Your Clinic Is Regulated. Most Agencies Market It Like a Restaurant.
M’ai Digital is a boutique digital marketing agency in Singapore that markets medical, dental and specialist clinics inside the Healthcare Services Act advertising rules — not around them. Every account is run personally by Michael Say, 10 years at CMO level across 11Asia Pacific markets, with healthcare among the categories he has worked in longest.
- Clinic SEO,AI SEO (GEO/AEO) and Google Ads, written to HCSA advertising constraints
- No testimonials, no before-and-after, no superlatives — and still ranked
- Free clinic visibility audit, delivered live on a 30-minute call
No obligation. Cancellable contracts. Michael reviews your clinic personally.
HCSA-aware · Advertisement Regulations built in
500+ AI-cited pages · For one healthcare site
Founder-led · Every clinic, personally
Capped at 40 clients · Permanently
These are the issues we find in almost every clinic account we review. If two or more apply to you, the problem is structural — your agency is running a generic playbook against a regulated category.
Your agency has never read the advertising regulations
Patient testimonials, before-and-after photographs, superlatives and discount offers are all restricted for licensed healthcare services in Singapore. Most agencies discover this after the copy is written, or after a complaint.
Compliance constraints are set before the first keyword is chosen. We write to what the Healthcare Services (Advertisement) Regulations permit, so nothing has to be pulled down later.
Your clinic is invisible for the searches that matter
Patients search by condition, symptom and location long before they search your clinic name. If your site only ranks for your brand, you are collecting demand somebody else created.
We build condition and specialty-led content clusters mapped to how Singapore patients actually search, then link them into your service pages so authority compounds.
Google Ads is paying for the wrong people
Clinic accounts leak budgetto job seekers, students, medical suppliers and overseas traffic. The clinic sees clicks and a busy dashboard, while the front desk sees no new bookings.
Search intent, negative keyword lists and catchment radius are rebuilt first, with conversion tracking tied to trial bookings, calls and WhatsApp enquiries. Throughout his career, Michael has sustained conversion rates of 5% or above for clients.
AI answers the patient before they ever reach you
Google AI Overviews now appear on roughly half of healthcare searches — around double the rate seen across other industries, according to a 2026 WebFX analysis of more than 130,000 health queries. If the answer names another clinic, your listing never gets read.
Generative Engine Optimisation is standard in every SEO engagement and measured by citations earned. Michael has secured 500+ AI-cited pages for a single healthcare client website inside 12 months.
You were pitched by a director and handed a junior
The senior person who won your clinic disappeared after month one. A regulated account now sits with someone two years into their career, learning on your budget and your licence.
Michael runs your clinic’s account personally. There is no one else to hand it to — that is the entire point of the 40-client cap.
The reporting stops at the enquiry
Impressions up. Reach up. Engagement up. Nobody can tell you how many new patients walked in, or what each one cost to acquire.
Reporting starts with enquiries and cost per enquiry, then explains what changed and what happens next. Honest reporting, no spin, and cancellable contracts throughout.
Advertising by licensed healthcare providers is governed by the Healthcare Services Act, which took effect from 3 January 2022 and replaced the former Private Hospitals and Medical Clinics Act regime. The rules are prescriptive in a way most categories never encounter. Knowing them is the difference between marketing that compounds and marketing that has to be taken down.
Testimonials and before-and-after imagery are restricted
Patient testimonials and before-and-after visuals cannot be used to promote licensable healthcare services in public advertising. That removes the two assets most agencies lean on hardest. Clinic marketing has to earn trust through expertise and evidence of care instead.
No superlatives, guarantees or price promotions
Claims that are false, misleading or exaggerated are prohibited, along with superlatives, promised outcomes and discount or free-service promotions. This is why generic conversion copy fails here. Persuasion has to come from clarity, credentials and answering the patient’s real question.
Non-compliance carries real penalties
Breaches under the advertisement regulations can attract a fine of up to S$20,000, imprisonment of up to 12 months, or both, with further daily fines for a continuing offence. Your licence, not your agency’s reputation, is what is exposed. We treat that as the first design constraint, not a footnote.
