PHMC Digital Marketing & Ad Guidelines For Medical & Healthcare in Singapore

PHMC Digital Marketing Guidelines
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In the rapidly evolving digital age, the medical and healthcare sectors in Singapore are increasingly turning to online platforms to reach and engage patients. While this shift offers numerous benefits in terms of accessibility and efficiency, it also brings forth a unique set of challenges and responsibilities, particularly in maintaining the integrity and ethics of medical advertising and communication. This is where the “PHMC Digital Marketing Guidelines for Clinics, Healthcare, and Medical Practitioners in Singapore” come into play, serving as a crucial framework to ensure that digital marketing practices are conducted in a responsible, accurate, and professional manner.

What Are The PHMC Guidelines

The PHMC Digital Marketing Guidelines in Singapore are crucial for clinics, healthcare, and medical practitioners. Set by the Private Hospitals and Medical Clinics authority, these rules ensure online medical information is legally compliant and ethically sound.

Covering content accuracy, patient confidentiality, professional conduct, and digital platform use, adherence to these guidelines is vital for healthcare professionals. It guarantees trustworthy information and prioritises patient welfare.

Maintaining the healthcare sector’s reputation in Singapore is paramount. This article explores the importance of these guidelines in helping medical professionals in ethical digital marketing practices.


Do’s of Medical Advertising in Singapore (Supplemented with Government Guidelines)

allowed inclusions in medical ads singapore

Ads must use approved advertising platforms

In line with Regulation 5(1), healthcare institutions are permitted to advertise in traditional media such as newspapers, directories, medical journals, and magazines. Additionally, brochures, leaflets, pamphlets, and digital platforms like the Internet are acceptable. Regulation 5(3) further allows for any form or medium of advertisement within the premises of the healthcare institution, offering flexibility in on-site marketing strategies.

Ads must be factually accurate and substantiated

Regulation 4(1)(a) mandates that all advertisements must be factually accurate and capable of being substantiated. This means that any claims made in the advertisements must be supported by credible and authoritative sources, as outlined in Section 5.2. Such evidence should be readily available upon request, ensuring transparency and reliability in the information presented.

Ads must display Accreditation and Awards appropriately

Under Regulation 11(2), healthcare institutions are authorised to display their accreditations, certifications, or awards within their premises, as well as on their official website and social media accounts. This enables institutions to showcase their achievements and standards of excellence, enhancing their credibility and reputation.

Ads must comply with recent directives on health products

Healthcare institutions must adhere to the latest directives issued by the Ministry of Health (MOH) and the Health Sciences Authority (HSA) regarding the provision of information on health products. Staying updated and compliant with these directives ensures that the marketing and communication of health products are conducted ethically and by current regulations.


Don’ts of Medical Advertising in Singapore (Supplemented with Government Guidelines)

PHMC Digital Marketing & Ad Guidelines For Medical & Healthcare in Singapore 1

Ads must not use ‘before and after’ pictures

According to Regulation 4(1)(d), healthcare institutions are prohibited from using before-and-after treatment photographs, pictures, videos, or films in their advertising. This rule is in place to prevent the creation of unrealistic expectations and to uphold ethical standards in medical advertising.

Ads must avoid unconsented direct marketing

Under Regulation 5(4), there is a strict prohibition against sending advertisements through push technology, such as SMS, MMS, WhatsApp, and Facebook Messenger, without obtaining prior written consent from the recipients. This ensures respect for personal privacy and prevents unsolicited marketing, which could be intrusive and potentially damaging to the institution’s reputation.

Ads must not create unjustified expectations

Regulation 4(1)(c) mandates that advertisements must not create unrealistic or unjustified expectations about the results of treatments or services. This includes avoiding claims that suggest an institution can achieve results that others cannot. Such practices could mislead patients and undermine the credibility of the healthcare sector.

Ads must not contain laudatory statements

Regulation 4(1)(e) specifies that advertisements must not contain laudatory statements or superlatives to describe services. This includes avoiding terms like ‘best’, ‘leading’, or ‘unrivalled’. The aim is to maintain factual accuracy and prevent misleading or exaggerated claims.

Ads must not offer financial incentives

Regulation 4(1)(g) prohibits the use of financial incentives in advertisements. This includes offers of discounts, promotions, or other financial benefits to solicit or encourage the use of the institution’s services. The intention is to prevent undue influence on patients’ healthcare decisions.

Ads must not be placed on prohibited public channels

As per Regulation 5(1), advertising media outside the premises of healthcare institutions are limited. Prohibited channels include SMS text messaging, television screens, billboards, and other forms of public media not explicitly listed in the regulation. This ensures that advertising is conducted in appropriate and sanctioned spaces.

