Truth & Trust
Claim evidence rule
Any claim about a service, treatment, or price must match the clinic’s official schedule or fee list before posting.
Before publishing a post about flu vaccinations, compare the stated price with the latest fee list in the clinic system; if there’s any difference, use the system value only.
If you promote a “same-day GP appointment” service, confirm availability with the clinic’s scheduling system or admin staff for that specific week.
When mentioning that a health screening package is “available daily,” verify the exact days and times in the official services schedule and adjust wording if it’s limited (e.g. “available on weekdays only”).
Confidence level labelling
Tag health claims as high confidence only when backed by clinical guidelines; anything else needs GP sign-off.
If a post says “this treatment is the first-line option for condition X,” attach the relevant clinical guideline source and label it “high confidence”; otherwise send it to the lead GP for review.
For lifestyle tips (sleep, diet, exercise) that are helpful but not directly quoted from a guideline, mark the draft as “needs GP sign-off” before scheduling.
Any statement like “most patients recover within Y days” must be backed by guideline data or clinic records; if not, remove the timeframe or get explicit GP approval.
Source quality rule
Use only government health guidance, the clinic’s own data, or peer-reviewed sources; avoid forums or anecdotes.
When explaining childhood vaccination schedules, base the content on the national immunisation guidelines or the Ministry of Health website, not parenting blogs.
If you want to include a statistic (e.g. “1 in 3 adults has high blood pressure”), take it from a government or peer-reviewed source and record the source in the content brief.
Stories from individual patients or social media comments may inspire topics but must never be used as evidence; reframe them using approved data or guidance only.
Sensitive topics escalation
Content on diagnoses, medication, or mental health must go to the lead GP before publishing.
Any post that names a specific diagnosis (e.g. depression, diabetes, anxiety) must be tagged “sensitive” in the workflow and sent to the lead GP for wording approval.
Posts that mention particular medications, dosages or treatment plans (even as examples) must be reviewed by the lead GP to confirm accuracy and safe framing.
Mental health content that discusses symptoms, when to seek help, or crisis contacts must go through GP review to ensure it is supportive and clinically appropriate.
Factual freshness
Confirm opening hours, doctor availability, and fees are still correct before every post goes live.
For every post that mentions clinic opening hours, cross-check with the latest schedule (including public holidays) on the clinic’s internal system the same day it is scheduled.
If you name a specific doctor (e.g. “Dr Tan is available for child health consultations on Wednesdays”), verify their current roster for that month just before publishing.
Any mention of “promotion” or “discounted fee” must include an end date and be checked against the clinic’s current pricing before the post goes live.
On-page correction note rule
If an error is found, edit the post and add “Updated on [date]: [what changed]” for 7 days.
If a fee was misstated in a past post, correct the amount and add a note at the bottom: “Updated on 24 July 2026: consultation fee corrected to $X” for one week.
When doctor availability changes after a post goes out, update the schedule wording and insert: “Updated on [date]: doctor schedule revised, please check our booking page for latest times.”
If health information is clarified (e.g. screening age range), edit the text and add: “Updated on [date]: screening age guidance clarified according to current health guidelines” for 7 days before removing the note.
Findability & Structure
Page type structure standard
For service posts, follow what it is, who it helps, and how to book.
For a flu vaccine post, structure as: “Flu vaccination at our clinic” (what it is), “recommended for adults and children before the season” (who it helps), “book via our online booking page or call the clinic” (how to book).
For a child health check post, structure as: “Child wellness check” (what it is), “for children needing routine growth and development review” (who it helps), “schedule an appointment through our booking link or WhatsApp number” (how to book).
For a chronic condition review post, structure as: “GP review for diabetes and blood pressure” (what it is), “for patients managing long-term conditions” (who it helps), “book a follow-up using our appointment page” (how to book).
Caption naming rule
Keep captions under five short lines and avoid clinical jargon in headlines.
Use a headline like “Blood pressure check,” not “Hypertension monitoring consultation,” and keep the caption to four short lines explaining what it is, who it helps, and how to book.
For a mental health support post, use “Feeling low and need to talk” as the headline, not “Primary care mental health screening,” and limit the caption to simple language without clinical terms.
When promoting health screenings, use “Health screening for busy adults” instead of “Comprehensive preventive care assessment package,” and keep the caption under five lines.
Metadata baseline
Every post includes a clear caption, a clinic hashtag, and a location tag.
