Google Traffic Estimator to find the cost per click that comes closest the target.
*SEO difficulty: It shows how difficult it would be to rank on this keyword. Comparing this number to other
keywords we are targeting to get an idea of how to prioritize our SEO campaign.
As a whole, website of Tully House is not well earning the monthly organic search in relating key
words. Even the corporate name “Tully house” itself is not searched as it does not show up in the top of
Google search engine. Besides, the relative keywords” Dentist Dublin” made 0 monthly search. In other
words, Tully House Dental is totally depending the conservative customers right now.
Unique Key Words *Monthly Search *Cost Per Click *SEO Difficulty
Tully house 390 $0.91 55
braces sport 10 $1.01 37
orthodontist questions 30 $0.29 12
essix retainer cleaner 60 $0.00 28
Dentist Dublin 0 $0.00 15
BOS dentist 0 $0.00 34
BOS dentists 0 $0.00 25
Total: 490 Avg Cost: $0.32 Avg Rank: 29

11. 11
Goal and Strategy
At this point, we discovered detrimental points, which should be improved. Here we arranged what
problems we have and summarized how we reinforce them, based on the concept of Marketing Mix
expression way of RACE (Reach, Act, Convert, Engage).
Back Ground Objectives Goals KPIs
･Low monthly Search in
relating key words like
“Dentist Dublin”
Improve the site
optimization to rank
higher for relevant
keywords to drive site
traffic
･Launch the PPC/Display campaign
･Develop content through
blogging
･Connect SNS to spread viewers
･Seek the refer traffic from the
external URL
･Fix the dead links
･Top3 ranking for all relevant
search terms identified
･1blog post per week
･100 Blog views per week by
the end of 2016
･No past patients
reviews are available
･Difficult to imagine the
inside service or
situation
Develop further the
content strategy to build
the feel of safe in
patients by the
user-friendly design and
the past testimonies
･Change the Design of Main Page
to gentle, kind feeling
･Link with SNS to have patients
avail the past patients’ comments
･Connect the external testimonial
site, like whatclinic.com
･Link with Facebook, Twitter,
others
･15 testimonials in the
whatclinic.com by the end of
2016
･Having not made use of
the customer
information
･Patients must be
waiting for a long time
at clinic
Generate the customer
satisfaction by utilizing
the Data Base of
customers to help build
repeaters and avoid a
long waiting.
･Develop the Reservation Control
System to acquire the customers
information and enhance the
customer satisfaction
･Encourage the prior consultation
query form at the online
reservation to avoid a long queue
･1000 clients list in the Data
Base by the end of 2016
･Establish the scheme of
Email / CRM retargeting

12. 12
Recommendation ① Layout & Design (Home)
PC/Mac Browser Home Image
(Top Page)
(Top Page > Scroll Down)
In the recommended site, we have added vividness by using gentle and warm feeling family photo and
the inside of the clinic to make patients feel safety. We have added user-friendly navigations designs like
SNS feature, which enhances one’s view to read the content. We have also introduced a new tab
“Reservation Control System” which enables patients to take direct appointments with the doctor
according to its own convenience and time. (Explain in the next Chapter)
Mobile Screen Image (Right: Close / Left: Open Navigation)
Mobile application increases the accessibility and
the possibility to book an appointment more, so that
website must be responsive design. The content of
the website should shrink according to the various
screen size, and displays all the tabs vertically.
In the phase of designing the new site, we also
recommend to use Bootstrap CSS as it makes
websites very responsive and enhance visibility.

13. 13
Recommendation ② Layout & Design (Reservation Controlling System)
Reservation Control System is a basic appointment form, which reduces the task of the patients to
call the reception of the dental clinic in the busy day-time and avoid the long queue. Also, it will be
available for the Tully House Dental to utilize the customer information to retarget the past customers
by sending Email to hail the regular check-up, leading to establish the customer engagement.
In the form, we have asked some general query so that we know who will come and keep our
instruments being in ready, and of course, we can serve patients without wasting time. In the case of
existing customers, they can login by their own ID and Password so the form will automatically call their
basic information back.
We have also given commitment to the patient that we will call or mail them within 3 hours of their
booking. We have added the reservation control system tab in the home page so that it clearly visible to
the patients. If the patients want a telephone consultation, then they can call as they are used to be.
Base Information Input Area
Existing patient is not required to put
the data into it.
Address Field (Arbitrary)
Patient can get the notice of physical
check-up message regularly.
Specific order (Arbitrary)
This is for the sake of counseling
smoothly. It should also appear the
auto lists to fill up.
Patient Commitment
*Here is a dissertations of solid support
for the customer whatever the
telephone or message.

