Robert Borowczyk: Fertility Questions Need Different Answers
Robert Borowczyk, Founder and CEO at Irresist, shared on LinkedIn:
“I think IVF websites ask too much of the ‘Book a consultation’ button.
A visitor can read an IVF treatment page and still wonder what a first consultation would help them decide.
At the bottom, they find the same button they saw at the top: ‘Book now.’
A good explanation of the treatment may still leave that practical question unanswered.
Researchers presented a study at the 2026 ISPOR Asia Pacific Summit based on 22,619 public English-language Reddit and YouTube posts about fertility care.
In 10,772 of those posts, they found a need they could identify.
Information gaps appeared in 77.5% of that group.
But posts also showed:
- emotional distress,
- difficulty making decisions,
- trouble finding the way through care.
Some posts contained more than one kind of need.
The study did not look at clinic websites. I wouldn’t use it to guess what a particular visitor needs.
But it does make me question the idea that more information is always the answer.
A treatment guide can explain how IVF works.
It may not tell someone where to find personal support or what a first appointment could help clarify.
When I look at an IVF page, I would start with the question it’s meant to answer.
Then I’d look at whether the next step fits that question.
What someone clicks can offer a clue, but it cannot reveal their feelings or medical needs.
Which kind of help is hardest to find on your clinic’s website: an explanation, human support, help deciding, or a clear next step?
One finding adds an important twist: information gaps and emotional distress appeared together in 38.2% of posts where researchers could classify a need.
So I wouldn’t place every visitor into one fixed category. A person may need an explanation now and a chance to speak to someone later.
The study covered public English-language Reddit and YouTube posts, not a representative sample of fertility patients. The categories overlap, so the percentages don’t add up to 100.
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