Fertility and IVF marketing statistics 2026
US fertility care is growing, older and still under-covered. SART reports 100,158 IVF babies in 2024, a first above 100,000. NCHS finds 13.7% of women ages 20–49 have used fertility services, and mean age at first birth hit a record 27.6. Only 27% of large employers that offer health benefits cover IVF. Every figure below links to its primary source.
- Volume: 449,772 IVF cycles and 100,158 IVF births at SART clinics in 2024 (SART via ASRM).
- Demand: 13.4% of women ages 15–49 have impaired fecundity (CDC/NCHS, 2015–2019), but only 1.6% of women ages 20–49 have used IVF or other ART (NCHS, 2022–2023).
- Coverage: 27% of firms with 200+ employees cover IVF, and 30% do not know if they do (KFF, 2024).
- Discovery: users clicked a search result on 8% of visits with an AI summary, versus 15% without (Pew Research Center, 2025).
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How big is the US IVF market in 2026?
US IVF volume is at a record. SART reports 100,158 babies born through IVF in 2024 from 449,772 treatment cycles at 364 reporting clinics, the first year above 100,000. CDC's federal data for 2022 counts 435,426 ART cycles and about 2.6% of all US infants conceived with ART.
Two national datasets track the field. CDC collects ART data from clinics nationwide under federal law. SART, the clinic society affiliated with ASRM, publishes data from its member clinics, and its figures arrive sooner. The numbers differ because the clinic lists differ. Quote each with its own source and year, and never blend them.
| Measure | Figure | Year | Source |
|---|---|---|---|
| ART cycles performed | 435,426 | 2022 | CDC ART Surveillance, 2022 data |
| Unique patients treated | 251,542 | 2022 | CDC ART Surveillance, 2022 data |
| Reporting clinics | 457 | 2022 | CDC ART Surveillance, 2022 data |
| Live-born infants from ART | 98,289 | 2022 | CDC ART Surveillance, 2022 data |
| Egg or embryo banking cycles | 184,423 | 2022 | CDC ART Surveillance, 2022 data |
| IVF treatment cycles at SART clinics | 449,772 | 2024 | SART national data via ASRM, 2024 |
| Babies born through IVF | 100,158 | 2024 | SART national data via ASRM, 2024 |
| SART clinics reporting | 364 | 2024 | SART national data via ASRM, 2024 |
What stands out
- Patients outnumber clinics by a wide margin. CDC counted 251,542 patients across 457 clinics in 2022. Each clinic competes for a local share of that patient pool.
- Banking is a large share of the work. CDC counted 184,423 egg or embryo banking cycles in 2022. These cycles are started without a transfer, which points to fertility preservation as its own buyer journey.
- The growth line is steady. SART's release frames 2024 as the first year above 100,000 IVF births in a single year.
What it means for your marketing
A national count of cycles does not tell you your own share. Pull your clinic's CDC and SART entries and compare them with the clinics within driving distance. Then build service pages for each journey you actually serve: first IVF cycle, egg freezing, embryo banking, donor and gestational carrier programs. Each one is a different search, a different worry and a different consult. Our egg freezing marketing guide covers the banking audience in detail.
How many Americans face infertility or use fertility services?
Federal survey data shows a large, partly unserved market. NCHS reports 13.4% of women ages 15–49 have impaired fecundity (2015–2019). Its newer survey found 13.7% of women ages 20–49 have ever used any fertility service, and 1.6% have used IVF or another ART procedure (2022–2023).
These come from the National Survey of Family Growth, run by CDC's National Center for Health Statistics. It is the main federal source on infertility in the US. Definitions matter: "impaired fecundity" means difficulty getting pregnant or carrying a pregnancy to term, while "infertile" is a narrower measure for married women.
| Measure (women) | Figure | Data years | Source |
|---|---|---|---|
| Ages 15–49 with impaired fecundity | 13.4% | 2015–2019 | CDC/NCHS FastStats, NSFG 2015–2019 |
| Married, ages 15–49, with impaired fecundity | 16.3% | 2015–2019 | CDC/NCHS FastStats, NSFG 2015–2019 |
| Married, ages 15–49, infertile | 8.5% | 2015–2019 | CDC/NCHS FastStats, NSFG 2015–2019 |
| Married, no prior births, infertile | 19.4% | 2015–2019 | CDC/NCHS FastStats, NSFG 2015–2019 |
| Ages 20–49 who ever used any fertility service | 13.7% | 2022–2023 | NCHS Data Brief 542, 2022–2023 data |
| Ever used medical help to get pregnant | 10.4% | 2022–2023 | NCHS Data Brief 542, 2022–2023 data |
| Had infertility testing (self or partner) | 6.9% | 2022–2023 | NCHS Data Brief 542, 2022–2023 data |
| Used ovulation drugs | 4.5% | 2022–2023 | NCHS Data Brief 542, 2022–2023 data |
| Had artificial insemination | 2.0% | 2022–2023 | NCHS Data Brief 542, 2022–2023 data |
| Used IVF or other ART | 1.6% | 2022–2023 | NCHS Data Brief 542, 2022–2023 data |
The funnel is visible in the data
Read the bottom half of the table from top to bottom. Testing is far more common than ovulation drugs. Ovulation drugs are more common than insemination. IVF sits at the narrow end. That is the patient journey most clinics see: many people start with a workup, and fewer reach advanced treatment.
