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Healthcare Practice Advertising Spend in USA

How Much Do Doctors and Dentists Spend On Advertising in the USA?

The actual advertising budget for each medical and dental practice is different. Some medical and dental practices are very aggressive and spend $1000 per day (or more) and some spend $1000 a month on advertising. Your advertising budget depends on your location, your services, your target area and your competition. U.S. health care industry spends $30 billion a year on marketing. If the owner and decision maker of a dental or medical practice is a physician, then they have a very difficult time understanding that advertising is NOT AN EXPENSE, it is an investment with an ROI. On the other hand, generally, if the practice owner, investor, decision maker is a business person, they typically understand the value of advertising for doctors. Some physicians spend nothing on advertising and depend strictly on word of mouth and SEO of the website.


Data from 2020 to 2024.  Also note that brands spend much more than non-brand focused medical practices, they also have more patients and perceived medical care provided is of higher value to patients, as evidenced by reviews received by the medical practices. The data is here for your guidelines and not guaranteed to generate same or similar results.

Table of Contents

1) Range is $600 per month to $15000 per month, depending on specialty and competition. 
2) Medspa and aesthetic practices
3) Anti-aging, wellness, hormone, IV therapy practices
4) Plastic surgeons
5) Dermatology practices
6) Urgent care centers
7) Walk-in primary care practices
8) Primary care practices
9) Naturopathic, wellness focused care practices
10) Pediatric care practices
11) Sexual healthcare practices – multi-focus
12) Sexual healthcare practices – Erectile Dysfunction
13) Fertility healthcare practices 
14) Dental practices – General dentists
15) Dental practices – General dentists with cosmetic focus (implants, Invisalign)
16) Dental practices – Specialist dentists
17) Dental practices – Celebrity & cosmetic focus
18) Podiatrists – Foot and Ankle Doctors and Surgeons 
19) Orthopedic Surgeons 
20) Women’s Health and OB/GYN
21) Weight loss / Physician Supervised Medical Weight Loss / Semaglutide and related weightloss
22) Integrative practices – Serving multiple focus areas
23) Regenerative/Integrative practices – Serving multiple focus areas
24) Chiropractor practices 
25) Mental health & psychologists 
26) Addiction & substance abuse medicine
27) Sleep clinics and TMJ clinics
28) Pain clinics – Chiropractors
29) Pain clinics – Spine focused – minimally invasive pain management and regenerative medicine
30) Physical therapy care practices
31) Telemedicine practices
32) Example of a Facebook Ad with an “Offer”
33) Example of an Instagram Ad with a “Contact Us” Call To Action
34) Example of an Google Pay-Per-Click Ad With Multiple Call To Actions
35) Example of a PatientGain Marketing Image Used To Attract Patients

1) Range is $700 per month to $15000 per month, depending on specialty and competition. 


The actual advertising budget for each clinic and practice is different. Some clinics/doctors are very aggressive and spend $1000 per day (or more) and some spend $1000 a month on advertising. We also have few clinics/doctors who do not spend any money on online advertising, these doctors rely on referrals and very strong SEO rankings. This data refers to online advertising, not offline advertising spend. For example we have a medical practice with 30+ locations, on average they spend  – per location – $1600 per month on online mediums and $1000 per month for offline, traditional mediums.  Another medical practice with 5 locations, spends $5400 per month per location, entirely on online strategy. They are no longer spending any advertising budget on offline, traditional advertising channels.  A single location in 8 exam rooms, with extreme competition, spends $15000 per month on online advertising, with average patient count of 80 -110 patients per day.  A plastic surgeon with medium competition spends $8000 per month on online advertising. One of our pain clinic does not spend anything on advertising, all of their leads come from SEO of their medical practice website, and referrals.

Also you have to understand that every practice area is different. If it’s a brand new practice, and they are just starting out, they will need to spend more $$ on the initial launch. If a practice is going through some issues (legal, business related, partnership related etc) they may pause or stop all advertising.  For example  let’s review specific specialties:

2) Medspa and Aesthetic practices


For Medical Spas and Aesthetic practices, it is highly recommended to have  online advertising budget. The typical range is $3000 to $11000 per month,  with average budget of $4300 per practice in USA.

