ALLIANCE Member Case Histories

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Becoming the referral practice of choice among fertility specialists

Member: Paul Eisenberg

Client: Delaware Valley Institute of Fertility & Genetics

Challenge: There were already at least three existing fertility clinics when Delaware Valley Institute of Fertility & Genetics set up its practice. While many clinics do advertise directly to infertile couples, the majority of clients come from physician referrals. Because of its late entry into the geographic market, DVIFG needed not only to make primary care and oby-gyn physicians aware of its skills and expertise, but also to encourage them to make DVIFG their first referral choice.

Strategy: Developed a quarterly 4-page newsletter called "Conceptions" as a mini-medical journal specifically for primary care physicians and oby/gyn physicians in which each of the doctors comprising this multi-discipline practice wrote a professional article on the latest developments in his or her area of expertise - reproductive endocrinology, embryology, evaluation and treatment of metabolic diseases, evaluation and treatment of early pregnancy loss and implantation failure, and psychological support and counseling services.

Results:

• Physicians welcomed the newsletter as an easy way to remain abreast of the latest studies covering fertility and genetics
• Because of the popularity of the newsletter, Delaware Valley Institute physicians were invited to conduct fertility seminars for the Camden County and Burlington County Medical Societies.
• The number of physician referrals increased noticeably.