What it means for your marketing
Most of the audience is not searching for IVF yet. They are searching for testing, answers and a first appointment. Clinics that only advertise IVF miss the people at the wide end of the funnel. Give the first consult and fertility testing their own pages, their own ad groups and a clear booking path. Then nurture those patients over months, because the decision to move to treatment is rarely made in one visit.
Which patients are most likely to use fertility services?
Use rises with income and private insurance. In 2022–2023, 17.2% of women ages 20–49 with family incomes at or above 450% of the federal poverty level had ever used fertility services, versus 9.5% below 150%. Privately insured women used them at 16.0%, versus 9.4% with public coverage (NCHS).
The same NCHS Data Brief 542, 2022–2023 data shows gaps by race and ethnicity. Asian (13.6%) and White (12.4%) women had ever used medical help to get pregnant, compared with Black (7.1%) and Hispanic (7.0%) women. For any fertility service, the figures were 16.0% for Asian women, 15.2% for White women and 9.5% for Black women.
Insurance is the clearest dividing line
- Private insurance: 13.6% had ever used medical help to get pregnant.
- Public insurance: 4.4%.
- Uninsured: 5.4%.
All three figures come from the same 2022–2023 survey. They describe who has used care, not who needs it. Lower use in some groups can reflect access and cost barriers, not only differences in need.
What it means for your marketing
Do not read this data as "target the wealthy." Read it as a map of barriers. Cost transparency, financing options, coverage checks and plain-language education all widen the pool. Clinics that publish clear next steps for patients with limited coverage reach people others ignore. Culturally specific outreach, community partners and multilingual pages are part of the same work. Keep cost pages factual and current, and avoid claims your billing team cannot honor.
How is the age of first-time parents changing?
Parents are older than ever. NCHS final data shows the mean age of mothers at first birth reached a record 27.6 years in 2024, up from 27.5 in 2023. The birth rate for women ages 40–44 rose to 12.7 per 1,000, the highest since 1965, while rates fell for ages 15–34.
The figures come from NCHS, Births: Final Data for 2024, published in June 2026. It covers every birth certificate registered in the US. Key 2024 numbers:
- Total births: 3,628,934, up 1% from the record low of 2023.
- General fertility rate: 53.8 births per 1,000 females ages 15–44, down 1%.
- Ages 30–34: 93.7 births per 1,000 women, down 1%.
- Ages 35–39: 54.3 births per 1,000, unchanged; the number of births in this group rose 3%.
- First-birth rates rose 2% for ages 35–39 and 4% for ages 40–44.
- Private insurance paid for 51.8% of deliveries, while Medicaid paid for 40.2%.
Mean age at first birth also differs by group. It rose to 31.7 for Asian women, 28.4 for White women, 26.1 for Black women and 25.8 for Hispanic women in 2024.
Why this matters to a fertility clinic
The direction is clear in the same NCHS report: first-birth rates rose for women in their late 30s and early 40s while falling for teens and women in their 20s. More people are trying for a first child at ages when fertility questions come up more often.
What it means for your marketing
Two audiences grow together. One is people in their late 30s and 40s who are trying now and want speed and clear options. The other is people in their late 20s and early 30s who are planning ahead and researching egg freezing. Write for both. Keep age-related content factual, link to your own reported data, and do not promise outcomes. Your consult pages should explain what happens at the first visit and how long a workup takes.
How many employers and states cover IVF?
Coverage is patchy. KFF's 2024 survey found 27% of firms with 200 or more employees that offer health benefits cover IVF, and 12% cover egg or sperm freezing. RESOLVE counts 25 states with laws providing some infertility coverage, 15 with IVF mandates and 22 with fertility preservation mandates.
| Measure | Figure | Source |
|---|---|---|
| Large firms (200+ employees) covering IVF | 27% | KFF Employer Health Benefits Survey, 2024 |
| Large firms covering egg or sperm freezing | 12% | KFF Employer Health Benefits Survey, 2024 |
| Large firms that answered "don't know" on IVF coverage | 30% | KFF Employer Health Benefits Survey, 2024 |
| Large firms that answered "don't know" on cryopreservation | 38% | KFF Employer Health Benefits Survey, 2024 |
| States with laws providing some infertility coverage | 25 | RESOLVE state coverage tracker, checked October 2026 |
| States with IVF coverage mandates | 15 | RESOLVE state coverage tracker, checked October 2026 |
| States with fertility preservation mandates | 22 | RESOLVE state coverage tracker, checked October 2026 |
The "don't know" numbers are the story
Nearly a third of large employers could not say whether their plan covered IVF. If benefits managers are unsure, employees are too. Many prospective patients do not know what their plan pays for until someone checks for them.