For Instagram and Facebook posts, always add a caption explaining the service, include the clinic’s branded hashtag (e.g. “#NeighborhoodGPClinic”), and tag the clinic’s location.
When posting a simple photo of the waiting area or GP room, still add a short caption, the clinic hashtag, and the location pin so people know where the clinic is.
For stories or short clips about opening hours, include a written caption, the clinic hashtag, and a location tag pointing to the clinic’s address.
Internal linking logic
Link each post back to the clinic’s booking page or WhatsApp number.
In every service post, end the caption with a direct call to action: “Book your appointment at [booking URL] or message us on WhatsApp at [number].”
For educational posts about symptoms or prevention, add a closing line: “If you’d like to speak to a GP, book here [booking URL] or contact us on WhatsApp [number].”
On the website, make sure each service page has a visible button or link that leads to the booking form or WhatsApp chat, not just general contact details.
Markup applicability
For the website, keep consistent headings (H1 service name, H2 details).
On every service page, set the main heading (H1) as the service name, such as “GP consultation” or “Child vaccination,” and use H2 for sections like “What to expect” and “Who this is for.”
Avoid using multiple different H1s on the same page; instead, keep one H1 for the service name and use H2/H3 for subtopics like “Fees,” “Preparation,” and “After your visit.”
When creating new service pages, check that the template follows H1 for the main service name and H2 for the explanatory sections, so all pages look and read consistently.
Accessibility baseline
Add alt text to images and captions to any video content.
For every image showing the clinic, staff, or equipment, add alt text describing what is in the picture, such as “GP talking with a patient in the consultation room.”
For short video clips about services, include a written caption that summarises the key points so viewers who can’t hear the audio still understand the message.
When posting infographics or charts, add alt text or a short text summary in the caption that explains the main information for people using screen readers.
Risk, Policy & Brand Safety
Role-based publishing permissions
Only designated roles (e.g. clinic manager, lead GP) can publish sensitive content.
Only the clinic manager or lead GP can approve and publish posts about diagnoses, treatments, or medication; front-desk staff can draft but not publish.
Social media captions about services can be scheduled by the marketing assistant, but anything mentioning a specific health condition must be reviewed and unlocked for publishing by the lead GP.
Any edit to the website’s “Our Services” or “Fees” pages requires sign-off from the clinic manager, and the change is logged with the editor’s name and date.
Prohibited claims list
Never claim cures, guarantees, or unapproved treatment outcomes.
Never say “this treatment cures your condition”; use “this treatment may help manage your symptoms” instead.
Never say “100% safe” or “no side effects”; use “generally well tolerated, with side effects discussed during consultation.”
Never say “guaranteed results” for weight loss, fertility, or chronic disease programs; use “results vary and will be discussed with your GP based on your health profile.”
Privacy and data collection rule
Collect only the minimum patient data, and always link to the privacy policy.
Online booking forms should only ask for name, contact number, and reason for visit, not full medical history, and must link to the clinic’s privacy policy at the bottom.
If running a giveaway or newsletter sign-up, only collect email and name, and include a line like “By signing up, you agree to our privacy policy [link].”
WhatsApp appointment reminders should avoid stating the patient’s condition or diagnosis in the message, only confirming date, time, and doctor’s name.
Permission statement in-line
Any patient photo, testimonial, or third-party logo needs documented consent.
Before posting a photo of a patient receiving a vaccination, add a note in the content draft: “Permission: signed consent form on file, dated [date].”
If sharing a patient testimonial about their recovery, include: “Permission: verbal consent recorded, written consent pending” or “written consent obtained on [date].”
If using a partner lab’s or insurance provider’s logo in a post, note: “Permission: logo usage approved by [partner name] via email on [date].”
Disclosures and disclaimers
Add a disclaimer when discussing medical conditions or treatments.
Any post explaining symptoms of a condition (e.g. diabetes signs) should end with: “This information is general and not a substitute for personal medical advice. Please consult your GP.”
Posts about medication or supplements should include: “Always consult your doctor before starting or stopping any medication.”
Content about mental health should add: “If you are in crisis, please contact [local helpline] immediately or visit the nearest emergency department.”
Embedded holding statement templates
Pre-approved wording for outbreaks, closures, or urgent notices.
For an unexpected closure: “Our clinic will be closed on [date] due to [reason]. For urgent care, please contact [nearest alternative clinic/hospital]. We apologise for the inconvenience.”
