How much does dental marketing cost?.
Percentage of collections, cost per new patient, and where the money goes.
· 6 min read
Established general practices commonly spend three to six percent of collections on marketing. Startups, scratch practices and offices adding operatories frequently run higher for a year or two, because they are buying patients rather than maintaining a base.
Cost per new patient is the more useful number, and in competitive metros it is higher than most owners expect. Dental keywords are among the most expensive in local search, and implant and cosmetic terms are higher still.
That cost only makes sense against what a patient produces over years, not over one visit. A family that stays for a decade of hygiene, restorative work and the occasional crown justifies a substantial acquisition cost. A new patient special that attracts a one time cleaning shopper does not.
Before adding budget, run the reactivation list. Patients overdue for hygiene already chose you once, cost almost nothing to reach, and fill chairs this month. Practices skip it because it is unexciting, then spend thousands buying strangers instead.
The short version
- Three to six percent of collections for established practices.
- Judge cost per new patient against first year production.
- Reactivate overdue patients before buying new ones.
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