Michael spent 10 years as Chief Marketing Officer at a Singapore marketing agency, directing strategy for more than 100 brands across 11 Asia Pacific markets. That work spans over 20 industries — healthcare and insurance, education and enrichment, interior design and renovation, consumer electronics, professional services, and specialist niches such as sand supply and precious metal recycling.
In 2026 he founded M’ai Digital for a single reason: to give Singapore businesses direct access to senior marketing expertise without agency overhead, junior handovers, or the cost of a full-time CMO hire.
- BSc Economics, University of London
- 10 years at Chief Marketing Officer level
- 100+ brands across 11 Asia Pacific markets
- 20+ industries, from regulated healthcare to industrial supply
- Specialist in SEO and Generative Engine Optimisation post-May 2026 Core Update
“Clinic marketing is the opposite of most categories. You cannot show a result, quote a patient or run a discount — so the only lever left is being genuinely more useful than the clinic ranking above you. That is harder, slower, and far more durable once it works.”
Every figure below reflects work Michael has delivered for clients across Singapore and the region during his career. Client names are withheld under confidentiality, and no patient information is ever used. He will walk you through the underlying accounts on your call.
Citations secured across ChatGPT, Google AI Overview, AI Mode and Gemini — for one healthcare client website, inside 12 months.
Achieved for a Singapore client over two years through sustained SEO strategy and content.
Delivered for multiple clients, sustained on page one of Google over more than a year.
Sustained consistently over two to three years, alongside conversion rates of 5% or above.
Take one service or the full stack. Either way, the same person plans it, executes it, checks it against the advertising rules and reports on it.
Clinic SEO
Rank for the condition, treatment and location searches your patients actually run before they ever type your clinic name. Technical foundations, service-page architecture, doctor credential signals and local visibility across Singapore.
AI SEO / GEO for Healthcare
Get your clinic named inside ChatGPT, Perplexity, Gemini and Google AI Overviews. Structured data, answer-first clinical content and doctor entity framing — the same approach that produced 500+ AI-cited pages for one healthcare site.
Google Ads For Clinics
Condition and specialty-led search campaigns built to HCSA constraints, with negative keyword lists that strip out job seekers, students and suppliers. Measured on booked enquiries and cost per enquiry.
Social Media Marketing
Organic content and paid advertising on Facebook, Instagram and LinkedIn, written within the same advertising restrictions. Education-led rather than promotion-led, because promotion-led is what gets clinics into trouble.
Clinic Web Design & Development
Mobile-first, fast, SEO-ready clinic sites with clean service pages, doctor profiles and booking paths. Structured data for medical organisations and physicians, plus Core Web Vitals built in rather than patched.
Fractional CMO
CMO-level strategy and oversight for clinic groups and multi-site practices without a full-time hire. Best where you already have a marketing executive who needs senior direction rather than more execution.
Forty client slots means we say no more often than we say yes. Being honest about fit upfront saves everyone a wasted quarter.
M’ai Digital is a strong fit if…
- You want a strategist who reads the advertising regulations before writing the copy, not after a complaint.
- You want to speak to the senior person doing the work — not a junior, and not a coordinator relaying messages.
- You can commit to two or three quarters before judging results, because clinical authority takes that long to compound.
- You have realised patients now shortlist clinics inside AI answers, and you would rather move early than catch up later.
- You are already spending on Google Ads and suspect the budget is going to the wrong clicks — job seekers, suppliers and out-of-area traffic rather than patients.
We are probably not right if…
- You need page one rankings in 30 days. Nobody can deliver that honestly, and we will not pretend otherwise.
- You want the cheapest quote in the market. We are boutique and priced accordingly.
- You are looking for a supplier to take orders rather than a strategist who will push back.
- You want volume — more posts, more pages, more links — regardless of whether any of it builds authority.
- You want Google Ads running on a few hundred dollars a month. At that level there is too little data to A/B test, and no honest way to judge whether the ads are working.
Here is exactly what happens after you submit the form — so there are no surprises and nothing
to brace for.
1
You submit the form
Takes about 60 seconds. We only ask for what is needed to run a useful audit — your clinic website, your service focus and your budget range. You will hear back within one business day.