For a disease outbreak notice: “We are seeing an increase in [illness] cases in our community. If you have symptoms such as [list], please call ahead before visiting so we can advise the safest way to see you.”
For a doctor’s sudden unavailability: “Dr [Name] is temporarily unavailable due to [reason]. Please book with Dr [alternative name] or contact us to reschedule your appointment.”
Voice & Tone
Voice definition
Warm, clear, reassuring; avoid cold or overly clinical language.
Warm: “We know visiting the doctor can feel stressful, so we’re here to make it easier for you and your family.”
Clear: “Your appointment is at 3pm on Thursday. Please arrive 10 minutes early to complete a short form.”
Reassuring: “It’s completely normal to feel nervous before a check-up. Our team is here to walk you through every step.”
Tone shifts by context
Informative for services, gentle for sensitive topics, upbeat for community posts.
Booking confirmations: Tone should be efficient and friendly.
Do: “You’re all set for Tuesday at 10am with Dr Lim.”
Don’t: “Your appointment request has been successfully processed and confirmed.”
Health education posts: Tone should be informative and calm.
Do: “Here’s what to expect during a routine blood test.”
Don’t: “Blood tests are scary but necessary evils of modern medicine.”
Sensitive topics (mental health, diagnoses): Tone should be gentle and non-judgmental.
Do: “If you’ve been feeling overwhelmed lately, it’s okay to reach out for support.”
Don’t: “Struggling with anxiety? You’re not alone, so get help now.”
Tone do/avoid words
Prefer “your GP,” avoid “patient compliance” or heavy jargon.
Prefer “your GP” or “your doctor”; avoid “provider” or “practitioner” as they feel distant and clinical.
Prefer “check-up” or “visit”; avoid “procedure” for routine consultations, which can sound intimidating.
Prefer “manage your symptoms”; avoid “treat your illness,” which can sound overly clinical or presumptuous about outcomes.
Formality rules
Friendly but professional; use “you” and simple sentence structures.
Use contractions like “you’re” and “we’ll” to keep the tone conversational, rather than “you are” and “we will.”
Write from a second-person perspective (“you”) when addressing patients, rather than third-person (“patients should”).
Avoid clinical jargon like “hypertension” in patient-facing posts; use “high blood pressure” instead, and define any necessary medical term the first time it appears.
Empathy and inclusivity rule
Inclusive language for all ages, backgrounds, and health literacy levels.
Refer to patients as “you” or “our patients,” not “cases” or “clients,” to keep language personal and respectful.
Write from the patient’s context: acknowledge that visiting a clinic can be inconvenient or nerve-wracking, rather than assuming ease or urgency.
Avoid blame language like “you should have come in sooner”; instead use “we’re glad you’re here now, let’s take the next step together.”
Localisation rules
Consistent spelling, date format, and local health terminology.
Use British English spelling consistently (e.g. “organise,” “colour,” “centre”) across all clinic content.
Write dates as “24 July 2026” rather than “07/24/2026” to match local conventions and avoid confusion.
Avoid culturally specific references (e.g. US holidays or idioms) that may not resonate with the local patient community; use locally relevant examples instead.
Writing Mechanics & Terminology
Grammar and punctuation rules
Consistent house style (e.g. Oxford comma, capitalisation of conditions).
Use the Oxford comma consistently: “We offer vaccinations, health screenings, and chronic disease management,” not “vaccinations, health screenings and chronic disease management.”
Hyphenate compound terms consistently, such as “follow-up appointment” and “walk-in clinic,” rather than switching between hyphenated and non-hyphenated versions.
Capitalise specific service names consistently, such as “Child Wellness Check” as a proper service title, but keep general references lowercase, such as “a wellness check for your child.”
Reading level and sentence-length targets
Aim for plain English, short sentences, high readability.
Keep sentences under 20 words where possible: “Book your flu vaccine before the season starts” rather than a long sentence stacking multiple clauses about timing, eligibility, and booking steps.
Limit paragraphs to 2 to 3 sentences on social media and website service pages, so information is easy to scan.
Use active voice by default: “Our GP will review your results” rather than “Your results will be reviewed by our GP.”
Formatting rules
Use headings for longer posts, bullets for steps, and bold sparingly for key info.
Use bullet points for step-by-step instructions, such as how to prepare for a blood test, rather than writing steps as a single paragraph.
Reserve tables only for comparing options, such as different health screening packages and what each includes, not for simple lists.
