Bigger, Better SEO….Introducing Kiwi Splash

Search Engine Optimization, Webpage Rankings for Professionals, Kiwi Splash Marketing.We have been ignoring you.

Over the last few months, we have been busy constructing a new brand to pay attention to the needs of all of our non-medical partners.

New Name:  Same Company

We’ve grown over the past few years to now include partners in different professions other than just medicine.

It was getting strange to have to explain why Medical Marketing Enterprises was doing the heavy lifting for say, the Bethesda Country Club.

We crafted Kiwi Splash and have been busy working on the new website which will contain our future newsletter articles and posts.  You’ll be getting emails from the new company name, but it’s the name change only.

SEO Workshop and Seminar:  Sign Up!

We now schedule workshops and our next all-day  seminar is Saturday, September 20, 2014, at the Bethesda Country Club in Bethesda, Maryland.

SIGN UP if want to attend our 1 day seminar and workshop on “Web Strategies to Grow Your Business.”

Moving Forward

So from this point forward, you should look for emails from Kiwi Splash.

Medical Marketing Enterprises will be under the Kiwi “umbrellla.”

We still lecture at the AAO, coach and have newsletters.

Our next workshop is in September.

Let’s get reunited!



Your Online Authority

Become an online authority, Medical Marketing Enterprises, LLCReaders naturally search for an authority.  Authorities have the most credibility.  Your goal is to become a medical authority….online.

Every Website Must Provide Value

Every website must provide value.  Contrary to popular belief, most people are surfing the Internet with a specific purpose.  They are in search of an answer to a question or solution to a problem (really the same thing).

Remember the 3 types of websites?  Resource, Marketing and Interactive.   Regardless of the type of website you have, your website already provides value.  For instance, a basic “resource” site containing hours of operation, insurance information and directions provides value to your existing patients who know they can find this type of information on your site.

To improve your value and to turn your site into a powerful marketing tool, write articles on your site to answer your patients’ questions and solve their problems.  This is the best way your site can provide value and to rank you highly at the same time.

Value Breeds Trust

The more value you provide, and for free, the more trust you will develop.

Trust in you does not develop with one article.  It builds after several articles and over time.  Trust allows patients to leave comments and ask questions on your site.  Trust motivates “readers” to become real patients.

Credibility and Authority

Your degree gives you a certain level of credibility, hence, it will be easier and faster for you to develop trust compared to those without a degree.  You are, therefore, able to provide tremendous value to your readers by sharing your knowledge as an authority.

Remember, who else would be better to provide health information than you?

What Can You Do?

Don’t advertise.  Prove your authority and develop your trust by writing consistently and regularly.  It’s no different than educating our patients in an office setting.  Writing knowledgeably about what you do will provide tremendous value to your future patients.  Providing credible information establishes your authority and will accelerate the development of trust.

To Your Growth And Success!


Randall V. Wong, M.D.
Medical Website Optimization



How do You Value Your Medical Practice?

How to Value Your Medical Practice

What math are you using to figure out the relative value of your medical practice?  If you are like most physicians you are probably using traditional methods to determine the value; i.e., revenue, profit and market conditions.  If this is the type of math you are using it is fairly safe to assume that you are focusing on the number of patient encounters you have each month.  This is fine if you are content with traditional valuing methods.  After all, this method is consistent with the traditional sales approach.  Generally speaking, the greater the number of sales, the greater your return on investment for that particular month, quarter or year.

But What if You Want More?

If you want more, then you will need to learn a new math.  Focusing on brand development will make traditional valuation methods worthless.  If you have created an online brand then you have likely carved out a niche within your particular practice area.  Therefore, your total net value is worth far more than the number of patient encounters you have on any given day.

Presumably, at some point, you will want to sell your medical practice.  The time to start planning for that day is now.

Have you Created a Brand for Your Medical Office?

Creating a brand requires a marketing strategy; however, once implemented you will find that your efforts have made your medical practice a valuable asset, one that cannot be measured by traditional valuation methods.

To determine whether you have successfully created a brand consider the following four questions:

  1. What does the market, your market, think about your medical practice?
  2. How, when and where is the market talking about you or your medical office?
  3. What is the experience the market has with your medical office?
  4. Is your brand dependent on you?

Keep in mind the fourth question is paramount.  If your brand is dependent on you then you haven’t created residual value.  Why?   Because the value cannot be replicated by a new owner.  So how do you create a brand in a medical practice that is not dependent on you, the physician?  After all, you are the one who ultimately renders the services.  The key is to develop systems.

An Online Marketing Strategy is Key to Increasing the Value of Your Medical Practice

If you are building your practice much the same way you would read a book or watch a movie, then you haven’t created systems; i.e.,  you have no idea of how the story will unfold.   Meaning if you have no idea of how or when you will sell your practice then you are passively engaging in the practice of medicine without a real plan.  You need to start creating your exit strategy now and it doesn’t matter whether you plan on retiring in 1 year, 5 years or 10 years.  The key is to start developing your marketing strategy now.

