Writing pages (2): price pages and how-to-choose pages

5.4 ② Price guide page: dental's first page

What you'll do in this section: put every service you currently offer into one master table, move the official public benchmark into its own section after the table, leave no room at all for peer clinics' price ranges, and change every price column to the final price incl. GST. When you're done, you'll have a dental price guide page ready to build straight away, with a reason for every missing item and a record of every revision.

For the blocks marked law in the General Edition's blueprint, dental follows the five rules below.

1. The number of rows in the master table = the number of items currently offered on the signed-off price list. If a row is missing, you must state why (not offered / discontinued); never leave one out silently. Every row links to the matching single-service price page (see 5.5).
2. The official public benchmark goes in no column of the master table. Give it its own section after the table, stating the table number and update date; that section shows none of the clinic's own prices and never says "we are within the benchmark". The basis: an advertisement that lists prices must not contain a comparative listing of prices (Statute text; see Appendix A). As for the wider reading that "same table and adjacent both count as a price comparison": side by side in the same table is Statute text; the same paragraph or an adjacent paragraph is a Conservative line (not statute text) (see 1.3).
3. No peer clinic's price range anywhere on the page, not even one. Whether it is laid out side by side or mentioned in a single sentence, named or unnamed, makes no difference; putting the market range and the clinic's own price in the same table is itself a comparative listing of prices. This rule has no "publishable with written confirmation" exception: a written sign-off resolves only the three stop-and-escalate situations; it never turns something banned as Statute text into something publishable (rules and labels in chapter 1, 1.1, 1.3; rule text in Appendix A.1, A.2).
4. Remove prefixes such as From, starting price, After Medisave and CHAS Up to, and any post-subsidy price, from both the title and the H1; the title formula follows chapter 1, 1.2.
5. The H1 carries the year and is revised once a quarter; when you revise it, update dateModified and the visible "Updated" line on the page at the same time, and state on the page which rows changed this time. If the page hasn't been revised by the end of the quarter, treat it as an expired asset.

The payment worked-example section you split out must state that it is a payment method, not a discount (wording in chapter 1, 1.3).

Sample sentence for the standalone official-benchmark section: "MOH lists a CHAS fee benchmark of S$750–S$1,400 (before GST) for a permanent crown (Guide to Dental Treatment Costs, updated 28 Nov 2025)." This sentence appears only in the benchmark section, never in the section holding the price table.

Build the Chinese version as its own separate page, written per 5.3. For the general writing pattern (why the first page is always this one, the blueprint, column headers, sample sentences, most common mistake), see → General Edition 5.12 Price guide page (1): why it is always the first page (pt02), → General Edition 5.13 Price guide page (2): blueprint, column headers, sentences (pt02).

5.5 ① Single-service price page: one URL per service

What you'll do in this section: give every service its own page, show the final tax-inclusive price for each tier right in the first screen, rewrite the cited "range + depending on" sentence pattern into fixed prices, and price aesthetic items by their unit of measure. When you're done, you'll have a copyable single-service price page template that works for both dental and aesthetics.

Five things the figure cannot show:

1. For the tier that is only "confirmed after examination", the cost of the examination itself is also written as a fixed price — never "varies by patient".
2. For aesthetics, price by unit of measure (e.g. per 1 ml) as a final tax-inclusive price, not a "from" starting price; the quantity used is confirmed at the consultation.
3. In the spec strip (PRICE / RESULT / FREQUENCY / DOWNTIME / PAIN), delete RESULT: it implies results within a given time, and the regulator lists claims of that kind as soliciting (Statute text; see Appendix A). The DOWNTIME and PAIN columns conflict with the hard rule against writing recovery time or pain level, so keep only content quoted word for word from the device's instructions for use (IFU) or an NEA document, with the source cited, and delete everything else in those columns (Conservative line (not statute text)).
4. The market sentence is optional; if used, rewrite it as a variable sentence carrying no peer figures and put it in the alternatives block or the FAQ. Sample (not measured): "Whitening price depends on method (take-home or chairside), number of sessions and whether a check-up is needed first."
5. List prices row by row, one item per row; do not build tiered package cards or rank options with a recommended pick. This is also why dental does not build an official pricing page; see the stand-in table in chapter 0, 0.3.

