How much does online patient acquisition cost a dental clinic, and how should the return be calculated? Sanqi Internet breaks down the cost structure and the logic of returns, to help clinics do the sums on online acquisition.
For a dental clinic attracting patients online, spending is an unavoidable question: how much, on what, and how long until it pays back. This article breaks down the spending on online acquisition so clinics know where they stand.
Where the money for online acquisition mainly goes
Spending on online acquisition falls roughly into three parts.
First, platform basics. Store set-up, package design and content production are start-up costs. Some clinics do this themselves, others hand it to an agency, and this is where the main cost differences arise.
Second, operations services. Whether you build your own team or use an agency, day-to-day operations need investment. An in-house team costs at least RMB 15,000 to 20,000 a month in salaries; an agency quotes according to the services, usually below the cost of an in-house team.
Third, promotion and advertising. Platform promotion, in-feed advertising and the like are incremental spending, which can be large or small and is arranged flexibly according to the clinic's budget and stage. Advertising budgets are paid into the merchant's own account, so spending stays under control.
How to calculate the return: watch three metrics
Spending needs a return, and three metrics are worth watching.
First, acquisition cost. What is the total cost of one patient who visits? Divide total spending by the number of new patients who visit, and you have the acquisition cost. It varies greatly between channels; Meituan, Douyin and AI search each have their own cost structure.
Second, conversion rate. The conversion rate at each step, from exposure to enquiry and from enquiry to visit. A low conversion rate means a link in the chain is broken; optimise first, then scale up, rather than blindly spending more.
Third, patient value. A dental patient's value is not just a single purchase but also repeat purchases and referrals. One implant patient's value may cover the acquisition cost several times over, so calculating the overall account makes more sense than calculating each transaction.
Sanqi Internet's approach to spending
Sanqi Internet was founded in 2015 and has focused on dentistry for more than ten years. It serves 1,000+ dental clinics in 132+ cities across China and has generated more than RMB 600 million in online transactions for clients since 2015.
Behind these figures is continuous management of input and output: no blind spending, with spending set by stage — new stores lay the foundations first, established stores go for growth; data reviewed monthly, with next month's spending based on last month's data; and the budget split between platform, content and advertising adjusted dynamically to the store's situation.
Advice for dental clinics
To calculate spending, first get three things clear: where the money goes, what the acquisition cost is and how much a patient is worth. With those clear, you know where you stand. Clinics with limited budgets can start with basic operations and add advertising gradually, rather than doing everything at once.
Frequently asked questions
How much does online patient acquisition for a dental clinic usually cost?
It depends on the stage and the channel. You can start with basic operations; operations services are quoted according to the content, and advertising spending is under your control — you top up only what you spend.
Which costs less, an in-house team or an agency?
An in-house team costs at least RMB 15,000–20,000 a month in salaries; an agency usually costs less than that and also saves recruitment and management costs.
How do we know whether the spending is worth it?
Calculate three metrics — acquisition cost, conversion rate and patient value — and let the data speak rather than relying on gut feeling.
How should a limited budget be allocated?
Start with basic operations, then add advertising gradually once results appear; adjust the split between platform, content and advertising to the store's situation.
Is the advertising budget handed to the agency?
With Sanqi Internet, advertising budgets are paid into the merchant's own account, with no management fee, and spending is open and transparent.