Koda Digital proudly presents: Healthcare Marketing Ad Spend 101. We exclusively work with medical practices on growing their practices. Doctors, practice managers, and medical marketers are constantly asking how much they should be spending on paid advertising. We constantly hear: 1. How much should my healthcare practice spend each month on advertising? 2. How much should my practice spend each month on Google Ads? 3. How much should my healthcare practice spend to get a patient? 4. How much should I pay for a click? 5. How do I know it's working? We know the winning formula to calculating the right mix of investment and return on growing your practice.

1. Healthcare Marketing
Ad Spend 101
A Webinar with Austin Heerwagen
Founder @ Koda Digital

2. Austin Heerwagen
Y O U R H O S T
A u s t i n i s t h e f o u n d e r a n d p r e s i d e n t o f Ko d a D i g i t a l - a d i g i t a l m a r ke t i n g
f i r m e xc l u s i v e l y f o r h e a l t h c a r e p r a c t i c e s . Ko d a b r i n g s w o r l d - c l a s s ,
c o m p r e h e n s i v e m a r ke t i n g to m e d i u m - l a r g e p r a c t i c e s i n o r d e r to i n c r e a s e
n e w p a t i e n t s .
A u s t i n i s a d a t a g e e k a t h e a r t a n d h o l d s a M a s te r o f S c i e n c e a n d B a c h e l o r
o f S c i e n c e f r o m S M U i n D a l l a s , TX .

3. T I T L E
T A K E B A C K C O N T R O L
G E T Y O U M O V I N G
Bring your practice and your solutions to
the patients that need it most.
Never stand still - if you do, you’re asking to
get hit.
Change happens - how can you de-risk
your patient acquisition to stand the trials
and tribulations of the digital age?
D I V E R S I F Y PA T I E N T
S O U R C E S
9 0 % + R E F E R R A L
N O T I N C O N T R O L
Many practices get new patients solely from
referrals and word-of-mouth. What happens
when a doctor retires or gets acquired?
Having open slots in the schedule feels
bad, and feeling like you’re at the mercy of
everyone else feels even worse.
Digital marketing is an unavoidable necessity,
but it’s like drinking from a firehose.
W H E R E T O B E G I N ?
T O D AY T O M O R R O W

4. AGENDA
D O W N T O B U S I N E S S
How much should my healthcare practice spend each month on marketing?
W H A T I S A N O P T I M A L M A R K E T I N G S P E N D ?
How much should my practice spend to get a patient?
D E T E R M I N I N G A P R O F I T A B L E C O S T P E R PA T I E N T
How much should I budget each month for Google Ads?
P I C K I N G A G O O G L E A D S B U D G E T
How do I even know it’s working?
T R A C K I N G W H A T ’ S W O R K I N G

5. ANATOMY OF A GOOGLE PAGE

6. ANATOMY OF A GOOGLE PAGE
PAID ADVERTISING
MAP RESULTS
ORGANIC RESULTS

7. OPTIMAL MARKETING SPEND
S B A R E C O M M E N D A T I O N
Pr o d u c t s a n d s e r v i c e s d o n ’ t s e l l t h e m s e l v e s . B y i g n o r i n g m a r ke t i n g u n t i l i t ’ s to o l a te , m a n y
p r i v a te p r a c t i c e s r i s k h i t t i n g a b r i c k w a l l o r a p r a c t i c e - c l o s i n g e v e n t .
7- 8 %
SBA recommends
of gross revenue

8. OPTIMAL MARKETING SPEND
G A R T N E R R E C O M M E N D A T I O N
Pr o d u c t s a n d s e r v i c e s d o n ’ t s e l l t h e m s e l v e s . B y i g n o r i n g m a r ke t i n g u n t i l i t ’ s to o l a te , m a n y
p r i v a te p r a c t i c e s r i s k h i t t i n g a b r i c k w a l l o r a p r a c t i c e - c l o s i n g e v e n t .

9. OPTIMAL MARKETING SPEND
G A R T N E R R E C O M M E N D A T I O N
Pr o d u c t s a n d s e r v i c e s d o n ’ t s e l l t h e m s e l v e s . B y i g n o r i n g m a r ke t i n g u n t i l i t ’ s to o l a te , m a n y
p r i v a te p r a c t i c e s r i s k h i t t i n g a b r i c k w a l l o r a p r a c t i c e - c l o s i n g e v e n t .

10. How much should my
medical practice
spend on marketing?
7-9%of revenue

11. Paid advertising is the perfect kickstart to a complete digital marketing
strategy. Your Google - or Bing, Facebook, Instagram, etc - budget is much
more subjective than marketing spend.
PICKING A GOOGLE
ADS BUDGET
11
If you’re spending money for each click, you want to prioritize the
patients that bring you the most value.
C O V E R A G E O F M O S T P R O F I T A B L E
Paid advertising is all about long-term optimization. Make sure you have
enough data - you could be throwing the baby out with the bathwater!
S T A T I S T I C A L S I G N I F I C A N C E
Just because you CAN spend the money doesn’t mean you should.
B E W A R E O F B R O A D M A T C H

12. How much should my
practice allocate for
paid advertising?
$1,000/mo per location

13. SPEND LESS
THAN THE
VALUE AN
AVERAGE
PATIENT
BRINGS YOUB E A
U T Y

14. LOW YIELD PATIENT
$150
HIGH YIELD PATIENT
L E A R N M O R E
$150
$150
$150
$2,500
$150
$150+ +
$300 $3,10075% 25%* *
$1,000Patient value

15. How much can I
spend to acquire a
new patient?
20% of your
lifetime patient value

16. AVERAGE COST PER CONVERSION
W O R D S T R E A M S T U D Y

17. AVERAGE COST PER CONVERSION
Koda Digital Client Avg
April 2020 - September 2020
$29per conversion
12
34

18. MAXIMUM SPEND PER CLICK
10%
$200 * 10% = $20 per click

19. How much should my
practice pay per click
on Google Ads?
10% of expected
cost per patient

20. “Half the money I spend on
advertising is wasted; the
trouble is I don’t know
which half.”
J o h n W a n a m a k e r ( 1 8 3 8 - 1 9 2 2 )

21. TRACKING MARKETING PERFORMANCE

22. Stop spending money
on what’s not working.
Start investing in what
is!

23. T I T L E
T A K E B A C K C O N T R O L
G E T Y O U M O V I N G
Bring your practice and your solutions to
the patients that need it most.
Never stand still - if you do, you’re asking to
get hit.
Change happens - how can you de-risk
your patient acquisition to stand the trials
and tribulations of the digital age?
D I V E R S I F Y PA T I E N T
S O U R C E S
PA T I E N T VA L U E
$ 1 , 0 0 0
A C Q U I S I T I O N C O S T
$ 2 0 0
M A X I M U M C L I C K C O S T
$ 2 0
T O M O R R O WE X A M P L E P R A C T I C E

25. T I T L E
25
A COMPLETE STRATEGY
FOR MARKET LEADERS
F O C U S O N Y O U R M O S T P R O F I T A B L E
A C T I V I T I E S
H A V E A PA R T N E R I N G R O W T H
L O O K A S G O O D A S Y O U A R E

26. GET IN TOUCH
WITH US
L O C A T I O N
505 Main Street , F loor 5
For t Wor th, TX 76102
V I S I T O U R W E B S I T E
koda digital.com
C O N T A C T U S
austin@koda digital.com
(972) 805-8876
A D S P E N D C A L C U L A T O R : k o d a d i g i t a l . c o m / t o o l s /a d - s p e n d - c a l c u l a t o r