What percentage of a dental practice's gross revenue should typically go to marketing for big-case work? Seven to ten percent of gross revenue is a common operating range for practices generating consistent flow of cases over $10,000 with margins around ten-to-one or better. The math justifies the spend. A practice grossing $1 million annually and allocating eight percent to marketing spends $80,000 per year on patient acquisition. If that spend produces twenty-four big cases at $30,000 average each, the resulting $720,000 in production from those cases dwarfs the marketing investment. The marketing operates at an effective return ratio in single digits [...]