Practices are often faced with deciding whether to hire an in-house marketing team or outsource their marketing needs. Some benefits come with having an in-house marketing team, such as having a more personal connection and a better understanding of your business.  However, hiring an in-house marketing team can be very expensive and time-consuming, so many practices choose to outsource their marketing needs.  Here, we’ll be discussing both the tangible and intangible costs of an in-house marketing team.

  1. Salary
  2. Benefits
  3. Recruiting Costs (advertising, travel expenses, signing bonus, moving expenses)
  4. Equipment (smartphone, computer, camera, tripod, lighting)
  5. Software (graphic design, scheduling, analytics)
  6. Time costs (hiring, training, managing)
  7. Ongoing training (time and cost)


The digital marketing field is one of the most competitive industries in the world. With so many people vying for positions, it can be challenging to find qualified candidates willing to work at your company’s level and salary range.  The salary expenses for digital marketing staff are dependent on several factors such as skillset, location, experience.

According to “The average digital marketing salary in Canada is $57,513 per year or $29.49 per hour. Entry level positions start at $35,685 per year while most experienced workers make up to $85,000 per year.”

An additional consideration is that you may not find all of the skill-set you need in one employee.  Larger businesses have marketing teams of several members.  A dental practice may choose one employee with the additional use of freelancers as required. 


According to The Conference Board of Canada “A new benchmarking survey conducted by The Conference Board of Canada shows that the average cost of providing benefits for employees is $8,330 per full-time equivalent.”

Recruiting Costs

  • Advertising
  • Travel expenses
  • Signing bonus
  • Referral fees 
  • Moving expenses


The recruiting process for a digital marketer is costly. To find the right person for your company, you may have to interview dozens of candidates and hire several just to find one that fits. This can be both time-consuming and expensive.


Digital marketing requires a variety of equipment, and that equipment is constantly improving and becoming obsolete.  


  • Smartphone with a plan.
  • Computer 
  • Camera 
  • Tripod 
  • Lighting


Digital marketing is a fast-paced industry, and digital marketers require various software and apps to stay on top of the latest trends.  Some have free versions, but most require a subscription to access the best features.


  • Scheduling software like Loomly, Buffer, or Hootsuite
  • Analytics software like Sprout Social, Buzz Sumo, and Google Analytics
  • Graphic design software like Canva and Adobe Creative Cloud
Disintegrating clock

Time Costs

A new digital marketing team requires a significant time commitment from several practice members, including the owner, associate dentists, practice manager, admin, and clinical staff.  The time requirement is no joke, from hiring to training and managing and firing and replacing if needed.

Ongoing Training

  • Time.  Staying up to date in digital marketing requires a significant, constant commitment.  
  • Cost.  A combination of free and paid training and reading materials is needed to stay current.


Some Practices may be tempted to hire an unskilled worker as a digital marketer, but that comes with several risks.  They’d be entrusting their reputation, productivity, and potential to someone without the analytical, strategy, design, and copywriting skills necessary to do it well.  The cost of choosing a cheap option can be huge.


For some Practices, in-house digital marketing or a combination of in-house and agency services may be helpful.  Other’s prefer an agency for its full range of services, affordability, and time efficiency.  Whatever your time and money resources allow, you won’t regret looking for quality.  


For a look at what social media can do for your practice, check out this post.


Walkwest, 2017, Hiring an In-House Marketing Team vs. Hiring An Agency

The Conference Board of Canada, 2020, Compensation Planning Outlook 2020,Digital Marketing Average Salary in Canada 2021