Advertising and digital marketing are powerful tools for attracting customers and driving business growth. However, in the healthcare industry, advertising comes with strict regulations to ensure transparency and protect consumers.

The Private Hospitals and Medical Clinics (Advertisements) Regulations were introduced to guide healthcare institutions (HCIs) on how they can promote their services. These rules help prevent misleading claims, unrealistic promises, and unnecessary medical treatments. Clinics, hospitals, and other medical providers must follow these guidelines to maintain compliance and avoid penalties.

Mapletree Media has extensive experience in healthcare marketing and is well-versed in PHMC regulations. Our team understands how to create effective, compliant digital marketing strategies that help HCIs connect with their audience while staying within the legal framework.

What are the Private Hospitals and Medical Clinics (PHMC) Advertisement Regulations 2019?

Introduced by the Singaporean government in 2019, the guidelines for PHMC (Private Hospitals and Medical Clinics) basically focus on how HCIs can promote their services’ information, rather than how those services are used or consumed. This is to prevent “providing unrealistic expectations or inducing unnecessary consumption” of healthcare services. It aims to give the public a better understanding of those services and expand the options available to them. 

The PHMC regulations covers institutions such as private hospitals, nursing homes, medical and dental clinics, and clinical or radiological laboratories. Complying with these advertisement regulations must be in conjunction with Medicines Act and Health Products Act and their own professional/ethical codes and ethical guidelines. Beauty and wellness establishments are not included in these regulations, but must follow the existing Medicines (Advertisements and Sale) Act. 

All healthcare institution licensees are expected to adhere to the law at all times, and failure to do so may result in penalties that may affect the reputation of your business. Those who own clinics, clinical labs, and private hospitals must be familiar with and strictly comply to avoid committing offences stipulated in the PHMC guidelines.

Mapletree Media: Helping Healthcare Businesses Stay PHMC-Compliant

Mapletree Media understands the challenges healthcare providers face when marketing their services under PHMC regulations. With strict guidelines on advertising, clinics and medical institutions need to be strategic in how they promote their services while staying compliant. Our team has extensive experience in healthcare digital marketing, ensuring that campaigns align with regulatory requirements while effectively reaching the right audience.

With over 18 years of experience and 2,000+ successful projects, we know what it takes to market healthcare services ethically and professionally. From SEO and social media management to website development and content creation, we help HCIs enhance their online presence without violating PHMC regulations.

Services offered:

• Web Design and Development
• Landing Pages
• Digital Marketing
• SEO
• SEM
• Social Media Marketing
• Video Productions

Why Work With Mapletree Media?

✅ PHMC-Compliant Strategies – We create campaigns that follow Singapore’s healthcare advertising rules.
✅ Deep Industry Knowledge – We understand how to market medical services without breaking guidelines.
✅ Ethical & Transparent Marketing – No misleading claims, testimonials, or exaggerated promises.
✅ Proven Success – We’ve helped healthcare brands grow while maintaining compliance.

Marketing within PHMC regulations doesn’t have to be limiting. With the right strategy, you can reach more patients while building trust and credibility. Let Mapletree Media help you create a strong, regulation-friendly marketing presence. Contact us today to learn more!

PHMC Guidelines on Advertisement Platforms

Digital marketers must be careful where they market or advertise the business’ services to avoid legal trouble. Aside from showcasing their services within their own premises, HCIs must advertise their services only in the (8) eight media platforms stated in the guidelines: newspapers, directories, medical journals, magazines, brochures, leaflets, pamphlets, and on the Internet. 

Advertising on traditional print media is allowed for healthcare institutions. They may choose to list their services in business directories, brochures, leaflet,s or pamphlets. It must include the date of publication and the recipient must have consented to receive these in their mailboxes. 

On the other hand, on the Internet or new media, where digital marketers can use different marketing tactics such as social media, videos, and blogs. Especially with almost 4.5 million Singaporeans active on the internet, advertising your services can be effective in reaching new audiences and broadening their visibility. Paying for ads through Facebook, Instragram, etc. is also permitted. Marketers are encouraged to produce creative ways to advertise their services on Tiktok or Youtube whilst complying with PHMC guidelines. 

Lastly, advertising on search engines such as Google via SEO or paid search ads is also legal. Since push technologies are not allowed, SEO and SEM is an acceptable alternatives for lead generation.

