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  • Ishita Rashmi

How to Advertise Your IVF Clinic and Attract More Patients

The most successful fertility practices actively investing in paid advertising are consistently growing, adding physicians, and expanding to new locations. In this post, we'll break down our strategic approach to paid advertising for IVF and fertility marketing.

Why Should Your IVF Clinic Advertise?

Advertising is the only way to guarantee visibility to potential patients. Platforms like Google Search and Meta (Facebook, Instagram) allow you to pay for visibility, something you cannot achieve through organic marketing strategies like SEO or practice listings alone. With ads, you can also fully control your messaging.

Additionally, fertility services like IVF, IUI, and egg freezing are heavily researched. This means that for your practice to influence where a patient ultimately schedules an appointment, you need to get in front of them early. We know that IVF patients actively compare practices and physicians, so if you're not advertising, you're missing out on these 


Step 1: Ad Targeting for IVF Clinics

The most crucial first step is ensuring your audience targeting is on point. The key to driving actual patient appointments is targeting those who are closer to scheduling, known as "high-intent" patients.

Search Ad Targeting

The best way to reach high-intent patients is through their search behavior, making Google Search Ads the most important advertising platform for medical practices. However, the search terms you target are crucial. For IVF and fertility, you want to target terms that signal someone is looking for a practice or physician, such as "IVF doctor near me" or "Best IVF doctor." Terms like "How much does IVF cost" aren't high-intent enough. Many IVF and fertility practices waste advertising spend on poorly targeted search terms rather than focusing on high-intent patients.

Demographic Targeting

It's also essential that your IVF practice doesn't waste advertising spend on targeting the wrong demographic. Based on ART outcomes data from the CDC, the majority of IVF cycles are for women between the ages of 27-44. On many ad platforms like Facebook, you can target your advertising to only show up for this age group. You can even target your ads only to women between these ages with no kids.

Location Targeting

Like any other medical practice looking to grow patients through advertising, you need to ensure you're targeting people close enough to the practice to walk through the door. We often see IVF and fertility clinics waste advertising dollars targeting too far away from the clinic. We recommend analyzing your past patient zip code data to determine your starting location targeting. This will often depend on the population density in your city. Additionally, most IVF practices should understand that they will likely not be able to pull patients from other states or internationally at any scale unless they have remarkable outcomes.

Step 2: Recommended Ad Platforms for IVF Clinics

There are three advertising platforms that we see success with for IVF clinics. They are listed in priority order below.

1. Google Search Ads

By far the highest priority ad platform due to the fact that you're targeting search terms that signal someone is actively researching IVF, egg freezing, and more. At a minimum, your campaign should target your brand name searches, as well as IVF and fertility doctor search terms. With Google Search Ads, you only pay if someone clicks on your ad, making it one of the most efficient forms of advertising for your practice.

2. Meta Ads

Meta Ads comprises both Facebook Ads and Instagram Ads. This platform is lower in priority than Google Ads because targeting is more difficult. You will be able to target age, gender, and family composition (no kids), but you will not be able to target someone who is actively looking for IVF or fertility-related services. In this case, you will be targeting a broader audience, but letting your ad creative persuade those who might be interested. We've found that video assets, especially patient testimonials, are particularly important here.

Step 3: Recommended Ad Spend for IVF Clinics

The amount your IVF clinic should spend on ads is often determined by the size of your practice and your objective. For example, a single IVF practice with one doctor will likely spend much less than an IVF practice with multiple doctors. But the most important question to ask yourself is your goal – do you simply want to fill a doctor's schedule, or do you want to open multiple new locations?

Consider Your Revenue Per IVF Cycle

The first step in establishing a paid advertising budget is to understand your actual revenue per patient, and more importantly, your gross profit for each IVF cycle. This will tell you how many new IVF cycles you need to generate to break even on your marketing investment.

IVF is a higher revenue-per-patient practice, so you should be willing to spend a healthy advertising budget, as you only need to drive a few new cycles incrementally to cover your costs. In fact, in most cases, you will see a much better return on your ad spend. In our work with Fertility Partnership, they needed to drive six IVF cycles per month for their gross profit to cover their marketing investment. Our targeted advertising campaigns resulted in a 5X return on investment for marketing. You can read more about our Fertility Partnership case study here.

