Scaling growth engine from 0 to 1 for fertility clinic
ChallEnge
Planyourbaby had a strong and valuable offer, but early growth was still driven mostly by the founder’s personal network, organic social, and referrals from IVF clinics. The key challenge was to build a scalable growth engine that could generate qualified demand, convert high-intent leads, and do so efficiently for a high-consideration, high-price healthcare service.
Solution
We focused on three growth experiments to identify scalable acquisition and conversion levers. First, we developed B2B partnerships with labs and at-home testing providers, creating a referral loop where Planyourbaby sent patients for testing and partners promoted the service after results were delivered. Second, we tested paid Meta campaigns targeting women outside London in metropolitan areas to validate demand and lead economics. Third, we introduced short paid consultations with a fertility specialist as a lower-friction entry point that could improve trust and increase conversion to higher-value. plans.
Result
The new growth model created stronger and more measurable demand:
- Paid acquisition generated around 20–30 calls per week at up to $50 per lead, with approximately 50% conversion to paid customers.
- Short paid consultations also performed well as a conversion mechanism, despite being priced at around £70–100, helping validate a more scalable path from lead generation to paid plans.
