Industries · Healthcare
Websites for Dubai clinics, physiotherapy centres and medical practices that patients can book from in English or Arabic, written with the Dubai Health Authority's advertising standards in mind.
What patients do first
Patients in Dubai compare clinics on a phone, often outside working hours and sometimes on behalf of a parent or child. They want three answers quickly: does this clinic treat my problem, which doctor will I see, and can I book without phoning reception.
People search for “knee pain” or “back pain after pregnancy”, not for the name of a treatment. Service pages open with the problem in the patient’s words, then explain the approach, who delivers it and what a first visit involves.
A real photograph, the name and title exactly as licensed, qualifications, languages spoken and the services each clinician provides. Every profile has its own booking button so the patient chooses the person, not just the time.
Online booking by doctor, service and branch, or a request form that reaches reception and WhatsApp at the same time. Insurance questions answered on the page so the call is not needed just to ask.
Dubai Health Authority
DHA publishes Standards for Medical Advertisement Content on Social Media for the facilities and professionals it licenses. Its scope is social media, but the service copy, doctor profiles and photos on a clinic’s website are usually the same material. We write the site so that none of it would need rewriting before it could be shared.
The standard lists words that must not be used, including “the best”, “unique”, “safest”, “100%”, “immediate results” and “no side effects”. A common problem we see on clinic sites is exactly this language in the hero. We write outcomes plainly and include risks where the standard expects them.
Professionals must state name, title, qualification and speciality as per their DHA licence, and the “Dr” prefix is reserved for physicians, dentists and holders of a recognised PhD. Profile fields are structured so the licensed title is entered once and used everywhere.
Written, documented consent is required from any patient whose picture, video or statement is used, and testimonials without written consent appear on the standard’s prohibited list. Before and after images must show the same individual, taken the same way without editing, with a statement that results vary.
The standard makes the medical director accountable for advertising that promotes the facility. We build a review step into the content schedule so the medical director approves pages before launch, and the CMS keeps revisions for later reference.
This is a summary of a published standard to explain how we write, not legal or regulatory advice. Facilities licensed by a different authority follow that authority’s rules. Confirm approvals with your regulator.
Bilingual patients
A common pattern we see is an English site plus an Arabic version that nobody has touched since launch. Patients notice when the Arabic page lists a doctor who left last year.
HMS FMCE, a Dubai rehabilitation and physiotherapy practice, had exactly that audience: patients who read English and Arabic. They needed one site that served both properly, rather than two half maintained ones. The answer is a single CMS where every page, doctor and service exists in both languages side by side, so an update is made once and checked in both.
Our guide to bilingual Arabic and English websites goes into the detail.
Patients cannot judge a treatment from a website. They can judge whether the clinic is honest about it.
How the project runs
Copywriting is included, so the words come from us. The clinical accuracy has to come from you. This is how the two meet without slowing the project down.
During Discovery we speak to the lead clinician for each service and collect licensed titles, qualifications and languages for every profile.
We write each service page in English and Arabic, avoiding the absolute claims the DHA standard lists and flagging anything that describes outcomes or risks.
Flagged pages go to your medical director as a single document with comments, not as scattered emails, and approved wording is locked into the design.
Every patient photo, video or quote on the site is matched to a written consent your clinic holds. Anything without one is removed before the site goes live.
Privacy
A booking form does not need a diagnosis. The more health information a website collects, the more it has to protect.
| Field | Common on clinic sites | What we do instead |
|---|---|---|
| Reason for visit | Open text box inviting symptoms and history | A short list of services, with details taken by the clinician |
| Contact details | Name, email, phone, date of birth, Emirates ID | Name and a phone or WhatsApp number; the rest at reception |
| Where it goes | A shared inbox many staff can read | The booking system or a restricted inbox, over SSL |
| Tracking | Analytics tags firing on booking confirmation pages with details in the URL | Conversion events that record that a booking happened, not who made it |
The DHA standard already expects medical directors to protect patient health information on social media, and the website deserves the same care. For the website side of UAE data protection, read our PDPL website privacy checklist.
Selected work
A rehabilitation and physiotherapy practice serving English and Arabic speaking patients from one site.
Website · Healthcare · Dubai
A Dubai rehabilitation and physiotherapy practice with one properly bilingual site in English and Arabic.
hmsfmce.comLaunch checklist
Most clinics start with our website design service or a WordPress build their marketing team can edit. If you already have a site that patients are complaining about, a redesign may be the smaller job.
Straight answers
The DHA Standards for Medical Advertisement Content on Social Media are written for social media, and they apply to DHA licensed facilities and professionals. The same service descriptions, doctor profiles and photos usually appear on the website too, so we write site copy to the same standard. Your medical director should approve the final content, and your licensing authority is the one to ask about approvals.
Yes. We can connect the booking system you already use or set up booking by doctor, service and branch. Where a clinic prefers to confirm by phone, the form becomes a request that lands with reception and on WhatsApp.
The DHA social media standard allows them only with written patient consent, the same individual photographed the same way with no editing, and a statement that results vary between individuals. We design the gallery so that statement and the risks sit beside every image, not in small print.
Yes. Fully bilingual with proper right to left layout. We did this for HMS FMCE, a Dubai rehabilitation and physiotherapy practice whose patients read English and Arabic.
Forms collect only what reception needs to book, submissions are sent over SSL, and we avoid asking for symptoms or medical history in open text fields. Your privacy policy must say what is collected and why; our PDPL checklist covers the website side.
It depends on the number of doctors, services, branches and whether booking is integrated. You get a fixed written quote, scoped to you, within 45 minutes during business hours, with no obligation.
Fixed price, in writing
Got it. Your quote is being written now.
In business hours you will have it within 45 minutes. Check your inbox for the confirmation.
