Lever one: bookings you would not have had
Start with the simplest number. If publishing and a fixed reply system produce two extra new patients a week, that is roughly a hundred a year. Multiply by your consultation fee, then by the share who go on to a treatment plan, and by the average value of that plan.
Use your own figures rather than anyone's benchmark. The point of doing it this way is that the result is defensible — you can show it to a partner, an accountant or a sceptical spouse.
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Lever two: the same hours, better cases
This is the lever doctors miss, and it is usually the largest. Your chair time is fixed; what changes is what sits in it. Content aimed at one procedure shifts the mix toward that procedure, so the same forty hours produce a different revenue line without a single extra patient.
Work it out as a difference rather than a total: last month's mix versus the mix you want, priced at your own values. Two extra high-value cases a month is a number most doctors can picture, and it is usually worth more than twenty extra consultations.
Lever three: everything gets cheaper
A recognised doctor pays less for every patient they acquire — better click-through, better conversion, cheaper delivery, and retargeting audiences that only exist because you publish. If you spend on ads at all, this compounding discount applies to every dinar of that budget, permanently.
It also shows up where nobody measures it: fewer no-shows, shorter consultations because the patient arrived informed, higher plan acceptance, and a stronger negotiating position with the clinic. None of those appear on a marketing report, and all of them are money.