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Fertility Patient Relations

235 The Fairness of Evidence Based Medicine in IVF with Professor Charles Kingsland

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How does shaking hands on transfer day, and the day the news broke about Princess Diana’s death have to do with evidence- based reproductive medicine?

Professor Charles Kingsland,the chief medical officer of Care Fertility in the United Kingdom, with over 40 years of experience, reviews the spectrum of standards for evidence based medicine, and draws the line on what he thinks is fair.

Kingsland shares his own blending of evidence-based practices with personal rituals.

Tune in as Professor Charles Kingsland explores:

  • The role and importance of evidence-based medicine in reproductive healthcare

  • His unique perspective on the necessity and limits of evidence-based practices

  • Personal superstitions and rituals he performs during IVF transfers

  • The interplay between nationalization and privatization in the field of IVF

  • The impact of daily news on his medical procedures

  • The balance between strict medical evidence demands and patient freedom

  • The ethical standard of "do no harm" and its relative interpretations

Listen here and now

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Transcript

[00:00:00] Professor Charles Kingsland: I have to shake everybody's hand in that theatre. So I shake the nurse's hand, the embryologist's hand, the patient's hand, and the patient's partner's hand. Because if I do not shake their hands, they're not going to get pregnant. Now, you cannot tell me that that is impossible. Evidence based, but I, it's important to me.

[00:00:20] Griffin Jones: You know who brought this rich conversation with Professor Charles Kingsland to you for free? Asian Egg Bank. Listen to the name, Asian Egg Bank. You know your patient populations. You know their needs. So you probably know you're going to need Asian Egg Bank. You might want to start that relationship now if you haven't already.

To learn more about Asian Egg Bank and the benefits of their frozen egg donation process, head to asianeggbank.com/for-professionals. That's asianeggbank.com/for-professionals. 

[00:00:52] Announcer: Today's advertiser helped make the production and delivery of this episode possible for free to you.

But the themes expressed by the guests do not necessarily reflect the views of Inside Reproductive Health, nor of the advertiser. The advertiser does not have editorial control over the content of this episode, and the guest's appearance is not an endorsement of the advertiser.

[00:01:17] Griffin Jones: Do you practice evidence-based medicine? Are you sure? How much of it should you be practicing? All the way to the extent that every treatment or therapy has an unequivocal benefit to the patient? Or is there room for, nay a need for, the fringes of medicine, provided that the measure in question does no harm?

I wax philosophical on this topic with my guest, Professor Charles Kingsland. He's a reproductive endocrinologist and the chief medical officer of care fertility in the United Kingdom. He's been at this for a wee bit, 40 years. He worked with Dr. Robert Edwards. He saw the early days, saw privatization, saw nationalization, and the mix of those two in IVF.

Charles talks about the different grades of evidence. He talks about his own superstitious practices, which I find pretty hilarious. He does this after or before every transfer. And why the big news story of the day matters to him when he's doing transfers. Why he still does these little rituals even though he knows it's superstition and nothing based in evidence.

And what demands of evidence based medicine he feels are necessary, and which demands are unfair to the patient's consumer freedom. We talk about the standard of do no harm and the relativity of the range of harm. Charles was a fun guest. You're gonna like him. He's an engaging guy to have a conversation with.

And there's a lot more that I wasn't able to get to this time, but I will have him back on for a future episode for, and I alluded to that theme at the end of this conversation. Now have at it. Enjoy this interview with Professor Charles Kingsland. 

Professor Kingsland, Charles, welcome to the Inside Reproductive Health podcast.

Professor Charles Kingsland: Yeah, thank you very much, Griffin. It's great to be here. 

Griffin Jones: You're now the third guest from CARE Fertility that I've had on the show. I've had Professor Campbell twice. I've had the CEO, Dave Burford, on once. People are going to think that I don't give any other representation to any other UK clinics. It's partly because CARE is so big and so there's different roles of folks to talk to.