14. 14
Recommendation ③ Layout & Design (Blogging and Testimonial)
Why do we need blog in website?
Companies that increase the number of posts of their bloggings from 3 to 5 times a month to 6 to 8
times a month almost double their leads. Companies with over 200 blog articles generate more than
five times the leads than those with 10 or fewer. The average company will see a 45% growth in traffic
when it increases its total number of blog articles from 11~ 20 to 21~ 50 articles.
A business blog improves our lead generation ability because not only is it great for search engine
optimization (SEO), but it will build trust. Every blog post we publish becomes its own webpage, so with
each post we build our online presence and grow our Internet footprint. The bigger our footprint, the
more content Google has to refer to online searchers. (Source: www.dentistryiq.com)

15. 15
Currently Tully House do not have any blog tab, so we have added blog tab in the current website
flow and suggested few steps for writing decent blogs below. (Source: www.vervesearch.com)
a. Share blog often to stay in search engine. Don’t share same blogs as you could be targeted as
spammers.
b. Get influencers to write blogs into your website.
c. Blogs tag lines should be catchy and relevant to your topic. Media found that a massive 73% of
company blogs weren’t taking advantage of this technique, so one has blogs must be with a kind
of catchy tag line such as:
 3 Warning Signs of Impacted Wisdom Teeth
 The Ultimate Toothpaste Guide
 TMJ Problems and How You Can Prevent Them
d. Repurpose your blog by transforming blog posts into other formats. Each of these new pieces
could then be uploaded to its own distinct platform, where it would be seen by a new viewer’s
and help to create more traffic. For example, you could turn a blog post into:
 a podcast: record yourself reading your post aloud and podcast support apps.
 a screencast: record yourself something on-screen, add a voiceover and upload to YouTube
 a slide presentation: create a slide show out of your posts and upload on presentation
based websites.
 e-book: turn a series of posts into an e-book, which is available to download as a PDF or for
tweet.

16. 16
Recommendation ④ Improvement Website Structure
<Current> Website flow
The current website has many
issues such as broken links, less
content, no share buttons and no
blogs. In short it is very
unattractive and not user friendly
at all.
<Suggested> Website flow
In the suggested site, adding to the design change in main page, we have added the reservation
controlling system and also added share ability (ex; FB) in mostly all pages. Additionally, connecting with
external link to get the testimonial comments and drive the traffics. At a glance, these reformation
seems exertion, though the substantive regular works are just Blogging and Reservation Control System.

17. 17
Recommendation ⑤ Website Optimization (Speed)
Website Upload Speed (Source: Google Page Speed Tool)
The loading speed determines the number of people can access
the website at the same time and naturally lead the website SEO.
Now, the speed is graded to 62, which is relatively low.
So we suggest the implementation steps which are as below.
1. Compressing resources with gzip (zip file) or deflate can reduce the number of bytes sent over
the network.
2. By reducing server side response time can help increasing the response time of the browser.
Currently the server of our website responded in 1.2 seconds.
3. Our page has 5 blocking script resources and 14 blocking CSS resources. This caused delay in
rendering our page. Defer or asynchronously load blocking resources, or inline the critical
portions of those resources directly in the HTML. (Source: www.developers.google.com)
4. Compacting CSS code can save many bytes of data and speed up download and parse times.
5. Setting an expiry date or a maximum age in the HTTP headers for static resources instructs the
browser to load previously downloaded resources from local disk rather than over the network.
6. Properly formatting and compressing images can save many bytes of data.
7. Compacting JavaScript code can save many bytes of data speed up downloading, parsing and
execution time.
8. Avoiding landing page redirects and putting optimized images can improve website
performance.

18. 18
(Source: www.website.grader.com)

19. 19
Recommendation ⑥ Website Optimization (Search Engine Optimization)
Aside from the measurement of speed, there are various ways to improve the website SEO. There
are few recommendation steps to improve the site rank by search engine.
 Title Tags / Meta Description
Description lines in the SERPS (Search Engine Result Page) should include the keywords which is the
most important. Eg. “Orthodontist” and “BOS dentist” should also be on the main page of Google.
These pages should also start with the brand name “Tully Dental” so that the page might appear on top
of Google search.
 H1/H2 tags
As discovered in all the pages of Tully House websites, usage of H3 and H4 tags are more and very
few H2 and H1 tags has been used. (Extension: Firefox - Firebug) We should revise these tags for the
purpose of SEO.
 Domain Authority
The domain authority is 12/100 and page authority 21/100 which is very low. There is one root link
to improve this. Spam score is somehow 3/17. (Source: www.moz.com)

20. 20
 Anchor text
There are not so many internal links currently on the page content. We should add the links, which
should also redirect to blogs. Below is the sample of orthodontic tab.
Tully Dental house knows the exact where the patients know. Right orthodontist can help you
better. Why not contact us to arrange an appointment to discuss?
 Custom 404 Page
There are lot broken links and which are not connected to anywhere. Broken links should be
renovated and guide them to proper redirection.
 Social Media Platforms (for promoting the traffics)
Websites, nowadays, need to be connected with a well-known social media, like Facebook, Twitter,
WhatsApp, SnapChat. There are no blogs connected to LinkedIn profile and Google+, as well. Adding
these SNSs will increase the traffics or sharing ability by viewers.
Also, it is not the Social Media Platforms,
we are supposed to connect with the Clinic
Review Site, such like www.whatclinic.com
as a backlink for the website of Tully House
Dental to get the traffics of patients who aim
to seek the hospital with good reviews. As
with the website backlink, we are also
expecting to get the traffics from the new
launching blogs.
(Capture) WhatClinic.com

