Client:
Fertility Centers of Illinois is one of the leading fertility treatment practices in the U.S., providing advanced reproductive endocrinology services in the Chicagoland area for more than 30 years.  With a team of 11 nationally and internationally recognized reproductive physicians who treat thousands of patients each year, the practice has earned a reputation for overcoming hard-to-solve fertility issues. FCI offers a comprehensive range of fertility treatment options including intrauterine insemination, in vitro fertilization, donor egg, gestational carrier, and preimplantation genetic diagnosis, as well as extensive resources to address financial and emotional needs.

Challenge:
In the infertility community, the biggest event of the year is National Infertility Awareness Week. In the U.S. there are currently 7.4 million women experiencing infertility, and approximately 467 fertility clinics across the country to help overcome the diagnosis including 65 fertility clinics in the Chicago metro area. With national infertility support non-profit RESOLVE leading the NIAW initiative combined with publicity campaigns from fertility centers around the country, it is difficult to attract the interest of the shrinking medical media market and have an individual center’s message of community support be heard. For those experiencing infertility, many are afraid to seek help or find themselves in a doctor’s office feeling overwhelmed. We wanted those with infertility to know they are not alone and to engage both the local and wider online community to take action when faced with an infertility diagnosis. 

Solution:
We planned to reach the infertility community and build infertility awareness through a combined approach using public relations, social media, marketing communications and events. After intensive PR brainstorming, we asked our group of 11 physicians to share the biggest misconceptions they heard during patient visits. We then compiled the top 10 misconceptions and created a press campaign. To engage potential patients, we planned NIAW events via webinar, online and at the center. To connect with the community through social media, we created a Facebook “Fertility I.Q.” quiz and “Words of Hope” campaign that included messages of hope from other fertility patients, as well as compiled a list of top fertility influencers on social media to share our messages with.

Results:
The media loved the story. In addition to three bylined articles on CNN Health, CNN Mexico and Huffington Post Canada, the bylined content syndicated to 50+ websites across the country and inspired thousands of likes and shares on social media. Nine pieces of additional coverage were also secured on health websites, fertility blogs and local newspapers, while branded content was placed on seven local community websites. Media coverage totaled 33.7 million impressions. The Facebook “Fertility I.Q.” quiz reached 7,168 people and was included in a patient newsletter that reached over 10,000. The NIAW events were well-attended and the center saw a boost in calls for new patient inquiries.

Testimonial:
We have worked Gina with amazing success. I would consider it a privilege to have her as a publicist as she does such a fantastic job at getting the “in.” Bottom-line: she delivers. She returns phone calls and messages faster than anyone I have worked with, as well as picks up a lead quickly and makes it materialize. It has truly been the best decision we have made to work with her and the results literally speak for themselves. I would recommend her without hesitation.

Dr. Angie Beltsos
Medical Director and Reproductive Endocrinologist, Fertility Centers of Illinois