Anna Figiel: What Can Fertility Clinics Learn from IKEA?
Anna Figiel, Co-Founder and Chief Operating Officer at Irresist.io, shared on LinkedIn:
”What Can Fertility Clinics Learn from IKEA?
Think about IKEA. You can buy a table, a sofa or a wardrobe in many different places. So why do millions of people choose IKEA?
Because IKEA doesn’t just sell furniture. It creates an experience around it. From the moment you walk into the store, you are guided through ideas, inspiration and possibilities. You can imagine how things might look in your own home before you make a purchase.
And this is where I see an interesting parallel with fertility care.
Two clinics may offer similar treatments, have highly qualified medical teams and use comparable technologies. But what happens before a patient ever books a consultation?
Today, many fertility clinic websites still offer essentially the same experience to everyone.
Yet a woman exploring egg freezing is looking for something very different from someone researching IVF after previous unsuccessful treatment. Their questions, expectations and information needs are not the same.
At Irresist, we believe this is an opportunity to rethink the digital experience before treatment begins.
We help fertility clinics move beyond a one-size-fits-all website experience and create more personalised journeys that respond to what prospective patients are actually looking for.
Because the experience of choosing a clinic starts long before the first appointment.”
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