The verdict in three sentences
A private clinic in Ballsbridge, Sandyford or Dublin city centre that goes to tender without a requirements checklist receives quotes from €3,000 to over €30,000 that it cannot tell apart. The document must settle health data minimisation, what happens to tracking tags on condition pages, how practitioners are presented and the list of integrations, each on its own line. It is also what makes a Dublin agency comparable with Kolonell's fixed grid of €2,700, €4,500 or €8,200.
The checklist in four blocks
Block 1, services and audiences. Private GP, specialist outpatient or diagnostics: describe the real offer, the audiences (local patients, international employees, corporate clients) and the 3 actions you expect from a visitor.
Block 2, content. Page list: services, one page per specialty, one profile per practitioner with their Medical Council registration number, fees, access, FAQ. State who writes, who carries out the medical review and who signs off compliance. The Medical Council's guide restricts doctors' advertising: no comparative claims, no promised outcomes.
Block 3, technical. Domain and hosting in the clinic's name; WCAG 2.2 AA accessibility target, linked to the European Accessibility Act context; URL inventory and 301 redirect map if a site exists; acceptance criteria; timeline; budget range.
Block 4, data and integrations. Forms limited to the data needed, no free-text questions about symptoms; ad tags and pixels kept off condition pages unless your data protection adviser approves; GDPR and Data Protection Act 2018 notices, under the supervision of the Data Protection Commission. Booking, patient portal, CRM, online payment: one line each, on quote.
The licensing framework for private health services, led by HIQA, is evolving: plan governance pages that are easy to edit. This is not legal advice.
Which questions will agencies ask, and what does a missing answer cost?
A 2026 ballpark based on typical Dublin agency quotes.
| Agency question | No answer in the brief | Answer in the brief | Typical effect on the quote |
|---|---|---|---|
| How many specialties and practitioners? | Broad estimate, safety margin | 7 specialties, 12 profiles | €2,000 to €5,000 of margin removed |
| Integrated booking or a link? | Module priced by default | Link to the existing tool, integration on quote | €4,000 to €10,000 avoided up front |
| Patient portal? | Ambiguous, sometimes wrongly included | Out of scope, separate line | Quotes become comparable |
| Languages? | 'Multilingual' | English, Irish greeting, Polish as an option | Option priced separately |
| Tracking tags? | Pixels installed everywhere | Tag list approved in writing | Compliance risk reduced |
| Existing content? | Everything rewritten by default | 40 pages reused, 10 rewritten | €1,500 to €4,000 difference |
How do you score three quotes?
Score from 1 to 5 per criterion, multiplied by the weight divided by 5.
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| Criterion | Weight | Quote 1 | Quote 2 | Quote 3 |
|---|---|---|---|---|
| Medical content governance | 20 | 4 (16) | 3 (12) | 5 (20) |
| Health data and tags | 20 | 3 (12) | 5 (20) | 4 (16) |
| Clarity of integrations | 20 | 3 (12) | 4 (16) | 2 (8) |
| Accessibility and performance | 15 | 4 (12) | 3 (9) | 5 (15) |
| Cost and ownership | 15 | 2 (6) | 4 (12) | 3 (9) |
| Timeline | 10 | 3 (6) | 4 (8) | 2 (4) |
| Total out of 100 | 100 | 64 | 77 | 72 |
Where does Kolonell's fixed grid fit?
| Checklist requirement | Starter, €2,700 | Growth, €4,500 | Premium, €8,200 |
|---|---|---|---|
| Pages and practitioner profiles | Core pages | Specialties, profiles, blog, analytics | Full structure, advanced SEO |
| Languages | One language | One language | The multilingual tier, languages set in the quote |
| Native copywriting | English or French | English or French | English or French |
| Booking, portal, CRM | On quote | On quote | On quote |
| Delivery | 3 to 4 weeks | 3 to 4 weeks | 3 to 4 weeks |
| Support | 3 months | 3 months | 3 months |
The project manager is reachable in Dublin hours. Beyond the 3 included months, maintenance and hosting are on quote. Tier details are on the international offer page.
Mini case study
Illustrative example. Aoife, operations manager at Linden Quay Medical, a fictional Sandyford clinic with 7 specialties, receives a local quote of €19,000. Her checklist points to Growth at €4,500, plus a local photographer for practitioner portraits, a third-party cost estimated at €800. Total: €5,300, a €13,700 gap. The medical review of 14 pages at 30 minutes each takes 7 hours of doctors' time, to be scheduled before launch. The link to the existing booking tool is kept, and full integration will be priced on quote later.
FAQ
Should doctors' registration numbers be displayed? It is good transparency practice: one line per profile is enough. Expect around 12 profiles for a mid-sized clinic.
Can we keep Google Analytics on condition pages? The choice and configuration of tools should be approved by your data protection adviser. Many clinics limit measurement to aggregated statistics and remove ad pixels from those pages.
How much does a multilingual site cost? With Kolonell, Premium at €8,200 is the multilingual tier, languages set in the quote. At a local agency, each extra language often adds €1,500 to €5,000.
Is the patient portal included? No, it is always a separate line on quote, like booking and online payment.
What timeline should we plan? Allow 3 to 4 weeks with Kolonell once content is approved, plus 1 to 2 weeks beforehand to write and review the checklist.
Let's scope your project. Send us your checklist for a line-by-line price from €2,700 to €8,200 depending on the tier, delivered in 3 to 4 weeks. See the international offer or request a free quote: detailed reply within 48 hours.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
