Scaling growth engine from 0 to 1 for fertility clinic
New approach to lead generation and pricing
Challange
Initially founder fully focused on organic social, IVF clinics and her own network (WOM effect), which was bringing some contacts, but not allowing to breakeven.
Solution
Research the market, competitors and their positioning to develop new convertion strategies
Result
We have focused on 3 experiments:
- Signing B2B partnerships with labs and at home testing companies (Plan your baby will refer patients to them and use their products and they will promote Plan your baby after test results)
- Paid Meta ad testing for non London female audience (around metropolitan areas) - this drove about 20-30 calls every week at up to $50 per lead and had 50% CR to paid customer
- Introduction of short paid consultations with fertility specialist (converts very well to paid customers) although paid ±70-100 GBP
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