The Australian healthcare marketing budget equation.

For multi-clinic primary care groups (10-30 clinics)

Typical monthly marketing budget: - total.

• Patient acquisition paid (Google + Meta): 35-45% of budget
• GP / clinician recruitment paid: 20-30% of budget (For Health pattern, separate ad accounts, a flat management fee on cost)
• Multi-location GBP + local SEO: 8-12% of budget
• Content + creative production: 8-12% of budget
• Hosting + CMS maintenance + portfolio reporting: 5-10% of budget
• Senior strategist + account management: 10-15% of budget

For PE-backed multi-brand portfolios (30+ clinics, multiple brands)

Typical monthly marketing budget: -. Same allocation pattern but at higher absolute values, plus:

• Multi-site WordPress CMS architecture maintenance: meaningful budget line
• BigQuery + Looker portfolio reporting: meaningful budget line
• Quarterly portfolio CEO review preparation: senior strategist time allocation
• Sub-brand discrete builds (Molescan pattern): project-based budget alongside retainer

For fertility networks

Typical monthly marketing budget: -. Adora pattern:

• Multi-state Google Ads patient acquisition: 30-40% (a flat management fee on cost)
• Meta paid social (patient education): 20-25% (a flat management fee on cost)
• FIS event campaigns: 10-15% (separate spend line)
• SEO programme (continuous since 2019): 8-10%
• Hormone-cycle-synced EDM nurture: 5-8%
• Senior strategist + creative production: 10-15%

For occupational health providers

Typical monthly marketing budget: -. Job Fit pattern:

• LinkedIn-led HR-buyer paid programme: 30-40%
• Capability statement maintenance + tender response: 15-25%
• Service-line landing pages + Google Ads: 15-20%
• Content + creative production: 10-15%
• Senior strategist + account management: 15-20%

Read more:

• Pricing →
• Healthcare marketing umbrella →