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How Fertility Became Big Business
Examining the science and marketing that reshaped fertility care—and what happens when Gen-Z steps into the mix.
Clara de Lima
November 26, 2024
In 2015 there were about 7,600 egg freezing cycles recorded in the US—by 2022, that number soared to 29,803—a nearly 300% jump. What changed?
The short answer 👉️ science got better, marketing strategy got way sharper.
Let’s breakdown how science, marketing, and consumer trends are reshaping fertility care.
[3-minute read]
Quick context 👀
Fertility science gains 🧪 Egg freezing success improved significantly from a technique called "vitrification," a rapid freezing method that increases egg survival rates.
Fertility companies got savvy 🧠 Companies like Kindbody and Progyny realized the huge potential of targeting HR benefits teams with hefty budgets rather than individuals. Fertility benefits became a key perk for progressive, employee-first companies after Apple and Facebook set the trend in 2014.
The B2B Pivot Playbook for Fertility Companies 📕
Fertility companies mastered the art of selling to employers by crafting a B2B model that appealed to HR leaders while driving top-line growth. Here’s the breakdown:
Strategic positioning: Fertility benefits went from a niche medical expense to an effective recruiting tool for top employers.
Build trust with data: Fertility companies showed HR leaders the returns on their employee benefits investments: better retention, happier employees.
Smart content plays: Case studies, white papers, and success stories built credibility with employers and increased consumer awareness about fertility benefits.
Why it worked 👉️ By targeting HR teams, fertility companies sidestepped the high advertising cost of consumer acquisition by leveraging large employee networks to unlock access to thousands of end consumers.
But why it’s also controversial 👉️ Some say that employer-sponsored fertility benefits put subtle pressure on employees to delay families for careers. Others worry about the “golden handcuffs” effect—where leaving your job means leaving your fertility benefits behind.
How Gen-Z Is Shifting the Market 👩💻
Companies like Flora Fertility are disrupting the fertility benefits market by offering affordable, self-pay fertility insurance—for as little as $15 per month.
Their messaging is set to appeal to Gen-Z consumers who value autonomy, especially when it comes to reproductive rights.
“More than half of Gen-Z work in gig jobs, powering a $1.3 trillion freelancer economy. As this gig economy grows, infertility rates are also climbing - meaning more of these Gen-Z and millennials will likely need fertility care as people delay their child-baring years into their 30s, and even early 40s.
However, without insurance, out of pocket costs can reach more than $50,000. As our workforce evolves, the way we provide care needs to as well.”
“Growing your family—if that’s a goal—shouldn’t mean going into debt or staying beholden to a certain company or career. Gen-Z increasingly values financial freedom, autonomy, and their own choices.”
Hypothesis on how the market evolves 🔮
Fertility companies will need to keep up with an evolving workforce.
Expect a partial shift back to B2C marketing as gig work popularity rises and consumers seek self-insured fertility options.
Traditional B2B fertility benefits companies will need to appeal to a more diverse employee base with offerings like menopause care, genetic screening, and hormone therapies, capturing more HR budgets along the way.
So, whether you’re pro-egg-freezing, anti-golden-handcuffs, or just interested in the marketing strategy, one thing’s clear: fertility care is still heating up.
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Hit reply 📩 to let me know what health and wellness trends you’re curious about.
-Clara
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