Over the past few years our brand and marketing strategy has been focused on challenging societal norms, normalising infertility and assuring people they are not alone.
In FY22, this focus continued with our new One in Six advertising campaign proving extremely successful in educating people about the prevalence of infertility and driving new patient enquiries and incremental market share growth.
We have been thrilled to watch so many of our brave patients who appeared in the campaign go on to have beautiful families.
A greater focus on public relations during the last 12 months also resulted in a significant increase in media stories and showcased the positive role Monash IVF is playing in educating people about their reproductive health.
Marketing Drivers of Growth
› Brand Differentiation
› Patient Acquisition
› Lifecycle Engagement
› Marketing Effectiveness
Market share increases in the majority of our key markets.
This year as we celebrate 50+ years in helping bring more than 50,000 babies into the world, we are working towards ensuring that the information and education we offer is affirming and inclusive and supports everyone who hopes to bring a family into the world, regardless of their race, age, gender or sexuality.
Education and support for GPs and other referring specialists has continued to be a significant focus, including partnering with RACGP to deliver education events across a broad range of fertility topics and conducting LGBTIQ+ training.
We continue to support our fertility specialists with various marketing initiatives, including patient and GP events, online content programs, advertising through digital channels and training on social media, public relations and Google reviews.