5.16 ⑪ Store / branch page: the safest page for dental, built first
What you'll do in this section: build a facts page for every branch — address, day-by-day opening hours, phone number, the doctor's registration fields — with not a single adjective. Once it's live, bring every directory site's listing into line with it word for word: only then do location questions such as "where is it, is it open on Sunday" go to the clinic's own website instead of a directory site.
The store / branch page is the safest page type in dental: the whole page holds only the address, hours, phone number and the doctor's registration fields. It touches neither price nor outcomes and needs not a single adjective, which is why it belongs in the first batch of pages a clinic puts live. The doctor's line states only the SDC / SMC-approved qualifications and registration number, with no qualifiers such as "senior" or "extensive experience".
This figure rests on a single sample (n = 1) and is directional only: the same clinic's directory listing was copied by AI as fact in one round; in another round, because it didn't match the current information published elsewhere, AI flagged it as unreliable and said to phone and confirm first (evidence: → General Edition A.4 Page-type measurements (2): tier B and C samples, and the AI Mode retest list). So once the branch page is live, edit every directory listing word for word to match it. General write-up: → General Edition 5.26 Tier-B entity and product facts types (1): branches, verification pages, directory listings.
Example (dental) Three lines from the footer of one clinic's branch page — Sunday hours, unit number, phone number — were copied verbatim into an AI answer table. Three conditions got it into the table: one URL per branch; Sunday hours on their own line, with a specific time written out (write 9.30am, not a vague phrase like "by appointment"); and the address includes an MRT station name.
5.17 ㉚ Verification and lookup page and ㊴ licence wall
What you'll do in this section: move the official register lookup link onto your own page and treat it as your safest trust asset; on the licence wall, list only licences and registration numbers that state the issuing authority and the validity period; and on both pages, link only to official bodies, never to a manufacturer locator.
㉚ Verification and lookup page (pt30)
The blueprint above is for the register's own page; what the clinic builds is its downstream page: put the registration number and a link to that page on your own site, and leave verification to the official body.
The linking rule is the most rigidly worded: you must not link to any commercial company, so a clear-aligner manufacturer's "find a doctor" locator cannot be linked [Statute text; see Appendix A.2] — the only permitted link is to a government register [Conservative line (not statute text)] (see 1.5). The most common mistake is copying the manufacturer-locator pattern and linking back to the brand's own website on the page — which runs straight into the ethical code's own sentence (must not).
Example (dental) The sentence AI copied into its answer from the Singapore Dental Council (SDC) website was this one: all dentists must be registered and hold a valid practising certificate before they practise, and the register can be searched on the SDC website.
㊴ Licence wall (pt39)
Every entry on the licence wall is a factual statement and doesn't trigger the advertising rules. Technical-standard certification (for example, an equipment or process certification such as ISO 13485) has its own restriction on where it may appear: only on the clinic's own website and its own social media, never on brochures, letterhead or test reports [Statute text; see Appendix A.1]; see 1.6, category 2, for how to write it. General write-up: → General Edition 5.27 Tier-B entity and product facts types (2): compliance proof, terms, how-to docs and integrations.
5.18 ㉛ Visit process page, ㉟ partners page, ㉑ privacy policy page
What you'll do in this section: all three types appear as equivalents — the visit process page states steps only, never outcomes; the partners page states clearly which institutions, insurers and payment methods you work with, but never links out; the privacy policy page states that it's based on the PDPA and gives its scope, and the section numbers go in only after legal has checked them [Original text not obtained].
㉛ Visit process how-to page (pt31)
How to book, how to reschedule, how to collect a report — all belong to this type. Any duration on the page can only be how long the process takes, never how soon results show (see 1.5).
㉟ Partners page (pt35)
Write it with the General Edition's four fields: object list, direction, prerequisites, not-supported items. You may name the partner, but you may not link to them [Statute text; see Appendix A.2]; outbound links go only to government and regulator pages [Conservative line (not statute text)] (see 1.5).
㉑ Privacy policy page (pt21)
A clinic has no vendor terms page; its equivalent is the personal data and confidentiality policy page. Write it to the blueprint above: the commitment sentence states that it's based on the PDPA and gives its scope, and the section numbers go in only after legal has checked them [Original text not obtained].
5.19 Rules and policy types: ⑩ ㉓ ㉖ ㉞ ㊵ ㊺
What you'll do in this section: a clinic is not the source of the regulation, so these six types are only downstream pages that "quote verbatim + link back to the original + mark a check date"; schedule them as trust assets, not traffic pages; don't use an official statement to imply endorsement, don't use a new rule to solicit, and don't turn "correcting a misconception" into a veiled dig at peers.
General write-up: → General Edition 5.23 Tier-B questions and rules types (1): regulatory obligations, definitions, → General Edition 5.25 Tier-B questions and rules types (3): schedules, collected FAQ, policy hubs, change notices, misconceptions, → General Edition 5.28 Tier-B primary sources (1): legislation, regulator guidance, official replies, device documents, case law. Below, each type states only the one extra rule dental adds.
⑩ Regulation summary page (pt10)
The blueprint is for the regulator's own obligations page; the clinic builds a summary of it. In our measurements, regulation summary pages were not cited even once, so schedule this type as a trust asset, not as a traffic page.