It's also because I've gotten to know some of you over the course of the years. I am amenable to having other UK guests on, so if there are other UK CEOs and clinicians, you're welcome on the show. Just drop me an email. Charles, you and I, I believe, have only met in person once. We met very briefly at a dinner hosted by our mutual friends, Joshua and Alan, but I understand that you've been in the space for not a short while now.

And you may have seen some changes over the years. And I want to talk about those changes. I want to talk about that within the context as the ventures that you're involved in expand to different geographies. But maybe you could set the scene of just your initial foray into this space and, and give us the summary of how it's developed.

Yeah, 

[00:04:02] Professor Charles Kingsland: well, I, you know, after the show, Griffin, I can give you some names of, of of other colleagues in the UK. I'm sure they'd be more than happy to to join you. 

[00:04:11] Griffin Jones: Of people that don't work for you?

[00:04:11] Professor Charles Kingsland: Yeah. And getting Alison Campbell twice. Wow. That's yeah, I that's that's some some feat. So, yeah, well, you know, I, I actually became a a fertility doctor by accident in oh gosh, in the late eighties when I was a trainee registrar.

It was tradition then that. Once you've done your basic training, you spent a bit of time specializing and, and I felt the need, having been trained in and around Liverpool, we always had to spend, felt the need to spend some time in London. So, I applied for any job that was going in London and there was a gynecological ultrasound post at King's College and I went down there for the interview, and all the, in those days, it was all very sort of, basic, all the candidates sat outside, we went in one after another we came out and sat outside, and the door would open after a period of time, and the professor would come out and call one name, and And the rest of us would go home.

On this particular occasion we, we all went in and had our interviews and my name wasn't called out. However an elderly gentleman came out and said, Dr. Kingsland you were, you were not successful this time, we gave the job to the local candidate, but I I have a research fellowship coming up in a couple of weeks time, would you be interested in, in my research fellowship?

And I said, well, yeah, I would, but who are you? And the guy was Professor Howard Jacobs I didn't know at the time, but he's a world renowned reproductive endocrinologist. Reproductive endocrinology is basically reproductive hormones. And so I, I took the job and part of my role, I, I joined a world class team of, of researchers and part of my role was to look into a particular hormone and its role in IVF, IVF with Just taken off then, the first IVF baby was, was just about 10 years old.

There were only about three or four IVF units in the country, but I was asked to go and train for a period of time at Bourne Hall, and Bourne Hall was going through a transition. Patrick Steptoe, the founder, the guy, the ecologist, had recently died, and Robert Edwards was now On his own, the first set of researchers that had moved off ironically one of those junior doctor, junior doctor.

Scientist at the time was a chap called Simon Fishel, who went on to found CARE, for whom I work with now and his lead embryologist was Robert Edwards, who was to anybody who knows about IVF, was the founder, the first, he was the, the, the founding scientist who, who was responsible for the birth of the first IVF baby in the world, Louise Brown.

And I didn't realize at the time what an amazing opportunity was for me because we'd be there seeing patients, he'd be in the laboratory, I'd be doing the gynecological bit, collecting eggs, and in those days it was a bit like the Wild West, you know, we, we finding eggs, human eggs was, was no mean feat and we'd be there in the laboratory and I would send over the the fluid from from the patient's ovary and Robert Edwards would be looking for the looking for the eggs and he'd say no egg no egg got granulosa cells great and then I'd send over some more fluid and he'd shout I've got the egg I've got the egg and he'd come out and he literally you Wave his arms around him.

The thing that I remember about Robert was that he was Incredibly enthusiastic, but not only that and as you know, he went on to win the Nobel Prize He had, like many Nobel Prize winners that I've met over the last 40 years, this incredible ability to make his Subject appear not only really interesting, but very straightforward and simple.

That was a mantra that I've taken with me over the last 40 years that, and it just serves to, to to underpin the fact that what we do now in IVF is actually not that complicated. It's, you know, it has this aura and mystique about it, which in fact we have been partly responsible for creating that ourselves.

