Let's TalkLet's TalkThe highest ticket and the longest decision in elective medicine, sold to two people at once - where a success-rate claim is the most scrutinised sentence on your website.
Success rates are the most compared and most challenged numbers in fertility marketing. Send us your current claims and the data behind them, and we will show you where the framing is exposed, where it undersells you, and how the clinics ranking above you present the same figures.
Four failures we see repeatedly in this vertical, and what each one actually costs.
Fertility outcomes are reported nationally and comparably, which means a claim on your site can be checked against the underlying data by a patient, a competitor or a regulator. Rates framed per cycle, per transfer or per patient describe different things, and a clinic quoting the most flattering denominator without saying which is running the single largest claim risk in the category.
An IVF cycle is a five-figure decision made by a couple over a long period, often after other routes have failed. Campaigns built for a same-week booking convert almost nobody. What works is a nurture programme measured in months, addressed to two decision-makers who are researching separately and arriving at the consultation with different questions.
A growing share of patients arrive with fertility coverage through an employer benefit programme rather than paying directly, which changes the qualifying question from can you afford this to is your employer covered. Clinics still marketing purely on price and financing are answering a question a significant slice of their market no longer has.
This is the most sensitive category in elective medicine, and creative that reads as salesy does more damage here than anywhere else. Urgency tactics, countdowns and aggressive retargeting are actively counterproductive with a patient who has usually had a difficult year. The clinics that convert sound like clinicians, not like a funnel.
The real deliverables, not a list written to make a proposal look thicker.
How every success rate on your site is defined and whether the framing is defensible. This is the highest-risk content you publish and usually the least reviewed.
A sequence measured in months, not days, addressed to both decision-makers. Most clinics lose cases in month two, having stopped following up in week one.
Employer benefit coverage asked about early, because it changes the conversation entirely for a growing share of patients and is rarely on the enquiry form.
Creative reviewed for voice as carefully as for compliance. In this category a tonal misstep costs more than a policy one.
Budget follows cost per started cycle against cycle value. At these case values a more expensive enquiry that converts is comfortably the better one.
No fertility clinic in our case studies, and we would rather say so in a category this sensitive than stretch a comparison. The clinic group below is the mechanism: conversion moved off the form fill and onto the booked consultation, and demand split by service line. Cost per lead fell 57% in two weeks. For a fertility clinic the parallel is measuring consultations and started cycles rather than enquiries, because the gap between those numbers is where the whole business sits.
Read the full case studyOur success rate was stated in a way that actually undersold us and was still exposed. Nobody had looked at how it was defined.
We were following up for a week on a decision people take five months to make.
They rewrote the whole tone. The previous agency had us running countdown offers, which was mortifying in hindsight.
More careful than with anything else you publish. Fertility outcomes are reported nationally and comparably, so a claim can be checked against the underlying data by a patient, a competitor or a regulator. Rates per cycle, per transfer and per patient are different numbers, and quoting the most flattering one without stating the denominator is the single largest claim risk in this category. We review how each claim is defined and framed, as a marketing review rather than legal advice.
Months. An IVF cycle is a five-figure decision usually reached after other routes have failed, and it is made by two people researching at different speeds. Clinics commonly follow up for a week and record the rest as lost interest. The cases are not lost at enquiry - they are lost in month two, when nobody was still present in the conversation without being pushy about it.
Significantly, and most clinics have not adjusted. A growing share of patients arrive with coverage through an employer benefit programme, which shifts the qualifying question from affordability to whether their employer participates. If that question is not on your enquiry form and not in your creative, you are answering a financing objection a meaningful slice of your market does not have.
Clinical, plain and unhurried. This is the most emotionally weighted category in elective medicine, and urgency tactics, countdowns and aggressive retargeting actively repel patients who have usually had a difficult year. The clinics that convert sound like clinicians explaining options. It is the one vertical where we review creative for voice as rigorously as for policy.
With genuine consent obtained for advertising use and careful handling, and with awareness that your state board's testimonial rules apply here as they do elsewhere - in some states, restrictively. Patient stories are powerful in fertility precisely because the decision is emotional, which is also why they need the most careful consent and framing of any material you run.
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