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July 25 is World IVF Day, marking the birth of the world’s first baby born through in vitro fertilization (IVF) in 1978. It’s a day that reminds us how this scientific innovation has profoundly transformed fertility care — giving hope to millions of aspiring parents who are pursuing their dream of parenthood. 

Over the years, infertility and IVF have moved from taboo topics to now being openly discussed and highly regarded as a treatment option for the one in six people worldwide who experience infertility. This evolution has created the “modern aspiring parent” — empowered, discerning, and deeply seeking connection.

At Ferring Pharmaceuticals, we have been actively involved in this evolution, regularly enhancing our approach of communication, engagement, and support with the community on their path to parenthood. Our 50-year history is built on a steadfast commitment to putting the voice and the needs of aspiring parents at the forefront of our endeavors to help more people become parents — and feel supported along the way. And we understand the most effective way to engage our audience does more than simply inform; it emboldens and activates.

Modern aspiring parents demand to be heard

Several years ago, Ferring recognized this shift in perspectives and needs among our target audience. As a company deeply committed to fertility care, we wanted to better understand the challenges that modern aspiring parents face.

This led us on a journey of deep listening: conducting extensive in-depth, one-on-one interviews with aspiring parents, partners, and healthcare providers across the U.S. to explore the patient journey — the pain points, struggles, and successes — because we knew the path to parenthood is anything but straightforward. We also analyzed more than 700,000 data points from search queries and social conversations, alongside rigorous academic literature and published research.

All of this led us to take action, creating Fertility Out Loud, a digital platform and social community for aspiring parents. Our research showed that today’s aspiring parents seek transparency, empathy and support. They want relevant and credible content that genuinely reflects their whole experience and that allows them to engage in a trusted environment. 

We’re moving from information overload to implementation

As the needs of aspiring parents have evolved, so has Fertility Out Loud, offering real stories, expert insights, and helpful tools. It’s a platform that cuts through the clutter and the noise about infertility and IVF, meant to provide support and community for what we know can be a challenging journey — particularly from the emotional, physical and financial perspectives.

For example, aspiring parents can sign up for one-on-one coaching via text, at no cost, with trained fertility coaches. To date, the coaches have provided personalized guidance to more than 18,000 aspiring parents, addressing their unique needs and questions in a way that complements the care they are receiving in-clinic. This is a critical differentiator that makes fertility care more human. Whole-person support isn’t a luxury; it’s a necessity.

Collaboration provides credibility 

Since the launch of Fertility Out Loud, we’ve also sought to engage people open to share their personal stories and insights — and we are seeing the impact. That includes our Fertility Out Loud Docuseries that followed the stories of four couples on different paths to parenthood, partnering with patient advocates who graciously share their personal stories on social media to help others feel less alone, and in-depth articles that help normalize and destigmatize the fertility journey. By collaborating with voices that blend lived experiences with authenticity, we’re creating a community that illustrates the diversity of infertility. 

Showing up where it counts

Ultimately, Fertility Out Loud has become a trusted community and a vital connector, meeting people where they are on their journey and offering resources to address their individual needs. 

Our marketing strategy employs a targeted, optichannel approach, ensuring relevance as well as reach. From national television to social and digital platforms, Ferring is not merely a message sender; we aim to align partners across advocacy, education, and clinical care to create a truly holistic support system. We view content, community and credibility as an integrated strategy to meet aspiring parents with clarity and understanding.

As the needs of aspiring parents continue to evolve, so too must our approach to meeting and exceeding them — all while demonstrating an unwavering commitment to listening, authenticity and leadership.