The first IVF baby was born in the UK. In Oldham, which is a little town outside Manchester, the reason why The baby was born in Oldham was that Patrick Steptoe, the gynecologist was a guy, was a consultant in Oldham and he'd learned, he'd gone over in the early 60s to, to America and learned a technique called laparoscopy and it was where a telescope would put it, you could put a telescope into your abdomen and see the contents of the abdomen.

Really like through a little tiny keyhole and Robert Edwards heard about this guy and recognized that this was the way that you could collect eggs. Before that, the only way you could collect human eggs was to make a cut in the in the patient's abdomen, but now using laparoscopy, you could actually do it through a keyhole.

So Robert Edwards and Patrick Steptoe met and Edwards took his laboratory up to Oldham, where Steptoe worked, and that's where the final experiments were done on humans, and it was actually The 106th patient that they, that they did IVF on that got pregnant, that woman was Carol Brown now when the first baby was born in 1978, there was a huge outcry from the National Health Service about this great new world, babies being grown in test tubes, to the point that the, the two of them were actually made to leave the National Health Service in Britain.

The demand had been created, so they moved and bought an old Jaffa Beat Hall, which was 15 miles from Robert Edwards Laboratory in Cambridge, and that was the start of Bourne Hall, the world's first IVF unit. But, that, that where it cre that was where the first myths were created about IVF, because it was shunned, the divided opinion, everybody has an opinion on fertility treatment and it was, it, it divided opinion amongst the population.

The National Health Service was just not ready for this concept of growing babies. In test tubes, and so the, it, it had to grow up in the private sector and patients had to pay for their treatment because the NHS wouldn't recognize or wouldn't mandate insurance for it. And it was only in the early to mid 80s when the National Health Service started Buy IVF back.

Firstly at King's College Hospital in London, then in Manchester, and then two or three years later, I left London and moved back to Liverpool, and that's where I started my first IVF unit. I had this idea though, this strong commitment that IVF should be available on the National Health Service. So I lobbied healthcare, I lobbied patients and worked have together with the, with the patient support group and my nursing and staffy scientific colleagues.

We managed to get funding for the National Health Services IVF treatments, so that I was very proud of the fact that anybody was under the age of 35. Who, um, had a body mass index under 30, who nobody on the planet called mummy or daddy. They were entitled to two attempts at IVF on the National Health Service.

And it was and we grew. The first year we did 90 cycles. And then in we grew to 200, 300, and when I left the National Health Service in 2017, the Hewitt Center was, which was the, the unit where, that I founded. was the largest unit in, in the UK offering NHS treatment and we were doing about 3,000 cycles and around Liverpool.

And that, at that point I felt that it was time for a change and that's when I joined Care Fertility, which were, which are the largest independent group within the United Kingdom. And we have about 15, I think it's 15 laboratories, 25 facilities. Clinics, and we do about 12,000 cycles of IVF, of which about 35 percent is funded by the National Health Service.

[00:12:50] Griffin Jones: So from public to private to back to some public. From a few cycles in the era of the idea of test tube babies to 12,000 cycles a year, one of the things that you said was that, well, it turns out it's not that complicated, but you also said that it's no easy feat to find an egg, so reconcile those two notions for me.

[00:13:20] Professor Charles Kingsland: In the early years we, we, we could only collect eggs through laparoscopy, so it needed an operation and a general anesthetic for the woman. Collecting sperm was a lot easier and techniques have not changed for collecting sperm over the last 20, 30, 40 thousand years. But one of the great breakthroughs in, in IVF was the advent of ultrasound.

This is where you could, you could put ultrasound waves through an abdomen and you could see ultrasonically where the ovaries were. And therefore, By guided ultrasound, you could then put a needle through the abdomen without recourse to an operation, and then put it straight under ultrasound guidance into the ovary.

