Dr Fertility
Dr Fertility
Guiding people in their journey to conception
Behavioural Research, Behavioural Journey Mapping, Brand Strategy
Building compassionate, personalised support in people’s fertility journey.
Turning understanding into meaningful support
Project Overview
Dr. Fertility supports individuals and couples navigating one of life’s most emotional journeys—starting a family. Their mission is clear: make fertility care personal, compassionate, and tailored to each individual’s unique situation. But they knew they could do more to understand their customers’ needs on a deeper level.
That’s why they partnered with Alterkind. Our goal was to uncover key behavioural insights that would shape their services, refine their brand, and help them build a deeper, more meaningful connection with their customers.
"I didn’t realise how complex fertility was until I tried."
Women trying to concieve
2 years is a long time in fertility
Context and Background
Under current NHS guidelines, couples must be actively trying to conceive for two years before they can access medical assistance. By the time they reach this point, many have already endured heartache, worry, and loss. Dr. Fertility’s founders know personally the emotional toll this takes on couples, so they wanted to do more. While they already offered products to support people on this journey, they knew there was a need for something beyond products—support that would guide and reassure couples long before they hit that two-year mark.
Understanding the emotional landscape of fertility
Challenge
For many, the fertility process feels isolating, confusing and lonely. People either get clinical advice that lacks empathy or personal stories that don’t apply to them. Dr. Fertility’s challenge was to connect with people from the start, particularly those just beginning their fertility journey and men who often feel left out. The goal was to create services that made every person feel understood and supported, no matter where they were in the process.
Building trust through understanding
Approach
Fertility journeys can be overwhelming, often filled with conflicting advice and emotional ups and downs. Dr. Fertility wanted to cut through the noise and provide clear, trustworthy support. To do this, we asked: What do people actually need? Where do current systems fall short? And how can Dr. Fertility position themselves as a reliable partner in this deeply personal journey?
We listened to their users, explored their stories, and found three core needs: guidance, education, and emotional support. These insights drove our entire strategy, shaping how Dr. Fertility could offer more relevant and compassionate care.
When information isn’t enough, emotional support matters
Solution
We crafted a focused strategy for Dr. Fertility, aiming to deliver personalised, inclusive support throughout the fertility journey.
Full Fertility Support
We recommended two paths: focus on the entire reproductive lifestyle or specifically on the family fertility journey. Both options ensure Dr. Fertility engages users from the first step to parenthood, providing continuous, tailored support.
Smart Digital Product
For the chatbot, we offered two approaches:
Guidance First: A personalised guide offering step-by-step advice written by fertility specialises, reducing stress and simplifying fertility tracking. Including video access to specialists.
Education First: A knowledge hub where users can easily find reliable answers, empowering them to make informed decisions.
More Inclusive, More Reach
We proposed a brand refinement to create a more compassionate and inclusive identity. This also includes developing brand traits, voice and sub-brands to cater to different audience segments, ensuring everyone feels supported.
Seamless and Stress-Free
We outlined tools for self-tracking, personalised content, and reminders that make fertility tracking easy without adding pressure, creating a more supportive digital experience.
Inclusive Partner Support
We emphasised the importance of supporting both partners by offering male-specific advice, shared tracking, and tools to support couple communication, ensuring both individuals feel included in the journey.
“In one upate from Dr. Fertility I learnt more than I probably did in 6-9 months of Googling stuff."
A user of Dr. Fertility
Outcome
The refreshed brand resonated more strongly with people just beginning their fertility journey and with men who often felt overlooked by traditional fertility support systems. Customers reported feeling more connected and better understood, and they valued the empathy built into every interaction.
“Alterkind’s guidance has become our business bible. Whenever we're uncertain about a decision, we turn to it. It’s been our absolute go-to, giving us clarity and direction every time."
Kobi McCardle, Co-founder of Dr. Fertility
