Dr Fertility

Guiding people in their journey to conception.

WORK

1/9/20253 min read

Guiding people in their journey to conception

Dr Fertility

a woman holding a baby's ultrasound scan
a woman holding a baby's ultrasound scan
  • Behavioural Research

  • Behavioural Journey Mapping

  • Brand Strategy

Starting a family is more than a milestone—it’s deeply personal. It’s hope. It’s uncertainty. It’s hard. Dr. Fertility wanted to make it easier.

With £2.6 million raised and 70,000 customers, they were already trusted. But they aimed higher: a service that didn’t just guide but truly supported every step of the way.

Overview
a man and woman sitting on a bed in health behaviour change
a man and woman sitting on a bed in health behaviour change
Fertility feels lonely

For many, starting a family is overwhelming. It's isolating, confusing, and emotionally draining.

  • Isolation:
    NHS guidelines mean couples often wait two years before medical help, enduring heartache and uncertainty alone.

  • Unclear guidance:
    Advice is either too clinical or too personal to apply.

  • Overlooked partners:
    Men often feel excluded from the process entirely.


Dr. Fertility needed to become more than a product provider. They needed to build trust and support from the very first step.

"Fertility isn’t just a medical journey. It’s an emotional one."

Women, men and couples shared their stories of stress and confusion. Men spoke of feeling sidelined. Everyone agreed: empathy matters as much as information.

Our work focused on answering three key questions:

  1. What do people really need?

  2. Where are current systems falling short?

  3. How can Dr. Fertility be a trusted partner in this journey?

The problem
Strategy approach to the fertility behaviour change project
Strategy approach to the fertility behaviour change project

Through behavioural research we uncovered three core needs that shaped the behavioural strategy:

  1. Guidance:
    Step-by-step advice to cut through the noise.

  2. Education:
    Reliable, easy-to-understand information.

  3. Emotional support:
    Tools and content that reassure, not overwhelm.

Our approach
a man and woman sitting on a bench in a city
a man and woman sitting on a bench in a city

Building trust at every step

We crafted a strategy to provide personalised, inclusive support across the fertility journey.

1. Smart digital support
  • Guidance first:
    A personalised chatbot with expert advice to simplify decisions and reduce stress.

  • Education first:
    A knowledge hub offering quick, reliable answers to empower users.

2. Inclusive tools for partners
  • Male-specific advice and shared tracking tools brought men into the conversation.

  • Communication aids helped couples navigate the journey together.

3. Seamless tracking, no pressure
  • Personalised content and reminders to make fertility tracking easy without adding stress.

4. Refined brand strategy
  • A compassionate, inclusive voice that made everyone feel welcome.

  • Sub-brands tailored to different audience needs, expanding reach and connection.

Solutions
  • Broader reach:
    Men engaged with tools designed just for them.

  • Stronger resonance:
    The refreshed brand became a trusted guide for people starting their fertility journey.

  • Empathy that matters:
    Customers valued the emotional understanding woven into every interaction.

"In one update, I learned more than I did in months of Googling."

A Dr Fertility user

"Alterkind’s guidance is our business bible. It’s our go-to for clarity every time."

– Kobi McCardle, Co-founder, Dr. Fertility

Impact

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