This is one of the most common questions we hear: “How do I know how big my marketing budget should be, and where should I spend my dollars?” The truth is, there isn’t a one-size-fits-all answer. But there are clear principles and proven benchmarks that can guide your decision. BlueORCA has helped healthcare clients at various stages of their business, from start-up to growth mode, to steady, and has a unique understanding of the when, where, and how to invest dollars along the way.

Start with Your Goals

The size of your budget should always reflect what you’re trying to achieve. Are you launching a new service line? Entering a competitive market? Going through a rebrand or building long-term brand equity? Each of these requires a different level of investment and a different mix of tactics.

Think in Percentages, Not Just Dollars

Many businesses set aside a percentage of revenue for marketing—typically between 5% and 10% for established companies, and sometimes 10%–20% for businesses looking to grow aggressively. Using percentages keeps your spend aligned with your scale. 

Prioritize the Right Channels

Where you spend is just as important as how much you spend. The mix should reflect:

  • Where your customers actually are (social, search, email, events, etc.)
  • How they make buying decisions (do they research heavily? do referrals matter?)
  • Your capacity to execute (better to go deep and consistent in fewer channels than thin across many)

Balance Short-Term and Long-Term

Paid ads might generate leads tomorrow, while content, SEO, and brand storytelling build trust that pays off over years. The healthiest budgets create room for both.

Measure, Learn, Adjust

The best budgets aren’t set in stone—they evolve. Track ROI, test new channels, double down on what works, and cut what doesn’t. Think of your budget as a living plan, not a fixed number.

Maximize Efficiency

Marketing dollars can feel like a black hole. Spend $50 on a thousand impressions—how much goes to actual ads versus fees and markups? Why does one video cost $5,000 and another $50,000? And most importantly—are you getting real value?

At BlueORCA, our mission is transparency and efficiency. We’ve worked across the spectrum—agencies, freelancers, local radio and TV, national media groups, Google, Meta, and more. That experience gives us a clear sense of what’s a fair deal and what’s just someone trying to pad their margin.

Whether you buy creative and media through us or bring us in as an advisor, we’ll help you stretch every dollar and ensure you’re paying for results, not unnecessary markups.

Our role as your partner is to help you right-size your investment, identify the smartest channels, and continuously refine the mix so every dollar is working as hard as it can.