How should fertility clinics market preimplantation genetic testing?
Fertility clinics should market preimplantation genetic testing as a counselor-led option the physician recommends case by case, not as a standard upgrade that raises everyone's odds. Separate pages for PGT-M, PGT-SR and PGT-A, plain statements of what testing cannot do, a clear fee structure and genetic counselor referrals win trust. Overstated PGT-A claims conflict with professional guidance and invite complaints.
- ASRM Practice Committee (2024): the value of PGT-A as a routine screening test for all IVF patients has not been demonstrated.
- Give each test type its own page: PGT-M searchers are high-intent and compare clinics on experience and counseling.
- Never imply FDA approval; clinical labs are regulated by CMS under CLIA, so describe certification accurately.
- Do not set PGT-A uptake as a marketing target; measure counseling bookings and referral enquiries instead.
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Who searches for preimplantation genetic testing, and what are they trying to decide?
People searching for PGT are usually already in IVF or about to start. Some carry a known genetic condition and want testing for it. Many more have heard about embryo screening from friends, forums or social media and want to know whether it is worth paying for. Your content has to serve both groups honestly.
The three types of testing attract different searchers, and a single "genetic testing" page rarely satisfies any of them. Treat each as its own topic.
| Test type | Typical searcher | Main question they bring | Content tone |
|---|---|---|---|
| PGT-M (single-gene / monogenic) | Carriers of a known inherited condition, often referred by a genetic counselor | Can the clinic test for our specific condition, and how long does setup take? | Practical and process-led |
| PGT-SR (structural rearrangements) | People with a known chromosomal rearrangement, often after recurrent loss | Does the clinic have experience with our situation, and who interprets results? | Careful and specialist |
| PGT-A (aneuploidy screening) | IVF patients weighing an add-on, often prompted by age or past loss | Will this improve my chances, and what does it cost? | Balanced and evidence-led |
Insight for the marketer
- PGT-M searchers are high-intent and often bring a lab report; they compare clinics on experience and genetic counseling access.
- PGT-A searchers range from skeptical to hopeful, and many read reviews and forums before calling.
- Both groups want the cost explained, including lab fees, biopsy fees and whether embryos are frozen.
Common search patterns
- Condition-led: embryo testing for a named inherited condition, often with "IVF" and a city.
- Question-led: is PGT worth it, does PGT-A reduce miscarriage, what are the risks of embryo biopsy.
- Cost-led: PGT cost, whether insurance covers genetic testing of embryos.
- Comparison-led: clinics that offer PGT-M, how long PGT-M setup takes.
AI assistants increasingly answer the question-led searches directly, so a balanced, physician-reviewed explainer is also how a clinic gets quoted in those answers.
How should a fertility clinic position its PGT services?
Position PGT as a tool the physician and genetic counselor recommend when it fits the patient, not as a standard upgrade. Lead with genetic counseling access, clear explanations of what each test can and cannot tell you, and transparent pricing structure. Never present PGT-A as a way to raise everyone's odds.
The evidence base sets the limits of your message. The ASRM Practice Committee opinion on PGT-A (2024) states that the value of PGT-A as a routine screening test for all patients undergoing IVF has not been demonstrated. A clinic that markets PGT-A as essential for every cycle is out of step with the main US professional society for reproductive medicine, and that gap will show in reviews and in counsel's review.
Positioning that holds up
- Counseling first: say who provides genetic counseling, in-house or by referral, and when it happens.
- Case-by-case recommendation: explain that the physician discusses whether testing suits the patient's history.
- Clear limits: state plainly that testing does not guarantee a pregnancy or a healthy baby, and that results can be inconclusive.
- Lab partnership described accurately: name the type of laboratory and its certification status, not marketing claims about its technology.
- Cost structure: explain which fees exist and when they apply, without quoting numbers you cannot keep current.
Front-desk wording
The phone conversation must match the page. Train coordinators to say that the physician and genetic counselor decide whether testing is recommended, to describe fee components without guessing totals, and to book a counseling or consult appointment rather than "selling" a test. A caller who hears a sales pitch after reading a careful page will notice the gap.
- "Testing is something your doctor will talk through with you at the consult."
- "We can send you a breakdown of the fees involved before your visit."
- "If you already have a genetic report, please bring it or send it ahead."
Where PGT-M deserves its own page
PGT-M is the stronger commercial story because the patient already knows why they need it. A page that explains how the clinic sets up a test for a specific condition, how long setup usually takes at your lab partner, and how the genetic counselor is involved will convert better than a general screening page. Link it from your content hub; our fertility content marketing guide explains how to structure that hub.
Which channels work for marketing PGT?
Organic search and genetic counselor referrals carry most PGT demand. Search answers the research questions; counselors and physicians in maternal-fetal medicine and genetics send PGT-M and PGT-SR patients directly. Paid ads have a narrow role for high-intent terms only. Social media works for education, not promotion of an add-on.
