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Tip: Use this calculator regularly to compare acquisition costs across campaigns, channels, and seasons to maximise return on marketing investment.
Patient Acquisition Cost (PAC) refers to the average amount a healthcare provider spends to acquire one new patient. It’s a key marketing metric that helps measure the effectiveness of outreach campaigns and optimise future spending.
This metric is especially valuable for private clinics, hospitals, dental practices, and wellness centres that invest in digital marketing, referrals, or offline promotions. By tracking PAC over time, providers can better allocate budgets and focus on high-conversion strategies.
Healthcare Segment | Typical PAC Range |
Dental Clinics | ₹500 – ₹2,000 per patient |
Multi-Speciality Hospitals | ₹1,500 – ₹5,000 per patient |
Diagnostic Labs | ₹300 – ₹1,200 per patient |
Physiotherapy Centres | ₹400 – ₹1,500 per patient |
Cosmetic/Aesthetic Clinics | ₹2,000 – ₹6,000 per patient |
Note: Actual costs vary depending on services offered, location, and the competitiveness of digital ad spaces.
Scenario:
A dermatology clinic spends ₹1,20,000 on Meta Ads, Google Ads, and offline promotions over 3 months and acquires 160 new patients during that time.
Calculation: Patient Acquisition Cost = ₹1,20,000 ÷ 160 = ₹750
Interpretation:
The clinic is spending ₹750 to acquire each new patient. This figure can now be used to benchmark against past campaigns or industry standards and guide future marketing budget decisions.
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Answers to Frequently Asked Questions
Patient Acquisition Cost (PAC) is the average amount spent on marketing to acquire one new patient. It reflects how efficient your campaigns are in driving new consultations.
PAC is calculated by dividing your total marketing spend by the number of new patients acquired during that period.
Yes. Include both online (e.g., Google Ads) and offline (e.g., events, print ads) expenses for a complete view.
Absolutely. This helps identify which platforms deliver the most cost-effective patient conversions.
It depends on your margins and service type. For example, cosmetic clinics may afford higher PACs compared to diagnostic labs.
Yes. Multi-location clinics and hospitals can use this tool by aggregating spend and acquisition across all units.
It’s ideal to monitor PAC monthly or quarterly, especially when campaigns, budgets, or patient volumes shift.