Bold only the most important word or phrase per paragraph, such as the appointment date or a key instruction, rather than bolding entire sentences.
Terminology dictionary
Approved patient-friendly terms vs. clinical jargon to avoid.
Preferred term: “check-up.” Avoided term: “examination.” Definition: a routine visit to assess general health. Usage: “Book your annual check-up with your GP.”
Preferred term: “follow-up visit.” Avoided term: “review consultation.” Definition: a scheduled visit after treatment or test results. Usage: “Your follow-up visit is set for next Thursday.”
Preferred term: “health screening.” Avoided term: “diagnostic workup.” Definition: tests done to detect potential health issues early. Usage: “Our health screening package includes blood pressure and cholesterol checks.”
Naming conventions
Consistent naming for services (e.g. “Child wellness check,” not varying titles).
Name all wellness services using the pattern “[Group] Wellness Check,” such as “Child Wellness Check” and “Senior Wellness Check,” rather than inconsistent names like “Kids Health Review.”
Name all vaccination services using the pattern “[Condition] Vaccination,” such as “Flu Vaccination” and “HPV Vaccination,” instead of varying formats like “Flu Jab” in some posts and “Influenza Vaccine” in others.
Name recurring health programs using the pattern “[Condition] Management Program,” such as “Diabetes Management Program,” to keep all chronic care services consistent.
Number standards
Consistent date, price, and time formats across all content.
Write local prices as “$45” consistently, not “SGD45” or “$45.00,” unless decimals are relevant (e.g. for insurance claims).
Write dates as “24 July 2026,” not “24/07/2026” or “July 24th, 2026,” to avoid ambiguity and match local convention.
Write time ranges as “9am to 6pm,” not “9:00 AM – 6:00 PM,” to keep formatting simple and consistent across posts and the website.
Visual & UI Expression
Layout patterns
Consistent post structure: hook, info, CTA.
For service pages (e.g. Child Wellness Check), follow the order: service name as heading, short intro on what it is, who it helps, what’s included, FAQs, and a booking button at the end.
For social media service posts, follow the order: attention-grabbing headline, one-line explanation, one benefit or reassurance, and a clear call to action to book.
For blog-style health education posts, follow the order: relatable opening question, explanation of the topic, practical tips, and a closing line encouraging readers to consult their GP.
Imagery rules
Warm, real clinic photos; avoid an overly clinical or stock-photo feel.
Use real photos of the clinic, staff, and waiting area where possible; avoid generic stock photos of unrelated doctors in unfamiliar settings.
Keep the mood warm and approachable, such as a GP smiling while talking to a patient, rather than overly clinical or sterile-looking shots.
Avoid images that show visible patient records, screens with personal data, or distressing medical imagery; use simple, calming visuals instead.
Data presentation rules
Any health stat includes source, date, and context.
When sharing a statistic like blood pressure trends, always label it clearly: “Average blood pressure readings, adults 40+, based on clinic data, January to June 2026.”
Use simple bar charts for comparisons (e.g. vaccination uptake by age group) rather than complex charts that are hard to read on mobile.
Avoid using pie charts for time-based data, such as monthly appointment trends; use a line chart instead, and always cite whether the data is from the clinic’s own records or a government source.
Brand components
Consistent clinic colours, fonts, and logo placement.
Use the clinic’s primary font for all headings and the secondary font for body text, avoiding any other fonts in social graphics or website updates.
Stick to the clinic’s approved colour palette (e.g. calming blue and white) for all graphics, avoiding bright or clashing colours that feel off-brand.
Use simple, rounded icons for services (e.g. a stethoscope icon for consultations, a syringe icon for vaccinations) rather than mixing icon styles from different sources.
Screenshot and video guidelines
Blur any visible patient information.
Any screenshot of the booking system for tutorial purposes must redact patient names and contact details before publishing.
Videos should be filmed in landscape or vertical format depending on platform, with the GP or staff member centred and well-lit, avoiding cluttered backgrounds.
All videos must include captions, since many viewers watch with sound off, especially on social media feeds.
Accessibility in design
Sufficient contrast, captions on all video content.
Ensure text on graphics has strong contrast against the background, such as dark text on a light background, so it’s readable for people with low vision.
Every video must include captions, and every infographic must have a text summary in the caption for those using screen readers.
Avoid instructions that rely only on colour or position, such as “click the green button on the right”; instead, describe the action clearly, like “click the Book Now button.”