State mandates also differ in scope. Some apply only to certain plan types, and self-funded employer plans are generally governed by federal law rather than state insurance mandates. Confirm the details for your state with counsel or your billing team before you publish coverage claims.
What it means for your marketing
Make the benefits check a marketing asset. A "check your coverage" form, a short explainer on how employer benefits work, and a fast reply from a financial counselor can convert people who would otherwise stall. If your state has a mandate, explain it in plain language with a link to the official text. Our guide to employer fertility benefits marketing covers the HR and benefits-manager channel.
How do Americans view IVF and fertility treatment?
Views are broadly positive and exposure is rising. In 2024, seven in ten US adults said IVF access is a good thing, 8% said bad and 22% were unsure (Pew Research Center, 2024). In 2023, 42% said they had used fertility treatment or knew someone who had, up from 33% five years earlier (Pew Research Center, 2023).
The 2023 survey covered 5,073 adults. The 2024 survey covered 8,709. Both come from Pew's American Trends Panel, a randomly recruited national sample.
Exposure differs by group
- Women vs. men: 47% of women and 37% of men said they or someone they know had used fertility treatment (2023).
- White adults: 48% in 2023, up from 37% in 2018.
- Asian adults: 45%.
- Black adults: 26%.
- Hispanic adults: about a third.
Support is broad, but not uniform
In the 2024 survey, 70% of women and 69% of men saw IVF access as a good thing. Support was 79% among Democrats and Democratic-leaning independents and 63% among Republicans and Republican leaners. Among adults who say abortion should be illegal in all cases, 40% called IVF access good, 20% bad and 40% were unsure.
What it means for your marketing
Fertility care is now a common topic in many friend groups. That makes word of mouth and peer stories powerful, and it makes review content more visible. It also means a share of your audience is unsure or uneasy. Keep messaging calm, factual and respectful. Avoid political framing. Write for the partner, parent or friend who is helping someone research, not only for the patient.
Where do prospective fertility patients look for information?
Search and video still dominate, and AI answers are rising fast. Pew reports 84% of US adults use YouTube, 71% Facebook and 50% Instagram (2025). In 2025, 34% of adults had used ChatGPT, including 41% of adults ages 30 to 49. AI summaries appeared on 18% of the Google searches Pew studied.
| Platform or behavior | All adults | Ages 30–49 | Source |
|---|---|---|---|
| Use YouTube | 84% | 92% | Pew Research Center social media fact sheet, 2025 |
| Use Facebook | 71% | 80% | Pew Research Center social media fact sheet, 2025 |
| Use Instagram | 50% | 62% | Pew Research Center social media fact sheet, 2025 |
| Use TikTok | 32% | 44% | Pew Research Center social media fact sheet, 2025 |
| Have ever used ChatGPT | 34% | 41% | Pew Research Center, 2025 |
AI summaries cut clicks
Pew's 2025 browsing study tracked 900 US adults and 68,879 Google searches. When an AI summary appeared, users clicked a traditional search result on 8% of visits. Without a summary, they clicked on 15%. Users clicked a link inside the AI summary on just 1% of those visits. Sessions ended on 26% of pages with a summary, versus 16% without (Pew Research Center, 2025).
Pew also found 26% of adults had used ChatGPT to learn something new in 2025, up from 8% in 2023 (Pew Research Center, 2025).
What it means for your marketing
Fertility research is long and question-heavy, which is exactly where AI answers appear. Fewer clicks mean the clinic named inside the answer wins. Publish clear, factual answers to the questions patients ask before a consult. Use plain headings, short definitions and cited data. Keep YouTube in the plan: a physician explaining a first visit or an egg freezing cycle builds trust before anyone calls. See how fertility clinics show up in ChatGPT and AI search.
Which outcome and review numbers carry compliance weight?
Success rates and reviews are the two most regulated numbers in fertility marketing. Clinics report ART outcomes to CDC under the Fertility Clinic Success Rate and Certification Act of 1992. The FTC rule banning fake reviews and testimonials, announced in August 2024, took effect in October 2024.
Outcome data you can reference
SART's 2024 data shows more than 97% of IVF births were singletons, twins were about 2.6% and triplets 0.04%. About 79% of embryo transfer cycles used elective single embryo transfer (SART national data via ASRM, 2024). These national figures show how practice has shifted. They are not a claim about any one clinic.
