Why 'how much?' is the wrong first question
Owners ask for a number before defining goals: more Pharmacy First bookings, OTC ecommerce, or private travel clinics. Costs follow strategy. Without goals, you either overspend on ads or underfund the website patients actually use.
Start with a free digital audit to see gaps before signing retainers.
Typical cost categories (indicative, not quotes)
| Area | Works | Avoid |
|---|---|---|
| Local SEO retainer | Ongoing GBP, citations, local pages — monthly fee | One-off 'SEO package' with no reporting |
| Google Ads | Media budget + management + landing page work | Management fee with no ad spend clarity |
| Social media | Strategy + creation + moderation guidelines | Automated generic posts without pharmacist review |
Hidden costs owners forget
Photography, printing, PMR-integrated booking tools, marketplace subscription fees, and staff time answering social DMs. Digital marketing is not only agency invoices.
If you sell online, factor Shopify and OTC channels into the same spreadsheet.
Budget planning worksheet
- List top three revenue goals for the next 12 months
- Assign channel priority: local, paid, social, ecommerce
- Separate NHS service promotion from private ad spend
- Include quarterly creative refresh (flu, travel seasons)
- Reserve budget for compliance review on campaigns
Key takeaways
- Budget from goals, not from a competitor's Facebook ad
- Separate media spend, agency fees, and staff time
- Audit first; compare agency deliverables, not slogans
Frequently asked questions
Many independents allocate roughly 3–8% of turnover for total marketing — digital is one slice. New service launches or ecommerce pushes may need a temporary uplift.