IVF Clinic Marketing Claims: Five Things to Ask Before You Believe the Pitch

A big success percentage needs five follow-up questions

Ask what outcome is measured, the denominator, age group, egg source and reporting year. A fertilization rate is not a live-birth rate; pregnancy per transfer is not cumulative live birth per retrieval.

If a clinic can define the statistic clearly, great. If it cannot, remove the percentage from your decision.

“All-inclusive” is not a standardized medical term

Ask for the line items. Medication, ICSI, freezing, storage, PGT, donor services and later FET are common places where treatment pathways diverge.

A more expensive-looking itemized plan can be easier to budget than a cheap package with undefined exclusions.

Guarantees need contract language

If a clinic offers a refund, guarantee, multi-cycle package or outcome-based program, ask for the written eligibility rules and refund conditions before paying. Many such programs limit eligibility by age or clinical profile.

Do not treat a salesperson’s summary as the contract.

Evidence matters most when the add-on is expensive

Current HFEA reviews remain cautious about many treatment add-ons and emphasize that most have not been shown to increase the chance of a baby for most fertility patients.

Ask for the clinical rationale and evidence before paying for an optional extra.

Urgency should come from biology, not a sales countdown

Some fertility decisions are time-sensitive. That does not mean a clinic needs a fake “two spots left” timer. A real urgency discussion should be tied to medical facts, cycle timing, donor availability or laboratory scheduling.

If the only reason to pay a deposit today is a marketing deadline, slow down.