Now, in the early days, we could only do it through the abdomen, and you could only ultrasound waves. So the patient needed a full bladder, and we would sedate the patient and put the needle into her abdomen, in through the front of the bladder, out of the back of the bladder, and into the ovary. Now, that was quite un, un, it could be quite unpleasant and painful although we did, we did most of those procedures.

Under local anesthetic, so they were tolerated, but it was, it was a bit Heath Robinson, and then in the early to mid 1980s, we developed vaginal sound, so that you, instead of putting the abdomen, the probe onto the abdomen, you could put it Transvagina, into the vagina and get a very, very close look at the ovaries, which are actually just on top of the vagina.

So you could, so you could actually put a needle, a very fine needle, through the top of the vagina and straight into the ovary, which made seeing the ovaries and collecting eggs from the ovaries infinitely more easy. And now the vast majority of All patients will have their eggs collected transvaginally and it only takes about 10 minutes to do.

It can be done quite successfully under general anesthetic, under local anesthetic. Very few times do you need a general anesthetic. Takes about 10 minutes, patient has a cup of tea and then goes home. And it's so it's, so really the technique of collecting eggs has not changed.

[00:15:45] Griffin Jones: When it comes to certain things like meat, fresh, never frozen is a selling point, but in terms of fertility, that's not necessarily the case anymore. Asian Egg Bank believes frozen egg donation has come a long way and the protocols and results are only getting better and better. The industry went through a change over the last couple of decades and it started with egg vitrification.

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Frozen donor eggs are available immediately. With fresh donor eggs, patients are matched with the donor and that process can take two to four months. Also, fresh egg donation results in a lot of additional embryos and is inherently more expensive. Then what to do with those extra embryos is an increasingly sensitive topic, considering recent court rulings in places like Alabama.

More good news, research Research shows that frozen egg donation resulting in live births are roughly on par with fresh eggs. And with improvements in protocols, any gap that exists is closing. At Asian Egg Bank, they're researching and reviewing the current process of oocyte vitrification and warming, and this work is showing very promising results.

There will always be a time and place for fresh egg donation, but frozen egg donation makes the fertility treatment process more efficient, more affordable, and less wasteful overall. This message has been provided by Asian Egg Bank. Discover the benefits of frozen egg donation from Asian Egg Bank. Visit AsianEggBank.com/for-professionals. To learn more, that's AsianEggBank.com/for-professionals. I didn't realize that it wasn't, that retrievals weren't done transvaginally in the beginning. I didn't know that. And Oh, gosh, no. So, of all of these changes over the years, what is your view of evidence-based medicine and seeing some techniques develop that have likely been positive, but as you mentioned, there are some other things, like perhaps the technique of retrieval, that have changed very, very little.

So what Yeah. Are you seeing has been the fruit of evidence based medicine, and what do you see creeping in that you don't feel is supported by the evidence? Evidence based medicine 

[00:17:56] Professor Charles Kingsland: is a, is a concept of the 90s, 90, the 90s. It was developed it was first described in the early 90s. 

[00:18:03] Griffin Jones: What were people talking about before the 90s?

[00:18:08] Professor Charles Kingsland: Well, you see this is the thing that actually makes me smile about evidence-based medicine. The, i, the concept of evidence-based medicine is that, that you provide a treatment or a therapy which is of unequivocal benefit to the patient. Okay? So, for example. An enlightened patient should say to the doctor or nurse who's prescribing medication for her, what scientific evidence have you got that this is unequivocally going to do me good?

So if I said to a patient who wants to get a, who wants to get pregnant, take your folic acid, for example. She could then say to me, well, what evidence have you got that this is going to do me good? Well, I could lead her to the library and show her I have unequivocal, scientifically proven facts that if you take folic acid you've got a better chance of having a healthy baby than if you don't take it.

Same with smoking, stop smoking. Why do you want me to stop smoking, Doctor? Well, I have unequivocal scientific Scientifically proven evidence that if you stop smoking, you have a better chance of getting pregnant. Oh, but my next door neighbor, she smokes 60 cigarettes a day and she's got five children.

