What Singapore clinic ads can and can't say: a plain-English guide to the MOH rules

General information, not legal advice. Sources are listed at the end. Check MOH's own FAQ before you publish anything.

If you've just moved into private practice, marketing is probably new territory. In a public hospital, patients find you. In private practice, they have to choose you. And marketing a clinic is one of the most tightly regulated kinds of marketing in Singapore. Since the Healthcare Services (Advertisement) Regulations took effect, many things that are normal in other industries are off the table for clinics.

Here are the rules that catch most people out, taken from MOH's FAQ (updated October 2023).

1. Every claim needs evidence. MOH says "there must be sufficient evidence to support and validate the information contained in the advertisement." If you can't point to a source, it doesn't go in the ad.

2. Praise is banned, even when it's true. Laudatory statements are "strictly prohibited, regardless of whether they are factually accurate or not." That covers subjective praise, commendations and compliments.

3. No before-and-after photos. Ads "must not feature 'before-and-after' or only 'after' treatment photographs", even with a disclaimer. You can still show them to a patient during a consultation.

4. No promotions. No free or discounted services, no "as low as", no packages with a price discount, no giveaways, and no words like "free", "discount" or "complimentary". If you list prices, list the exact price with nothing around it.

5. Reviews only on strict terms. Reviews are allowed when they are organic, unpaid, unsolicited and unmodified, and you can't reproduce them yourself. You also can't offer anything to get a testimonial.

6. Social media is allowed, push messages need consent. MOH's approved media include "social media platforms and websites". Sending material by SMS, WhatsApp or other push channels needs the recipient's prior written consent.

So what can a clinic actually do?

Teach. Plain, factual explanations of what you treat, who it's for and what to expect, written in your words and signed off by you. It's evidence-based by nature. It doesn't praise. It doesn't promise. It helps the right patient, or the right GP, understand what you do.

That's what I mean by a second front door: a way for new patients to find and book you directly, without depending entirely on referrals and panels, built inside the rules.

If you want to see what that could look like for your practice, book a Rainmaker Call at apply.theleverageadvantage.com/application. Every caller gets a free one-page Second Front Door map within 2 working days. No patient numbers promised, because nobody honest can promise them.

Sources: MOH FAQ on the HCS (Advertisement) Regulations, updated Oct 2023; MOH on reviews (ask.gov.sg).