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Ads must have Restrictions on Testimonials

Under Regulation 12(1), testimonials or endorsements about services are permitted only within the premises of the healthcare institution, on its website, or on its social media accounts. This regulation ensures that testimonials are presented in a controlled and appropriate context, maintaining the integrity of patient feedback.

Healthcare Marketing Guidelines for Crafting Ads

no medical professional should publicly endorse a product in ads

Prohibition on Soliciting or Encouraging the Use or Sale of Services

Healthcare advertisements in Singapore must not solicit or encourage the use or sale of services. This means that ads should focus on providing factual and educational information about conditions and diseases without directly or indirectly promoting a sale.

Importance of Content Accuracy and Verifiability

All assertions in healthcare advertisements must be accurate and verifiable by reliable sources. This includes ensuring that claims are backed up by evidence from peer-reviewed journals or literature recognised by the local medical community.

Guidelines for Respectful and Positive Ad Tone

Advertisements should maintain a respectful and positive tone, considering public sentiments. Avoid material that might provoke unease, fear, or other negative responses. Being careful with your word choice will help you avoid over-promising and over-selling.

Restrictions on Laudatory Statements and Superlatives

Healthcare ads must refrain from using laudatory statements or superlatives to describe services. This includes avoiding terms like “advanced”, “gold standard”, “better”, “exclusive”, “leader”, “improved”, and more.

Transparency and Accuracy in Pricing Information

Clear and straightforward pricing information is essential in healthcare advertising. Misleading terms like “lowest prices” or “discount” should be avoided, and any financial advantages linked to services should be clearly stated.

Prohibition on “Before and After” Images

The use of “before & after” or “after only” images in healthcare ads is strictly prohibited. Such images can be misleading as they may imply guaranteed outcomes, which vary from patient to patient.


Guidelines for Non-HSCA-Licensed Healthcare Persons & Services

Restrictions on Advertising Treatments for Specific Conditions

Professionals not covered under HSCA, such as chiropractors and psychologists, cannot make direct claims about curing specific ailments or conditions. They can, however, discuss how their services manage symptoms and prevent further aggravation.

Guidelines for Non-Registered Healthcare Professionals Using the Title ‘Doctor’

Non-registered healthcare professionals, even those registered abroad, must specify their qualifications and add a disclaimer that their credentials aren’t equivalent to medical or dental qualifications.

Rules for Marketing Health Products

This includes prescription medicines and medical devices, where only factual and educational information about conditions and diseases can be shared without directly or indirectly encouraging a sale.


Educational vs Promotional Content in Medical Advertising

what promotional literature allowed by PHMC

Balancing Factual, Educational Content with Promotional Material

Healthcare marketing should strike a balance between providing factual, educational content and avoiding the promotion of specific products. The focus should be on educating patients about conditions and diseases without endorsing any specific brands or products.

Medical Advertising: Choosing the Right Platforms

Guidelines for Advertising in Newspapers, Magazines, and Brochures

Advertising through these traditional media is legal and effective, provided the content adheres to regulatory standards.

Restrictions on Using SMS, Television Screens, and Billboards for Advertising

Healthcare institutions cannot advertise their services via these channels. Medical advertising is permissible exclusively within the healthcare institution’s premises.

Utilising Social Media Platforms Within Regulatory Guidelines

Social media advertising must not create unrealistic service expectations or promote unnecessary healthcare consumption services. It should inform the public about the services offered.

Leveraging Search Engines for Compliant Advertising

Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) are non-push technologies fully compliant with PHMCA guidelines, focusing on driving organic traffic growth.


Legal Consequences of Non-Compliance with PHMC Guidelines and PDPA

fines for breaching medical ad guidelines in singapore

Understanding the Implications in the Healthcare Sector

In the realm of digital marketing for clinics, healthcare, and medical practitioners in Singapore, non-adherence to the PHMC Digital Marketing Guidelines and the Personal Data Protection Act (PDPA) can lead to significant legal consequences. Understanding these implications is crucial for maintaining ethical practices and upholding the law.

Key Legal Consequences

  1. Penalties for Breaching the PDPA: Non-compliance with the PDPA, especially in terms of handling personal data without consent, can result in substantial fines. The PDPA enforces strict regulations on data protection, and violations can lead to legal action and financial penalties.

  2. Sanctions for Violating PHMC Guidelines: The PHMC has the authority to impose sanctions on healthcare providers who fail to adhere to its digital marketing guidelines. These sanctions can range from fines to suspension of practice, depending on the severity of the violation.

