Medical practice advertising budget: what a new clinic spends in its first 3 months
A medical practice advertising budget in Turkey splits into three boxes: one-off setup, a sponsored opening announcement for the opening month only, and monthly upkeep. Paid promotion in healthcare is limited to the first month after opening. So the ad line closes after 30 days, and months two and three pay for staying visible.
Build the sum in order: setup, then the opening month’s daily cap, then monthly hours. Convert the total into empty appointment hours and it starts to mean something. The figures below are hypothetical; check the regulation, the Provincial Health Directorate and your medical chamber before you spend.
Which three boxes make up the first 3 months?
BU BÖLÜMÜN ÖZETİ
- One-off: the setup box
- First month: the window box
- Monthly: the upkeep box
There are three boxes: one-off, first month and monthly. The first holds website, Google Business Profile, photos and domain. The second is the sponsored opening announcement, closing on day 31; the third costs hours more than money. Keep them apart and you know every Monday where the money went.
One-off: the setup box
Done at least 3 weeks before the doors open: site live, profile ready, photos taken. It is the biggest line on the first invoice, and it does not repeat.
First month: the window box
The sponsored budget paid to the platform, from opening day to day 30. For the general logic, see how much should my ad budget be; in healthcare only the first month of that maths applies.
Monthly: the upkeep box
Review replies, articles and the phone: 6 to 9 hours a month, measured in hours.
Which items are paid once, and how do you total them?
The one-off box holds six items. The first three, a mobile site, Google Business Profile and visitor tracking, can sit in one setup package. Photography, domain and print come as separate quotes. Write the real quote on each line and add VAT separately.
| Item | Paid from | Note |
|---|---|---|
| Mobile site with a one-tap call button | Website Recipe | Titles and specialties shown |
| Google Business Profile setup | Website Recipe | The profile itself is free on Google |
| Basic SEO and visitor tracking | Website Recipe | Search-to-booking measured |
| Photos of the premises and doctors | Separate quote | No patient images |
| Domain and hosting | Separate, yearly | Registered in your name |
| Appointment cards, direction signs | Separate quote | Information only |
A fixed price for the first three items
The Website Recipe in the Get Visible Online campaign covers the first three lines for TRY 36,000 + VAT, upfront and fixed, for 3 months. With 20 percent VAT that is TRY 43,200; check the current rate on the invoice.
Why photography is its own line in a premium district
A selective patient in Beşiktaş or Çankaya wants to see the waiting room before walking in. A dim phone shot makes even a fine doctor look ordinary. Photograph premises and team properly, never patients.
How much goes into the sponsored opening announcement?
BU BÖLÜMÜN ÖZETİ
- What the announcement must leave out
- The platform has rules too
- If you miss the window
Turkey’s health promotion regulation lets health facilities run sponsored promotion in the first month after opening. Outside that month there is no paid boosting, so the ad budget is a single 30-day spend: daily cap × 30, spread evenly. Ask the Provincial Health Directorate to confirm your practice falls under this exception.
- Opening date per your licence: day 0.
- Last day of the window: day 30.
- Set a daily cap; a hypothetical TRY 1,000 × 30 days = TRY 30,000.
- Split it: half search and maps, half social.
- Message: name, address, hours, title, specialty.
- On day 31, switch every sponsored campaign off.
What the announcement must leave out
No fees, discounts, “opening special” consultations, gifts or patient reviews. The window opens sponsored reach, not those bans. What you can say is listed in medical practice advertising rules.
The platform has rules too
Google applies its own healthcare ad policy and expects local law to be followed; some health content needs certification. Ad spend is paid directly to Google or Meta, not through the package.
If you miss the window
After day 31 the sponsored right is gone. To set the calendar right, read when to start promoting a medical practice.
Why do the monthly items mostly cost hours?
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- Review replies: 30 minutes a week
- Informative articles: 2 a month
- Phone: call back the same working day
When the window closes, the money line shrinks and the hours line grows. Three jobs repeat monthly: compliant review replies, a preventive health article and returning missed calls. You can hand them over, but price them in hours; most new practices need 6 to 9 a month.
Review replies: 30 minutes a week
Brief, polite, no mention of treatment, no rewards for reviews.
Informative articles: 2 a month
About 2 hours each. The regulation asks health websites to show a last-updated date and editor details.