Well, that doesn't matter because she may have a higher fertility to start off with, but her fertility has been damaged by smoking. But the thing is, I have had many contracts from many hospitals and never Have I been asked, as a doctor, to do the patient, to do a patient good? In fact, when we get, when we get when we qualify medical school, we have to sign something called the Hippocratic Oath, named after the Greek medic Hippocrates.

And the first rule of medicine is number one, don't do any harm, okay? So I'm okay, I'm in the clear, as is any doctor, as long as we don't harm anybody. And that has been the basis of medicine throughout the ages. So before evidence based medicine, obviously we had, there were therapies that were of benefit, but not many.

And most of, most of medicine was based on Non evidence based, myths, legends, suppositions stories, and why is that? Because, you know, humans love a good story. We love a good legend. I mean, I'm from Nottingham. For me, Robin Hood was one of, he's one of my heroes. I have no evidence that he ever existed.

He wasn't particularly harmful. And even nowadays, most of our medicine that we do is based. on legend. So, for example let's take acupuncture. If, if an acupuncturist said to me, if I went in with a bad back I'm going to put the, this is a, this is a scientific procedure, and I'm going to stick needles in your back, and it's going to make you better.

Or if it's going to improve your sperm count, if I want to, well, that's not true. Because there's no evidence to suggest that that's of any benefit. However, if the acupuncturist said, look, you know, there's very little scientific evidence that this is going to unequivocally improve things. However, it won't harm you.

It may make you feel a bit better, it may make you feel as though it's benefiting you, and in the whole scheme of things, that's fine. So you walk into, you know, I, I can remember just recently walking down fifth Avenue, walking into a, a herbal shop. And there's, there's, there's shells full of all these herbs, vitamins and minerals, and purporting to do this, that and the other.

But there's no evidence to suggest. That they, you know, by taking alpha, beta, gamma, glutamyl, placental transferase, it's going to improve your chance of having a baby. If you, if you're taking something that is non evidence based and you happen to get pregnant in my specialty, the IVF. Like for example, I don't know vitamin D or oxycodone 10, you know, or some medication and, or you're getting pregnant, you're desperate to get pregnant and you have reflexology.

And then you get pregnant. That is called coincidence. It's not cause and effect, it's coincidence. It's a happy coincidence, and, but there's no scientific, you know, I can remember patient said to me once. Oh, no, he went on, on the internet and said, Professor Kingsland has magical powers. We only saw him once.

We've been trying for a baby for five years. We only saw him once, and I'm now three months pregnant. I'll take that all day long. I'll take it all day long. But that is coincidence. She was gonna get pregnant anyway. And Voltaire said The best doctors are those who intervene when nature was going to take, was going to cure the patient.

That's the, that's the, one of the skills of being a doctor. We've taken it to the nth degree. Now I, I think evidence based medicine is the best. is great. Well, wouldn't 

[00:23:34] Griffin Jones: the lack of evidence, Charles, then be evidence to the contrary, almost? So you talked about the herbal shop. Well, if it seems that in an era of evidence-based medicine, that if they don't have evidence for it means that, well, why didn't they run randomized controlled trials or, or, because it either means they did and it didn't work.

They didn't produce any conclusive results, or they didn't, and then the question is, well, why didn't they? So, in an era of evidence-based medicine, is not having evidence, evidence to the contrary? 

[00:24:10] Professor Charles Kingsland: Well, yeah, but in medicine, and in IVF or fertility, in particular, particularly in the UK, we are very heavily regulated.

The practice of medicine is heavily regulated, which is not the same in many other areas. Spheres of, of of pharmaceuticals or or food products. So, if you often look I remember, you know, sometimes you're driving home from work and you'll, you'll be in a traffic jam and there'll be a bus in, in Liverpool and I'll be on, on the back of the bus, there'll be an advert and there'll be this, this you know, bright tooth, glowing guy, good looking fellow and he'll say, are you tired?

