Fertility Marketing Case Study
How We Doubled Leads for an IVF Clinic by Building Credibility First
Willowbrook Fertility Associates had experienced doctors and strong outcomes. The missing piece was a patient journey that built enough understanding and confidence before asking people to book.
2×
leads generated in six months
Client
Willowbrook Fertility Associates
Clinic
Independent IVF clinic, two locations
Timeframe
Six months
Services
Paid ads, content, education and follow-up
Results at a glance
More patients moved from research to conversation.
The challenge
The clinic had good doctors and good outcomes. Patients simply weren’t finding them—or trusting them fast enough.
1
Lead volume had remained at approximately 45 inquiries per month for more than a year.
2
Many inquiries never progressed into booked consultations.
3
Patients struggled to find clear, reassuring explanations of the IVF process.
4
The advertising asked patients to book before enough trust had been established.
What we found
Fertility patients rarely make a decision on their first visit.
They research, compare and wait. After mapping the clinic’s patient journey, we found the largest drop-off between the first website visit and the first inquiry. The site was asking for a decision without first explaining what patients could expect.
The strategy
Build trust before asking for a consultation.
We created a connected education and advertising journey that helped prospective patients understand the process at their own pace.
Simplify the science
We turned PCOS, fertility testing and IVF stages into clear, patient-friendly content without making the information feel clinical or overwhelming.
Show the real journey
With consent, we shared patient stories covering the questions, uncertainty and decisions that happen before treatment begins.
Give value first
An IVF preparation checklist gave prospective patients something useful before they were asked to schedule a consultation.
Support it with ads
Meta and Google campaigns introduced patients to the educational guide first, with consultation messaging appearing later in the journey.
The patient journey
One connected path—not a collection of disconnected ads.
Educational ad
Introduced a relevant concern without immediately pushing a booking.
IVF guide
Provided clear information and helped patients feel more prepared.
Helpful follow-up
Answered common concerns and kept the clinic present during research.
Consultation
Asked patients to take the next step after credibility had been built.
The result
Monthly leads increased from 45 to 90.
Within six months, the clinic doubled its monthly lead volume while reducing cost per lead by 38%. More importantly, booked consultations increased by 61%—showing that the strategy improved more than top-of-funnel activity.
Average leads per month
Before
45
After
90
Comparison based on the clinic’s average monthly lead volume before the campaign and at the end of the six-month campaign period.
Our patients now arrive already understanding the process. The conversations are calmer, and the consultations are better.
Dr. Laura Whitfield
Reproductive Endocrinologist and Medical Director
Willowbrook Fertility Associates
Seeing the same problems in your clinic?
We’ll review your current marketing, identify where prospective patients are dropping off and show you what we would improve.
Book Your Free ConsultationResults reflect this clinic’s campaign over the stated period. Individual results vary.