Case Study: Monash IVF creates a more inclusive fertility experience with Today

Monash IVF boosts organic goal completion by 42% with Today

Monash IVF, Australia's oldest IVF provider, needed a digital experience that embodied its new, more inclusive brand positioning following a 2021 rebrand. Partnering with vendor Today, the challenge was to create a website that moved away from stigmatizing labels and instead provided a supportive and user-centered journey for all people trying to conceive.

The solution implemented by Today was developed through discovery workshops with Monash IVF staff, leading to a platform with inclusive content based on user needs rather than identity. This resulted in a 42% increase in organic goal completions post-launch. The robust technical solution also enables location-based content, appointments, and payments. Today delivered a beautiful, inclusive digital experience that assists people who had previously felt excluded by traditional IVF processes.

Monash IVF