Genova is a fertility centre. IVF is a category where the audience arrives frightened, under informed, and surrounded by conflicting advice from family, forums and social media.
The problem
Fertility marketing fails in two directions. Clinical language leaves patients more confused than when they arrived. Emotional marketing promises outcomes nobody can guarantee, which is both unethical and, in this category, obvious to the audience.
What Arrax built
Arrax built a patient education and video programme hosted by the centre’s own doctor. Explaining a process on camera, in plain language, from the person who will actually be treating you, does more for trust than any amount of advertising copy.
The content covers the questions patients are too embarrassed or too overwhelmed to ask: what the process involves, what the timelines are, what affects the odds, and what happens if a cycle does not work. Production runs through the Arrax studios, which keeps the volume sustainable and the quality consistent.
Why this one is different
The measure here is not reach. It is whether a patient walks into a first consultation already understanding the process, which makes the consultation better and the decision more considered.
What Arrax provides
- Patient education content strategy
- Video production and direction from the in house studio
- Doctor led explainer series
- Social distribution and channel management
- Website and landing page support
Work with Arrax
Arrax is a marketing agency that also builds software. If your business needs campaigns, a website, a CRM, automation or a custom tool, it can all come from one team. Request a free audit and a senior strategist will walk your accounts and send you a recorded review within 48 hours.