The verdict in three sentences
A private medical clinic in Singapore that asks for quotes without a requirements checklist receives offers from SGD 6,000 to 70,000, about USD 4,600 to 54,000 as a 2026 ballpark. The document to write pins down three points that every agency interprets differently: healthcare advertising rules, data collected by forms, and integrations (booking, payment, patient portal) priced line by line. With this frame, quotes become comparable and medical sign-off of the content is planned from the start.
What are the 12 lines of the checklist?
Copy them into your document, for a clinic in Orchard, Novena or Tanjong Pagar seeing local, expatriate and regional patients.
- Goals: appointment requests, calls, practical information. No goal tied to medical results.
- Audiences: local patients, expatriates, patients from the region, referring doctors.
- Pages and templates: home, specialties, doctor profile, practical information, indicative fees if the clinic wishes, contact, privacy policy. Usually 6 to 8 templates.
- Writing and approval: who writes, which doctor approves each page, who signs off the compliance review before publishing.
- Advertising: clinics are licensed by the Ministry of Health under the Healthcare Services Act, which regulates the advertising of healthcare services. The site promises no results and shows no invented reviews, ratings or patient numbers.
- Languages: English first; Chinese or Malay as options, priced separately.
- Integrations, one line each: online booking, payment, patient portal, newsletter, maps. All on quote in most offers.
- Forms: name, contact, general reason, preferred slot. Never medical history or photos through an open form.
- Personal data: the PDPA applies, overseen by the PDPC; consent, purpose, retention period and processors written down clearly.
- Accessibility: WCAG 2.2 AA target, useful for older or visually impaired patients.
- Hosting, domain and migration: accounts in the clinic's name; if a site exists, URL inventory, 301 map and Search Console monitoring.
- Acceptance, timeline, budget: LCP under 2.5 s on mobile, zero 404s, forms tested, target date and range.
This is not legal advice.
What does a precise brief change in the quotes?
2026 ballpark based on typical agency quotes and public agency rate pages in Singapore; SGD converted approximately (USD 1 ≈ SGD 1.30).
| Brief line | Vague version | Precise version | Impact |
|---|---|---|---|
| Specialties | "our services" | 9 specialty pages listed | writing volume fixed |
| Doctors | "the team" | 12 profiles, approved by each doctor | photos and copy scheduled |
| Booking | "online booking" | existing tool named, embedded, on quote | avoids a rebuild |
| Payment | not mentioned | separate line, on quote | no surprise add-on |
| Languages | "multilingual" | full EN, Chinese on 10 pages | translation priced |
| Forms | "a contact form" | 4 fields, no medical data | PDPA compliance framed |
| Range | SGD 6,000 to 70,000 (≈ USD 4,600 to 54,000) | SGD 18,000 to 32,000 (≈ USD 13,800 to 24,600) | spread cut from x11.7 to x1.8 |
How do you choose between three quotes?
Illustrative grid, scores out of 5 multiplied by the weight:
| Criterion (weight) | Quote A | Quote B | Quote C |
|---|---|---|---|
| Coverage of the 12 lines (35%) | 4 | 3 | 5 |
| Data and advertising compliance (25%) | 3 | 5 | 4 |
| Detailed integrations (20%) | 4 | 3 | 2 |
| Budget fit (20%) | 3 | 4 | 3 |
| Weighted score out of 5 | 3.55 | 3.70 | 3.75 |
C and B are close: a 0.05 gap is not enough. Ask C to detail its integrations in writing before deciding.
How does the Kolonell grid answer the checklist?
| Checklist need | Kolonell tier | Status |
|---|---|---|
| Compact site, one language | Starter USD 2,900 | included |
| Specialties and doctor profiles, one language | Growth USD 4,900 | included |
| English + Chinese or Malay | Premium USD 8,900 | the multilingual tier, languages set in the quote |
| Booking, payment, patient portal | all tiers | on quote, each line separate |
| Medical approval of copy | all tiers | handled by the clinic |
| Support | all tiers | 3 months included, then on quote |
Every tier includes a project manager in your time zone, native English or French copywriting and delivery in 3 to 4 weeks once content is ready. Details are on the international offer.
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Mini case study
Illustrative example: Dr Grace Lim runs "Serangoon Grove Medical", a fictional clinic in Novena. Her first brief brings quotes at SGD 8,000, 25,000 and 65,000. With the 12 lines, she receives SGD 19,000, 24,000 and 31,000: a median of about USD 18,500.
She compares: Kolonell Premium USD 8,900 (English and Chinese) + independent Chinese translator, about USD 900 (third-party cost, market assumption) = USD 9,800, booking on quote. Gap with the local median: about USD 8,700.
FAQ
Can the site show patient testimonials?
Healthcare advertising rules in Singapore are strict: check them before any mention. In every case, no invented reviews and no ratings displayed, across all 6 to 8 templates.
Should we rebuild the booking tool?
Rarely. Embedding the existing tool avoids 2 to 4 weeks of work; the line stays on quote at Kolonell.
What should a contact form avoid?
Any free-text medical field and any photo upload. Four fields are enough for a first contact: name, contact, general reason and preferred slot.
How long should medical approval take?
Allow 1 to 2 weeks on the clinic side for 10 to 20 pages. Schedule it before the 3 to 4 week production starts.
Which tier for an English-only site?
Growth at USD 4,900 covers most clinics with specialties and doctor profiles. Starter at USD 2,900 suits a practice with one or two doctors.
Let's scope your project. Send us your 12 lines: we will price the scope, the on-quote integrations and a 3 to 4 week go-live. 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.
