Guide
Tendering a marketing agency for a dental practice: a guide
First clarify case value and capacity, then draw up a longlist, send every agency the same specification of services and price sheet, review the proposals and award the contract with key figures written into it.
Last updated: 30 October 2026 · Dr. Arnd Heymann, Dental Yield
Why is a tender worthwhile?
Because proposals for the same scope of services vary widely. That was the case at our pilot practice in Berlin, a dental practice focused on self-pay treatments:
Range of proposals in the first year for the same scope.
Agencies approached with the same specification of services and price sheet.
Proposals compared and reviewed in video presentations using checklists.
Source: Case study: pilot practice in Berlin, tender in autumn 2026.
What must be settled before the tender?
An agency can only deliver what has been clearly described beforehand. That is why no tender starts at Dental Yield before case value and capacity have been clarified. The guide Calculating case value and contribution margin per clinician hour shows how.
- Case value per treatment from your own billing data
- Bottleneck and free capacity per month
- Two to three lead treatments to be advertised
- Budget framework and target cost per new patient from the business case
How does the tender work?
Four steps – this is how we proceeded for our pilot practice.
| Step | What happens | Result |
|---|---|---|
| 1. Longlist | Research providers in the region and rank them by suitability. | List of the agencies to be approached |
| 2. Specification of services and price sheet | Send every agency the same specification of services, bidder information and price sheet. | Comparable proposals |
| 3. Review | Compare proposals with an evaluation matrix, hold video presentations using checklists. | Award recommendation |
| 4. Award | Sign a contract with key figures, minimum term and the practice’s obligations to cooperate. | Contract ready for signature and start plan |
What belongs in the specification of services?
Only a uniform price sheet makes proposals comparable. These points proved their worth at our pilot practice:
- Media budget with a fixed cap, paid directly by the practice
- Agency fee with tiers after three months
- A dedicated landing page and a dedicated appointment category for the initial consultation – awarding the landing page and appointment booking separately saves a lot
- Film day with patients under clear rules
- Measurement in cases per month instead of clicks
- Key figures, minimum term and obligations to cooperate in the contract
What rules apply to patient videos under the German Medical Advertising Act?
Advertising by a dental practice aimed at patients is subject to the German Medical Advertising Act (HWG). Section 11 HWG governs advertising outside professional circles and restricts, among other things, statements by third parties such as recommendations, the reproduction of case histories and – for cosmetic surgical procedures – before-and-after images. The linked statutory text is authoritative.
Before the first shoot, therefore, decide what patients will say and show in the video, and obtain their consent and release from medical confidentiality in writing. Our Film day guide contains templates for this.
Note: this section is not legal advice. If in doubt, have specific advertising content legally reviewed.
Frequently asked questions
How many agencies should a dental practice approach?
There is no fixed number. For our pilot practice in Berlin, we approached 11 agencies and received and reviewed 6 comparable proposals.
How much does a marketing agency for a dental practice cost?
That depends on the scope of services. At our pilot practice, proposals for the same scope ranged from €39,670 to €71,630 in the first year. That is exactly why a comparison with a uniform price sheet pays off.
How long do the business case and the tender take?
In the Business case and procurement package (modules 4 and 5), about eight weeks – from break-even in cases per month to an agency contract ready for signature.
Can I tender the agency myself?
Yes. The Tender pack: social media agency (€490 net) contains a specification of services, bidder information, a price sheet, an evaluation matrix and a checklist for bidder meetings. The online workshop “Buying agency services right” costs €290 net per person.
I already have an agency proposal – what now?
We review it in 60 minutes by video: scope of services, price, contract and key figures. The second opinion costs €290 net and is fully credited towards a Yield-Check.
Does Dental Yield earn money from the agency?
No. Dental Yield works at a fixed price and takes no commissions from agencies or service providers.
Tendering with Dental Yield
In the Business case and procurement package (modules 4 and 5, €8,500 net) we tender the agency for you – from the specification of services to a contract ready for signature. Dental Yield earns nothing from the agency.