NOW-fertility.com – a trail-blazing new digital platform – is launching Spring 2022. The new ‘technology unicorn’ is flagged as one to watch as it aims to revolutionise the way assisted conception is accessed by millions of people with infertility concerns.

As the new go-to portal for individuals and couples seeking medically assisted human reproduction, NOW-fertility’s vision is to become the leading worldwide digital platform for IVF.

NOW-fertility, being part of the Microsoft for Start-ups Program, is building the platform in collaboration with system integration and IT development giants.

For the patient the IVF journey will be seamless and accessible: virtual consultations, investigations and monitoring will be arranged at convenient locations, medications delivered direct to patients’ doors, all backed by a network of Centres of Excellence for laboratory and theatre procedures. This patient-centred approach will be effective in reducing the time, stress and costs involved in traditional fertility journeys.

In order to achieve its vision of ‘More IVF babies, less stress’ NOW-fertility will operate around three core principles:

Technology: A cloud-based, bespoke and highly secure platform, which also integrates Machine Learning to prognosticate the best chances of success, and Artificial Intelligence to drive patient engagement.
Accessibility: A network of licensed Centres of Excellence for the delivery of IVF-based services and outstanding satellite clinics for diagnostic and monitoring investigations.
Time: A reduction in the time commitment of patients during the highly stressful period from when they begin to think about IVF, to starting treatment, from 24-30 hours to eight hours.
Digital transformation

NOW-fertility founder Professor Luciano Nardo explains: “In other market sectors, a wide range of small and large companies have leveraged e-commerce to reach new audiences and to create new ways of delivering traditional products and services better tailored to consumer needs. The new business model is to take the service to the consumer and provide a better experience. Healthcare is no exception.

Digital transformation is touching every aspect of healthcare delivery and provision; the pandemic has only served to accelerate this. The way in which clinics share information and engage with patients has changed, and the scope of services has evolved,” continues Professor Nardo, adding: “The industry-wide movement to online and remote services has been transformative and there are a number of new steps all clinics, healthcare professionals and regulators can take to meet the new challenges and opportunities.

Through virtual platforms, healthcare professionals can improve efficiencies, as well as communicate with their patients, support, and advise them whenever required, and offer a more convenient and faster experience.

NOW-fertility will provide IVF cycles at top-performing partner clinics worldwide, with no waiting times. Patients will be uniquely offered virtual consultations, accessible, and affordable care with guaranteed availability at the best centres,” says Professor Nardo.

Improved clinic margins

NOW-fertility’s approach will also improve margins for partner clinics, expand their geographical reach and reduce the financial commitment to marketing and advertising.

Continues Professor Nardo: “In traditional IVF delivery, each clinic generates leads from referrals and marketing spend. However, patients rarely understand which clinic is suited to their medical history, or which clinics have the shortest waiting times. At the same time, patients want to be treated by a reputable clinic, but that often means having to wait, and no access to 24/7 expert support and advice.

The NOW-fertility platform will also benefit clinics by creating another source of referral and hence an increased volume of patients, without the associated costs of marketing, cycle management and administrative overheads.”

A growing market

The global IVF market is expected to be worth $33.9bn by 2028, a compound annual growth rate of 6.5%: Every year circa 48 million couples are affected by infertility and there are 2.5 million IVF cycles performed worldwide and NOW-fertility expects demand for assisted conception treatments to continue to increase influenced by a range of factors, including better understanding of fertility problems, a trend towards late family planning, availability of clinics, new technologies and devices, cost-effectiveness, safety and increasing success rates.

Pricing

NOW-fertility’s pricing structure will be based on national prices that will bench-marked with partner clinics in each country in which it operates. Plus, in its bid to make assisted conception treatment more accessible and affordable, whilst reducing the additional stress caused by costs and financial uncertainty, it will partner with regulated and established funding providers to offer patients a range of finance options.