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Worked example, cost per new patient

What does a new patient cost your clinic to win?

This is an illustration, not a client result. We have no published case study yet, so every number below is an assumption, shown with its arithmetic, that you can swap for your own.

The numbers at a glance

MeasureTodayWith 6 more a monthChange
Marketing spend a month$2,400$2,400no change
New patients a month2531+6
Cost per new patient$96.00$77.42-19%
-19%on the cost of each new patient, with the same marketing spend

The one sum

Cost per new patient formula $2,400 of monthly marketing spend divided by 25 new patients equals $96.00 per new patient. $2,400 marketing a month ÷ 25 new patients = $96.00 per new patient
Count everything you spend to be found and booked, then divide by the new patients who actually came through the door.

Where the $2,400 goes

Monthly marketing spend by channel Google Ads $1,000, Website and local search $1,000, Reviews, email, other $400. $1,000 Google Ads $1,000 Website and local search $400 Reviews, email, other
Assumed split for a single-location clinic. Ad budgets go to Google; fees and tools are the rest.

Where the extra bookings come from

Not from more people. From fewer people giving up. Same 400 visitors, same 2,400 dollars, but a clear way to book on a phone at 9 pm.

Today 400 look at the site 60 try to book 25 book a first visit
With online booking fixed 400 look at the site 60 try to book 31 book a first visit

Assumption: 60 of 400 visitors try to book. Today 25 get through; with a booking path that works on a phone, 31 do. Of the 35 who gave up, 6 now book. Bar widths are not to scale.

What it does to the cost

Cost per new patient, today and with six more bookings Today $96.00. With six more bookings $77.42, which is 19 percent lower. Today $96.00 With 6 more a month $77.42
$2,400 ÷ 31 = $77.42. The spend did not move. The count under it did.

Try other numbers

Cost per new patient for different monthly spends and new-patient counts. The highlighted cells are the two cases above.

Monthly marketing spend (rows) by new patients a month (columns)
Spend20 patients25 patients31 patients40 patients
$1,800$90.00$72.00$58.06$45.00
$2,400$120.00$96.00$77.42$60.00
$3,000$150.00$120.00$96.77$75.00

What a new patient is worth next to what they cost

Revenue from a new patient against cost to win them A new patient brings in $880 over eight visits at $110. Winning them costs $96.00 today and $77.42 with six more bookings, leaving $784 and $803. A new patient brings in (8 visits × $110) $880 Cost to win them: today, then with 6 more a month $96.00, 9.2× back $77.42, 11.4× back
Revenue per new patient from the first worked example. Before the cost of care and staff time, so it is revenue, not profit.

Let's unpack this

The assumptions

None of these are measured results and none come from a client. Change them to your own clinic's figures; the method stays the same.

The arithmetic

How to find your own number

  1. Add up one month of everything you spend to be found and booked: ads, website, local search, reviews, email.
  2. Count the genuinely new patients who booked a first visit that month, from your booking software.
  3. Divide the first by the second. Do it again next month.

What this does not include

Staff time, repeat patients, referrals and the cost of care. We leave them out so the number stays easy to check. A single month can also swing; look at three before you trust the figure.

Claim my audit and we will work this out from your clinic's own numbers.

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Step 1 of 2

Where should we look?

Tell us your clinic’s website and we’ll go through it the way a new patient would.

The address patients find on Google. A link to your booking page is fine too.

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