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Dental Marketing: Understanding the Difference between ROI and ROAS

Dental Marketing: Understanding the Difference between ROI and ROAS

Marketing metrics - Understand the difference between ROI and ROAS

In the world of dental marketing, the effectiveness of advertising campaigns is crucial to the success of a clinic. Among the most important indicators to measure this effectiveness are Return on Investment (ROI) and Return on Ad Spend (ROAS).

Although both are fundamental for evaluating the performance of marketing strategies, they offer different perspectives. Let's unveil the differences and applicability of each one in the context of dental marketing.

What is ROI?

ROI (Return on Investment) is a financial metric used to calculate the return obtained in relation to the total invested in a marketing campaign. Its formula is:

Dental Marketing - Return on Investment

In the dental context, ROI helps to understand how much investment in marketing contributes to the clinic's profit. For example, if the investment in an email marketing campaign was R$1,000 and generated R$5,000 in treatments, the ROI of this campaign is 400%.

What is ROAS?

ROAS (Return on Ad Spend) , on the other hand, focuses exclusively on advertising spend and the revenue generated by that spend. The formula for calculating ROAS is:

ROAS - Return on Ad Spend

Using ROAS, dental practices can evaluate the effectiveness of specific ad campaigns, such as Google Ads or Facebook Ads. If a clinic spent R$2,000 on Facebook ads and obtained R$8,000 in services contracted through these ads, the ROAS is 4, that is, each real invested generated four reals in revenue.

Key Differences between ROI and ROAS

- Applicability : While ROI is a comprehensive measure of the financial success of a marketing investment, ROAS is specific to evaluating the effectiveness of paid advertising campaigns.

- Perspective : ROI offers a holistic view of the impact of marketing on the clinic's profit, considering all associated costs. ROAS, however, focuses on the direct relationship between ad spending and the revenue generated by it.

- Purpose : ROI is used to evaluate the overall profitability of marketing investments, while ROAS helps you optimize specific ad campaigns by adjusting budget and strategy to maximize revenue.


Understanding the difference between ROI and ROAS is essential for dental marketing managers who want to improve their strategies and ensure the financial sustainability of their clinics. While ROI offers an overview of the return on marketing investments, ROAS allows for a more granular analysis of the performance of specific advertising campaigns.

Using these metrics in a complementary way can provide valuable insights to optimize both the reach and efficiency of marketing initiatives, leading to sustainable growth and a competitive advantage in the dental market.

For more information about our work and how we can help your clinic or practice, get in touch!

Senior Management and Marketing Consulting

Reference in management of companies in the healthcare sector

+55 11 3254-7451

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