SERVICES BEFORE STRATEGY?
If a fertility center, or other reproductive health organization, is looking for a vendor of digital marketing services, there are tens of thousands of time and materials agencies worldwide. Many of them can provide services cheaply and quickly.
Fertility Bridge is the only firm that specializes exclusively in the field of fertility. We provide these services as a convenience to our clients, but only in the form of implementation of carefully crafted strategy.
Why is strategy important? Why not skip strategy and implement a marketing tactic that has worked for other fertility centers? Below, we list real life examples of fertility centers that implemented marketing tactics before strategy.
One fertility center grew their IVF cycles by 25% in a single year, just from using Facebook. They didn’t have an updated website at the time, and they are located in a less affluent, non-growing market.They didn’t have to spend any money toward Facebook advertising after a few months.
Meanwhile, another fertility center, spent thousands of dollars per month on Facebook and Instagram advertising for a year and saw very little results, even though they were in a large, affluent market where IVF patients abound.
One fertility doctor who had only recently completed fellowship filled their schedule with new patients from Instagram and became a thought leader in the online infertility community almost instantly.
Another fertility doctor from a very large practice group spent thousands of dollars on Instagram advertising and saw very few patients from it.
PAID SEARCH-SEARCH ENGINE MARKETING (SEM)
One IVF center hired one of the healthcare marketing companies that exhibits at ASRM to manage their pay-per-click (PPC) advertising. The company promised 20-30% more leads. They didn’t lie, the company did a good job. They made the phones ring and generated appointment requests.
But this IVF center’s new patient volumes and IVF egg retrievals dropped by 30% in six months.
ORGANIC SEARCH-SEARCH ENGINE OPTIMIZATION (SEO)
One fertility center in a very large U.S. metro area attracts hundreds of thousands of visitors to their website because of their page rankings on search engines like Google.
Yet they convert website visitors to new patients at almost the same rate as fertility centers with much smaller website traffic.
ONLINE REPUTATION MANAGEMENT
70% of patients check their prospective IVF center’s online reviews before they make their final decision. The largest REI practice group by volume in a major U.S. city has been in practice for two decades. Yet they only had ten reviews on Google.
Meanwhile, a stand alone REI physician who has been in practice for half that time, in the same market, had over fifty five star reviews on Google.
One fertility center spends tens of thousands of dollars on video production and less than 100 people view each video. At another fertility center, the videos are so compelling that each of them are viewed thousands of times per month.
BRANDING AND DESIGN
One fertility practice group spent thousands of dollars on rebranding. They finished with a new look, new logo, and new website. They did not increase new patient visits or IVF cycles.
Meanwhile, a new fertility group from the East Coast captured the narrative of a generation with their new brand and is acquiring new patients from across the country.
On average, 75% of an IVF center’s website visitors come from mobile devices. One fertility center on the west coast jumped in their Google rankings dramatically when they made their website and content responsive to mobile. Yet, another IVF center on the west coast dropped in their search rankings.
PATIENT MANAGEMENT SOFTWARE
One large fertility network uses a customized version of a major customer relationship management software (CRM), yet the data they have on new patient sourcing is incomplete.
In short, these mistakes amount to approaching marketing in the wrong order. Marketing for fertility centers is a system.There are thousands of potential marketing tactics, channels, and platforms, and there are more everyday. By using a system, we select the most relevant and effective tactics to reach our marketing goals. How we decide what to do is even more important than what we decide to do. The Fertility Marketing System functions in this order.
1). GOAL (INTENT)
The goal must be aligned, SMART (specific, measurable, attainable, relevant, and timely), and agreed upon by the organization’s leadership. The goal must be quantified and qualified.
2). STRATEGY (IDEATION)
The goal is the North Star, and strategy is the map. Without careful consideration of everything that is going on in the business or practice, an idea is only that, it is not strategy. The strategy must properly map to solve the goal.
3). EXECUTION (IMPLEMENTATION)
Even the largest companies with the most resources cannot employ every conceivable marketing tactic at once. Rather than attempt to check the boxes, one’s marketing strategy, in our case the Fertility Marketing Blueprint, reveals which project will be the most effective in reaching the goal most quickly.
4). ITERATION (AND CONTINUOUS IMPROVEMENT)
Once one has a SMART goal, a strategy to reach their goal, and have proven that they can achieve the results, then they can continue to iterate their goal and further execute from their strategy.
HOW TO START?
The Fertility Marketing System is tenable because it is sequential. The first step for a fertility center or other company in reproductive health is to align their goals with their leadership team.
If you would like Fertility Bridge’s help with this exercise, we do that through the Goal and Competitive Diagnostic. Click here for details.