  3. Reputational Damage: Beyond financial penalties, non-compliance can lead to significant reputational damage. Loss of trust from patients and the public can have long-term negative effects on a healthcare provider’s practice.

  4. Legal Proceedings: In cases of serious breaches, such as the misuse of patient data or misleading medical claims, legal proceedings may be initiated. This can result in lengthy legal battles, further financial losses, and damage to professional reputation.

  5. Revocation of Licences: In extreme cases, non-compliance with PHMC guidelines and PDPA regulations can lead to the revocation of medical licences. This is a severe consequence that can end a medical practitioner’s career.

  6. Increased Scrutiny and Audits: Healthcare providers found to be in breach of regulations may be subjected to increased scrutiny and regular audits. This can lead to additional administrative burdens and the need for ongoing compliance efforts.

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Navigating Compliance

  1. Mandatory Corrective Actions: In some instances, healthcare providers may be required to undertake corrective actions, such as issuing public apologies, rectifying misleading information, or implementing stricter data protection measures. These actions can be resource-intensive and impact the day-to-day operations of the practice.

  2. Impact on Professional Relationships: Non-compliance can strain relationships with other healthcare providers, professional bodies, and insurance companies. This can lead to a decrease in professional opportunities and collaborations.

  3. Personal Liability of Practitioners: In certain cases, individual practitioners may be held personally liable for breaches, especially if negligence or intentional misconduct is involved. This can have serious personal and professional ramifications.

  4. Ongoing Legal Obligations: Even after penalties have been paid or sanctions served, healthcare providers may face ongoing legal obligations, such as enhanced reporting or monitoring requirements, which can be both time-consuming and costly.

Understanding and adhering to the PHMC Digital Marketing Guidelines and PDPA is not only a legal requirement but also a moral imperative in the healthcare sector. It ensures the protection of patient rights, maintains public trust, and upholds the integrity of the medical profession. By staying informed and compliant, healthcare providers can avoid these legal consequences and continue to provide high-quality care and information to their patients.

digital marketing for medical and healthcare professionals



In the digital marketing landscape for healthcare in Singapore, medical practitioners must balance promotional and educational content, adhering to the PHMC Digital Marketing Guidelines and PDPA regulations. The emphasis should be on patient education and providing accurate and valuable health information that builds trust and upholds ethical responsibilities. Promotional content, while necessary, must be integrated subtly and ethically, ensuring it doesn’t overshadow educational material. All content, regardless of its nature, should be evidence-based and backed by credible medical research to maintain reliability and professional integrity.

A clear distinction between promotional and educational content is essential to avoid misleading the audience. The tone of the content should be engaging yet professional, reflecting the seriousness of healthcare. Regular reviews of content are vital to ensure ongoing balance, accuracy, and compliance with current guidelines. By achieving this balance, healthcare providers can effectively use digital marketing not only to educate the public and promote their services but also to adhere to the high standards of professionalism and patient care expected in the medical field.

Frequently Asked Questions

  1. What are the PHMC Digital Marketing Guidelines for healthcare providers in Singapore? The PHMC Digital Marketing Guidelines are a set of regulations established to govern the digital marketing practices of clinics, healthcare, and medical practitioners in Singapore. They ensure that online marketing activities are conducted ethically, with accurate and evidence-based information, while respecting patient confidentiality and privacy.

  2. How should healthcare providers balance promotional and educational content in their digital marketing? Healthcare providers should prioritise educational content that offers accurate and valuable health information. Promotional content must be integrated subtly and ethically, ensuring it doesn’t overshadow educational material. A clear distinction between the two types of content is essential to maintain trust and professionalism.

  3. What is the importance of adhering to the PDPA in healthcare digital marketing? Adherence to the Personal Data Protection Act (PDPA) is crucial in healthcare digital marketing to ensure the protection of personal data. It mandates obtaining explicit consent for data collection and usage, and includes providing clear options for opting out or unsubscribing from communications.

  4. Are there legal consequences for non-compliance with PHMC Guidelines and PDPA? Yes, non-compliance can lead to significant legal consequences, including fines, sanctions, reputational damage, and in severe cases, revocation of medical licenses. It’s essential for healthcare providers to regularly review and update their practices to stay compliant.

  5. How can healthcare providers stay updated with the PHMC Guidelines and PDPA regulations? Healthcare providers can stay updated by subscribing to regulatory updates, engaging in regular training programmes, consulting with legal and marketing professionals, participating in professional networks, and conducting internal audits and reviews. This ensures ongoing compliance and adaptation to any changes in regulations.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


Search Engine Optimisation (SEO)

Search Engine Marketing (SEM)

Social Media




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