Are you listless? You need Ferro Biotin F, and you'll go, I'll look at that thinking, yeah, I'm tired, I'm listless, I need some of that, I want to look like you, and then if you drive a little bit closer to the bus, it'll say, 75 of 89 patients who were asked, Said they felt better. Well that actually means nothing.

It doesn't mean a thing. You might as well leave it alone. However, anybody who doesn't know about statistics will, will Well, they'd think, well, you know, if it's good enough for those 79 patients, it's good enough for me. Now, in medicine, if I said, oh, you want to take my fertility mint, for example because I've done a trial and 75 of 90 patients improved their sperm count.

That's, that is a, Poorly conducted, non regulated, non statistically significant trial, which I would be pilloried for, but though in other areas, that's fine. I mean, you know, during COVID here's me a professor. I, I, I remember there's a stage of IVF where we have to put embryos back. It's called, we create the embryo, back into the uterus.

an embryo transfer. And it's a very straightforward procedure, takes about 10 minutes. There is a technique, some people do it better than others but most people can do, do well. Now, one of the things many years ago it was the 31st of August, 1997 I think it was, it was a Sunday morning, and I did 8 embryo transfers on that Sunday morning, and all 8 patients got pregnant, and I went home that morning and switched the television on, And Lady Diana had been killed in a car crash.

And ever since that day, one of the things that I do to patients when I put an embryo, trans do an embryo transfer, I say, now you must think what's happened in the news today That's significant because this is the day you'll get pregnant. And when you will say, I got pregnant on the day that, and if I can't find a piece of news.

I get anxious. Similarly, I have to shake everybody's hand in that theater. So I shake the nurse's hand, the embryologist's hand, the patient's hand, and the patient's partner's hand. Because if I do not shake their hands, they're not going to get pregnant. Now, you cannot tell me that that is evidence based, but I, it's important.

Do you really do it though? 

[00:27:46] Griffin Jones: You've done it all these years? Oh yeah, yeah, yeah, still. Every transfer, every 

[00:27:50] Professor Charles Kingsland: retrieval? Every transfer you can, you, you can ask any of the scientists because I have a deep seated suspicion and there's, I don't think there's anything wrong with that. And this is one this is one of the facts where I, I think it's very important that we include non evidence based medicine.

into our treatments. What we have to do though, what we have a duty to do, is to advise the patient. This is not evidence based, there is no scientific data, however, this is the risks, these are the benefits, but importantly, These are the costs because I feel very strongly that you can financially harm a patient by offering them non evidence based medicine.

But, similarly, just in the same way that, you know, my wife will buy a handbag if she wants to feel better. If it's a health issue and you want to spend money on your health, Provided you are fully informed that this is a little evidence based base, as long as it's not harmful, then you're free to do whatever you want.

What you should be allowed, you know, free to do. I remember a few years ago I was working in Cares Clinic in London and I did an embryo transfer on a patient and she wanted some additional treatments to help her through. And I said, you don't need to do that. You don't need that. No, it's not gonna benefit you.

And she complained, and she said Professor, the complaint, the formal complaint was, Professor Kingsland wouldn't allow me to spend my money. I wanted to spend my money on my health. He told me what I could do, what I shouldn't do, but he didn't give me the choice. And I think that was a very salutary lesson for me, that, you know, if patients, you want to spend money on their health, provided they're informed about the risks to the benefits that should be allowed.

And we have this, I'm not, you know, in, in IVF, certainly in the UK, our regulatory authority, the Human Fertilization Embryology Authority, have a traffic light system for evidence-based medicine, and they have treatments which they regulate by, Saying that they're green, amber or red, green is unequivocal benefit evidence-based amber is the jury is out.

Neither benefit nor harm and red is, it is of no benefit or maybe harmful. Now, there are one or two things that that, that the HFEA have regulated, have. They are RED RATED and therefore it's bad medicine. I have to disagree because it shows a, you know, in many cases it shows a fundamental lack of the meds, medical process and how humans want to be treated.

