Nova IVI Fertility: The Infertility myth-busters

Nova IVI Fertility, a chain of fertility centres, used doctors to tackle common fertility myths, which led to a 37% increase in footfall to its centres in India.

Situation analysis

A 2015 Ernst & Young Report, 'Call for Action: Expanding IVF Treatment in India', stated that with rapidly evolving lifestyles, 2.7 crore couples across rural and urban India are diagnosed with infertility every year, and an estimated 10-15% of infertile couples in India are actively seeking treatment. Worse, of the total number, only 1% has sought IVF treatment.

In the given scenario, Nova IVI Fertility, one of the leading chains of fertility centres in the country, took an initiative to educate the general public and dispel the myths associated with infertility and IVF, thereby demonstrating the facts that...

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