PHMC Guidelines on Specific Requirements for the Content Advertisement 

1. Ads must be factual and accurate

Whilst selling the services available for people to consider, the medical claims must be backed with factually accurate information that can be substantiated as soon as they are disseminated and published. This includes assertions and statements as well. It must be backed with evidence through credible and authoritative sources.

2. Ads must not be offensive, ostentatious, or in bad taste

Digital marketers and medical practitioners must avoid displaying offensive, provocative, indecent, and demeaning images or words in their ads. This is for the sake of the public as well as to continue upholding the honour and dignity of anyone working in the medical field. 

3. Ads must not create unjustified expectations

It is the responsibility of the HCIs to avoid setting unrealistic expectations when marketing their services and treatments. This is because every person is different and results may vary per person – depending on the treatment or service that they will avail. It is against the law to imply that a person will achieve results in a set time period and be wary of the words you will choose to advertise as well. Even if you are confident that expected results will come out of this treatment, each experience is different per person and may not meet the guaranteed expectations. 

4. Ads must not contain “before & after” or only “after” treatment picture

Even if this way of marketing is effective and serves as a “review” from existing or past patients/customers, according to the PHMC, adding before and after results is prohibited. This includes photos, videos, or films (even with disclaimers from HCIs). They can only be shown within the HCI’s premises during a consultation with a customer (provided with context and possible outcomes from the treatments).

5. Ads must not contain laudatory statements

In relation to the previous statement and to providing factually accurate information, when marketing treatments or services laudatory statements are strictly prohibited. Words or terms that are considered as subjective praises, commendations, and compliments such as “Best”, “Gold standard”, “Advanced”, “Excellent”, or “5 star services” are not acceptable. The full list of laudatory terms that are not allowed can be found here.

6. Advertisements must not contain testimonials or endorsements

Word of mouth through testimonials or verbal reviews is one of the most powerful marketing ways to bring more customers to your business. However, it is restricted in the PHMC guidelines; these testimonials that may say how effective or great your service may be must not be used in any form of ads – may it be through print media or paid online ads. These testimonials or endorsements can only be used within the HCI’s premises, websites, or social media page. Any form of feedback from your customers must not be altered in any way as well.

7. Ads must not solicit or encourage the use of the HCI’s services

HCISs are not allowed to promote discounts, promotions, free products to solicit or encourage customers to use their services or treatments. This includes using particular words such as “Package Deal”, “50% Off”, “Lowest price offer’, etc that come with validity periods. Giveaways, lucky draws, or freebies advertised are also prohibited. 

Penalties for Non-Compliance with PHMC Advertisement Regulations

Breaking PHMC advertising rules can lead to serious consequences. Fines, legal action, and reputational damage are all risks for non-compliant healthcare institutions (HCIs).

• Fines and Legal Penalties
  Violations can result in hefty fines that vary based on the severity of the offence. Clinics that repeatedly break the rules may face increased penalties or license suspensions.
• Reputation Damage
  Patients trust healthcare providers that follow ethical advertising guidelines. If a clinic is found guilty of misleading ads, public trust can drop, leading to fewer patients and negative publicity.
• Business Restrictions
  Regulatory authorities may impose advertising bans on clinics that violate the rules. This means limited marketing options, making it harder to attract new patients.

Compliance is non-negotiable. Following PHMC guidelines ensures your clinic maintains its credibility and avoids unnecessary legal trouble.

Best Practices for Social Media Advertising While Staying PHMC-Compliant

Social media is a powerful tool for healthcare marketing. However, PHMC regulations set clear rules on what’s allowed.

• Stick to Factual Content
  Ads must be truthful and backed by evidence. Avoid exaggerated claims about treatment effectiveness or guaranteed results.
• No Before-and-After Photos
  Transformation photos, even with disclaimers, are not allowed. Instead, focus on explaining procedures and their benefits using neutral and educational content.
• Avoid Testimonials in Ads
  Happy patients may want to share their experiences, but testimonials cannot be used in paid ads. Instead, keep reviews on your clinic’s website and social media pages where they are allowed.
• Promote Education, Not Sales
  Social media ads should inform rather than sell. Share valuable insights about treatments, wellness tips, and expert advice without using promotional language.
• Use PHMC-Compliant SEO & Paid Ads
  Search engine marketing (SEM) and SEO-friendly content help patients find your services without violating guidelines. Focus on clear, informative, and professional messaging.

Sticking to these best practices keeps your social media marketing effective and compliant.

