THEY HAVE BEEN READING FOR MONTHS. HAVE THEY FOUND YOU?
Marketing for fertility clinics, handled with care
Patients choose a clinic once, after months of research and a lot of anxiety. We build the visibility, the answers and the intake path that earn that decision — measured in booked consultations, not clicks.
Tell us a little about your brand and we'll be in touch within 24 hours to lock in a time.
US ART cycles reported to the CDC in 2022
reporting US fertility clinics competing for those patients
of large US employers now cover IVF (Mercer)
of patients rank clinic location as the top choice factor (HFEA, UK)
We made the difference for those brands
Beauty, personal care & wellness
Creative, content, arts & culture
Healthcare & regulated services
Healthcare & regulated services
B2B software, fintech, insurance
Consumer tech and platforms
Healthcare & regulated services
B2B software, fintech, insurance
Creative, content, arts & culture
Food & beverage
Food & beverage
Retail & commerce
Food & beverage
Healthcare & regulated services
B2B software, fintech, insurance
Retail & commerce
Home essentials, appliances, kitchen & pet
B2B software, fintech, insurance
Healthcare & regulated services
Consumer tech and platforms
Consumer tech and platforms
Apparel and lifestyle
Beauty, personal care & wellness
Consumer tech and platforms
Apparel and lifestyle
Creative, content, arts & culture
Travel & mobility
B2B software, fintech, insurance
Healthcare & regulated services
Consumer tech and platforms
Who we are
A partner who treats your patients the way your clinicians do
Web Tonic is a digital marketing agency that runs healthcare and specialist-practice accounts every day, with one senior team handling search visibility, paid media, content and the website all three depend on. Fertility gets its own plan rather than a recycled clinic template: the research window is long, the language matters more than the offer, and every claim has to survive review by your medical director before it goes live.
Sound familiar?
If you run a fertility practice, two of these will sound familiar.
Your best patients spend six to eighteen months researching before they call anyone, so the clinic that answers their questions early is usually the one they book with. Meanwhile aggregators and multi-site networks outrank independent practices in their own cities, and half the enquiries that do arrive never turn into a first appointment. None of that is a demand problem. It is a visibility, trust and intake problem.
Enquiry volume looks healthy, but nobody can say how many became a first consultation, or which channel produced the ones that did.
You compete on the search page against directories and networks with ten times your content budget, in the cities you actually serve.
Patients arrive at the first appointment with questions your site already answers, buried three clicks deep, which means everyone else left.
Results & timeline
Your first seven days with us.
Day 1–2: Audit
We map the questions patients in your catchment are actually searching, the clinics and directories ranking ahead of you, and the state of your tracking. Most practices we open are missing the middle of the funnel entirely: calls untracked, form submissions counted twice, and no way to tell a consultation request from an insurance question.
Day 3–4: Message and tracking
Measurement gets rebuilt end to end — calls, forms, booked consultations — with privacy-safe configuration rather than the default pixel setup. Then the message is rewritten in plain language: what a cycle involves, what it costs, what is covered. FertilityIQ’s cost research puts a single IVF cycle well over $20,000 all-in, so a page that avoids the money question loses the patient before the conversation.
Day 5–6: Build and launch
Campaigns, call tracking and the pages that receive the traffic go live together, starting with the highest-intent searches: IVF, IUI, egg freezing, donor and surrogacy programmes, second opinions after a failed cycle. Each location and each programme gets its own page rather than one combined services list.
Day 7: Review and scale
You get the first written review: what launched, what the early numbers say, cost per booked consultation, and the 30-day roadmap. After that it is a weekly working session, not a monthly PDF.
for WHO
Built for a long, private, high-stakes decision
Fertility care is not an impulse purchase and it should never be marketed like one. It is a long, private decision made under real grief, often after a year of trying and several inconclusive appointments. Everything we build follows from that: answer the question honestly, be findable at the moment it is asked, and make the first step small.
The scale of the field is easy to underestimate. CDC ART surveillance data recorded 435,426 ART cycles for 251,542 patients across 457 reporting US clinics in 2022, with the resulting infants making up about 2.6% of all US births. Coverage is what moves volume next: Mercer’s employer health-plan survey finds 47% of employers with 500 or more staff now cover IVF, typically capped near a $25,000 lifetime maximum or three cycles — which makes “is this covered where I work” one of the most valuable pages a clinic can own.
We work that gap with four things under one roof: search visibility for the questions patients ask months before booking, paid search on the high-intent terms, paid social and creative handled with restraint, and a site built to convert so none of it lands on a dead-end form. One senior team, one plan, market exclusivity in writing, and every claim cleared with your clinicians. Outcomes live on our case studies.
Results
Real Spend. Real Revenue.
What we run for fertility clinics.
Being findable while patients are still researching.
Most fertility searches are not “IVF clinic near me”. They are questions: what AMH results mean, whether IUI is worth trying first, how much a cycle costs in this state, what happens after a failed transfer, whether egg freezing at 34 is late. The clinic that answers those plainly earns the consultation months later.
