Infertility isn’t an easy subject to talk about — and Ferring Pharmaceuticals knows it.
Challenges related to family planning have been associated with social stigmatization, particularly for female patients, as well as increased levels of anxiety and depression. Then there’s the financial barrier to care: A single cycle of in vitro fertilization can cost more than $20,000, and that’s before medications are included, according to Advanced Reproductive Care Fertility.
To address these and other concerns, Ferring has revamped FerringFertility.com to include a wealth of information about infertility and treating it. The company has also debuted The Makers, a video in which fertility specialists offer insights to individuals pursuing parenthood.
Ferring senior director of marketing and strategic engagement Ali Castro says the company has set its sights on becoming a leader in the fertility space.
“The Makers is our anthem,” she says. “What we don’t want it to be is, ‘Ferring is here to drive everything.’ We want to be a trusted source of partnership. We want the community to know that it can come to us and we can partner to build families.”
The additional content and resources arrive in the wake of the launch of Fertility Outreach, a coaching platform that acts as a supplement to physician care. With more than 6,000 users on the platform, Castro says Ferring has taken aim at the capacity issues that have led to an estimated 50% dropout rate following a first consultation with a medical professional.
(At the 2023 MM+M Awards, Fertility Outreach earned a nomination for Digital Initiative for Consumers.)
Castro notes that the fertility care journey and patient experience vary across different populations. She acknowledges that fertility care hasn’t always been inclusive of the LGBTQIA+ community, for one, and that the topic of male infertility has long been under-discussed. To begin addressing these blind spots, Ferring has produced a customer experience map designed to help patients locate the right fertility clinic or physician in their area.
Castro acknowledges the obvious — that Ferring can’t begin to know what every patient is experiencing or how his or her care journey will proceed. That said, she believes the company’s most recent content offering details the unique paths to parenthood with an uncommon sensitivity.
Released in late November on YouTube, the docuseries Fertility Out Loud follows a range of couples as they attempt to become parents. The goal of the project: To build a supportive community based around the sharing of authentic, personal experiences.
In the months and years ahead, look for Ferring to continue to expand its presence in the world of fertility.
“I think we have momentum, which is beautiful,” Castro says. “More patients are seeking treatment, so it’s all about getting them to the right resources.”
