Free Tool
Patient Acquisition Cost Calculator
Enter your practice details and see your current cost per new patient, your projected ROI, and how an optimised digital strategy could change the numbers.
Your Practice Details
Include all marketing: ads, agency fees, website, social media
Pre-filled with specialty benchmark. Adjust to your actual data.
Current CAC
$150
per new patient
Optimised CAC
$83
with digital optimisation
Current ROI
2567%
on marketing spend
Optimised ROI
4748%
projected with optimisation
Extra Patients / Month
+16
same budget, better results
Revenue Potential
$65,455
additional LTV / month
Summary
- CAC reduction45% lower
- Monthly spend$3,000
- Additional patients/month+16
- 12-month revenue uplift$785,455
Based on average 45% CAC reduction achieved by Heartbeat Marketing clients. Individual results vary.
Industry Benchmarks by Specialty
| Specialty | Avg. CAC (unoptimised) | Avg. CAC (optimised digital) | Avg. Patient LTV |
|---|---|---|---|
| Primary Care / Family Medicine | $200–$400 | $80–$150 | $3,000–$5,000 |
| Dentistry / Dental Specialist | $150–$350 | $60–$130 | $2,000–$4,500 |
| Dermatology | $250–$500 | $100–$200 | $4,000–$8,000 |
| Orthopaedics | $400–$800 | $180–$350 | $8,000–$20,000 |
| Oncology / Cancer Care | $500–$1,200 | $200–$500 | $40,000–$120,000 |
| Cosmetic Surgery / Aesthetics | $400–$900 | $150–$350 | $8,000–$30,000 |
| Mental Health / Psychiatry | $100–$250 | $50–$120 | $3,000–$8,000 |
| Ophthalmology / Eye Care | $200–$450 | $80–$180 | $5,000–$12,000 |
Benchmarks based on Heartbeat Marketing client data and industry reports. Actual results vary by market, competition, and implementation quality.
Want us to run the real numbers for your practice?
Our strategy sessions include a full analysis of your current acquisition cost, competitive landscape, and a custom projection for what optimised digital marketing would deliver.
FAQ
Patient Acquisition — Common Questions
What is a good patient acquisition cost?
It varies significantly by specialty. For primary care, $50–$150 is typical with a well-optimised digital strategy. For high-value specialties (oncology, orthopaedics, cosmetic surgery), $200–$600 is common but justifiable given lifetime patient value. Heartbeat Marketing clients have achieved a 60% reduction in cost-per-lead through optimised campaigns.
How do I calculate my current patient acquisition cost?
Divide your total monthly marketing spend by the number of new patients that month. If you spend $3,000/month and gain 20 new patients, your CAC is $150. Include all marketing costs: ads, agency fees, website, photography, social media management.
What lifetime value should I use for my specialty?
Primary care: $3,000–$5,000. Dentistry: $2,000–$4,000. Orthopaedics: $5,000–$15,000. Cosmetic surgery: $8,000–$25,000. Oncology: $30,000–$100,000+. Use your average revenue per patient per year multiplied by average retention length, minus cost of care.
How much should a medical practice spend on digital marketing?
A commonly cited benchmark is 7–12% of gross revenue for practices looking to grow, and 3–5% for maintenance. Early-stage practices or those entering competitive markets may need to invest 15%+ to build initial visibility.
Can digital marketing really reduce my cost per patient?
Yes — significantly. Organic SEO, once established, delivers patients at near-zero marginal cost. Combined with optimised Google Ads and reputation management, practices typically see 30–60% lower CAC versus traditional advertising channels like print, radio, or physician referral programmes.