Wait, Is That Another Ad for Egg Freezing?


It also advertises on Instagram, Facebook and Google.

“Our ads are generally targeted to women between the ages of 27 and 42, and women and couples that have expressed interest in fertility services,” said Rebecca Silver, the director of marketing for Kindbody. “The targeting on these sites isn’t perfect, but we do everything we can to make the content itself unoffensive.”

While the company has seen thousands of patients for fertility hormone testing and over 500 patients for full fertility assessments, only about 100 patients have so far chosen to participate in egg freezing or an I.V.F. cycle, Ms. Silver said.

Trellis, another start-up, partners with social media influencers to promote its business, said Jennifer Huang, the company’s chief marketing officer. Its Instagram account, awash in peach tones and egg imagery, recently advertised a seminar headlined by a “wellness advocate” who would “share some wisdom and discuss all the complicated stuff.”

According to Ms. Huang, digital advertising brings in almost 75 percent of their leads, meaning those who have signed up for the newsletter or attended events or appointments. More than 50 percent of their leads come from social alone, she said.

The company is still gathering data on how many of those women will proceed with egg freezing, she added, because the process from start to finish can take as long as 90 days.

Modern Fertility, which offers a $159 fertility hormone test and a consultation with a fertility nurse, aims to share “clinically sound, neutral information” on its social feeds and website, said Carly Leahy, a co-founder, pointing to a recent infographic on Instagram illustrating that one in 10 women has polycystic ovarian syndrome.

The company, which started in 2017 after one of its founders faced a $1,500 bill for fertility testing at a doctor’s office, received $70,000 in pre-order purchases in less than a month, Ms. Leahy said. Modern Fertility now has more than 20,000 followers on Instagram and was recently recognized by Ad Age as Start-Up of the Year.



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