By understanding its competitors, this practice positioned itself for growth.
Australia’s largest independent fertility centre pride themselves on offering a full-service professional treatment in a caring environment.
Their philosophy is to keep their charges to a minimum so as many people as possible could access their services.
The Centre’s management team acknowledged the increased marketing activity of their competitors and were keen to ensure they were seen as a leader in the field, and were considered as a viable option for those seeking fertility treatment services. They wanted to better communicate with potential patients, increase new patient enquiries and improve relations with its existing patients.
An audit of the Centre and competitors positioning and marketing activities was undertaken.
Patient interviews helped understand the patient’s journey, from discovering the Centre through to their information and emotional needs prior to their first contact with the Centre.
This guided the content on the website, what was said and how it was presented.
A suite of resources were developed to support potential new patients, the onboarding of new patients, and their time as a patient at the Centre.
The vast majority of new patients first attend one of the Centre’s Information Evenings. In the first month of the new resources and website going live the Centre had a 3-fold increase in Information Evening registrations.