Case Studies of PHMC Advertising Compliance

Real-world examples show why following PHMC regulations is essential. Some clinics have successfully adapted, while others have faced consequences for non-compliance.

• Aesthetic Clinic’s PHMC-Compliant Campaign
  A Singapore-based aesthetic clinic wanted to advertise its laser treatments. Instead of using before-and-after photos, they created educational blog posts and Q&A videos. Their campaign attracted more engagement while staying compliant.
• Clinic Penalized for Misleading Claims
  A wellness clinic ran ads stating their treatment guaranteed weight loss within two weeks. The advertisement was flagged, leading to fines and an order to remove all non-compliant content.
• Medical Center’s Ethical Marketing Approach
  A private hospital promoted its services through Google Ads with factual service descriptions. Their focus on compliance built credibility, helping them attract more patients over time.

These examples highlight how clinics can market effectively while respecting PHMC rules.

The Shift from PHMC to HCSA Advertising Regulations

Singapore’s healthcare advertising laws have evolved. The PHMC guidelines were replaced by HCSA (Healthcare Services Act) regulations in 2022.

• What Changed?
  HCSA places more emphasis on transparent, ethical advertising. It introduces stricter guidelines on misleading content, promotional pricing, and push marketing.
• Impact on Clinics & Healthcare Providers
  Clinics must follow tighter content restrictions and ensure all advertising aligns with patient safety and ethical marketing principles.
• What Stays the Same?
  Prohibitions on before-and-after images, exaggerated claims, and testimonials remain in place. Healthcare businesses still need to advertise responsibly.

Staying updated on these regulations helps clinics avoid compliance issues and maintain trust with their audience.

How to Market Healthcare Services Online Without Breaking PHMC Rules

Online marketing is still possible under PHMC guidelines. The key is to focus on value-driven, educational content rather than direct promotion.

• SEO & Website Content
  A well-optimized website can attract organic traffic without relying on paid promotions. Blog posts, FAQs, and service pages should provide clear, factual information about treatments.
• Paid Ads on Google & Social Media
  Clinics can run search ads with neutral, service-based descriptions. Instead of making claims, focus on highlighting clinic experience, treatment availability, and consultation details.
• Email Marketing & Patient Newsletters
  Sending educational newsletters keeps patients informed while staying compliant. Include health tips, treatment explanations, and expert insights without using promotional language.
• Video Marketing Without Violating PHMC Rules
  Clinics can create informative videos about procedures, doctor interviews, and patient FAQs. Avoid showing results-based imagery and stick to factual messaging.

Marketing under PHMC guidelines requires strategy. A focus on trust, transparency, and education ensures compliance while attracting patients.

How Mapletree Media Helps Healthcare Businesses Stay PHMC-Compliant

Marketing healthcare services while following PHMC rules can be challenging. Mapletree Media specialises in PHMC-compliant digital marketing solutions for clinics, hospitals, and healthcare providers.

• Factual & Ethical Content Creation
  Our team ensures all website content, ads, and social media posts are aligned with PHMC regulations.
• PHMC-Friendly SEO & Google Ads
  We help clinics rank on Google with strategic, regulation-friendly SEO and SEM campaigns.
• Social Media Management Without Violations
  Our experts craft engaging, educational content for Facebook, Instagram, and LinkedIn while avoiding prohibited elements.
• Expert Guidance on Ad Compliance
  We stay updated with PHMC and HCSA guidelines, ensuring your marketing remains legal and effective.

Need help promoting your clinic while staying compliant? Contact Mapletree Media today for expert digital marketing solutions.

Conclusion on PHMC Guideline

Medical practitioners and licencees are allowed to market their services only in specified channels, offline and online, as long as they strictly adhere to the PHMC guidelines imposed by the government. It does not aim to limit how businesses can advertise their business; rather, it serves as a guide to selling factual information to help potential customers with their healthcare decisions. It also helps to avoid selling expectations that are not realistic and impose unnecessary healthcare consumption. 

Following these guidelines is a must; clinics, clinical labs, and private hospitals must comply to avoid penalties and tarnishing the reputation of the establishment. So, digital marketers must be familiar with these PHMC guidelines, especially with the content they create and pay ads for online. 

If you need help with advertising your services and treatments while complying with PHMC’s guidelines and regulations, send us a message at Mapletree Media. We have worked with HCIs for years to help them with their conversions, traffic, and bringing in new customers. You may reach out to contact a representative from Mapletree Media here!