The fertility marketing playbook.
How we run fertility marketing for Adora Fertility, one of Australia's largest fertility networks, 80 unbroken months since Nov 2019, services delivered. The integrated playbook covering multi-state intake, hormone-cycle-synced nurture, FIS campaigns, and AHPRA-compliant creative.
The five-line monthly engagement
Five service lines across the Adora engagement:
- SEO programme, continuous since May 2019. Six years deep. Bulk-billing IVF + geo-location optimisation, technical SEO, content authority compounded.
- Google Ads management, a flat management fee on transparent ad cost. Multi-state, geo-segmented, intent-led.
- Meta paid social, a flat management fee on transparent ad cost. Patient-education-led creative, AHPRA-compliant claims, hormone-cycle-aware audience iteration.
- FIS campaign management, Fertility Information Seminars, registration → reminders → consultation booking funnel. Separate spend line.
- Event-led campaigns, Endometriosis Awareness, IVF Awareness Month, Fertility Awareness Week. Calendar-aligned with the event-aware creative cadence.
Why fertility is its own marketing discipline
1. Patient-journey sensitivity
Fertility patients are typically experiencing acute stress. Marketing tone has to be calm, professional, hopeful but not promissory, and respect the regulated-profession standards AHPRA imposes on fertility advertising specifically. Generic B2C marketing tone fails immediately.
2. Hormone-cycle awareness
Patient marketing engagement is non-uniform across the menstrual cycle. EDM nurture sequences synchronised with patient-stated cycle position perform measurably better than calendar-only sequences. This is fertility-specific operational knowledge generic agencies don't have.
3. Multi-state intake
Australian fertility networks operate across multiple states. Per-state geo-segmented Google Ads, per-clinic catchment Meta campaigns, multi-state booking flow architecture, all required infrastructure rather than optional.
4. FIS as a flagship campaign type
Fertility Information Seminars are the dominant patient-education channel in Australian fertility networks. End-to-end FIS campaign management, registration, reminders, post-event nurture, consultation booking funnel, is a flagship marketing programme, not a check-the-box add-on.
5. AHPRA-compliant creative pipeline
Every creative output goes through AHPRA review before it ships. Patient-testimonial standards, claim substantiation, before/after restrictions, regulated-profession standards, all built into the pipeline. The agencies running fertility marketing without AHPRA-aware operations are accumulating regulatory exposure.
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