The Fertile Infertility Market In its 2013 US infertility services market report, Marketdata Enterprises, Inc. stated a total of $3.5 billion in 2012 industry revenues. Its 2009 report had the total at $4 billion, however, which would seem to indicate that the recession had a significant effect. Marketdata Enterprises, Inc. (MEI) estimates an annual growth rate of 3.6% for the industry through 2018, which would then total approximately $4.2 billion. Four sectors of the infertility services market account for 40 percent of all revenues: diagnostic services, $742 million; tubal reversal surgeries, $152 million; assisted reproductive technology, $1.887 billion; and fertility drugs, $500 million.

Hoping to Be in the Family Way According to the MEI data, the number of US births as a result of Assisted Reproductive Technology (ART) hasn’t changed from its 2009 report to 2012, or more than 50,000 babies per year; however, the number of IVF procedures has increased 7%. The target audience continues to be more than 7 million infertile women in the US, but MEI reports that there are an increasing number of overseas patients and gay couples. Of couples, 20–44, as many as 15% are considered clinically infertile. The patient profile is still the same as for 2009: Caucasian, college educated, older than 30, have higher-than-average incomes and have never been married or had a baby.

Fertility Clinics Are Thriving The MDI data for 2012 reported 481 US fertility clinics, compared to 483 for 2009, with the number of sperm donor banks (100+) and reproductive endocrinologists (17,000) unchanged. The average annual revenue for a clinic has increased from $3.2 million to $3.5 million. IntegraMed Fertility continues to grow, with more than 140 affiliate and partner centers in 33 states in its Attain Fertility Network, compared to 66 locations during 2011. It includes more than 190 MDs and has a 25% market share of all IVF procedures. The other major fertility clinic chain is Shady Grove Fertility, operating 12 clinics in Maryland, 4 in Pennsylvania, 4 in Virginia and 2 in Washington D.C.

More Consumer Choices Since 2012, when the American Society for Reproductive Medicine no longer considered egg freezing an “experimental” procedure, more women are choosing to have some of their eggs frozen, primarily because they haven’t met the right spouse and they still want to pursue their careers. Many women learn about this option at “egg-freezing parties” hosted by companies that provide this service. Despite many women’s interest in this option, an egg frozen before a woman is 38 has only a 2 to 12% likelihood of becoming a baby. Another option for women and couples is joining the medical tourism trend. The $12,000 average cost for an IVF procedure in the US is only $2,600 to $6,000 in Brazil, Spain, Russia, South Africa and Israel.

Advertising Strategies Suggest that fertility clinics concentrate TV ad dollars to promote 2 to 4 seminars or workshops each year, both as an educational opportunity for women and couples and to share their stories for mutual support. Fertility clinics should be able to use TV advertising effectively to promote their success rates, especially when they are greater than the averages listed in the Profiler. Much as testosterone clinics use TV, especially sports programming, to reach men, fertility clinics can promote themselves as male infertility specialists, sensitive to the issue and offering targeted solutions for couples.

Social Media Strategies An active social media campaign allows fertility clinics to provide clients and potential clients with the large amount of relevant content that they need to make informed decisions. Reproductive endocrinologists will be able to improve search engine results and make strong connections with potential clients by adding a blog to their Websites, and uploading relevant content and personalized messages weekly. Video testimonials of clients telling their specific stories of how a fertility clinic’s program and procedures helped them finally have a baby will generate positive motivation for potential clients to contact the clinic for an initial examination and diagnosis.