Digital marketing for the licensed healthcare sector in Singapore is regulated under the Private Hospitals and Medical Clinics (PHMC) Advertisement Regulations 2019 and the Healthcare Services Act (HCSA) Advertising Regulations 2021. Although SEO is not formally advertising, the rules apply to all indexed content that can be seen by the public. Licensed medical practitioners must ensure their on-page SEO complies with these regulations.
Medical SEO Do’s and Don’ts in Singapore
Here’s a quick checklist of what you can and cannot do when optimising your website for SEO.
Prohibited SEO Practices
- Using superlatives like best, top, leading, No.1, world-class, gold-standard, premier, or revolutionary.
- Make guarantees or promises about treatment results.
- Display before/after images on public-facing pages.
- Feature patient testimonials in promotional content.
- Use promotional language such as limited-time offers, discounts, or act now.
- Make unsubstantiated claims without clinical evidence.
- Use sensational, shocking, or fear-based content.
Compliant SEO Practices
- Use factual descriptors. Example: 20 years of experience or MOH-licensed dermatologist.
- Describe procedures and intended benefits using realistic language.
- Reference clinical data and peer-reviewed research.
- Present anonymised case studies with patient consent.
- Display unedited, organic reviews on your website.
- Maintain a professional, educational tone throughout.
- Highlight credentials, qualifications, and accreditations.
Let’s go in-depth with all the prohibited practices and what medical businesses in Singapore can do instead.
Laudatory Statements and Superlative Language
PHMC regulations ban self-praising language and superlative claims. These are some of the terms that are considered unsubstantiated and misleading:
- best
- top
- leading
- premier
- No.1
- world-class
- gold-standard
- miracle cure
- revolutionary
- state-of-the-art.
These words cannot be objectively measured, which is why regulators prohibit them.
Examples of Laudatory/Superlative Terms
Meta Title like “Best Dental Clinic in Singapore” or “Top Orthodontist” violate PHMC rules. Meta descriptions containing phrases like “premier medical centre” or “leading specialist” are prohibited.
Compliant Alternatives for Better SEO
Replace superlatives with specific, factual descriptors. Instead of “best dermatology clinic,” use “dermatology clinic led by Dr [Name] with 20 years of experience.”
Instead of “most advanced technology,” specify “equipped with X-ray and MRI facilities on-site.” Focus on credentials, years of experience, qualifications, and specific equipment or techniques your clinic offers.
Unrealistic Promises and Guaranteed Results
You cannot guarantee cures, promise specific outcomes, or create certainty about treatment results. Every patient responds differently to medical procedures, and your writing must not imply one-size-fits-all success.
Words like guaranteed, instant, permanent cure, or cure in X days are prohibited.
Examples of Unrealistic Promises/Guaranteed Results
A physiotherapy clinic cannot claim “guaranteed pain relief in 3 sessions” or “permanent cure for back pain” in their content or meta data.
Compliant Alternative for Better SEO
The following phrases are encouraged:
- “Many patients experience improvement in X weeks, but results vary”
- “Treatment aims to reduce symptoms“, rather than claiming to eliminate symptoms
Content must emphasise realistic expectations. Blog posts explaining treatments should include disclaimers about individual variation. Service pages must frame outcomes as possibilities rather than certainties.
Before & After Photos
Before-and-after images and after-only pictures are prohibited, including website pages indexed by search engines. Showing dramatic transformations, even with disclaimers, violates PHMC rules.
These visuals mislead by implying guaranteed results. Such images can only be shown privately to patients during in-clinic consultations with proper explanation. They cannot appear on your website, blog posts, social media, or any marketing material accessible to the public.
Example: An aesthetic clinic in Tanjong Pagar cannot publish before/after photos of facial treatments on their website gallery.
Compliant Visual Alternatives for Better SEO
I understand that not using before/after images will heavily restrict your content strategy.
Try these strategies for your content instead:
- Use graphs or charts showing general improvement rates from actual clinical studies.
- Create diagrams explaining how procedures work.
- Create generic anatomical illustrations that explain conditions without showing patient results
Testimonials and Patient Reviews
Licensed healthcare providers in Singapore are not allowed to publish patient testimonials on marketing channels they control, such as their own website, as stated by the Singapore Medical Council (SMC) in 2020. This restriction applies even when the feedback is genuine, as patient experiences are subjective and may create unrealistic expectations.
Example of Using Patient Reviews
A dental clinic cannot create a webpage featuring selected quotes such as “Dr Tan gave me the perfect smile,” or embed Google reviews and ratings on its website to promote its services.
When Patient Reviews are Allowed
Patient reviews may appear on third-party platforms that the healthcare provider does not control, such as its Google Business Profile (GBP). These platforms operate independently, and the reviews are not considered advertising created by the provider.
Promotional Offers and Sales Tactics
Promotional writing is prohibited. This means no limited-time offers, deep discounts, coupons, free gifts, package deals, or “act now” urgency language in any part of your website.
Example: A clinic in Clementi cannot advertise health screening packages with promotional pricing publicly on their website.
Compliant Alternative to Communicate Value for Better SEO
Highlight aspects of your service that demonstrate value without promotional framing. Mention that you offer comprehensive follow-up care, use advanced safety protocols (with examples), or provide transparent pricing information.
You could state “Medisave claimable, package price $X with GST inclusive” in a factual manner without adding “limited time” or urgency language.
False or Unsubstantiated Claims
Every claim you make about treatments, outcomes, or credentials must be verifiable with evidence:
- Statistics require reputable sources.
- Success rates need clinical data or peer-reviewed research backing them.
If you cannot substantiate a claim with solid evidence at the time of publishing, you cannot include it on your website. Exaggerated or misleading statements about treatments, outcomes, or credentials violate PHMC rules.
