Fertility clinic marketing for IVF, egg freezing and family building.

What does a fertility clinic marketing agency do?

It reaches three audiences, each with its own rules: the patient a doctor sends or who researches IVF on their own, the person weighing egg freezing who is not a patient yet, and the healthy adult who might become an egg donor or gestational carrier. Doctors come first for many: in a 2024 peer-reviewed survey of 336 adults aged 18 to 50 (an online panel, not clinic patients), asking their primary care physician was the most common way respondents would find a fertility specialist (44.64 percent), and they did not prefer social media for it. The same survey found: YouTube was the preferred SM platform if respondents were to follow a REI clinic with a preference for posts focusing on education (SM is social media; an REI is a reproductive endocrinology and infertility specialist). The referral path is your team's relationship with referring offices; we write articles that answer what their patients ask. Here is what we run and where it sits in a plan:

How can a fertility clinic advertise its success rates?

If the clinic is a SART member, only in SART's format. Since October 1994, federal law has required every assisted reproductive technology program to report its pregnancy success rates each year to the Secretary of Health and Human Services through the Centers for Disease Control, and requires the Secretary to publish the name of any program that fails to report. That law sets no ad format. The Society for Assisted Reproductive Technology (SART) does, for its members: Adherence to this advertising policy is a requirement for membership in SART. Its rules for success data apply to all forms of presentations including video, website, printed media and/or social media postings. We hold clinics outside SART to the same standard.

If a clinic shows its rates, it must include AT MINIMUM a direct link to the practice’s clinic summary report (CSR) on SART.org website. It adds: This link must be PROMINENTLY DISPLAYED, at the top of the clinic’s success rate presentation. It also says: We strongly suggest that such a link be the one and only presentation of success rates. Any further numbers come after the clinic's one-page SART “Simple Report”, start with live births per intended egg retrieval by SART age group, show the number of cycle starts beside every rate, and are updated within 30 days of SART's yearly release of its data. The page carries SART's sentence: A comparison of clinic success rates may not be meaningful because patient medical characteristics, treatment approaches, and entry criteria for ART may vary from clinic to clinic. And each SART clinic must advertise only its OWN success statistics.

This is what live births per intended egg retrieval look like in SART's own national report for 2023, with the cycle starts beside each rate, the way a member clinic's further numbers must show them:

In 2020, many member sites fell short. A Fertility and Sterility study read all 361 SART participating clinic websites against SART's 2018 guidelines; about a third showed success rates directly, and only 52.6% of those clinics reported current statistics. We read every success-rate claim against the current policy before it runs.

How should a clinic market egg freezing to people who are not patients yet?

As education to adults, with no promise of a future baby. Meta allows family planning ads, including In Vitro Fertilization (IVF) or any other artificial insemination procedures and Fertility awareness, with the requirement to target audiences 18 years or older. Meta's list does not name egg freezing, so we run it to adults 18 and over as the closest family planning service (our reading). On Google, Treatments for pregnancy and infertility sit in its sensitive health category, and we treat egg freezing as inside it, so the ads run on what people search, not on lists of who visited.

SART's national numbers above are for IVF cycles, not for eggs frozen years earlier, so an egg freezing page states its own physician's guidance on age and on what freezing can and cannot do, in the physician's words. No countdown clocks and no fear copy. Here is the difference in an ad:

How a person's research data may be collected is next, under privacy and geofences.

How do privacy laws treat people researching fertility care?

More strictly than most ad plans assume, and before anyone is a patient. HIPAA covers your patient records, and using them in marketing needs the patient's authorization: a covered entity must obtain an authorization for any use or disclosure of protected health information for marketing. Washington reaches people who are not patients yet. Its My Health My Data Act counts Efforts to research or obtain reproductive or sexual health services as reproductive health information. Since March 31, 2024 (June 30, 2024 for small businesses), a business the act covers may collect consumer health data only as the statute allows: With consent from the consumer for such collection for a specified purpose, or as needed to provide a service the consumer asked for. Sharing it needs a separate consent, unless it is needed for that service.

Two states ban the geofence ads some agencies still sell to clinics. Washington: It is unlawful for any person to implement a geofence around an entity that provides in-person health care services to track people seeking care, collect their health data or send them ads, a geofence being a virtual boundary that is 2,000 feet or less from the perimeter of the physical location. Nevada: A person shall not implement a geofence within 1,750 feet of any medical facility for the same purposes.

So we never sell or run geofencing for a fertility clinic, we put no patient or lead lists into any ad platform, and tracking is set up with your counsel so tags wait for the consent your counsel says the law requires; a consent banner on your site, if you need one, is priced first. Other states have their own consumer health data laws; your counsel confirms which apply where you advertise.

What are the rules for egg donor and gestational carrier recruitment ads?

They speak to healthy adults, not patients, so they get their own campaign and their own rules. The American Society for Reproductive Medicine's ethics committee: The Committee believes that oocyte donation advertising and remuneration representations made by any entity or individual recruiting donors should be accurate and transparent. It adds: If compensation is noted in advertisements, the existence of risks and burdens also should be acknowledged therein. It says compensation should not vary according to the planned use of the oocytes or the number or quality of oocytes retrieved, and it notes that California requires egg donation ads to warn that not all selected egg donors receive the monetary amounts or compensation advertised.

