The Center for Reproduction & Infertility is a partnership between Tufts Medical Center and Women and Infants Hospital. Operating within a highly competitive market, collectively we developed a strategic plan and positioning that leveraged core assets. With implementation of the plan, department website and related collateral it has resulted in greater outreach and market share.

“We have been working together since 2006 building this practice, with results that speak for themselves. As physicians we can focus on providing the best care for our patients, while Initial Design Group operates as our marketing department that continues to focus on growing our practice. ”

- John E. Buster, M.D., Division Director, Tufts Medical Center

Key initiatives include:

Measurable Impact

Established Unified Co-Brand Raised Profile Gained Market Share

Since partnering with ID, the clinic’s market share has grown exponentially. By creating a new category as a boutique program that addresses women’s fertility and overall health, patients are are now choosing Tufts as a comprehensive, individualize care option. Additionally, ID’s SEO strategy has created high placement within Google and other leading search engines, all done through organic means.