Phone: call back the same working day
An unanswered phone is a patient walking past your door. Call back within 2 hours. The full routine is in the first 90 days of a new medical practice plan.
How do you read the budget in empty appointment hours?
Empty-hour cost is one line: monthly fixed costs ÷ monthly open appointment hours. In a premium district it is large. Divide the three-month promotion total by it to see how many hours of fixed cost it equals; the values are hypothetical.
| Line | Example value | Your value |
|---|---|---|
| Monthly fixed costs (rent, staff, fees) | TRY 240,000 | …… |
| Monthly open appointment hours (5 days × 8 hours × 4.3 weeks) | about 172 hours | …… |
| Empty-hour cost (240,000 ÷ 172) | about TRY 1,395 | …… |
| 3-month promotion total (43,200 + 30,000 + 12,000) | TRY 85,200 | …… |
| Promotion in hours (85,200 ÷ 1,395) | about 61 hours | …… |
| Per month (61 ÷ 3) | about 20 hours | …… |
The one-hour-a-day yardstick
Twenty hours a month is about one hour per working day. If promotion fills one empty hour a day, it pays for itself in fixed-cost terms.
Where do a solo practice and a polyclinic budget differ?
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- Solo practice: one name, one profile
- Polyclinic: a section per specialty
- High rent pulls setup forward
In a solo practice the brand is the doctor’s name, gathered into one profile and one page. A polyclinic needs a section per specialty and a titled introduction per doctor. The setup box grows, but the sponsored window is 30 days for both: the difference is in setup, not rules.
Solo practice: one name, one profile
The fixed package covers most setup; upkeep is around 6 hours a month.
Polyclinic: a section per specialty
A dermatology patient will not linger on the cardiology page, so upkeep grows with specialties. The full framework is in the new medical practice promotion guide.
High rent pulls setup forward
Where rent is steep, as in Sarıyer or Mavişehir, every empty day costs. Finish setup before opening.
How do you fill in the 3-month budget template?
The template has three boxes and three months. Rows are items; columns hold the money or hours spent that month. Divide each month’s total by the empty-hour cost. After month three, one page shows where the money went, and you decide from it.
| Box and item | Month 1 | Month 2 | Month 3 |
|---|---|---|---|
| One-off: site, profile, tracking | …… | 0 | 0 |
| One-off: photos, domain, print | …… | 0 | 0 |
| First month: sponsored announcement | …… | 0 | 0 |
| Monthly: upkeep hours | …… hours | …… hours | …… hours |
| Month total | …… | …… | …… |
| Month total ÷ empty-hour cost | …… hours | …… hours | …… hours |
Most common mistake: leaving the sponsored campaign running after day 31. It eats budget and takes the practice outside the regulation; set the end date the day you launch.
Closing the setup box in one go
To set up site, profile and tracking together, fill in the needs form; Adapte suggests a recipe, delivery starts on payment, and month-one results are reviewed together. Details are on the Get Visible Online campaign page.
Quick Summary
- The budget is three boxes: one-off, first month, monthly.
- Sponsored announcements run only in the first 30 days after opening.
- Daily cap × 30 gives the opening month’s ad budget.
- Months two and three cost hours, not ad money.
- Empty-hour cost: monthly fixed costs ÷ open appointment hours.
- Every sponsored campaign is switched off on day 31.
Short Glossary
Empty-hour cost: Empty-hour cost is the calculation used to find the fixed cost carried by one unbooked consultation hour.
Daily cap: A daily cap is the budget setting used to limit the most a sponsored announcement can spend in one day.
Sponsored window: The sponsored window is the term used for the first month after opening, when paid promotion is allowed.
Next Step
To close the setup box at a fixed price, apply for the Get Visible Online campaign and fill in the needs form.
Frequently Asked Questions
Source: Google Ads Policy Help — Healthcare and medicines
Sık Sorulan Sorular
A hypothetical total for photos, domain and print. The cash book always beats a guess.
Under Turkey’s health promotion regulation, health facilities may run sponsored promotion in the first month after opening, and not after. Ask the Provincial Health Directorate to confirm your practice qualifies.
No. The package is TRY 36,000 + VAT, upfront and fixed; ad spend goes to Google or Meta separately. For health facilities the Website Recipe comes first, and it needs no ad budget.
With 20 percent VAT it comes to TRY 43,200; check the current rate on the invoice. Mention any coupon code when you apply.
Updated: October 2026