for the people who thought fertility care wasn't for them
Spring Fertility saw a gap. Not in care, but in access to understanding. Many people arrive at fertility care with almost no context. They’ve heard the acronym IVF. They’ve maybe Googled late at night. Beyond that, the path forward is murky.
Most fertility brands meet people mid-journey. This is for folks starting at zero.
If it's for them, make sure they know that
The approach
Turn complex decisions into understandable choices
Fertility marketing isn’t often directed at the every-person. It usually assumes a certain level of knowledge that most people simply don’t have, and leaves anyone else feeling overwhelmed, embarrassed, or unsure where to start. Our role was to close that gap. We worked across strategy, messaging, and creative to make sure people understand what they’re looking at, what their options are, and what to do next without needing a glossary or a two-hour consult to get there.
For many patients, “fertility” is an old-fashioned word, not a topic they’ve been taught to navigate. There’s no baseline education, shared language, and often even a starting point. The most important job of the brand is simply helping people understand where they stand. We built education directly into the brand, across every channel. The goal is never to overwhelm with information, but rather to explain fertility challenges, treatment pathways and realistic options in clear, human language.
At the same time, we developed the full ecosystem needed to support that clarity in the real world: website, patient education tools, campaigns, social, email, pitch materials, events, print, and partnerships. We also created pricing frameworks and data visualizations that make the financial side of care understandable at a glance — turning what’s usually a stopping point into a decision people can actually evaluate.
“SUCH AN EPIC EXPERIENCE. THE SITE IS GORGEOUS. THE BRAND NOW LOOKS AND FEELS AS GOOD AS WE KNOW OUR PRODUCT IS. WE TAKE FOR GRANTED NONE OF THE HARD WORK, LOVE, AND MASTERY OF CRAFT AND CARE IT TOOK TO GET US THIS FAR. HEARTFELT THANK YOU TO MALI.”
JUDY CHAN | FORMER VP MARKETING, BLUEDOT
Show up before they know how to ask
Not everyone is actively searching for fertility care, but a lot of people are quietly thinking about it. The brand is designed to meet them before the Google search, before the consult, before they even know what question to ask. Sometimes that means showing up in the real world.
Experimental and guerrilla-style marketing also play a role. Wild postings, large-format placements, and bold, direct messaging create moments of recognition. Not ads people scroll past, but considerations that make someone pause and realize this might be for them.
In-clinic materials, events, internal tools, social content, and ongoing campaigns are all built to meet people earlier and move them forward faster. As the brand grows, our work continues to evolve alongside it, supporting new markets, audiences, and the real questions people are asking as they come into this space.