3) Anti-aging, wellness, hormone, IV therapy practices


For anti-aging, wellness, hormone, IV therapy practices, it is highly recommended to have an advertising budget. The typical range is $2700 to $6500 per month,  with average budget of $3900 per practice, per month in USA. Self care and self awareness and taking care of your own self has become a major area in US. We are constantly seeing more and more patients looking for these type of services. If these services are bundled with semaglutide and other related therapies, then it is even more effective marketing.

4) Plastic surgeons


Plastic surgeons need online advertising, more than any other category. It is next to impossible to be successful without proper online  advertising budget. The typical range is $5000 to $15000 per month,  with average budget of $6800 per practice in USA.

5) Dermatology practices


The typical range is $1600 to $4000 per month,  spend on average spend $2800 per month per location.  However these are “average” locations with medium competition. If a dermatology is also focused on cosmetic procedures, their budgets are more like Medical Spas and aesthetic clinics. See above.

6) Urgent care centers


The typical range is $1600 to $9000 per month,  spend on average spend $3900 per month per location. However these are “average” locations with medium competition. There are many factors, number of exam rooms and how many providers, and fixed overhead also dictates how aggressive each owner is. Brands and chains spend more on advertising as compared to stand alone locations. We have also noticed if the owner is a doctor/physician, vs a business person, doctor/physician owners will have a hard time understanding value of advertising. doctor/physician owners view advertising and marketing as an expense, rather than an “investment” with an ROI (Return On Investment). If the owner of the practice is a business person, rather than a provider (doctor) they understand the concept of advertising and return on investment.

7) Walk-in primary care practices


Walk-in Clinics – with primary care services and some “urgent care” services spend $1700 to $3900 per month, with an average monthly budget of $2500 per month.

8) Primary care practices


Primary care doctors spend $1000 to $2800 per month, with an average monthly budget of $2000 per month. If primary care is offering additional services, like semaglutide for medical weight loss, then the budget will be much higher.

9) Naturopathic, wellness focused care practices


Naturopathic, wellness providers spend $1200 to $2500 per month, with an average monthly budget of $1600 per month.

10) Pediatric care practices


Pediatric practices usually have a network of referral business, but they are increasingly advertising also. The typical range is $1400 to $2500 per month,  spend on average spend $1900 per month per location.

11) Sexual healthcare practices – multi-focus


Sexual health practices are typically men or women focused. These practices typical range is $3000 to $8500 per month,  spend on average spend $4500 per month per location.

12) Sexual healthcare practices – Erectile Dysfunction


ED clinics are very competitive, with a typical range is $4000 to $10000 per month,  spend on average spend $5300 per month per location.

13) Fertility healthcare practices 


Fertility practices have very high average revenue per patient. But is is very competitive also. The typical range is $3300 to $7500 per month,  spend on average spend $4700 per month per location.

14) Dental practices – General dentists


The typical range is $1600 to 4300 per month,  spend on average spend $3000 per month per location.

15) Dental practices – General dentists with cosmetic focus (implants, Invisalign)


These dental practices treat general dentistry patients, like cleaning, and yearly preventive exams, however their focus is big ticket items. This typically includes dental implants, Invisalign, and other similar services. The typical range is $2550 to 6900 per month,  spend on average spend $4400 per month per location.

16) Dental practices – Specialist dentists


The typical range is $1600 to 3210 per month,  spend on average spend $2700 per month per location.  These type of practices include Endodontists, TMJ disorders, sleep apnea, oral appliances etc.

17) Dental practices – Celebrity & cosmetic focus


The typical range is $8300 to $18850 per month,  spend on average spend $9600 per month per location.  These type of practices include dentists who do not accept insurance, and accept limited amount of patients, but each patient  is treated as a “celebrity” with extreme focus on customer service, and results for each patient. Services include invisalign, porcelain veneers, whitening, bonding, laminates, implants, and orthodontics.

18) Podiatrists – Foot and Ankle Doctors and Surgeons 


The typical range is $1200 to 2900 per month,  spend on average spend $2000 per month per location.

19) Orthopedic Surgeons 


The typical range is $1800 to 4100 per month,  spend on average spend $2600 per month per location.

20) Women’s Health and OB/GYN


The typical range is $1200 to 3300 per month,  spend on average spend $2050 per month per location.

