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For more about how we can help you to begin your IVF journey abroad contact us on:
For more about how we can help you to begin your IVF journey abroad contact us on:
Personalised, hands-on Support and guidance to help find your dream match clinic in the right destination and support you every step of the way (so you can feel confident in your chances of success, calm in the process and finally on the road to creating your dream family without any further delays).
Personalised, hands-on Support and guidance to help find your dream match clinic in the right destination and support you every step of the way (so you can feel confident in your chances of success, calm in the process and finally on the road to creating your dream family without any further delays).
Strategic UK Growth for Established Fertility Clinics
Strategic advisory to build and strengthen patient acquisition and long-term commercial performance.
For clinics already attracting UK patients, this work focuses on refining positioning, communication and the patient journey to improve patient experience and increase referrals and conversions.
For clinics preparing to enter the UK market, the focus is on building a credible and well-positioned presence from the outset.
Beyond visibility
The UK fertility market for patients seeking treatment abroad continues to grow rapidly.
Rising infertility rates, reduced access to public sector funding, regional variation in clinic access, long waiting times and eligibility restrictions within the UK all contribute to patients exploring options overseas.
Many are seeking faster access to treatment, clear cost advantages, greater clinic choice and a higher level of customer service. Many are also seeking greater transparency, clarity, personalisation and real support throughout the process.
Some patients are unable to qualify for treatment within the UK system. For others, donor availability and different frameworks around anonymity influence the decision to look beyond the UK.
Greater clinic choice abroad and the ability for some patients to stretch their budgets further are also influencing decisions, particularly in the context of wider cost-of-living pressures.
Many of these pressures also exist within the private sector, driving more patients to consider treatment abroad.
For clinics, this creates a significant opportunity within an increasingly competitive international market.
However, success requires more than visibility alone.
Positioning, messaging, clarity of communication, cultural understanding and the overall patient journey all influence how UK patients perceive a clinic and whether they feel confident taking the next step.
In many cases, opportunity is quietly lost before a patient even makes contact — or during the early stages of enquiry and consultation — often without clinics fully realising why.
Where UK confidence and growth is won or lost
UK patients typically research extensively before contacting a clinic.
Their impressions are often formed during the research stage through a clinic’s website, patient reviews, messaging, clarity of information and the overall tone of communication.
These early signals strongly influence whether a clinic is contacted at all.
Once contact is made, confidence continues to develop through every stage of the patient journey — from the first enquiry through consultation, treatment and follow-up.
UK patients have high expectations throughout this entire process.
Their assessment of a clinic does not depend on success rates alone. It also includes the responsiveness, content and tone of the first reply and beyond, how information is provided, presented and explained by patient coordinators and medical teams, the structure and tone of consultations, transparency around pricing and the overall continuity of communication.
In practice, many clinics apply these standards generically rather than through a specifically UK-informed lens.
Sometimes subtle differences in language, communication style, expectations or cultural understanding influence how a clinic is perceived and how confident a patient feels proceeding with treatment.
Trust can weaken at any stage.
These moments of friction are often small and difficult for clinics to identify internally, yet they can significantly influence whether a patient proceeds with treatment or chooses another clinic.
Because UK patients have significant choice within the international fertility market, clearer positioning, stronger communication and a well-designed patient journey can give clinics a meaningful advantage.
When clinics get this right, the benefits extend well beyond individual patients.
Those experiences often translate into stronger reputation, increased referrals from past patients and long-term growth. They can also support increased recognition among UK professionals who guide patients towards clinics abroad, as well as broader industry recognition and awards as positive patient experiences are shared.
Why my perspective is different
My perspective is shaped by both personal experience and direct exposure to hundreds of real patient journeys navigating fertility treatment abroad.
I was a fertility patient abroad myself, and through my work I have guided and supported more than 200 patients through fertility testing, treatment and gynaecological procedures overseas from end to end.
Through this work I see how patients research clinics, what attracts them to different countries and providers, what creates hesitation and what ultimately influences whether they proceed with treatment.
