Genea

Positioning Newcastle to an Asian market as the destination for IVF solutions.

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  • Campaign
  • Digital
  • Social
  • Strategy

Genea is an Australian-based fertility clinic that virtually doubled IVF success rates for patients in the mid-nineties. Their latest innovation is a one-of-a-kind three-week medical experience in the idyllic Newcastle, combining science and holistic lifestyle therapies to create a positive environment for patients who seek assistance with conceiving. In 2016, China lifted their one-child policy and presented a huge opportunity for Genea.

Our UX process focused on demystifying and breaking down barriers to the IVF process. Guided by Genea’s ‘professional, but relatable’ brand guidelines, we utilised infographics and icons within an extremely intuitive navigation to break down complex information. We also ensured the website was fully responsive for mobile and tablet use, as well as optimised for organic search with a strong selection of keywords in English and Mandarin. With IVF having the potential of being a very emotional process for women, we understood that clarity and tact was paramount in this project.

 

 

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For marketing something as personal as IVF, extreme care was required.

We needed to create a true emotional connection that went beyond the webpage. Tapping into insights about the increased chance of pregnancy in reduced-stress settings, we procured a tourism-style video that transported the target market to the calming shores and boutique city hubs of Newcastle.

While all-inclusive destination treatments are available worldwide, what sets Genea apart is the location itself. Newcastle’s holiday-style offerings present the ideal setting to undergo fertility treatment. With most parents in the Chinese market used to the high-volume, busy clinics of China, Genea’s bespoke, tailored service in a picturesque location was what ultimately set them apart.

 

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