Establish A Budget for Each Location

One other important consideration for IVF clinics is the number of locations. You must allocate a separate advertising budget for each location to impact each location effectively. Don't pool budgets or campaigns together. Each clinic will have its own dynamic in terms of location targeting and more. We've found that fertility practices that don't establish per-location budgets are almost always under-investing or simply don't have enough budget to cover all locations.

Average Spends You Can Expect

Location is the biggest variable in terms of the cost of advertising. Generally, the more competitive your market is for IVF patients, the higher the costs of advertising will be due to competitor spending. We can generally figure out average costs by market to help determine a recommended budget.

On average, if we're just looking at Google Ads for a single location, you should be prepared to spend around $10,000 per location. If you're being more aggressive and want to utilize multiple platforms like Google Ads and Meta ads, your ad spend will be around $15,000 per location. Remember to always think about these ad spends in the context of the revenue you generate with an IVF cycle. You only need a handful to cover these costs, but you can generate many times more with a solid advertising strategy.

Step 4: Messaging for IVF Clinic Ads

There are a few types of messaging and creative assets that we see make IVF advertising campaigns more likely to succeed at driving new patients.

Use of Video

Especially if you're running Meta Ads (Facebook or Instagram), video assets are important to make sure that your ads stand out. Facebook users only spend an average of 1.6 seconds looking at each post as they swipe through their feed. Video helps your ad stick out so you get the opportunity to say more.

Patient Testimonials

Hands down, the best video assets you can use to drive more new patients to an IVF or fertility clinic are patient testimonials. They create empathy and trust better than most other kinds of messaging you can create.

SART Success Rates

We see a number of IVF clinics using SART outcome data as proof points in advertising messaging. If you have great outcomes, don't be afraid to tout them. Higher-than-average SART Success Rates are a great proof point for your IVF clinic.

Costs for IVF

It's very common now for IVF clinics to include average IVF costs in their ad messaging, as well as on their IVF clinic website. This has become particularly important because there are a number of lower-cost IVF clinics that have been very forthcoming about pricing. You need to provide some insight into your pricing, and if it's higher, this is your opportunity to provide more explanation and context behind your price. Patients will not always choose the least expensive option – they will choose the one they trust the most.

Step 5: Advertising Tracking for Your IVF Clinic

Good tracking is the secret sauce to making your ads actually drive new patients. And tracking issues are widespread with many marketing agencies. Almost every client comes to us with tracking issues we need to resolve because tracking was set up incorrectly or not at all.

Here are the fundamental tracking elements that need to be set up for an IVF clinic to be successful with advertising.

Establishing KPIs

  • Ad Performance KPIs: These are the KPIs that tell you how your ads are performing. Things like your "click-through rate" or "cost per click."

  • Lead Performance KPIs: These are the KPIs that tell you how well you're doing at generating qualified new patient leads. The most important items are leads, cost-per-lead, and your "lead conversion rate," which is the percentage of the traffic you're driving from ads that are becoming a lead (filling out a form, calling, website chat, etc.).

  • Office Performance KPIs: These are the KPIs that tell you how much your ads are impacting the business. Office visits, "lead to office visit conversion rate" (the percentage of leads becoming office visits), and treatments (i.e., how many IVF cycles are being driven).

Call Tracking

It's extremely important that you have call tracking set up on your website. For most medical practices in general, they still receive a much higher number of new patient leads from phone calls than form fills. Call tracking allows you to quantify how many calls you're getting and understand where they're coming from.

Work With an IVF Marketing Agency

The essential strategies above are how Jordiax has consistently grown our IVF and fertility partners. Paid advertising is difficult to manage for either a practice or an agency that doesn't specialize in medical practice marketing.

You're much more likely to see results in your office visits and revenue if you're working with an IVF marketing agency that has experience working with IVF clinics and driving patients for services like egg freezing and IVF cycles.

At Jordiax, our team of healthcare marketing experts has extensive experience in developing and executing successful advertising campaigns for IVF clinics. We understand the unique challenges and nuances of this industry and can help you reach your target audience effectively.

If you're an IVF clinic looking to grow your patient base and maximize your return on marketing investment, contact us today to learn more about our services and how we can help you achieve your goals. Schedule a Call:

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