Health and Wellness > Health Awareness & Advocacy

FERTILITY FINDER

VMLY&R, New York / BABY QUEST FOUNDATION / 2022

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Overview

Credits

OVERVIEW

Background

When selecting employees’ benefits packages, 70% of U.S. companies choose NOT to provide infertility coverage, leaving over 16 million American women childless. Unable to afford the treatments on their own, their only chance to become mothers may be working for a company that covers infertility treatment. However, employers don’t disclose benefit details upfront, and this information isn’t readily available online. So, our client, Baby Quest Foundation, a nonprofit that offers grants for those who can’t conceive naturally, challenged us to start a conversation with companies and help fertility seekers find the treatment they need. Fertility Finder aims to close the fertility gap by connecting infertility treatment seekers with companies that offer fertility care. The project features a digital platform that tests companies for fertility coverage and an automated software launched on International Women’s Day, which replied to companies who celebrated women on social media, yet don’t offer infertility coverage.

Describe the strategy

While over 16 million American women suffer from infertility, only 30% of U.S. employers choose to offer fertility treatment under their health insurance. And most don’t disclose this essential benefit upfront. Our strategy was to connect those women directly to companies that cover their treatment while starting a bigger conversation with employers who don’t cover it. We approached this by creating a digital platform that not only allows fertility treatment seekers to test companies for fertility coverage but also connects them with job opportunities at that company in real time. Then, we targeted fertility-UN-friendly companies at a time of the year we knew they would proudly advertise their commitment to women: International Women’s Day. We launched an automated software that listened to companies’ celebratory messages on social media and automatically replied to those who don’t offer the treatment with a personalized message, inviting them to add this essential coverage.

Describe the execution

We started by integrating proprietary data from our client, Baby Quest Foundation, with publicly available data from employers to create our digital platform: the first-ever database of fertility-friendly companies. Fertilityfinder.us not only helps fertility treatment seekers find out which companies cover their treatment, but it also connects them with job opportunities in that company. If our test interface shows a positive result for the company entered, the platform pulls up job openings in that company from multiple job boards across the public domain, including LinkedIn, Indeed, and Monster.com. To spread the word, on International Women’s Day we created an automated software to reply to fertility-unfriendly companies celebrating women on Twitter and Facebook. As companies started flooding our feeds with celebratory messages, our software cross-referenced them with our database and replied to the ones who don’t offer the treatment, asking them to walk the talk and add fertility coverage.

List the results

Employers offering fertility benefits is one large leap forward in the pursuit of pay equity in America — if only hopeful parents could find employers who believe all people should be able to access fertility care. Fertility Finder became an essential tool for those who wish to make fertility benefits part of their employer selection. Since January 2022, not only has Fertility Finder matched over 50,000 women and their partners with fertility-friendly employers, but it also has encouraged more employers to join the celebration of fertility care. After learning of Fertility Finder, over 100 employers added fertility benefits to their policies. This choice may be controversial not only because of the costliness of infertility treatments but also because a divided America still considers fertility care unnecessary, as if it were a cosmetic procedure. As competition for talent increases across industries, Fertility Finder modernizes the way employers attract talent.

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