No donor ad can promise acceptance. The FDA says: Donated reproductive tissue (eggs or sperm) are regulated as human cells, tissues, and cellular and tissue-based products (HCT/Ps). Every donor must be screened and tested before the eggs can be used, so an ad recruits applicants. Google lists Surrogacy services among the fertility services it does not allow in 23 named locations; the United States is not one of them. TikTok's US healthcare table has no surrogacy row, while its rows for Canada, Australia and New Zealand bar surrogacy ads. Meta's ad rules say: Ads must not promote the sale of human body parts or fluids. Its only exception is a donation of human fluids such as semen or blood plasma. Eggs are not named, so whether Meta accepts egg donor recruitment ads is unknown; we run none there.

California's warning is cited from ASRM's opinion, which gives the statute as Health and Safety Code section 125325; we did not read the statute itself. A recruitment campaign is priced on the call.

What should a fertility clinic say about cost and coverage?

The whole path, not one cycle's price. Coverage depends on the patient's plan and state, and federal programs differ. For 2025, the federal employee program said All FEHB carriers are required to cover three cycles of IVF-related drugs. In March 2024 the VA said that, under existing law, it covers IVF only for veterans who cannot conceive without treatment because of a health condition caused by their military service, and that it will soon be able to provide in vitro fertilization (IVF) to eligible unmarried Veterans and eligible Veterans in same-sex marriages, with donor eggs, sperm and embryos allowed. It added: Under current law, however, VA is not authorized to cover surrogacy for any Veterans.

So a cost page says what a package includes and what it does not, how many retrievals or transfers a price covers, and how the clinic checks insurance. PELORA states no IVF price; that is the clinic's to publish, as exact prices.

Payment plan ads carry federal disclosure rules when the plan is credit that Regulation Z covers (in general, one with a finance charge or payable by written agreement in more than four installments; your counsel decides), and they apply to any such ad or financing page your team runs (our paid fertility ads carry no payment terms). Under Regulation Z, an ad that states a down payment, a payment amount, a number of payments or a repayment period, or the amount of any finance charge, must also state, as applicable, the down payment, the terms of repayment over the full term, and the “annual percentage rate” in those words, plus the fact that the rate can rise after the loan starts if it can. The Consumer Financial Protection Bureau's interpretation adds: These provisions apply even if the triggering term is not stated explicitly but may be readily determined from the advertisement.

Meta adds its own step. In the US, a payment plan ad runs in Meta's financial products and services category; Meta lists 0% APR installment payments, including buy now, pay later (BNPL) and in-house installment payments and says Ads may be rejected if an appropriate category is not chosen.

Whether a refund or multi-cycle package counts as credit depends on its terms; your counsel decides. State insurance mandates differ and change; we state no count of them.

What do Google, Meta and TikTok allow for fertility ads?

In the United States, all three accept fertility clinic ads, with limits. For fertility, our ads stay educational: they explain a treatment or invite people to an information session, and they link to a page of yours that carries the same explanation and offers the consultation; a new landing page is priced first. Each platform's rule in its own words, read October 28 and 29, 2026:

What can a fertility clinic's ads, bios and patient stories claim?

Facts the clinic can show, and nothing that ranks it. SART's policy gives these as examples of claims it bars: Our clinic has the best doctors in the United States and Our practice has world-class experts in reproductive medicine. Its reason: Because practice patterns and patient demographics differ among clinics, claims of superiority are not verifiable and are prohibited. It also bars linking or referring to websites that rank IVF programs, and says: It should be made clear to patients if procedures or treatments advertised are still considered investigational or experimental.

A baby photo beside a success rate is a success claim. Patient stories and photos go up only with the patient's signed HIPAA marketing authorization. Our practice is to show beside them what is typical for that age group, from the clinic's SART report or, outside SART, the clinic's own reported rates, because SART says The advertisement must not lead the reader to believe that the chances of success are greater than they really are. SART also puts the agency's work on the clinic: The practice and medical director are held responsible for the content of all advertisements. We check each physician's bio and every claim against these rules and list the fixes for your web team; site edits are priced first.

How does PELORA run fertility clinic marketing?

Each audience gets its own campaign and count; new pages are priced first.

1. Rules before ads

   We confirm whether the clinic and each lab site report to SART, read the live platform policies and the health data laws of the states you advertise in, and list what the clinic may claim.

2. Separate audiences, separate campaigns

   IVF patients and egg freezing each get their own campaign; the $3,500 plan includes up to 2, and a third is an add-on. Donor or carrier recruitment is its own campaign, priced on the call.

3. Accounts in your name

   Ad accounts are yours and billed to you by the platforms. No geofencing, no remarketing to people who researched care, and no patient or lead lists in any platform.

4. The medical director approves

   Every ad, article and success-rate claim goes to the medical director before it runs, because SART holds them responsible.

5. Count consultations and cycle starts

   Reported monthly by service and location, so you see which audience fills the calendar and which only fills the inbox.

How is this different from what ranks for fertility clinic marketing?

Google showed these top five organic results for “fertility clinic marketing agency” on October 28, 2026: two agency service pages, a fertility marketing firm's page and two agency-written lists that rank their own publisher first. Here is what they show a buyer:

Counted from all five results, read October 28 and 29, 2026.