Workflow & Governance
Standard workflow stages
Brief, draft, GP review, approve, publish.
A social media post about flu vaccinations starts as a brief (goal and audience), moves to draft by the marketing assistant, gets reviewed by the clinic manager, approved by the lead GP, then published and flagged for a refresh check after flu season ends.
A new website page for a health screening package goes through the same stages, with the “refresh” stage triggered every 6 months to confirm pricing and details are still accurate.
An urgent closure notice skips the full workflow but still requires, at minimum, a draft and an approval step from the clinic manager before publishing, even under time pressure.
RACI and decision rights
Lead GP has final sign-off on sensitive content.
For health education posts, the marketing assistant is Responsible for drafting, the lead GP is Accountable for medical accuracy, the clinic manager is Consulted on tone, and all staff are Informed once published.
For pricing or fee-related content, the clinic manager is Accountable for final approval, with input from finance or admin staff as Consulted, and the lead GP Informed for awareness.
For sensitive topics like mental health or diagnoses, the lead GP is always the Accountable owner, even if another staff member drafts the initial content.
Default decision rule
If no GP feedback within 48 hours, escalate rather than auto-publish.
If the lead GP doesn’t respond to a draft health post within 48 hours, the marketing assistant proceeds with the guideline-compliant version and notes “no response from lead GP by [date]” in the draft header.
For routine service updates (e.g. holiday hours), if the clinic manager doesn’t respond within 24 hours, the post proceeds as drafted, since it follows existing approved templates.
For sensitive content, if there is no default proceed rule and the lead GP is unavailable, the post is held until sign-off is received, rather than published without approval.
Last updated stamp
The guideline shows the last revision date at the top.
If the clinic changes its policy on patient testimonials, the guideline’s “last updated” date is revised to reflect the change, without needing a separate changelog document.
When new social media hashtag guidelines are introduced, the date stamp at the top of the guideline updates immediately, so staff know the version they’re using is current.
If a new doctor joins and naming conventions are added for their profile content, the guideline’s last updated line reflects that same day.
Self-serve governance checklist
Eight-point check before anything goes live.
Before publishing a vaccination promotion, staff check items like “price confirmed,” “GP sign-off obtained,” “disclaimer included,” and “alt text added”; if any box is unchecked, the post is held back.
For a new service page, the checklist includes confirming heading structure, booking link, accessibility elements, and terminology consistency before it goes live.
If a staff member finds that the “permission statement” box can’t be checked for a patient photo, the post must be revised or replaced before publishing, regardless of deadline pressure.
One-page vendor start rule
Any new content creator reads the guideline and passes a quick check first.
A new freelance graphic designer working on clinic social media must read the one-page guideline summary and correctly answer a 10-question quick check on tone, imagery, and disclaimers before starting.
A new content writer joining the marketing team completes the same quick check to confirm they understand banned claims and required disclaimers before drafting any health-related content.
If a vendor fails the quick check, they redo the reading and retake the check before being allowed to submit any draft content for review.
Templates, Tooling & Automation
Brief block inside every draft
Goal, audience, key message, CTA in seven lines or less.
For a flu vaccination post: Goal (increase bookings before flu season), Audience (adults and parents of school-age children), Promise (protection before peak season), Proof (national health guidance on timing), CTA (book your slot this week), Risks (confirm current stock and pricing), SEO notes (include “flu vaccination near me”).
For a new GP introduction post: Goal (build trust in a new doctor), Audience (existing and new patients), Promise (experienced, approachable care), Proof (qualifications and experience), CTA (book your first consultation), Risks (confirm bio details with the GP directly), SEO notes (include GP’s name and speciality).
For a health screening promotion: Goal (drive awareness of early detection), Audience (adults over 40), Promise (peace of mind through early checks), Proof (screening guideline reference), CTA (book your screening today), Risks (confirm current package pricing), SEO notes (include “health screening package”).
Publish gate checklist
Standards, Style, Systems boxes all checked before posting.
Before publishing a service post, confirm: Standards (price and claims verified, disclaimer included), Style (tone matches guideline, correct terminology used), Systems (GP sign-off received, brief block completed).
For a sensitive post about mental health, the gate additionally checks that the lead GP has reviewed the content and that a crisis helpline disclaimer is included before it moves to publish.
For a routine holiday hours update, the same three-part gate is used, but since it’s low-risk, all three checks can typically be completed by the marketing assistant alone.