2
Michael audits your clinic personally
Not a template PDF from a tool. Michael reviews your search visibility for condition and treatment queries, your technical foundations, your AI citation presence and your ad account — and checks your live copy against the advertising rules.
3
A 30-minute call, no obligation
He walks you through the findings, including anything currently exposed on compliance, and what he would fix first. If we are not the right fit, he will say so. You keep the audit either way.
Free. No obligation. Cancellable contracts.
Yes. Licensed clinics may advertise, but the content ofthe advertisement is regulated under the Healthcare Services Act, which took effect on 3 January 2022 and replaced the former Private Hospitals and Medical Clinics Act regime. In practice that means factual, non-exaggerated information about the services you provide, without testimonials, before-and-after imagery, superlatives, promised outcomes or price promotions. Search advertising works well within those limits because the patient has already told you what they need — you are answering a question rather than making a claim. The landing page is held to the same standard as the ad, which is where most clinic accounts quietly fall short.
Under the advertisement regulations, a breach can attract a fine of up to S$20,000, imprisonment of up to 12 months, or both, with a further daily fine where the offence continues after conviction. The exposure sits with the licensee, which is you — not with the agency that wrote the copy. This is the single strongest reason to have someone senior reviewing clinic marketing rather than a junior working from a general template. We treat the constraints as the starting brief, so nothing has to be withdrawn later. This is general information rather than legal advice; confirm specifics against current MOH guidance for your licence type.
Usually six to nine months for meaningful organic movement, and longer in crowded categories such as primary maths and secondary science where established chains already hold the top positions. Anyone promising page one in 30 days is either guessing or lying, and we would rather lose the pitch than make that promise. GoogleAds behaves differently — a properly rebuilt centre account can produce qualified trial bookings within the first few weeks, which is why most centres run paid alongside SEO while the organic work compounds. There is also a calendar effect: work that lands in October is judged by a January intake, so the honest measurement point is a full enrolment cycle rather than a month.
Health queries trigger AI-generated answers more often than almost any other category. A 2026 WebFX analysis of more than 130,000 health-related searches found AI Overviews appearing on roughly half of them, around double the rate across other industries. When the AI answers the patient’s question and names two or three clinics, the clinics it does not name are effectively invisible for that search. Generative Engine Optimisation is the work of being one of the named sources, through structured data, answer-first clinical content and clear doctor entity signals. Michael has secured more than 500 AI-cited pages for a single healthcare client website inside 12 months, which is the closest thing to a repeatable method anyone in this market has.
Yes. Dental and aesthetic practices sit under the same licensing and advertising framework as medical clinics in Singapore, so the constraints and the method are largely shared. What changes is competitiveness and patient intent — aesthetics is far more price-sensitive and far more heavily contested, which usually shifts the balance towards paid search in the first two quarters. Specialist clinics tend to benefit most from condition-led content and GEO, because referral-stage patients
research far more deeply before booking. We will tell you honestly on the call which of these your clinic looks like.
You work with Michael. There is no account management layer to pass you to — that is the structural point of capping the roster at 40 clients. He plans the strategy, oversees the execution, checks the copy against the advertising rules and presents the reporting himself. For a regulated category this matters more than it does elsewhere, because the person writing your copy is the person whose judgement your licence is relying on.
Get a free audit of your clinic’s search visibility, AI citation presence and advertising compliance, plus a 30-minute call with Michael. If there is a better route for your clinic than working with us, he will tell you that instead.
- Michael audits your clinic personally — not a tool export, not a junior
- Includes a check of your live copy against the advertising regulations
- You keep the findings whether or not you engage us
- No obligation, and all contracts are cancellable if you are unsatisfied
The permanent client cap. When the roster is full, we stop taking enquiries until a slot opens.
Michael personally audits your centre site, search visibility, AI citation presence and ad account, then walks you through it on a call. Not a sales pitch.
We reply within one business day. Your details are used only to prepare your audit and are never shared or sold.
- Cancellable contracts
- No junior account handover
- Honest answer even if we’re not the right fit