If you create a brand that allows any physician or group to simply take over where you left off then you will have created a valuable asset.  If you have incorporated online branding and reputation management then you will need to go beyond traditional accounting to recognize the full value of your medical practice.

Have you created systems to brand yourself? Have you created systems to measure your online efforts?   If so, please share in the comments so our community can gain through your experiences.


The Power of Story: The Olympics and Your Blog

Hook your readers by telling as story just as ABC has with "up close and persona."The best part about the Olympics is the stories.  I love the personal stories of the athletes.  It captures my attention and gives me more reason to watch the actual competition.

The athletic feats are indeed spectacular, but having never been (nor close) to becoming an Olympian, I can only marvel at the athleticism, precision and technique…but I can’t really relate to the athletic side of these superstars having never been one myself.

The stories, however, are different.  They do make these superhumans more real and more tangible.

The stories are compelling, the sports are entertaining.

“Up Close and Personal”

ABC, from the genius of Roone Arledge, created the “Up Close and Personal” segments in the 1970’s.  These segments quickly became popular as we learned the human side of the Olympic athletes.  We learned about the personal journey, their trials and tribulations, the sacrifice…we learned that they, too, are just people.

The series is credited for turning the Olympics into Prime Time “must see” TV.  While not called “Up Close and Personal” on rival networks, the personalization of the athletes persists to these summer games.

Telling the personal stories of the athletes compels us to watch and learn more.  It gives us relevance as to who these athletes are as people and makes the outcome of the games more relevant as we are now cheering for individuals having how learned their “story.”

We want them to win.

Importance of  A Story

A story starts a relationship.  We learn about each other and how we compare human to human.  We learn more about how we are similar than how we are different.

Stories are much easier to be repeated.  Retelling including personal facts is more compelling than repeating the athletic achievments or professional accomplishments (in the case of a doctor) because, again, we can’t relate to being an Olympic athlete nor can patients relate to the achievements of a doctor.

Writing for Your Blog

Tell your story somewhere on your website.  The best place is to create an “About Me” page listing your credentials as a person…not your achievments as a doctor.

The more transparent your writing, the more compelling the story, that is, the more you reveal of yourself, the more interesting the story.

Suggestions include your hobbies, your goal with your medical practice, the type of medicine you practice, what makes you a great doctor, what makes you a great person, etc.

For the next two weeks, as you watch teh games on NBC, look for the stories.  Realize the powerful draw for  you personally…then emulate on your website.

It’s a powerful tool.  Showing that you are a person first and a doctor second.  Reach out to your patients as a person…


Your Avatar: Your Personal Brand

Randall Wong, M.D., Medical Marketing Enterprises, Website Optimization

An avatar is part of your personal brand.

This is mine.  An avatar is your personal logo and is used to visually recognize your personal brand. It should be used anywhere you write, or publish, on the Internet.

I use this picture on each and every article associated with my name including my websites, blog and social media accounts.

I chose this “logo” of myself as it quickly conveys; my profession, what I really look like, and has a unique blue/green the really stands out.  You can quickly pick out my avatar even when standing across the room!

Why Use an Avatar?

An avatar provides instant recognition of you, the author.  This visual signature will influence your known readers to read more of your work.   Remember most Internet users make decisions to “Click” (and read more) or “Bounce” (away from your page to something else) in about 2.5 seconds.

Just like a signature, an avatar lets your readers to visually recognize your brand.

Choosing Your Avatar

While your avatar can be any type of image, symbol, logo, icon or character that suits your style, I recommend using a picture of yourself.  Whatever you choose, make it part of your personal brand and keep it the same.

As we (docs) are in the service industry, by using a picture of yourself, you will demystify and personalize yourself.  While doctors might be tempted to use the typical 3/4 pose in a white coat or suit, a more candid and relaxed image is recommended.  This will help exhibit some transparency (doctors showing human traits) and will further distinguish you amongst your competitors.

Choose something that is easily and quickly recognized.  Select a photo no more than 150 x 150 pixels.  You want to keep the file size as small as possible for easy uploading.

Most avatars are small and square.  Choose an image that is easily and quickly recognized.  A photo of about 150 x 150 pixels is probably ideal.  Crop the image to make it square.  Square is best to minimize any automatic cropping when uploading to a website.  This ensures that your image will be uniform.

Using Your Avatar

Use your avatar just as you would your signature.  It should be used with any article your write for your own site, your social media forums, but more importantly, should be included on anything you write on other websites and forums so your readers can easily find you.

Use the same picture every time so that your readers can instantly recognize you in various forums.  For instance, my avatar appears on my FaceBook page, LinkedIn, Twitter and Google+ accounts.  Just as you would keep a consistent theme across your different sites and accounts….keep the same picture.

When visually scanning what to read next, any clue will increase readability.

This same picture appears in the “authors” column of websites where I write regularly such as Physicians Practice.

This website allows your avatar to follow you from blog to blog when you guest post or comment.  It is free and removes the need for you to upload your image every time you write.  It makes it easy to keep your brand consistent across the web and adds some professionalism to your posts and comments and also ensure consistency.

Best of all, it’s free!

To Your Growth!


Randall V. Wong, M.D.
Medical Website Optimization