How much should I budget for dental advertising in New Zealand?

A simple rule of thumb for your dental advertising budget should be 3% to 7% of your gross turnover for most operating practices. However, if you are generating $750K monthly, then $22K to $52k monthly is probably excessive.

Suppose you are starting a brand new practice with NO sales yet. In that case, your total dental marketing cost will be high initially, and the actual budget to advertise a brand-new dental practice also depends on the size of the dental office and how many chairs you need to fill.

There are other factors to consider with your budget, such as competition and the specific advertising channels and strategies you choose to implement. However, here are some general guidelines to help you estimate a budget for dental advertising in New Zealand:

1. Set Clear Goals: Define what you want to achieve with your role, business input, and other core metrics such as gross production, new patients, and profit.

2. Research Advertising Costs: Conduct research to determine the advertising costs of different channels such as direct mail, online advertising (Google Ads, social media ads), and outdoor advertising (billboards, signage). Consider the costs of creating ad creatives, ongoing management fees, and additional expenses such as design, printing, or production costs.

3. Consider Your Target Audience: Consider your target audience and media consumption habits. For example, female 35 plus makes most health-related decisions for the home. Ensure every channel and media is specifically designed to attract this demographic.

4. Evaluate Competition: Evaluate the level of competition in your local area. If you're in a highly competitive market with many other dental practices vying for the same target audience, you may need to allocate a higher budget to stand out and capture market share.

5. Start with a Recommended Budget: Depending on your goals, we can recommend a budget that ensures you get a lift in production that meets your goals.

6. Consider a Mix of Advertising Channels: Using a mix of advertising channels is often adequate to reach your target audience from multiple touchpoints. This can include direct mail, outdoor, online advertising, social media, local SEO, and content marketing. You can allocate your budget based on the channels likely to produce the best results for your specific practice and target audience.

7. Monitor and Adjust Your Budget: Continuously monitor the performance of your advertising efforts and adjust your budget accordingly. If you see positive results from specific channels or campaigns, consider allocating more budget to those areas to capitalise on the success.

It's important to note that dental advertising budgets can vary significantly depending on the specific circumstances. As a professional dental marketing agency, we can help you develop a customised marketing strategy and budget that aligns with your practice's goals and needs.