Cost per new patient calculator
What each new patient actually costs you across all channels.
Cost per new patient is your total marketing spend divided by the number of new patients it produced. Add paid ads, SEO and website costs and any other marketing for the month, then divide by new patients from those channels. In most markets general practices land between $150 and $400 per new patient, with implant, orthodontic and cosmetic patients costing considerably more. Compare the result with first-year value to see how many dollars come back for each dollar spent.
How this is calculated
- Cost per patient = total marketing spend ÷ new patients.
- Return per dollar = first-year value ÷ cost per patient.
Frequently asked questions
Should I count referrals as marketing patients?
Track them separately. Referrals cost little to acquire and are driven by patient experience rather than campaigns, so blending them in makes paid marketing look cheaper than it is. A separate referral count is also a useful measure in its own right.
Which costs belong in marketing spend?
Anything whose purpose is attracting new patients: ad spend, agency fees, SEO, website hosting and updates, directory listings, signage and printed material. Exclude general branding costs you would incur anyway and exclude the cost of treating the patient once they arrive.
My cost per new patient is above $400. What should I do?
Check attribution first, because undercounting new patients is the most common cause. Then compare channels: one expensive channel can drag the average up while the rest perform well. Finally check reception conversion, since a low booking rate doubles the effective cost of every enquiry.
How often should I calculate this?
Monthly, using that month's spend and new patients, then look at a rolling three-month average to smooth out timing. Campaigns take a few weeks to show results, so a single month can mislead.
What data do I need from my practice software?
A new patient report for the month with the referral source field completed for each one, and your marketing invoices for the same period. If the referral source field is often blank, fixing that at reception is the first step.
Related calculators
All dentist calculators- Dental marketing ROIIs your marketing spend paying for itself, and by how much?Open calculator →
- New patient valueFirst-year and lifetime value of each new patient — the number that sets your marketing budget.Open calculator →
- Website conversion ROIWhat your website's visitors are worth, and what a better conversion rate would add.Open calculator →
Benchmarks are indicative for general practice in most markets. Last updated 18 Sept 2026. See our methodology.