Channel roles
- Organic search: explainers on each test type, a cost-structure page and a frequently asked questions page reviewed by a physician.
- Genetic counselor and specialist referrals: independent counselors, maternal-fetal medicine practices and hospital genetics departments. Offer a referral sheet and a clear handoff process.
- Google Business Profile: list genetic testing as a service and answer common questions in the profile's question section without giving medical advice.
- Google Ads: keep campaigns to clear-intent terms such as condition-specific testing. Broad "embryo screening" terms attract research traffic that rarely books.
- YouTube and webinars: a physician or counselor explaining the three test types in plain language builds trust with a skeptical audience.
- Consented email: education sequences for people already in an IVF consult pathway, sent only with documented consent.
What a counselor referral sheet should contain
- Which PGT types the clinic offers and whether it accepts outside genetic reports.
- How to send a referral securely and who confirms receipt.
- What the referring counselor will hear back, and when, with patient authorization.
- A named role (not a person) for questions about test setup.
What to avoid in channels
- Social ads that frame PGT-A as a way to "choose the best embryo" or guarantee outcomes.
- Influencer posts about embryo testing results without clear disclosure and review.
- Remarketing to people who visited a page about a specific inherited condition.
- Keyword lists that include sex selection terms if the clinic does not offer or support that use; this is an ethical and reputational question to settle with your physicians first.
What should a PGT landing page include?
A PGT page should explain the three test types in plain words, describe the counseling and testing steps, state what testing cannot do, lay out the fee structure and offer a consult. It should read like a careful explainer from the clinic's physicians, not a product page.
Content checklist
- Headline naming preimplantation genetic testing at the clinic, with the city.
- Three short sections on PGT-M, PGT-SR and PGT-A, each with who it is generally considered for.
- Limits statement: testing can be inconclusive, does not detect every condition and does not guarantee pregnancy.
- Genetic counseling: who provides it and when in the process.
- Step-by-step process: counseling, IVF cycle, embryo biopsy, laboratory analysis, results review, transfer decision.
- Laboratory information: that testing is performed by a certified clinical laboratory, with certification described accurately.
- Fee structure: which components carry fees, and a link to the cost and financing page. Our cost and financing page guide shows how to lay this out.
- Insurance note: coverage varies by plan; the clinic checks benefits.
- Physician review line: who reviewed the page and when.
- One booking path: a consult request or phone number.
Tracking
Pages about a specific inherited condition reveal health information about the visitor. Keep ad pixels off these pages and off any intake form. Use aggregate analytics or a server-side setup configured for HIPAA-safe use under a BAA. See our HIPAA-safe website tracking guide for options.
What compliance issues come up in PGT marketing?
The biggest risk is overstating what PGT-A does. Claims about higher success rates or lower miscarriage risk need strong evidence, and the professional society's own opinion says routine benefit has not been shown. Other issues are lab descriptions, success-rate comparisons, patient stories and tracking on condition pages.
| Risky wording | Safer direction | Why |
|---|---|---|
| "PGT-A increases your chance of success" | "Your physician will discuss whether testing suits your situation" | ASRM's 2024 committee opinion says routine benefit for all IVF patients has not been demonstrated |
| "Guarantees a healthy baby" | "Testing looks for specific genetic findings and has limits" | No test can support that claim |
| "FDA-approved test" | "Performed by a certified clinical laboratory" (if true) | Many lab tests are not FDA-approved products; describe status accurately |
| Success rates for "PGT cycles" vs competitors | Neutral reference to official clinic data | Comparisons must be accurate, comparable and not misleading |
| Patient story crediting PGT for a birth | Story with written authorization and "experiences vary" | Implies typical results without evidence |
The rules behind the table
- The FTC Health Products Compliance Guidance requires competent and reliable scientific evidence for health benefit claims, generally randomized controlled trials.
- Clinical laboratories that test human specimens are regulated by CMS under the CLIA program. Describe your lab partner's certification accurately and avoid implying FDA approval.
- Clinic success data are reported to CDC under the Fertility Clinic Success Rate and Certification Act of 1992; see CDC's National ART Surveillance System. ASRM advertising guidance expects any success-rate claim to be accurate and comparable. Our page on fertility success-rate advertising rules goes deeper.
This is general information, not legal advice. Confirm wording with your counsel and physicians before publishing.
Which KPIs show whether PGT marketing is working?
Track consults that discuss PGT, genetic counseling appointments booked, PGT-M setup enquiries and the share of PGT enquiries that come from referrals. Do not set targets for PGT-A uptake. A marketing goal that pushes add-on sales conflicts with case-by-case recommendation and invites complaints.
Measures worth reporting
- PGT-M and PGT-SR enquiries: count by source, including genetic counselor and specialist referrals.