So each programme gets its own page and its own campaign — IVF, IUI, egg and embryo freezing, donor egg and sperm, surrogacy, LGBTQ+ family building, fertility preservation before cancer treatment, male fertility, second opinions — alongside a real page per location. Someone comparing clinics after two failed cycles and someone who just got a referral are not the same reader.
Paid search that respects a careful decision.
We run search campaigns and privacy-conscious paid social with call tracking on every line, structured by programme and location, with ad copy written per patient situation and landing pages that match the search. No countdown timers, no pressure language, no implied success rates — healthcare platform policy and basic decency both rule those out.
Quality is judged on consultations attended, not raw enquiry count. Fifteen patients who arrive prepared beat sixty form fills from people asking whether you take their insurance.
Intake and follow-up, because most patients are lost after the enquiry.
The gap between an enquiry and an attended consultation is where clinics quietly lose the most. Automated email and text follow-up keeps you present while a patient thinks it over, reminders cut no-shows, and every enquiry that did not book stays in a sequence instead of an inbox.
Location and reputation decide more than any ad. In the HFEA’s 2024 national patient survey of UK patients, clinic location was the top factor in choosing a clinic (62%), ahead of published success rates (51%) — a useful reminder that the practical details, opening hours and the tone of the first phone call carry real weight.
Services
Paid media across Google search, PPC, Meta and short video, structured by programme and location, and run inside healthcare advertising policy rather than around it. Budget follows booked consultations, creative is refreshed before it fatigues, and every dollar traces to an attended appointment rather than a click.
Social has a narrow, real job here: showing that the clinic is a place staffed by people, and giving patients who are not ready to enquire somewhere to keep learning. Handled carelessly it does damage, so nothing goes out that a patient mid-cycle would find glib, and a campaign that wins on cost per click while losing on attended consultations gets rebuilt, not defended.
Content that answers what patients ask in the consultation room: what one cycle actually involves week by week, how costs and financing break down, what insurance and employer benefits typically cover, when to seek a second opinion, what the numbers on a test result mean. Clinician-reviewed, written at reading level, and updated when guidance changes. Patient stories and clinic video build more trust than any paragraph of copy — with consent, always.
Data intelligence: call tracking, deduplicated form events and one dashboard tying every enquiry and booked consultation back to what produced it — cost per consultation, show rate by source, programme mix by location. Configured privacy-first, so tracking never sends patient detail where it should not go, and connected to the practice systems you already use rather than a new platform nobody will log into.
A website built to convert calmly: fast on a phone, costs and financing explained rather than hidden, clinicians and credentials visible, short forms, and a clear first step for someone who is not ready to book yet. The site’s job is to make a frightening decision feel manageable, so it is written and structured for the patient reading it at 11pm.
.avif)
Built on trust. Proven by results.
We partner with SMBs and Fortune 500 companies to deliver more than reach — we bring clarity, execution, and measurable outcomes. Every successful partnership starts with a strong culture fit and a shared drive to grow.
faq
Answered questions.
Independent REI practices, multi-location clinic groups, and specialist programmes such as egg freezing, donor and surrogacy services — across the USA and Canada. What they share is wanting patient growth they can measure and defend clinically, rather than a lead-volume report. Most arrive after an agency that either ignored healthcare advertising policy or produced content their medical director would not sign.
We also hold market exclusivity: one clinic per market, written into the agreement. If we work for you, we are not building the same plan for the practice across town.
Paid search can produce consultation requests in the first weeks, since the demand already exists. Intake and website conversion fixes usually show inside 30 days, and they are the fastest win in most practices. Organic visibility on the research-stage questions is a two-to-three-quarter programme, because that content has to be written, clinician-reviewed and earn trust before it ranks — but it becomes the asset that keeps producing patients without paying per click.
A fixed monthly fee, quoted separately from ad spend, scoped to the programmes and locations you need. After the audit you get a plan tied to targets — cost per booked consultation first — and we will tell you which channels we would not run yet rather than selling the full bundle on day one.
Carefully, and it is one of the reasons clinics stay with us. Tracking is configured so patient-identifiable detail never reaches advertising platforms, retargeting is set up within healthcare restrictions, and every clinical claim is written for review by your medical director before it goes live. You keep ownership of the site, the ad accounts and the analytics, and we document what is being collected and why.
Yes, and that restraint is the point. These programmes are chosen by people making a long-term decision about their own biology, so the copy explains timing, cost, storage and realistic expectations instead of selling a package. We avoid urgency framing and implied success claims entirely, and the campaigns still perform — patients respond to being told the truth clearly, especially after reading three sites that were vague.
Because referrals and self-directed patients are two different pipelines, and the second one is growing as employer coverage expands. The plateau most practices hit is structural: strong in one city and invisible in the next, research-stage questions unanswered on the site, enquiries that never become attended consultations, and no reporting that ties patients to a source. Those are fixable, and fixing them tends to strengthen the referral side too, because referring physicians see a clinic that looks current and answers patients well.
What you get is a named senior strategist rather than a coordinator relaying questions, with the paid, organic, content and web specialists on one team. Most practices arrive from two or three vendors who each optimise their own report; one team means one set of numbers and one weekly review. If the fix is smaller than a full retainer, we scope to the fix and say so on the first call.