21. 21
Recommendation ⑦ PPC Plan
The left pie chart, sourced from the site
https://pro.similarweb.com, demonstrating clearly how
our Tully House Dental is not obtaining the traffic compare
to the other rivals. (See, Competitor Overview in P.6)
In the case of mydental.ie, their traffic is built with
60.78% from Organic and the rest of 39.22% was Paid
search, as with the portobellodental.ie obtaining 44.8%
from the paid research, too.
After all, to compete the rivals, it is imperious to use the PPC (Pay Per Click) for gaining a certain
amount of traffics from the key search terms relating to the Tully Dental House, such as “Orthodontics”,
or simply “Dublin Dentist”. In bellow, we have taken the most popular and relevant keywords into
account by use of the (Source: Google Global Market Finder) and extract some samples.
Campaign
Type
Ad Group
Examples
Monthly
Searches
Suggested
Bid
Long tail Keywords
(www.keyword.io)
Orthodontist Clear braces
390 €2.42
Budget: €50
Best Braces Dublin/ invisible braces
reviews /removable invisible braces/
orthodontist invisible braces cost/
invisalign vs invisible braces

22. 22
Campaign
Type
Ad Group
Examples
Monthly
Searches
Suggested
Bid
Long tail Keywords
(www.keyword.io)
Orthodontist Orthodontist 1600 €1.35
Budget: €50
average cost of orthodontist visit/
braces cost for adults with insurance/
how much does a retainer cost
orthodontist/ invisalign cost Dublin
Dentist Dental Implant
Cost
260 €3.33
Budget:€100
Dental implant cost Dublin/ full set
dental implant cost/ dental implant
cost for 1 tooth/ dental implant cost
for molar/ complete dental implant
cost
Teeth whitening 3600 €1.47 Best professional teeth whitening/
effective teeth ･ extreme teeth
whitening ･ fast ･ free ･ natural ･
reviews･most effective･quick

23. 23
Above samples are parts of our PPC campaign relating to the keyword for the Tully House Dental. We
can adjust campaign after 2 to 3 weeks of rolling out of these ads depending on the response from
these potential customers. Also, we decide not to use the digital display plan as we think that our target
is for those who are explicit customers, in other words they are seeking the dental service promptly by
using any Search Engines. Besides, as a result of investigation of competitors, we understood even they
dot use such display ads that we concluded not to focus on display ads, and to save their money for the
future investments.
Campaign
Type
Ad Group
Examples
Monthly
Searches
Suggested
Bid
Long tail Keywords
(www.keyword.io)
Dentist Porcelain veneers 170 €1.28 Affordable porcelain veneers/
Benefits of porcelain veneers/ Best
place for porcelain veneers/ Cost of
porcelain veneers/ Maintenance
for porcelain veneers
Root canal 1600 €1.98 about root canal treatment/ average
cost of root canal/ best antibiotic for
root canal infection/ can i get a root
canal while pregnant/ cost of root
canal/ emergency root canal /face
swollen after root canal /gum pain
after root canal

24. 24
Conclusion
One of the health service areas to which marketing approach is being extended in recent years is
Dental service. Application of Marketing methods for dental services to acquire the new customers are
becoming more and more necessitated as the competitive market in this field, plus the falling
population resulted into the declining demand for dental services. Such intensifying competitive
environment emphasis on the use resulted in increasing marketing methods and innovations.
However, while the growing literature in the dental marketing area has numerous exhortations
concerning the need for marketing approach, systematic research studies providing consumer
perspectives as inputs for effective dental marketing practice are lacking. In this paper, the salience of
dental practitioner attributes is determined from the perspectives of dental consumers.

25. 25
References & Appendices
・References for the Competitors of Tully House Dental
Dublin Orthodontics
http://www.dublinorthodontics.ie/
My Dental
http://www.mydental.ie/
Portobello dental Clinic
http://www.portobellodental.ie/
・References for the Report
Clinic Reviews Website
http://www.whatclinic.com/
Design for Webpage
https://balsamiq.com/
Reason Why a Blog Improve our Lead generation
http://www.dentistryiq.com
Few Suggested Steps for Writing Decent Blogs
http://www.vervesearch.com/
Website structure
https://coggle.it/
Website Optimization (For the Speed)
https://website.grader.com/
https://developers.google.com/
Website Optimization (For Others)
https://moz.com/
Analysis of Keywords for PPC & Display Advertisement
https://www.spyfu.com/
https://pro.similarweb.com,
http://www.keyword.io/
https://translate.google.com/globalmarketfinder/g/index.html?locale=en
Produce the Example PPC Advertisement
https://www.google.ie/adwords/