A 90-day marketing plan for a fertility clinic

A fertility journey starts quietly, often with a late-night search rather than a referral, and the decision that follows is rarely made in one sitting. Because a single IVF cycle is a five-figure decision, and many patients need more than one, families take weeks or months to choose, and they choose on trust: success rates, a board-certified reproductive endocrinologist, and real patient stories carry far more weight than price or a limited-time offer ever could.

Tone decides trust here almost as much as credentials do. Copy that pressures, oversells, or leans on urgency tends to lose a family's confidence instantly, while a warm, answer-first page that meets someone exactly where they are in a hard decision tends to earn the next step, whether that's a call today or three months from now.

Google Ads goes first, built from day one to follow Google's and Meta's medical advertising rules, since fertility and IVF creative gets restricted like other sensitive health categories, and a campaign that skips that setup risks getting flagged before a single family sees it.

Local SEO and your Google Business Profile develop on a parallel track, aimed at making your success rates, credentials, and treatment options genuinely easy to find and feel in the first minute on the page, since families comparing a small clinic against a large fertility network need that proof visible immediately. Reviews run alongside both, handled with real care around patient privacy.

Email is the last piece switched on, and it matters more here than almost anywhere else in this plan, since the entire point is reaching families who need weeks or months, not days, before they're ready to take the next step. A gentle, well-paced nurture sequence is what keeps your clinic close without ever feeling like pressure.

Competing against a large fertility network in the same city calls for a wider number to test with than operating in a market with little nearby competition, and that's before accounting for how long families take to decide. Whatever budget fits your market, we charge 10% of it to manage, floored at $600 a month, with the rest flowing through to Google untouched. A clinic just starting out can prove out its core treatment searches right at that floor, then size the budget up specifically to support a multi-month nurture sequence, since almost no family here decides on the first visit.

In the first four weeks, the site gets rebuilt around your success rates, your reproductive endocrinologist's credentials, and real patient stories, placed where a nervous first-time visitor will actually see them. Compliant ad campaigns launch on your core treatment searches, your Google Business Profile gets verified and set in order, call and booking tracking goes live, and a first, carefully handled review request goes out to a patient who's ready to share.

The next four weeks add pages for each treatment path, IVF, IUI, egg freezing, donor and surrogacy programs, and inclusive family-building options, plus local pages for the areas families search from. A gentle nurture email sequence goes live, offering financing and insurance guidance without ever pressuring anyone toward a decision.

The closing weeks concentrate on whichever treatment searches are actually converting into booked consultations over the full quarter, not just the first few weeks, and add AI-search content that gives an assistant a genuine answer when a family asks where to begin.

Track cost per booked consultation by treatment, IVF, IUI, egg freezing, since blending them together hides which part of your practice the marketing is actually serving well. Because so many families take months to decide, also watch how the nurture sequence performs over that longer window, not just in its first few days.

Watch your review count and rating, handled with the same care as everything else on this list, and keep an eye on which searches and pages are actually producing consultations that convert into patients, not just clicks that never return.

The fee to manage Google Ads is 10% of your chosen budget, with $600 a month as the floor, and we add no markup to what actually reaches Google. Treatment pages built for SEO run $50 each, at a minimum pace of 10 a month.

A new clinic website, when needed, is a one-time cost among eight packages from $1,500 to $20,000-plus, all listed at /websites. There's no setup fee attached, the engagement runs month to month instead of a signed contract, and a 30-day guarantee means a disappointing first month costs you nothing. Tell us about your clinic and a proposal with real numbers arrives within one business day.