In FY21 our marketing strategy continued to focus on four key drivers of growth: brand differentiation, patient acquisition and lifecycle engagement, patient value proposition and marketing effectiveness.
We are proud to see that our marketing strategy is proving effective and in FY21 contributed to a 40% increase in new patients, an increase of 36.6% in domestic stimulated cycles and market share gains of 0.6%.
We are incredibly passionate about our new brand positioning and believe we have an important role to play in challenging societal norms in how people think about and behave in relation to their reproductive care.
Through our marketing we are challenging longstanding assumptions, debunking stigmas and normalising infertility by opening up conversation. By encouraging people to take a more proactive, early approach to their reproductive care, we hope to increase their success in starting their families.
Patient acquisition & lifecycle engagement
In FY21 we refreshed our end-to-end channel strategy and communication program, resulting in our new advertising campaign One in Six, our virtual events strategy, new website and improved social media engagement.
Our new advertising campaign and patient acquisition strategies have contributed significantly to our strong FY21 new patient registration results. Our Ready, Set, Baby online content program, social media and virtual fertility retreats also continue to drive strong growth in new patients and our retention rates by offering unrivalled holistic and integrative care and support to new and existing patients.
Our robust marketing analytics and knowledge of the patient pipeline has allowed us to continue improving the efficiency and effectiveness of our marketing investment. We continue to see improvements year-on-year in all key marketing metrics.
Patient value proposition
Our best-in-class service proposition means patients receive the best possible knowledge, care and services across their patient journey.