Example (dental) One clinic's whitening page was cited by ChatGPT for this sentence: take-home kit S$400, in-chair whitening S$900, gel refill S$200. The shape is right: the two tiers each have a single fixed price, with no "from", and they are not the two ends of one range. But the original sentence didn't say whether GST was included. When dental writes to this shape, every amount must be the final tax-inclusive price, marked "incl. GST".

For dental price lists, use the column headers Treatment / General dentist / Specialist or Item / Fee / Notes, with the price column always the final tax-inclusive price. For the general writing pattern (structure, sample sentences, most common mistake), see → General Edition 5.11 Single-service price page (pt01).

5.6 ⑰ Subsidy page, ㉗ parameter page, ㊳ calculator page, and a stand-in for ㊷

What you'll do in this section: for the subsidy and parameter pages, write only two sections — the clinic's own final price, and the official limit facts; the calculator only estimates the process, never a price; and rewrite the time-limited promotion you wanted to run into a standing bundle-price page. When you're done, you'll have a minimum viable version of each of these three types, plus one rewrite path that turns a time-limited promotion into a lawful bundle price.

Subsidy and limit rules page (pt17)

1. When AI is asked "how much do I pay", it pieces together three things on the spot (the subsidy cap, the fee benchmark and whether the treatment can be claimed) and does the maths itself. The only thing it lacks is your clinic's actual price, so that price must get a section of its own, written as final tax-inclusive prices.
2. The own three-column table in the General Edition's blueprint (item / limit / what you pay) cannot be used in dental. Split it into two sections instead: one for the clinic's own final tax-inclusive prices, one for the official limit facts (with the table number and update date). The two sections must not share a table or sit directly next to each other, and must not use prefixes such as After Medisave or CHAS up to (rules in chapter 1, 1.2, 1.3).

The General Edition's own sentence that rolls the actual price charged, the subsidy offset and "what you actually pay" into one sentence cannot be used in dental either: it is simply the three-column table written as a sentence. The clinic's own price section contains only "<item name>: S$<final tax-inclusive price> (incl. GST), including <mandatory inclusions>". How much Medisave / CHAS can offset goes into the payment worked example in a separate section, which states that it is a payment method, not a discount (wording in chapter 1, 1.3).

Example (dental) On MOH's CHAS page, the sentence giving the limits (up to $830 a day, $240–$5,290 for surgical items; paraphrased) was lifted whole from a cell of the itemised limit table and placed straight into the answer. Write the official limit facts section to the same shape: one item per row, one cap per cell, with the table number and update date attached.

Parameter and rate basis page (pt27)

1. The parameter must be the final tax-inclusive price, never a range or a "From" price; write "which tier applies is confirmed after examination" as its own separate sentence.

Calculator page (pt38)

1. Build only process-type calculators, such as number of visits or duration, and the output must never be a price commitment. The static table beside it holds only items that already have a fixed price; a total that can only be set after an examination is never written as a final price.

㊷ A stand-in for the time-limited promotion page

1. Dental and aesthetic clinics never offer a discounted price with an expiry date, a discount off the original price or a free examination; none of the three has an exception (Statute text; rules in chapter 1, 1.2; see Appendix A).
2. The stand-in is a standing bundle-price page: one URL per bundle, written per the single-service price page in 5.5.

Why the stand-in is worth building: for that one question, the cited promotion page was the only citation that came from the clinic itself, carried a price and was written into the answer by AI as a positive fact; the same clinic's homepage contributed only neutral facts (measured sample). Turn it into a standing price and the copyable price sentence stays; it just no longer touches the promotion rules. Fill the price slot with the final tax-inclusive price from the signed-off price list.

For why AI never clicks the calculator and just takes the unit price and the limit and does the maths itself, and for the general writing pattern of all five types, see → General Edition 5.21 Tier-B price types: subsidy limits, parameter basis, category lists, calculators, time-limited promotions.

5.7 ④ Comparison page: compare procedures, not clinics

What you'll do in this section: keep the comparison page to procedures, treatment options and materials only, put the verdict up front, and write out the scenarios where "the other option fits better"; organisations, doctors, success rates and testimonials must not appear at all. When you're done, you'll have a procedure-comparison page structured by scenario, not by lining up candidates.

