Healthcare marketing Q&A · ICG Editorial

What is a good CPQL benchmark for Indian healthcare in 2026?

Indian healthcare CPQL benchmarks for 2026 (Cost Per Qualified Lead, ICG median vs market median, from ICG's public CPQL dataset of 272 engagements across 16 specialties): IVF ₹1,180 vs ₹2,400; aesthetic dermatology ₹950 vs ₹1,400; plastic surgery ₹2,200 vs ₹3,500; hair transplant ₹1,350 vs ₹2,100; general dental ₹780 vs ₹1,100; ophthalmology (LASIK) ₹1,080 vs ₹1,800; elective orthopaedics ₹1,420 vs ₹2,400; cardiology (OPD) ₹1,650 vs ₹2,800. Across specialties, the median is ₹1,220 against a ₹2,100 market median.

Detailed answers

GP / family physician ranks lowest (₹420 ICG median, ₹700 market), followed by cosmetic dental (₹710) and general dental (₹780). These specialties have high local search volume, short patient consideration cycles, and lower keyword competition.

Plastic surgery has the highest ICG median (₹2,200, market ₹3,500), followed by oncology (₹2,100, market ₹3,800) and cardiology OPD (₹1,650, market ₹2,800). The driver is high CPC plus longer patient consideration cycles plus stricter platform advertising eligibility.

The public dataset reports national medians per specialty and does not publish city-level cuts. Metro CPCs usually run higher than tier-2 cities, so read the national median as a reference point, not a city target.

ICG's public CPQL dataset: 272 client engagements across 16 specialties, Q2 2026 refresh. CPQL = media spend ÷ attended first consultations. Each specialty row shows the ICG median, the market median and the sample size, with a free CSV download at ichelonconsulting.com/cpql-benchmarks-india.

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