Five Ways to Grow Your Reproductive Medicine Practice

Today, about 500 assisted reproductive technology (ART) clinics practice in the United States, according to data from the Centers for Disease Control and Prevention (CDC). California, Texas, and New York are home to the most fertility clinics.

With those numbers, you may wonder how you can make your fertility clinic or reproductive medicine practice stand out in the crowd. How can you reach the people you know you can help—and persuade them to use your services?

Consider These Strategies to Help you Grow your Reproductive Medicine Practice

1. Optimize your online presence

A recent study published in Fertility Research and Practice found that when people search for fertility information, they often visit fertility clinic websites and social media accounts. By providing evidence-based educational material online, you can differentiate your practice by guiding them to trustworthy information—and it's a first step toward building a connection between prospective patients and your reproductive medicine practice. If your online presence is sparse or out of date, it may be time to dedicate some resources to making improvements.

You can also take the opportunity to add information about the patient experience, so that patients will know what to expect when they work with your practice. Fertility challenges can be extremely anxiety-provoking, and foreknowledge of the logistics in the first visit can return a much-needed sense of control to these patients.

Another tip: Don't forget to list your phone number in a prominent location (or multiple locations) on your website and various social media platforms. Patient self-referrals are becoming increasingly common and you want to make it as easy as possible for prospective clients to reach you.

2. Join a network

Managing a growing fertility clinic is a big job. When you participate in a network such as FamilyPath, both you and your patients benefit. For example, the network does some of the logistical work that goes into sustaining a successful fertility clinic.

You may also find it easier to contact prospective patients, as some patients consult a dedicated fertility advisor who can help them find the best provider and clinic in the network—like yours.

Meanwhile, your patients will be assured that you are a vetted provider with an excellent track record, and they'll be able to easily access any medications they may need during their fertility journey. It's a win-win situation.

3. Reach out to your local community

People want to know and trust the people who are providing their medical care. And that's especially true for people on a fertility journey. One way to establish this trust is by reaching out to your local community. If you build a presence in your local community, people get to know you and your practice. For example, you could:

• Volunteer to speak at a local event or meeting.
• Join the local chamber of commerce and other local organizations with networking opportunities.
• Sponsor community events so people will link your practice with charitable causes.
• Establish friendly relationships with reporters from your local newspaper, television stations, and blogs so they'll know just who to call when they need a quote from someone with expertise in reproductive medicine.

4. Hire a marketing agency

If you really want to get your name out there and don't have the in-house staff suited to the task, consider hiring a marketing agency. But don't just hire any agency. Do some homework and find an agency that has expertise in this arena. Look for an agency that has helped other fertility practices:

• Evaluate their practice, including identifying strengths and weaknesses.
• Identify their specific needs, which might include reaching a particular patient demographic or finding a niche in the community.
• Focus on their biggest selling points.
• Develop a marketing strategy that strengthens their brand and increases their reach.

5. Emphasize your success rate to people on their fertility journey

The fertility journey is full of ups and downs for many individuals and couples who hope to have a child. Ultimately, people will come to your reproductive medicine practice because they believe that you will help them start the family they desire so much. Make sure that people know how you employ technology and evidence-based practices to help them reach their goals. Emphasize the variety of current and cutting-edge treatment options you provide, such as:

• In-vitro fertilization (IVF)
• IVF with intracytoplasmic sperm injection (ICSI)
• Pre-implantation genetic diagnosis (PGD) testing
• Intrauterine insemination (IUI)
• Egg freezing using vitrification.

Finally, if you have statistics on the success rates of treatments or have testimonials from happy families, sharing them can be very persuasive and help attract patients to your practice.

These are five common ways fertility providers get the word out about their services and attract new patients. You may need to use a combination of some or all of these strategies to meet the specific needs of your own fertility clinic. In addition, a consultant who specializes in working with medical practices that are trying to grow can also help you put together a roadmap to success for your fertility clinic.