ASRM advertising guidance expects success-rate claims to be accurate, comparable and not misleading. In practice, that means you quote your own reported data, name the source and year, and avoid comparing your numbers against another clinic's figures that were calculated differently. Our page on IVF success rate advertising rules walks through the details.
Reviews and testimonials
The FTC, August 2024 rule prohibits fake reviews, including reviews from people who do not exist or lack real experience with the business. It also bars incentives tied to positive or negative sentiment, undisclosed insider reviews, and suppressing negative reviews through threats or groundless legal action. The FTC can seek civil penalties against knowing violators.
Tracking and privacy
HHS OCR guidance on online tracking technologies still covers tracking on patient portals and other authenticated pages, after a June 2024 federal court ruling vacated part of the guidance on public pages. Fertility inquiries are sensitive. Keep ad pixels off booking and intake flows unless your setup is HIPAA-safe and covered by a Business Associate Agreement.
What it means for your marketing
Every number on your website should have a source, a year and an owner. Ask for reviews from every patient in the same way, never only from happy ones, and never with a reward. Confirm your approach with counsel. Compliance is not only defense: accurate, sourced pages are also the pages AI engines prefer to quote.
How we compiled these fertility marketing statistics
We used only primary sources: federal agencies, professional societies and nonprofit research organizations. Every figure links to the page we opened. We checked all sources in October 2026 and give the data year for each figure. Where we could not verify a number at its source, we left it out.
Sources used
- CDC ART Surveillance and the CDC National Center for Health Statistics (FastStats, Data Brief 542, and Births: Final Data for 2024).
- SART national data, released through ASRM.
- KFF Employer Health Benefits Survey 2024.
- RESOLVE: The National Infertility Association, state coverage tracker.
- Pew Research Center surveys from 2023, 2024 and 2025.
- Federal Trade Commission.
How to use these numbers
- Quote each figure with its source and year. CDC and SART counts differ because they cover different clinic lists.
- Do not combine figures from different surveys into one number.
- National data describes the market. It is not a benchmark for your clinic's results.
Want help turning this into a plan for your clinic? Our fertility and IVF marketing team at Ichelon Consulting US works from Dallas on Central Time. We sign a BAA with every US client, retainers start from $499/month, and you can book a call with the US team. To measure your own funnel, start with our list of fertility clinic marketing KPIs.
Related pages from the US team
Fertility & IVF Marketing Agency USA
How Ichelon Consulting US plans and runs marketing for US fertility and IVF clinics.
IVF success rate advertising rules
How to present outcome data accurately and in line with federal reporting and professional guidance.
Fertility clinic marketing KPIs
The metrics that show whether inquiries are turning into consults and treatment starts.
US healthcare marketing statistics 2026
A wider set of sourced statistics for US healthcare marketers.
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Common questions
How many babies are born through IVF in the US each year?
SART reports that 100,158 babies were born through IVF in the US in 2024, the first year above 100,000. Its member clinics reported 449,772 IVF treatment cycles. CDC's federal surveillance data for 2022, which covers a wider clinic list, counted 98,289 infants from ART, about 2.6% of all US births.
What percentage of US women have infertility?
CDC's National Center for Health Statistics reports that 13.4% of women ages 15–49 have impaired fecundity, meaning difficulty getting pregnant or carrying a pregnancy to term, based on 2015–2019 survey data. Among married women ages 15–49, 8.5% are infertile, rising to 19.4% among married women with no prior births.
How many US women have used fertility services?
An NCHS data brief using 2022–2023 survey data found 13.7% of women ages 20–49 had ever used any fertility service. 10.4% had used medical help to get pregnant, 6.9% had infertility testing, 4.5% used ovulation drugs, 2.0% had artificial insemination and 1.6% used IVF or another assisted reproductive technology procedure.
What share of large employers cover IVF?
The KFF Employer Health Benefits Survey for 2024 found 27% of firms with 200 or more employees that offer health benefits cover IVF, and 12% cover egg or sperm freezing. 30% of those large employers did not know whether they covered IVF, and 38% did not know about cryopreservation coverage.
How many states require insurance to cover IVF?
RESOLVE: The National Infertility Association counts 25 states with laws that provide some insurance coverage of infertility, 15 with IVF coverage mandates and 22 with fertility preservation mandates, as checked in October 2026. Scope varies by state and plan type, and self-funded employer plans often fall outside state mandates, so confirm details with counsel.
Do AI search summaries reduce clicks to fertility clinic websites?
Pew Research Center's 2025 study of 68,879 Google searches found users clicked a traditional result on 8% of visits when an AI summary appeared, versus 15% without one. Links inside the summary got clicks on 1% of visits. For fertility clinics, being the source the summary cites matters more than ranking alone.
A note on this guide: it explains marketing practice, not legal advice. Rules on privacy, advertising and insurance change and vary by state, so confirm anything compliance-related with your own counsel.
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