Four things the figure cannot show:

1. What can be compared: implant vs bridge, porcelain crown vs zirconia, clear aligner treatment vs traditional braces. Rewrite claims like "better" or "more advanced" as "suitable under which conditions".
2. No variant of a testimonial (anonymous, initials only, blurred, with a disclaimer, with the patient's written consent) can save this section. Rewrite it in place as neutral conditional sentences comparing indications: which objective conditions must be met before moving from option A to option B, when the original option stops being suitable, and what records to bring for a referral (X-rays, past records, medication list). Write all of it as conditional sentences, with no specific patient and no account of an outcome (rules in chapter 1, 1.4).
3. The official-benchmark section has no "put it side by side once confirmed case by case" exception (rules in chapter 1, 1.3).
4. The most common mistake: turning a procedure comparison into an organisation comparison ("why our implants beat the chain clinics") — this is a compliance violation, not a layout issue.

Comparison pages are mainly cited on the AI Mode leg. When ChatGPT meets a "vs" question, it goes to the procedure pages on each side and builds the table itself: for the dental "implant vs bridge" question, it cites the procedure-education pages of two medical institutions. So every one of the clinic's own figures on a comparison page must come from the same source and carry the same value as on the single-service price page (the same-source point is not measured).

Example (dental) Asked "implant vs bridge, which suits a single missing tooth better", both legs generated their own comparison table, with different column headers: ChatGPT used Option / Best when / Main advantage / Main downside; AI Mode used Feature / Dental Implant / Dental Bridge, with rows such as Lifespan and Impact on Adjacent Teeth. Both tables compare the procedures themselves. The "Best when" header hits the official list of laudatory terms (see chapter 1, 1.5), so send it to the compliance officer for a ruling; the safer wording is "Suitable when" (Conservative line (not statute text)).

The cited dental "Invisalign vs braces" comparison table put the Singapore market range and the clinic's own price in the same table — do not copy the market-range column. For the general writing pattern, see → General Edition 5.15 Comparison page (pt04).

5.8 ㊸ Criteria-based selection guide and ㊹ concept pillar page

What you'll do in this section: replace the "which clinic is good" citations that dental cannot get into with a criteria-based guide to "how to choose a clinic", which lists criteria, ranks no one and names no one; use the concept pillar page only to compare procedure concepts, never organisations. When you're done, you'll have a minimum viable version of each of these two types, plus one boundary you must never cross.

Neither blueprint is measured at all: pt43's specs are taken from an external teardown, and pt44 currently has 0 cited samples. ㊸ is dental's stand-in for the ⑤ list page it does not build; the full stand-in table is in chapter 0, 0.3.

㊸ Criteria-based selection guide

1. Delete the two blocks marked law in the blueprint (the provider comparison matrix and the per-provider cards) entirely. The body keeps only three blocks: evaluation dimensions, the RFP questions and "What a free diagnosis cannot prove". The brand name appears only in the four places set out in 5.2 [Conservative line (not statute text)].
2. List criteria, don't rank, don't name peers: this is currently dental's only lawful route to the share of citations that goes to list-type pages. Not measured, 65% confidence; schedule one page as a control. The figure of 19.6% of citations going to list-type pages is an all-industries figure; in the healthcare sub-sample that cell is 0% (from deltaV's page-type breakdown by industry). There is no guarantee yet that this route can win list-type citations.
3. Four boundaries for a long-form educational piece: it must not steer towards efficacy, outcomes or success rates; it must not contain any item on the ban list in chapter 1, 1.5; it must carry the byline of the organisation or a licensed practitioner; it must not recommend the clinic over its peers anywhere in the text.

For how to write each block, see → General Edition 5.30 The four tier-C types: unverified page types.

㊹ Concept pillar page

1. You may build a page like "implant vs bridge: differences, indications, cost gap": compare procedures only, never organisations; write the cost section as final tax-inclusive prices per 5.5; do not link to the manufacturer's page; carry a reviewer line reading Medically reviewed by Dr <name> · <month year>. A byline on medical pages is the only byline requirement that held up in our measurements.
2. The title wording decides whether a page belongs to ④ the comparison page or to this type; how to judge it is in the figure at → General Edition 5.30 The four tier-C types: unverified page types. Before you write, fix which side the title falls on; each keyword may be taken by one page only.