Minimum publish fields
Title, caption, hashtag, location tag, alt text confirmed.
Before publishing a website page on chronic disease management, confirm the page title, meta description, H1 heading, a clear CTA button, an internal link to the booking page, and alt text on all images.
For a blog post about seasonal allergies, check that the title includes the main keyword, the H1 matches the topic, and there’s at least one internal link back to a related service page.
For a social media graphic, confirm the caption includes a CTA, the image has alt text added in the platform’s accessibility settings, and any link in the bio points to the correct booking page.
Copy-ready blocks
Reusable FAQ, disclaimer, and CTA templates.
FAQ block: “Q: How do I book a [service]? A: You can book online at [link] or call us at [number].” Staff simply fill in the service name and contact details.
Proof block: “This recommendation follows [source, e.g. Ministry of Health guidelines] on [topic].” Staff insert the specific guideline and topic.
CTA block: “Ready to take the next step? Book your [service] today at [link] or message us on WhatsApp.” Staff fill in the service and link.
AI usage rules
AI can draft, but a human verifies all facts and claims.
AI can be used to draft a first version of a health education post, but the lead GP must verify all medical facts before it’s approved.
AI can help generate social media caption ideas or reword sentences for clarity, but a human must check that no banned claims or clinical jargon have been introduced.
AI should not be used to write anything involving specific patient cases or testimonials, since accuracy and consent verification require direct human involvement.
Simple filename rule
Consistent file naming for all assets.
A flu vaccination social graphic finalised on 24 July 2026 is named “20260724_GPClinic_FluPost_V1.”
A revised version of the clinic’s fee list PDF updated in August 2026 is named “20260801_GPClinic_FeeList_V2.”
A video script for a new GP introduction drafted on 15 July 2026 is named “20260715_GPClinic_GPIntroVideo_V1,” with later edits renamed V2, V3, and so on.
Measurement & Optimisation
KPI definitions
Track enquiries, bookings, and engagement per content type.
For social media awareness posts (e.g. health tips), the KPI is engagement rate, owned by the marketing assistant, with a target of 5% engagement per post.
For service pages (e.g. Child Wellness Check), the KPI is booking conversions from the page, owned by the clinic manager, with a target of 10 bookings per month from that page.
For WhatsApp reminder messages, the KPI is appointment show-up rate, owned by the front-desk lead, with a target of 90% attendance for confirmed bookings.
Manual scorecard
Monthly review of key metrics in a simple table.
Each month, record total website visits, number of bookings made online, and top-performing service page in a simple table shared with the clinic manager.
Track social media metrics monthly: follower growth, average engagement rate, and number of enquiries generated through Instagram or Facebook.
Log WhatsApp broadcast performance monthly: number of messages sent, response rate, and number of confirmed bookings resulting from reminders.
Three-line experiment note
Track any content change, expected impact, and check date.
Change: Updated the “Book Now” button colour on the health screening page. Expected impact: higher click-through rate. Check date: 21 August 2026.
Change: Shortened the flu vaccination post caption to under five lines. Expected impact: better readability and more saves/shares. Check date: 7 August 2026.
Change: Added patient FAQs to the chronic disease management page. Expected impact: fewer phone enquiries about the same questions. Check date: 15 August 2026.
Rolling top-ten review
Monthly check of best-performing posts; fix the weakest three.
Review the top 10 most-visited service pages monthly; if three pages have outdated fees or unclear CTAs, update them first before touching lower-traffic pages.
Review the top 10 highest-performing social posts to identify what topics or formats work best, then apply those learnings to the next month’s content calendar.
Review the top 10 pages generating WhatsApp enquiries; if the worst three have broken links or missing booking buttons, fix those immediately.
Simple pruning rules
Keep, Update, or Retire outdated posts.
Keep a page if it’s accurate, still relevant, and performing well (e.g. the flu vaccination page during flu season).
Update a page if the information is outdated, but the topic is still relevant, such as fee changes on the health screening page.
Retire a page if the service is discontinued or the topic is no longer relevant, such as a past health campaign that has ended.
Embedded questions list
Capture recurring patient questions to turn into future content.
When a patient asks, “Do I need to fast before this blood test?” the front-desk staff logs it in the questions backlog for a future FAQ post.
If multiple patients ask about the cost of a specific screening package, that question is added to the backlog and prioritised for a clear pricing post.
Once the backlog reaches 25 questions, the oldest or least relevant question is removed to make room for a newer, more common question from patients.
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