Patients also share their experiences with me throughout their journeys, giving me continuous insight into what clinics do well and where patient confidence can sometimes weaken.
I am often copied into communication between clinics and patients and hear honest feedback throughout the entire process — not just after treatment has finished.
I have also visited several clinics abroad and observed how clinics operate in practice.
Alongside this work, I remain actively involved within the international fertility sector as:
Judge — European Fertility Care Awards, including judging Best Fertility Clinic and Best Patient Support
Speaker — The Fertility Show London Expert Panel
Host — Podcast discussing fertility treatment abroad, and a recognised voice within the international fertility community
Importantly, I operate independently and do not take commission from fertility clinics for referrals.
This means my work supporting patients remains entirely impartial.
Through my work supporting patients and working closely with fertility clinics, I sit in a unique position between patients and clinics and see clearly where expectations align, where misunderstandings occur and where opportunities exist to improve the experience.
These have become some of the most powerful advantages of the way I work.
This position allows me to act as a bridge between the patient perspective and clinic operations, identifying opportunities to strengthen trust, communication and patient experience across the entire journey.
How the advisory relationship works
This work takes the form of a strategic advisory relationship with a small number of established fertility clinics.
The work is primarily delivered remotely, allowing clinics to access strategic guidance while integrating the work into their existing operations.
Where helpful, I may also visit clinics in person to observe the patient journey, meet key team members and review processes within the clinic environment.
The work typically involves reviewing how the clinic currently attracts, communicates with and supports UK patients.
This may include reviewing marketing materials, website content, enquiry handling, the content and tone of communication, how information is provided and explained by patient coordinators and medical teams, consultation structure, post-consultation follow-up, existing patient feedback and online reviews, as well as the wider patient journey.
Implementation is typically carried out by the clinic’s internal teams or existing marketing partners.
My role is to review and provide strategic insight based on patient behaviour, expectations and experience.
All work is carried out confidentially and remains entirely separate from my patient support work. Any recommendations I make to patients will continue to remain impartial.
To ensure depth of involvement and meaningful impact, I am able to work with only a small number of clinics at any one time.
Areas I typically support clinics with
Every clinic is different, as are their strengths, weaknesses and goals.
The areas of focus therefore vary depending on the clinic’s current position and ambitions.
For clinics already attracting UK patients, the work often focuses on reviewing existing strategy, communication and patient journey to identify opportunities to strengthen positioning, improve patient experience and attract and convert more of the right patients.
For clinics preparing to enter the UK market, the work focuses on helping to define the positioning, messaging, assets and patient journey needed to build a credible presence with UK patients from the outset.
Areas of focus may include:
Positioning and differentiation
Patient acquisition strategy
Messaging and communication
Assets and website experience for UK patients
Enquiry handling and early communication
Consultation experience
End-to-end patient journey
Who this work is best suited for
This advisory work is best suited to established fertility clinics that are clinically strong, operate to high ethical standards and are serious about growing their presence with UK patients.
Some clinics are already attracting UK patients and want to refine their positioning, communication and patient journey.
Others are preparing to enter the UK market and want to build a credible and trusted presence from the outset.
The clinics best suited to this work recognise that attracting the right patients — not simply more patients — is essential for delivering excellent patient experiences and long-term growth.
Explore a Strategic Relationship
I work with a small number of established fertility clinics at any one time to ensure the level of focus and involvement this work requires.
If you are exploring how to strengthen your positioning with UK patients, attract and convert more of the right UK patients, improve how your clinic is experienced throughout the patient journey or build a strong and credible presence in the UK market for the first time, you are welcome to get in touch.
Start the conversation
If you would like to explore whether this type of strategic advisory support could benefit your clinic, please complete the form below and share a little about your clinic and your goals.
I personally review every message and respond.
In some cases we may exchange a few messages first before arranging an initial conversation.
This conversation allows us to explore your clinic’s ambitions, current position and whether this type of advisory support may be valuable.
If it appears there is strong alignment, we can then discuss what a potential advisory relationship could look like based on your clinic’s strategic priorities.
Emma Haslam
Founder, Your IVF abroad
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