The Cost of Freedom: Budgeting Your NHS-to-Private Conversion in 2026
The letter is sitting on your desk. You have drafted it three times. It is your resignation letter to the NHS.
You are tired of the treadmill. You are tired of the UDA targets. You want to take back control of your clinical freedom. But one massive fear stops you from sending that letter.
"How will I replace the money?"
It is the question that keeps practice owners awake at night. You have a guaranteed cheque coming in every month. Walking away from it feels like jumping off a cliff.
But it is not a cliff. It is a calculation.
The fear comes from the unknown. Once you break down the numbers, the “impossible” task of filling that financial gap becomes a clear, manageable business plan. The key is understanding how much marketing spend it takes to replace your NHS UDA contract value with private revenue.
The £100,000 Question
Let’s use a round number. Imagine you need to replace a gross NHS contract value of £100,000.
In the NHS world, this might represent roughly 3,500 to 4,000 UDAs, depending on your rate. That is a lot of clinical hours. That is a lot of rushed check-ups and silver fillings.
To replace £100,000 in the private sector, you do not need to work harder. You just need to work smarter.
You have two main vehicles to generate this revenue:
- Membership Plans (The steady income).
- Pay-As-You-Go Treatments (The high-value boost).
Most successful conversions use a mix of both. But the marketing cost for each is very different.
The Membership Math: Buying Stability
This is your safety net. If you want to replace your NHS UDA contract value with sleep-easy income, you need a membership plan.
Let’s do the maths.
Average Plan Fee: £20 per month.
Annual Value: £240 per patient.
Goal: £100,000.
You need roughly 417 patients on a plan to hit your target (£100,000 ÷ £240).
That is it. You don’t need 3,000 patients. You need 417 loyal ones.
The challenge is getting them to sign up. When you convert, you will naturally bring some NHS patients with you. Industry data suggests a conversion rate of 20-40% is typical for a well-communicated switch.
If you have 2,000 NHS patients and you convert just 20%, you have 400 plan members immediately. You have almost hit your target on day one without spending a penny on external ads.
However, if you are starting from zero or have a low conversion rate, you need to “buy” those patients through marketing.
The Cost of Acquisition (CPA): To get a new patient to sign up for a plan via Facebook Ads or Google, it might cost you between £50 and £100 in marketing spend per person.
Target: 100 new plan patients.
Marketing Budget: £5,000 – £10,000.
This sounds like a lot. But remember, the “Lifetime Value” of that patient is huge. They stay for years. That initial £50 spend generates thousands in fees over a decade.
The Pay-As-You-Go Math: Buying Growth
You can’t rely on plans alone. You need high-value treatments to boost your hourly rate.
Let’s look at how marketing helps replace your NHS UDA contract value through cosmetic dentistry.
To generate £100,000, you could do:
25 Invisalign cases (at £4,000 each).
35 Composite Bonding cases (at £3,000 each).
40 Single Implants (at £2,500 each).
This is where your marketing budget needs to be aggressive. You are competing with every other private clinic in town.
The marketing math here is different.
Cost per Lead: £20 – £40 (Someone filling in a form).
Conversion Rate: 10% (1 in 10 leads becomes a patient).
Cost per Sale: £200 – £400.
If you want to sell 25 Invisalign cases to make £100k, and it costs you £300 in marketing to “buy” one sale, your total marketing spend is £7,500.
You spend £7,500 to make £100,000. That is a 13x return on investment.
The "Churn" Buffer
When you hand back your contract, you will lose patients. This is inevitable. Some people just want free dentistry.
You need to budget for this “Churn.”
Marketing acts as the buffer. It refills the bucket while the hole at the bottom leaks. You cannot wait until the chair is empty to start advertising.
A smart practice owner sets aside a “Conversion War Chest.”
Pre-Conversion (Months 1-3): heavily market your brand values. “We are changing for the better.”
During Conversion (Months 4-6): Aggressive new patient offers for plans.
Post-Conversion (Month 6+): Shift focus to high-value cosmetic treatments.
A general rule of thumb for a private practice is to spend 3-5% of your turnover on marketing. If you want to turn over £500,000, your annual marketing budget should be around £15,000 to £25,000.
If you are trying to replace your NHS UDA contract value aggressively, you might need to push that to 7-10% in the first year to build momentum.
Why "Word of Mouth" isn't Enough
Many NHS dentists rely on word of mouth. “My patients love me,” they say.
That is true. But when you ask them to pay £60 for an exam instead of £26.80, love is tested.
You need fresh blood. You need patients who value service over subsidy.
These patients are often already looking for private care. They are searching for “Private Dentist in [Town]” or “Emergency Appointment Today.” They aren’t looking for an NHS bargain.
Marketing allows you to target these specific people. You can exclude audiences looking for “cheap” or “NHS” keywords in your Google Ads. This ensures your budget is only spent on people willing to pay your fees.
The Hidden Cost of NOT Marketing
The biggest risk isn’t overspending on ads. It is underspending.
If you cut your ties with the NHS and don’t invest in your brand, you risk a slow decline. Your loyal patients will age. Some will move away. Without a steady stream of new private patients, your income will shrink.
The cost of an empty chair is far higher than the cost of a Google Ad.
If your daily target is £1,500 and you have a gap, you have lost that money forever. Spending £50 to fill that gap is simple business logic.
Summary
Replacing your NHS income is a math problem, not a magic trick.
- Calculate your gap (£100k, £200k, etc.).
- Determine your mix (how many plan patients vs. how many cosmetic cases).
- Allocate a budget (aim for 5-7% of target revenue in year one).
- Track your Cost Per Acquisition (know exactly what you pay to buy a patient).
You are not just spending money on ads. You are buying your freedom. You are buying the right to work at your own pace, with the materials you want, for patients who appreciate you.
That freedom is worth every penny of the marketing budget.
If you need help calculating the exact spend required to replace your NHS UDA contract value and execute the campaign, we are here to handle the numbers and the strategy.
Click here to book a strategy call with Dentify Digital.