The Girl Scout Cookie Strategy Isn’t Working for Fertility Clinics
I was a Girl Scout for years.
I remember how your status was determined based on the number of patches on your sash. Although fond memories remain of Friday evening craft sessions, the Girl Scout culture just wasn’t right for me. This likely stemmed by the interactions I had with our group leaders. They seemed to all be stay at home moms who prioritized the badge count of their daughter over the other members in the group. And the annual Girl Scout cookie sales… don’t even remind me of that.
It was one of those selling campaigns where you received an official order sheet. You likely handed it off to your parents to bring to their jobs. When they returned with an order count that was less than your expected minimum, you as a young girl had the audacity to look up to your parents and say,
“That’s it? That’s all you were able to get?”
It’s awful just thinking how something so harmless and good natured in ethos like the Girl Scouts became soiled by a selling scheme and patch hierarchy. I haven’t had a Girl Scout cookie for years, but I see tables set-up outside of supermarkets from time to time. Lined up with Thin Mints® favorites or the iconic Trefoils® shortbreads, the push to buy cookies is still strong no matter how our culture has changed - or our dietary patterns have altered.
This led me to an article written by Trevin Shirey, VP of Marketing at WebFX. He talks about the four marketing lessons learned from selling Girl Scout cookies - and there’s actually striking similarities on how fertility clinics market IVF treatment in today’s world. Same strategy, but it’s not working for fertility clinics.
Here’s why:
Scarcity creates demand. The concept of “limited availability” is nothing new in the world of reproductive care. As you get older, there’s statistical evidence proving that your ovarian reserve diminishes over time. More women are undergoing IVF earlier because they want to postpone becoming a parent or haven’t found a partner. In a single embryo transfer study, RMA Network analyzed 4,515 patients with up to three consecutive Single Embryo Transfers (SET) of chromosomally normal, or euploid, embryos. The results? 94.9% achieved a pregnancy. Some women go for multiple rounds of IVF for several reasons. For example, not getting a “good enough” number of eggs in the first round (the “good enough” definition varies among cases) or you’re faced with a chronic condition that may impact the genetic makeup of the embryo.
I’ve very rarely heard women going through a single round of IVF. Are fertility clinics using the scarcity tactic or do we really need to go through several rounds to provide an “insurance cushion” to conceiving? Interest in IVF isn’t short in demand. The cost + equitable access to IVF within a “reasonable” wait time are the biggest factors that impact the scarcity level for patients.
Supporting a cause drives action. Ah yes, charity. The costs of IVF treatment alone may be a hard pill to swallow for many seeking to start a family. We all agree that an empathetic approach is especially needed for patients during their infertility journey - but how much of this is authentic compared to a hard sell?
I’ll share a personal example here. I live in a rather rural state that doesn’t offer many options for reproductive care. What’s even harder is finding a specialist who understands infertility + endometriosis. I called a clinic nearby asking if they had an REI with endometriosis experience.
“We only help those who are looking to get pregnant through IVF. You’ll have to find someone else to help with your endometriosis.”
I was flabbergasted! Endometriosis has strong ties to infertility. There’s no dispute in that. My endo will likely impact the success rates of IVF. Are you going to shrug your shoulders if (and when) I go through several unsuccessful rounds - and then politely take my money? This is the tragic world of healthcare that we now live in…
Online isn’t always the answer. Amen to that! Although I appreciate time-saving virtual appointments, sometimes in-person is required. Really good doctors pick up on social cues. They notice when you’re on the verge of tears. They see your clammy hands fumbling as you go through your symptom list. They even pick up how you sit on a chair. I remember my first doctor noting that I sat on a chair in a specific way to overcompensate for my abdominal pain. This alone made the in-person visit worth it. Every person going through infertility should be offered a hug, a tissue, a slice of humanity. Virtual helps, but it doesn’t replace the in-person support that you sometimes just need.
It’s all about the product. According to the Pew Research Center, there’s no shortage of interest in IVF. About 42% of Americans say they or someone they know has used fertility treatments. The same study estimates 1 in 10 U.S. women ages 15 to 44 have received fertility services. Reports even suggest that the need for treatment outweighs clinician availability. When I last asked my fertility team how far out they were booking out for IVF, they gave me a 1 year wait estimate. Unbelievable. No, my dropping AMH levels cannot wait a year. How in the world does this constitute equitable access to reproductive health? It simply doesn’t.
This is why innovation is so critical. It’s not just about IVF. It’s about how IVF is evolving with today’s changing needs. The yesteryears and old school mechanisms of selling IVF are no longer enough. There’s a greater demand for new technologies, new approaches to increase the odds of fertility. Each case is different even in a very minor way. To help customize the reproductive approach, fertility clinics will need to invest in:
AI to make objective decisions based on a data pool of thousands, and to help with embryo grading.
Robots to more precisely and quickly launch plate making, a low stakes entry point for robotic assistance.
Genetic testing updates with quicker results, minimizing the additional wait time to transfer.
Sperm collection from the comfort of your home without the worry of rushing to a clinic in time to deliver.
At-home monitoring with wearable reproductive health devices to transition the lab experience into a patient’s home, adding comfort and privacy.
Stem cell-based embryo models to help create eggs and sperm irrespective of age.
As the common saying goes, “That’s the way the cookie crumbles.” But why do we have to accept this as the common notion? As a patient, this is the question that I pose to fertility clinics. Why the hesitation to change your approach? A template IVF roadmap isn’t working anymore. I urge founders and clinicians in reproductive health to lean into innovation to adapt to our changing needs. Perhaps the more we say it, the sweeter the journey will be more millions.
Sunny side bump,
Olivia