- Genetic counseling appointments booked: a good signal that education content is working.
- Explainer page engagement: scroll depth and onward clicks to the consult page, measured without ad pixels.
- Consult requests from PGT pages: form and call conversions attributed with HIPAA-safe call tracking.
- Patient questions logged: the coordinator records common PGT questions so content can answer them.
- Review themes: mentions of cost surprises or feeling pushed toward testing are early warning signs.
Reading the numbers
PGT demand moves slowly and depends on how many people are already in IVF consults. Look at quarter-on-quarter trends rather than single months. If explainer traffic rises but counseling bookings do not, the page is probably missing a clear next step or the cost section is unclear.
What not to measure as a goal
PGT-A attachment rate per IVF cycle is a clinical and operational number, not a marketing target. If leadership wants to watch it, keep it in clinical reporting. Marketing should own education quality, enquiry volume and how clearly costs are explained.
What does a 90-day PGT marketing plan look like?
Settle wording with physicians and counsel in month one, publish the explainer pages and referral materials in month two, and add targeted search and education content in month three. Getting the claims right first saves rework across ads, pages and scripts.
Days 1–30: claims and content plan
- Agree approved and banned phrases for each test type with the medical team.
- Confirm how to describe the lab partner and its certification.
- Map questions patients actually ask, using coordinator notes and reviews.
- Remove ad tags from condition and testing pages.
Days 31–60: pages and referrals
- Publish the PGT overview and a dedicated PGT-M page.
- Create a referral sheet for genetic counselors and specialists.
- Update the cost page with fee components.
Days 61–90: search and education
- Launch a small campaign on condition-specific testing terms.
- Record a physician or counselor video explaining the three test types.
- Review KPIs and patient questions; refine pages.
Ichelon Consulting US works only in healthcare and signs a BAA with every US client. Retainers start from $499/month, custom-scoped, with Goals-Driven reporting every Monday. Book a call to review your PGT pages, or visit our fertility and IVF marketing agency page.
Related pages from the US team
Fertility & IVF Marketing Agency USA
How Ichelon Consulting US supports fertility clinics across the country.
Fertility success-rate advertising rules
How to present clinic data accurately and comparably.
Cost and financing page guide
How to explain fees and financing without surprises.
HIPAA-safe website tracking
Measure your site without sending health data to ad platforms.
Every practice welcome — Goals-Driven engagements from $499/mo
We benchmark your last 90 days, agree monthly goals with you, and track them live on Ichelon Agency OS with a report every Monday. Performance-Linked Payout Models are available. Our US leadership is based in Dallas, and strategy calls run in US business hours.
Common questions
How should fertility clinics market preimplantation genetic testing?
Market PGT as a service the physician and genetic counselor recommend when it fits the patient, not as a standard upgrade. Build separate pages for PGT-M, PGT-SR and PGT-A, explain limits and fee structure clearly, and grow referrals from genetic counselors. Avoid claims that PGT-A raises success rates for everyone, which professional guidance does not support.
Can a clinic advertise that PGT-A improves IVF success rates?
That is risky. The 2024 ASRM Practice Committee opinion says the value of PGT-A as a routine screening test for all IVF patients has not been demonstrated. The FTC expects competent and reliable scientific evidence for health benefit claims. A safer message is that the physician discusses whether testing suits each patient's history. Have counsel review any outcome claim.
Is preimplantation genetic testing FDA-approved?
Clinics should not describe PGT as FDA-approved unless that is specifically true of the test used. Clinical laboratories testing human specimens are regulated by CMS under CLIA. Marketing should describe the laboratory's certification accurately and avoid implying a federal approval the test does not have. Ask the lab partner for the exact language they support.
Should a PGT page list prices?
Many clinics explain the fee structure rather than a single number: genetic counseling, embryo biopsy, laboratory analysis, any test setup for PGT-M and embryo freezing. Listing components helps prevent cost surprises, which are a common complaint in reviews. If prices are published, they must be kept current and match what the front desk quotes.
Who refers patients for PGT-M?
Genetic counselors, maternal-fetal medicine specialists, hospital genetics departments and physicians who manage families with inherited conditions are common referral sources. Clinics can support them with a referral sheet, a clear handoff process and timely updates with the patient's authorization. Referral relationships must not involve payments or gifts tied to referrals, so check with counsel.
Can a fertility clinic use pixels on its genetic testing pages?
It should avoid them. A page about a specific inherited condition can reveal health information about the visitor, and HHS guidance treats tracking on authenticated pages such as portals as covered by HIPAA. The safer approach is aggregate analytics or a server-side setup configured for HIPAA-safe use under a Business Associate Agreement, with no remarketing from these pages.
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.
Want your PGT pages checked against current guidance?
Book 30 minutes with the US team. We will review your genetic testing pages, claims and tracking, and show where enquiries are getting lost.
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