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Gynecologist showing patient ultrasound of fetus on tablet. Diagnosis and management of pregnancy concept

“Ground-breaking” digital fertility platform to shake up IVF industry – is set to launch an online platform for digital fertility treatment to take a slice of the global IVF market, which is predicted to be worth $33.9bn by 2028.

NOW-fertility is part of the Microsoft for Start-ups Program, plus working in collaboration with global technology companies on systems integration and IT developments.

NOW-fertility will operate as a digital IVF portal, run by a dedicated team of multi-lingual fertility physicians, nurses, counsellors and advisors offering 24/7 personalised and supportive consultancy and care throughout a patient’s fertility journey.

It will match fertility patients with the very best-performing IVF clinics based on their location and therapeutic needs and requirements. Investigations, ultrasound scans and blood tests will be carried out close to the patient’s home by an approved satellite clinic.

This blend of ‘always on’ virtual consultancy and support, with the physical care offered by IVF centres of clinical excellence will, says NOW-fertility, give patients seamless access to state-of-the-art treatment. This patient-centred approach will be effective in reducing the time, stress and costs involved in traditional fertility journeys.

NOW-fertility adds that for the IVF clinics it partners with, its approach will improve margins, expand their geographical reach and reduce the financial commitment they must currently make to marketing and advertising.

NOW-fertility’s pricing structure will be based on national prices 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, it will partner with regulated and established funding providers to offer patients a range of finance options.

The global IVF market is growing rapidly, with 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.

NOW-fertility expects demand for assisted conception treatments to continue to increase influenced by a range of factors, including a trend towards late family planning, availability of clinics, new technologies and devices, cost-effectiveness, safety and increasing success rates.

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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.

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.

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.”

For more information about NOW-fertility please visit

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