Medical marketing audit and budget planning
Who the service helps
Clinics and medical groups spending on ads, agencies or influencers without a clear view of what brings patients who attend and pay, and teams planning next year’s marketing budget.
What the audit covers
Channels and campaigns, landing pages and service pages, tracking and attribution, how enquiries are handled after the click, agency reporting, and spending compared with attended appointments by service and branch.
Proposed engagement and deliverables
1. Collect recent spending, enquiry and booking data. 2. Review campaigns, targeting and creative. 3. Check tracking for forms, calls and WhatsApp. 4. Calculate cost per enquiry, per booking and per attended appointment by channel. 5. Recommend budget allocation by service, season and capacity. 6. Set a reporting template and a monthly review.
Illustrative example: cheap leads, expensive patients
A hypothetical clinic spends most of its budget on the channel that produces the cheapest leads, while another channel produces fewer but more valuable attended appointments. Allocating budget by attended appointments rather than lead cost changes the plan. This example is illustrative and is not a reported client result.
How progress is assessed
Cost per attended appointment, the share of budget going to profitable services, tracking coverage, reporting accuracy, and how closely spending follows available capacity.
Frequently asked questions
How is this different from our agency’s report?
Agency reports usually stop at clicks and leads. The audit follows each channel through to booked and attended appointments and compares it with capacity and margins.
Do we have to change our agency?
No. The audit often helps you brief your current agency more clearly and agree better measures with them.
How much should a clinic spend on marketing?
There is no fixed percentage that fits every clinic. The budget is planned from revenue targets, available capacity, margins by service and the cost per attended appointment of each channel.
What data is needed?
Ad spending, enquiry and booking records and, where possible, attendance data by service and branch.
Related services
A marketing audit pairs well with medical marketing for clinics, KPI dashboards and personal branding for doctors. Read the clinic marketing budget guide and the clinic marketing strategy guide.
