[DENTAL INDUSTRY INFO] 2017 vs 2016 patient acquisition costs

ByLoran Simon|Our Service

One of the best things about digital marketing is the data it provides. Currently we help over 200 dental practices with their digital marketing. This gives us an excellent overview of how much clicks cost, how much new patient enquiries cost, and what the changes are from year to year.

As we come to the end of 2017 I have taken a look at the differences in costs for 2017 and 2016, for the campaigns that we create and manage.

But why should you listen to me? Well, marketing our own dental devices to patients, we have generated over 57,000 new patient enquiries at an average cost of under £7 each. As you may know, I'm Loran Simon, the co-founder of Somnowell Dental Lab, which I set-up with my father-in-law orthodontist Prof. Simon Ash FDS MSc MOrth BDS. After generating more than 85,000 patients for our own dental lab, and for the clients of our digital marketing agency for dental practices, I cracked the code for running successful online marketing campaigns for dentists.

Now back to the data. In 2016 the average cost per click to advertise for a dental treatment was £1.31, in 2017 it has increased by 33% to £1.74.

But why is this? Well, more dentists are now advertising. Therefore the costs go up. Google and Facebook sell their clicks on an auction basis. So the more people bidding for a particular search term (i.e. dental implants), or the more people bidding for a particular audience (i.e. women aged 35-55 with income over £35,000), the higher the price becomes.

At our dental digital marketing agency we have seen 100% year on year growth for the last 3 years. So we know first hand the increasing number of dentists using digital marketing.

We manage digital marketing campaigns for dentists around the world and we see very low costs per click in countries where there is very little competition online.

Now let's look at the cost per patient enquiry. In 2016 the average cost per new patient enquiry was £23.21, in 2017 it has increased by only 1.43% to £23.54.

How have we managed to stay ahead of the game? We have increased our conversion rate. This means that we have made our campaigns more effective. So a higher percentage of the visitors make an enquiry.

As the below screenshot shows, we have managed to increase our patient visitor conversion rate by 31.17%.

We have achieved this by continually looking at the performance data and making changes to our clients campaign settings, ads, and landing pages, to continually improve the performance.

In 2017 we have also managed to increase the number of new patient enquiry phone calls by 395%.

At our dental lab, where we generate up to 4,000 new patient enquiries per month, we find that telephone call enquiries convert to treatment at a 3 times higher rate than web form enquiries.

You may be wondering why I am telling you all of this. Well, we sustain a fantastic reputation in the dental industry and deliver incredible results using digital marketing to every single one of our clients, at the most affordable prices.


If this sounds like it might be of interest I'd like to invite you to schedule a 15 minute call with me. Just CLICK HERE TO SCHEDULE A CALL. If you have any questions in the meantime, please hit the reply button and drop me a line. I will respond personally to every email.

Alternatively if you want to manage your own digital marketing campaigns you will definitely want to check out our membership site Digital Marketing For Dentists (with special offer trial for just £1 - and get access to over 300 templates covering everything, and step-by-step instructions), or if you want us to do it all for you just schedule a call with my dental digital agency Somnowell Marketing (full range of services, provided worldwide).

Here are some kind words from other dentists:

"...Somnowell Marketing should be at the top of your list." - Dr Neil Gerrard, Clifton Dental Studio
"...I cannot recommend them highly enough." - Dr Ashley Davenport, Balsall Common Dental
"...I would not hesitate to recommend them." - Dr Pchatar Samra, The Dental Centre
"...ahead of the curve and provide a good return on investment." - Dr Athyr Al-Killidar, UK Smile
"...very effective in the long term." - Dr Victoria Holden, Briars Dental Care
"The first weekend that we went live I had 10 new enquiries..." - Dr Nicholas Riley, Clinical Director S10 Dental
"...very impressed with the results." - Dr Shi Karim, Church Road Dental and Cosmetics
"...greatly improved our presence and positioning on social media platforms." - Dr Owen Crotty, Crotty Orthodontics
"...very effective at bringing in new foot-fall..." - Dr Matthew Houlton, Manor House Dental Practice
"...new patients that would otherwise not have known of my existence." - Dr Colin Doody, Dronfield Dental Practice
"...I have not regretted my investment..." - Mr Mike Dilkes, Health Hub
"Somnowell Marketing are very effective..." - Dr Derek Swan, New Town Dental Care
"...patient enquiries which are increasing month on month." - Julie McCann, Clifton Dental

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About the Author

After generating more than 85,000 patients for our own dental lab, and for the clients of our digital marketing agency for dental practices, I cracked the code for running successful online marketing campaigns.