sales CRMGuidesA cheap lead doesn't mean a cheap patient. Enter your ad budget, number of leads and how many of them actually come in — the calculator shows your cost per patient and payback.
Patient acquisition cost (CAC) is your ad budget divided by the number of new patients who came in for a visit. Cost per lead (CPL) is the budget divided by all leads and calls.
| Payback | What it means |
|---|---|
| under 1× | the channel brings in less than it costs: you're losing money |
| 1–3× | it pays off, but with almost no cushion: any rise in click prices eats the profit |
| 3× or more | you can scale the budget |
Example. A clinic spends $5,000 a month on ads, gets 125 leads, and 25% of them come in for a visit. Cost per lead is $40, cost per patient is $160. With an average visit of $150, 3 visits a year and a 40% margin, profit per patient is $180 and payback is 1.1× — barely breaking even.
Most often the problem isn't the ads but what happens to the lead afterward. The lead-to-visit rate depends on response speed, missed calls and how the front desk handles the conversation. That's why the calculator shows how your cost per patient changes if conversion goes up by 5 points: that's often cheaper than finding a new channel.
For more on formulas, ROMI and LTV, see our guide to patient acquisition cost.
In 95sales CRM, every lead and call is tied to the ad it came from: the source, campaign and ad are saved in the record. When the patient pays for a visit, the CRM knows which channel they came from, and analytics shows conversion and revenue for each source. AI reviews calls and shows where the front desk lost the patient.
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FAQ
Divide your monthly ad budget by the number of new patients who came in for a visit that month. Calculate it separately for each channel, or expensive channels will hide behind cheap ones.
Cost per lead (CPL) is the budget divided by all inquiries. CAC is the budget divided only by those who actually came in and paid. CAC is always higher and gives a more honest picture of what a patient costs.
A useful benchmark: yearly profit per patient should be at least three times the cost of acquiring them. With payback under 1×, the channel is losing money.
Raise the lead-to-visit rate: respond faster, call back missed calls and review front desk conversations. A few points of conversion lower CAC more than haggling over click prices.
No. The calculation runs in your browser and the numbers aren't sent anywhere.
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