21) Medical Fat loss / Physician Supervised Weight Loss Practices / Semaglutide Weight Loss


With the advent of Semaglutide based medications for weight loss, there is a lot demand but so is the competition for patients. typical range is $2100 to 5900 per month,  spend on average spend $4300 per month per location.

22) Integrative practices – Serving multiple focus areas


The typical range is $1600 to 3210 per month,  spend on average spend $2450 per month per location.  These type of practices include multiple focused areas, like heart health, general wellness, diabetic patients, mind – brain wellness, pain management, hormonal imbalance and many other areas. These type of practices have to compete with traditional non-integrative  practices, so conversion cost per patient is higher than traditional primary care practices.

23) Regenerative/Integrative practices – Serving multiple focus areas


The typical range is $1600 to 3100 per month,  spend on average spend $2500 per month per location.  These type of practices include multiple focused areas, like regenerative medicine,  spinal decompression therapy, chiropractic care, neuropathy treatments, active physical rehabilitation, back braces/knee braces, PRP based treatments. These type of practices have to compete with traditional non-integrative  practices, so conversion cost per patient is higher than traditional primary care practices.

24) Chiropractor practices 


The typical range is $1700 to 3800 per month,  spend on average spend $2800 per month per location. Traditional chiropractic medicine treatments covering problems that occur in musculoskeletal system, including muscles, ligaments, cartilage, bones, tendons, and nervous system. They employ soft tissue therapies, at home exercises & manipulating the spine or joints.

25) Mental health & psychologists 


The typical range is $1700 to 3200 per month,  spend on average spend $2200 per month per location. If you are a telemedicine only practice, then scroll down and read about telemedicine practices. Telemedicine only practices, with no physical address, will have a hard time getting SEO and local SEO so they have to depend a lot on digital advertising. And there are a lot of restrictions on mental health advertising on Facebook, Instagram and Google.

26) Addiction & substance abuse medicine


The typical range is $1200 to 3300 per month,  spend on average spend $2200 per month per location.

27) Sleep clinics and TMJ clinics


The typical range is $1200 to 3300 per month,  spend on average spend $2340 per month per location.

28) Pain clinics – Chiropractors


The typical range is $1800 to 3800 per month,  spend on average spend $2400 per month per location. 

29) Pain clinics – Spine focused – minimally invasive pain management and regenerative medicine


The typical range is $1500 to 3500 per month,  spend on average spend $2300 per month per location.

30) Physical therapy care practices


Physical therapy clinics have expanded into many areas  and they offer services overlapping with other practices also. For example  here is list of services for physical therapy practice : post-surgery rehabilitation, senior rehabilitation programs, work injury rehabilitation, back stabilization, balance training, functional capacity evaluations, neurological rehabilitation, orthopedic rehabilitation, pain management, physical therapy, wellness & weight loss program, vestibular sports medicine, graston technique, fitness program – So this can be quite large.  Most clinics like these spend $1600 to $3400 per month, with an average monthly budget of $2400 per month, per location.

31) Telemedicine practices


Cost for patient acquisition for telemedicine ranges from a small practice – approx $1500 per month to $15000 or even beyond.


Use case 1: Small practice in rural area targeting approx. 200,000 population = $1500/mon. All of these ads should be digital ads. Local SEO does not work effectively for telemedicine practices.

Use case 2: Small-Medium size practice, targeting an area 3 areas of each approx. 200,000 population = $1500/mon times 3 = $4500/mon. All of these ads should be digital ads. Local SEO does not work effectively for telemedicine practices.

Use case 3: Medium size practice, targeting an area targeting approx. 2 million population = $12,000/mon. For example if you are targeting entire state of NM, that would be approximately 2 million population. All of these ads should be digital ads. Local SEO does not work effectively for telemedicine practices.

Data from 2020 to 2024.  Also note that brands spend much more than non-brand focused medical practices, they also have more patients and perceived medical care provided is of higher value to patients, as evidenced by reviews received by the medical practices. The data is here for your guidelines and not guaranteed to generate same or similar results.

32) Example of a Facebook Ad with an “Offer”


33) Example of an Instagram Ad with a “Contact Us” Call To Action


34) Example of an Google Pay-Per-Click Ad With Multiple Call To Actions


35) Example of a PatientGain Marketing Image Used To Attract Patients