Understanding your patient acquisition cost (CAC) is essential for running a profitable dental practice. Yet most practice owners have no idea what they're actually paying to acquire each new patient—or whether that cost is reasonable.
This guide breaks down the CAC formula, provides 2026 benchmarks by channel and specialty, and shows you how to optimize your acquisition spend for maximum ROI.
What is Patient Acquisition Cost?
Patient Acquisition Cost (CAC) is the total cost to acquire one new patient. It includes all marketing spend, advertising, staff time, and overhead associated with bringing a patient through your doors for the first time.
Why does it matter? Because if you're spending $500 to acquire a patient who only generates $200 in their first year, you're losing money—even if your chairs are full.
A "high" CAC isn't necessarily bad if the patient's lifetime value (LTV) is proportionally higher. The key metric is your LTV:CAC ratio—aim for at least 3:1.
The CAC Formula
The basic formula is simple:
For example, if you spend $3,000/month on marketing and acquire 15 new patients, your CAC is $200 per patient.
What to Include in Your Calculation
- Paid advertising: Google Ads, Facebook Ads, print ads
- Marketing services: SEO, social media management, email marketing
- Software: Review management, scheduling tools, CRM
- Staff time: Hours spent on marketing activities (pro-rated)
- Referral incentives: Gift cards, credits, or other referral rewards
Calculate by Channel
Don't just calculate your overall CAC—break it down by channel. You might find that Google Ads delivers patients at $150 each while print advertising costs $600 per patient. This insight lets you reallocate budget to higher-performing channels.
Benchmarks by Channel
Here are typical CAC ranges by marketing channel for dental practices in 2026:
| Channel | Typical CAC Range | Notes |
|---|---|---|
| Google Ads (PPC) | $150-$350 | Higher in competitive markets; highly trackable |
| SEO/Organic Search | $50-$150 | Lower cost but takes 6-12 months to build |
| Patient Referrals | $25-$75 | Lowest cost; highest quality patients |
| Social Media Ads | $200-$400 | Best for awareness; longer conversion cycle |
| Direct Mail | $300-$600 | Declining effectiveness; harder to track |
| Insurance Directories | $100-$250 | Variable quality; price-sensitive patients |
The lowest CAC channels (referrals, organic) also tend to deliver the highest-value patients. Invest in systems that amplify these channels.
Benchmarks by Specialty
CAC varies significantly by specialty due to procedure value, competition, and patient lifetime value:
| Specialty | Typical CAC Range | Average Production/Patient |
|---|---|---|
| General Dentistry | $150-$300 | $500-$800/year |
| Cosmetic Dentistry | $250-$500 | $2,000-$10,000+/case |
| Orthodontics | $300-$600 | $4,000-$8,000/case |
| Oral Surgery | $200-$400 | $1,500-$5,000/case |
| Periodontics | $250-$450 | $1,000-$4,000/case |
| Pediatric Dentistry | $100-$250 | $300-$600/year |
Note that a higher CAC isn't necessarily bad for high-value specialties. Spending $500 to acquire an orthodontic case worth $6,000 is a 12x return.
Reviews as a Conversion Lever
One of the most cost-effective ways to reduce your CAC is improving your review profile. Here's why:
This means your online reputation affects conversion at every touchpoint. A patient might find you on Google, check your Yelp reviews, and look at your Facebook page before deciding. If any of those profiles is weak, you lose them.
The data is compelling:
- 42% of consumers trust reviews as much as personal recommendations (BrightLocal, 2025)
- Only 4% of consumers never read online reviews
- Practices with 4.7+ stars convert at 2-3x the rate of those below 4.0
Investing in review generation doesn't increase your marketing spend—it makes your existing spend more effective by improving conversion rates.
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Optimizing Your CAC
Here's how to systematically reduce your patient acquisition cost:
1. Track by Channel
You can't optimize what you don't measure. Ask every new patient how they found you and track it religiously.
2. Double Down on Winners
If referrals cost $50/patient and direct mail costs $500/patient, reallocate budget accordingly. Seems obvious, but most practices don't have this data.
3. Improve Conversion Rates
If you convert 30% of website visitors to appointments and improve that to 40%, you've effectively reduced your CAC by 25% without spending another dollar.
4. Build Your Review Engine
Systematic review generation improves conversion across all channels. Aim for 5+ new reviews per month across platforms.
5. Focus on Lifetime Value
A patient who stays 10 years is worth more than one who leaves after 2. Invest in retention as much as acquisition.
Frequently Asked Questions
What's a good CAC for a dental practice?
For general dentistry, aim for $150-$250 per new patient. The key metric is your LTV:CAC ratio—you want at least $3 of lifetime value for every $1 spent on acquisition.
How do I calculate CAC if I do my own marketing?
Include your time at a reasonable hourly rate. If you spend 10 hours/month on marketing and your time is worth $150/hour, that's $1,500 in labor cost to add to your calculation.
Should I count returning inactive patients as new patients?
It depends on how you're using the metric. For marketing ROI purposes, reactivated patients often belong in a separate category since the acquisition cost is typically lower.
Why is my CAC higher than these benchmarks?
Common causes include: highly competitive markets, inefficient ad targeting, low website conversion rates, or spending on channels that don't work for your practice. Track by channel to identify the culprit.
The Bottom Line
Knowing your patient acquisition cost—and optimizing it—is one of the highest-leverage activities for practice growth. Start by calculating your overall CAC, then break it down by channel. You'll likely find opportunities to reallocate spend toward higher-performing channels.
Remember: the goal isn't the lowest possible CAC. It's the best ratio of lifetime value to acquisition cost. A patient acquired for $300 who stays 15 years is far more valuable than one acquired for $100 who leaves after 6 months.
