The challenge
A 3-centre IVF clinic chain was running a 6-9 month decision cycle on every couple — first consult, investigations, second consult, financial counselling, then maybe a cycle. Coordinators followed up on memory and a spreadsheet. 78% of consulted couples either dropped off or reappeared at a competitor 4 months later. Bharat Serums protocols and outcome tracking lived on PDFs in folders. There was no honest funnel data.
How we deployed
- Built a 90-day nurture sequence on WhatsApp + email tailored by stage — first consult, post-investigation, pre-cycle, mid-cycle, post-outcome.
- Auto-generated EMI plans from the clinic CFO-approved structure for every couple based on chosen protocol.
- Surfaced financial counsellor handoff at the right moment in the sequence, not at the front desk.
- Built a longitudinal outcome tracker keyed to cycle ID — start, retrieval, transfer, beta hCG, clinical pregnancy, live birth.
- Triggered empathetic outcome-specific follow-ups — failed cycle gets a different message than a positive beta.
- Surfaced cohort-level success-rate analytics to the medical director by protocol and age band.
What changed
- Consult-to-cycle conversion lifted from 11% to 27% over 6 months.
- EMI / payment plan uptake grew 118% as the option was offered earlier and more clearly.
- Coordinator load dropped 47% — same team handling more couples with better follow-through.
- Cycle outcome data became clean enough for the clinic to publish honest success rates by age band.
- Drop-off-to-competitor rate (measured via re-enquiry pattern) fell sharply.
"IVF is a long, emotional decision. Patients need to feel held, not chased. The sequence finally lets us hold them properly."
— Medical Director · IVF clinic chain