Are you affiliated with any companies or organizations that have built up strong brand recognition? Most dentists are and should be utilizing these affiliations to enhance their practice website’s conversion power.
Leveraging the brand equity of affiliate organizations will boost the reputation and credibility of your practice brand. This marketing principle is referred to as “brand association.”
When you align your brand with well-known, well-respected brands, some of their sheen rubs off on you. This helps you build trust with prospective patients right away, and the more they trust you, the more likely they are to select you as their new dentist.
Brands that your practice is associated with may include:
- Professional associations
- Insurance providers
- Branded services (i.e. Zoom or Invisalign)
- Local business organizations
How to Benefit from Affiliations
In order for prospective patients to associate your practice brand with well-known brands, they have to see the association. Easy! Just follow the steps below to start reaping the benefits of your professional affiliations:
1. Brainstorm a list of all the organizations that your practice is affiliated with.
Refer to the list above to help you think of these organizations. Member of the ADA? Write it down. Are you a member of your local chamber of commerce? Add that to the list.
2. Direct your website administrator to add the logos into your website design.
Adding these logos to the homepage of your dental website will ensure that site visitors see them.
Adding Logos into Your Dental Website Design
From a design perspective, it is a balancing act to include affiliate logos without making your site design feel too busy. Your website designer should be able to suggest a good placement for them, but oftentimes the footer provides the flexibility necessary to add in many logos without cluttering the body content on the page.