Example: A clinic in Yishun cannot claim their laser treatment is “scientifically proven to remove all pigmentation” unless they can provide peer-reviewed research supporting that exact claim. Vague statements like “highly effective” or “proven results” without supporting data are prohibited.
Compliant Alternative for Better SEO (And Boost E-E-A-T)
Use clinical data, peer-reviewed research, and reputable sources to strengthen your content. When discussing treatment outcomes, cite statistics from medical journals. When explaining procedures, reference established medical knowledge.
For example, a cardiology clinic writing about hypertension management could reference research from the Singapore Heart Foundation or MOH clinical practice guidelines. Instead of claiming “our treatment reduces blood pressure faster than competitors,” write “blood pressure management typically shows improvement within 4-6 weeks according to clinical guidelines, though individual response varies.”
Learn more about how this practice compliments Your Money, Your Life (YMYL) for Medical SEO.
Offensive or Sensational SEO Content
Content that is offensive, obscene, undignified, shocking, or employs scare tactics is prohibited. Advertisements must not contain demeaning, indecent, or shocking words or images that could offend the public or undermine the professional image of medical practitioners.
This restriction means no vulgar language, no gruesome or graphic medical imagery on public pages, and no fear mongering.
You cannot use scare tactics for your Call to actions (CTA) like “Don’t let diabetes kill you – visit our clinic today” and show graphic photos of medical conditions to shock viewers into seeking treatment.
Compliant Alternative for Better SEO
Content tone must remain educational, professional, and calm throughout. Headlines, meta descriptions, and body content should inform rather than shock. This aligns well with Google’s helpful content guidelines, which favour informative, user-focused material over sensational clickbait.
Healthcare Businesses That Must Follow PHMC/HCSA Guidelines
The PHMC and HCSA regulations cover all licensed healthcare providers operating in Singapore. Understanding whether your business falls under these rules determines whether you need to follow the content restrictions outlined in this guide.
Medical Clinics and Healthcare Facilities
General practice clinics, specialist medical centres, and family clinics must comply with PHMC/HCSA advertising rules. Every clinic providing medical diagnosis or treatment falls under this regulatory framework, regardless of size or specialty.
Dental Practices
All dental practitioners, whether operating general dentistry services or specialist dental centres, are covered. Orthodontics, periodontics, and other dental specialties must follow the same content restrictions that apply to medical clinics.
Hospitals and Surgical Centres
Private hospitals, day surgery centres, and similar facilities licensed under Ministry of Health (MOH) must adhere to these guidelines. This includes facilities offering both inpatient and outpatient surgical procedures.
Diagnostic Services
Radiology centres, medical laboratories, imaging facilities, and other diagnostic service providers are subject to PHMC/HCSA advertising regulations. Any service offering medical testing or diagnostic procedures must comply.
Allied Health and Licensed Wellness Services
Physiotherapy clinics, occupational therapy services, speech therapy centres, and podiatry clinics fall under PHCM/HCSA rules. Aesthetic clinics offering medical procedures that require licensable healthcare services must also comply.
Telemedicine and Digital Health Platforms
Online platforms providing healthcare services, teleconsultation services, and digital health providers are not exempt from advertising regulations. The same content standards apply regardless of whether services are delivered physically or remotely.
Psychology and Counselling Services
Psychiatrists are fully covered under PHMC/HCSA rules as they are medical doctors registered with the Singapore Medical Council. Psychologists and counsellors practicing within licensed medical clinics or hospitals must also comply, as the institution’s license brings them under HCSA advertising regulations.
However, standalone psychology and counselling practices operating independently are not currently licensed under HCSA and are therefore not regulated under PHMC/HCSA advertising rules at present.
MOH announced in March 2025 that they are working towards requiring registration of psychologists in Singapore. Once implemented, registered psychologists would likely fall under full HCSA advertising regulations.
Relevant Laws & Guidelines
Medical marketing in Singapore is regulated by several laws and professional codes. Below is a list of the key regulations relevant to PHMC, with brief explanations.
Private Hospitals and Medical Clinics (Advertisement) Regulations 2019
Introduced under the PHMC Act, these regulations took effect on 15 April 2019 and established advertising standards for private hospitals and medical clinics.
They define what qualifies as an advertisement and distinguish it from publicity. False or misleading claims are prohibited, and promotional tactics that may improperly influence patient decisions are restricted. The regulations aim to protect public trust and maintain responsible medical marketing.
Healthcare Services Act (HCSA) & Advertising Regulations 2021
The Healthcare Services Act came into force on 6 January 2020 and now serves as the primary legislation regulating healthcare services in Singapore. It introduced a service-based licensing framework covering a wide range of providers.
Licensed medical providers must ensure that all advertising is factual, verifiable, and aligned with Ministry of Health requirements. The Act forms the central legal framework for healthcare advertising compliance.
Singapore Medical Council (SMC) Ethical Code & Guidelines (2016)
The Singapore Medical Council Ethical Code and Guidelines apply to all registered medical practitioners and carry disciplinary force alongside statutory law.
Advertisements must be accurate, objective, and not misleading. Patient testimonials are prohibited. Breaches may result in investigations or professional sanctions, making ethical compliance a core requirement for medical copywriting.
What PHMC and HCSA Compliance Means for Your SEO
Although not classified as advertising, SEO marketing in Singapore requires licensed healthcare providers to align their website content with PHMC and HCSA advertising regulations, as public-facing pages may be classified as advertising.Content should remain factual, supportable, and professionally written while avoiding promotional or misleading claims.
Taking a compliance-first approach helps reduce regulatory risk and builds stronger trust with both patients and search engines.
