Last updated: September 21, 2026
Our agency has worked with a wide variety of medical practices since our founding and has kept an anonymized database of patient acquisition costs, which we segment by practice / specialty type as well as marketing channel.
Below, we share the data we have from 2021-2026. Please note that, in certain cases, our data comes from a limited number of practices, whereas in other cases, the data is better, coming from a statistically significant number. See our appendix at the end of this piece to check how many practices reported data for each practice type.
Patient Acquisition Cost Benchmarks
The first table in this section lists all the practice types for which we have data, as well as the average patient acquisition cost associated with it. The next table blends all practice types together but segments patient acquisition cost by marketing channel.
Average Patient Acquisition Cost by Practice Type
| Practice Type | Patient Acquisition Cost |
| Allergy / Immunology | $421 |
| Cardiology | $589 |
| Cosmetic / Plastic Surgery | $617 |
| Dentistry | $379 |
| Dermatology | $448 |
| Endocrinology | $402 |
| Family Practice | $272 |
| General Practice | $201 |
| Geriatrics | $411 |
| Med Spa | $293 |
| Naturopathic | $387 |
| Neurology | $592 |
| Obstetrics & Gynecology | $338 |
| Orthodontics | $533 |
| Pediatrics | $160 |
| Podiatry | $221 |
| Psychiatry | $293 |
| Rheumatology | $354 |
| Urgent Care | $291 |
Average Patient Acquisition Cost by Marketing Channel
| Marketing Channel | Patient Acquisition Cost |
| Organic Search (SEO) | $218 |
| Paid Search (PPC) | $346 |
| Organic Social | $297 |
| Paid Social | $299 |
| Direct Mail | $245 |
| Radio Advertising | $391 |
| TV Advertising | $469 |
| Video / Youtube Marketing | $358 |
| Outdoor Advertising | $420 |
Further Reading and Requesting a PDF of this Report
To learn more about patient acquisition and healthcare marketing, see our related reports and guides:
- Patient Conversion Rate by Practice Type
- Customer Acquisition Strategy: 2025 Guide
- Customer Acquisition Channels, Compared and Ranked
- Conversion Rate Optimization (CRO) Best Practices
- The Top Healthcare Marketing Agencies in 2025
To request a PDF copy of this report, reach out here.