㉓ Official reply restatement page (pt23)
Restating the reply must never imply that the official body is endorsing this clinic.
㉖ Policy hub page (pt26)
State only the process and the official position, never a side-by-side review of peer clinics.
㉞ Change notice / old-vs-new page (pt34)
State only the rule itself and its effective date, never a price increase or decrease, or an original price with a discount (see 1.2). What you may write is a neutral statement such as "<service> has been S$X, its final tax-inclusive price, since <date>; before that it was quoted on a different basis" — and every such sentence needs client confirmation first, because only the client knows whether a price is the final tax-inclusive price (see 1.1, category 1). Write any change to a subsidy limit such as Medisave or CHAS as its own separate section (see 1.3).
㊵ Misconception page (pt40)
This is one of the few page types where a clinic may write a "conclusion" — because the conclusion comes from the regulation, not from the clinic's own claim. Every factual sentence must match the regulator's original wording word for word and carry a source reference number. Never turn the "misconception" into a veiled dig at peers: a line like "some clinics say..." is a comparison, and that's a violation (see 1.5).
㊺ Policy explainer page (pt45)
You may write an explainer such as "the MOH fee benchmark / Medisave limit has changed — what should patients do?" Put government figures in their own section, stating the table number and the date they were updated (see 1.3). Never use a new rule to solicit — a line like "so it's better value to come to us now" is a direct violation. This type has no cited sample yet in dental (n = 0); the closest reference point: a clarification piece published by the regulator itself was cited, while a commercial site's page of the same type was never cited once (measured sample).
5.20 Data types: ⑲ own clinical data page and ⑱ compliance long-form PDF
What you'll do in this section: only build the statistics source page if you have your own clinical data; every number passes the six checks first, then a written compliance sign-off, and "success rate" is banned throughout; the compliance long-form piece can be built as a PDF with a question-style table of contents, and any price inside that PDF is bound by the same rules as a webpage.
⑲ Own clinical data page (pt19)
It has to clear two checks because publishing clinical data is itself regulated under the Healthcare Services Act. For the six checks, see → General Edition 5.10 Shared parts for all page types: six checks for numbers, no public price, billing units, dates and schema. For a figure such as "this clinic's follow-up rate across N cases of a given procedure", state the definition, the denominator, the period measured, how the sample was chosen, the calculation method and whether it may be published — never give a bare percentage. Proactively state the old basis for the same question as well, and explain why it should carry less weight. General write-up: → General Edition 5.29 Tier-B primary sources (2): statistics sources, registers.
Example (dental) In a Singapore adult oral health survey paper, what AI copied was the sentence in the conclusion that restates the figures side by side (77.6%); only the second figure, 56.9%, came from the results section. A statistics question has only one correct answer, and what AI wants is the sentence that carries the year, the survey name and the sample size.
⑱ Compliance long-form PDF (pt18)
A price that appears inside the PDF is bound by the same final-price rule as a price on a webpage (see 1.2) — compliance follows the content, not the file format.
Don't schedule market-observation long-form pieces (see 0.3): a clinic has no first-party market data, so writing one produces empty theorising and slides easily into promotion.
5.21 Handing over: dental's three gates and common mistakes
What you'll do in this section: every page first clears the General Edition's five steps and self-check; dental adds three more gates on top — the compliance hard gate ticked off item by item, a reviewer's sign-off for medical pages, and a delivery note that states "removed X, replaced with Y"; self-check line by line against the table below before launch.
- Gate 1Compliance hard gateSeven items ticked off one by one; the checklist is the tables in 1.2–1.5
- Gate 2Professional reviewMedical pages signed off by a reviewer, remedy pages in the right order
- Gate 3Delivery noteEvery edit states "removed X, replaced with Y"
Gate 1's seven items: no "from" price (From); no price range; no After Medisave; no outbound link to a manufacturer; no superlatives; no price that needs an examination first written as if it were final; and the brand name isn't forced into every H2.
Gate 2's fixed order for a remedy page: what to do now → red flags → what not to self-diagnose → examination → pathway → cost. The sign-off here is a medical-accuracy review, a different thing from the written compliance sign-off in 1.1. The compliance sign-off resolves only the three stop-and-escalate situations listed in 1.1; it never turns something banned as Statute text into something publishable.
Gate 3 covers "what to fill in after you remove something": if you remove a testimonial, a star rating or before-and-after images, take material from the seven kinds of checkable facts in 1.6 and fill it back into the same slot. A draft that removes without refilling is sent back for insufficient density; it is not waved through as a compliance pass.
Two rows in the table leave no room for negotiation: wording like "Highest volume" or "Extensive experience" is a direct violation in dental; these words are listed verbatim in the official list of laudatory terms [Statute text; see Appendix A.1]. Putting the official benchmark and the clinic's own price side by side in the same table is Statute text, and no sign-off can unlock it; in the same paragraph or an adjacent one, it falls under the 1.3 conservative line instead (basis and label in 1.3; the same-table side-by-side rule is in Appendix A.1).
For the five steps per page, the red line on lying, and the General Edition's self-check list, see → General Edition 5.31 Handing over: five steps per page, the red line on lying, and self-checks; for the general table of common mistakes, see → General Edition 5.32 Master table of common mistakes.