And so And provided we are, obviously it shouldn't be harmful, it shouldn't be expensively harmful, but we should be allowed to choose, and if we want to use vitamins and minerals of a nature of doubtful benefit, or if we want to have acupuncture, or, or, or complementary therapy, that's absolute, if we want counseling, that's absolute.

That's absolutely fine, and that's where I think, just so happens, because money is involved with IVF, we seem to hit that interface harder than anywhere else, because, you know, there are, there are hospitals in, in the UK that are, that are Endorsed by the Royal Family, the Royal Homeopathic Hospital, the Royal Homeop Well, homeopathy, it's great for, for, for many people, many people strongly support and want to be treated by homeopathy.

And that's fine, but there's very little scientific evidence that it's of any benefit. 

[00:32:02] Griffin Jones: So I want to see if we can find a case for some of these things that are, are not harmful, but to, for, allow for medicine that isn't evidence based beyond the, beyond the idea of consumer freedom, beyond the positive association of other events that happened around the untimely death of positive monarchs.

Is there, is there another benefit to So, allowing for non evidence based medicine as long as it isn't harmful because there's something there about advan that that that the fringes of medicine advances. One example that you mentioned you you talked about, you know, Vitamin D and and there not being a A lot of evidence in that supporting fertility outcomes perhaps, but I have had an REI tell me that the number one thing that he recommends for men is vitamin D.

That for, for malvarility in the case of fertility, if you can lay outside under the sun with your testicles out. So this is a clinician that feels very strongly about vitamin D. Do you feel that That that it very, perhaps the evidence says that there isn't the evidence to support that. But is there something about having the the barriers to evidence based stay at At doing no harm, that allows the fringes of medicine to actually produce more evidence.

[00:33:36] Professor Charles Kingsland: Oh yeah, well that's the whole basis of, of progression, advance, advancing technologies and, and, and medical science. So using vitamin D as an example. There, I, there is a body of evidence now that suggests that vitamin D is more than a vitamin. It might, it may, it may have some enzymatic actions on health and general well being and fertility.

It's certainly not harmful, and there is some evidence, although it hasn't reached an evidence base, to appear in learned journals or learned textbooks, that you must take vitamin D. Vitamin D. I would not be as, as strongly supportive as vitamin D as as your your colleague, but there are There are, for example, firm, evidence based facts about improving your sperm count, you know, keeping your testicles cool, having a good diet, not taking not taking steroids, not smoking.

There was a time when we all, when we advocated vitamin E. Now, the basis of vitamin E and male virility and sperm counts was based on rat studies. If you feed vitamin E to rats, they go wild. And it, it improves, it increases their libido massively, and we extrapolated that to humans. But, vitamin E, again, is one of these things, that is not necessarily harmful, there is very little evidence to suggest taking vitamin E will unequivocally be a benefit.

Now, there are more recently, going back to your advancement of science and, and using fringe subjects and looking at them more critically, there is some evidence that vitamin, vitamin E actually might be harmful. in some patients. So going back to what you said I think it is really important that we take these fringe well I call them fringe loosely but complementary therapies or therapies that have not reached evidence based.

And look at them more critically, but subject them to scientific rigor, to the proper randomized trials, and then we can say, yes, they are a benefit, or no, they ain't a benefit, and that's it. Look elsewhere. 

[00:35:55] Griffin Jones: Delineate, for me, the difference between some evidence base versus being truly evidence base. So you mentioned there's some things that have a base of evidence, but that's not the same as being, like, really evidence based.

Is the difference RCTs, is it publications in journals? 

[00:36:13] Professor Charles Kingsland: Tell me about that. So, so we have, we have a grading of evidence. So we have grade A. B, C. Grade A evidence is evidence that has been created by randomized, prospective, well powered trials. So these are the highest quality clinical trials that you can do.

And they have reached a particular strength that you can say, these actually, we're, we're Our results and our facts smoking in pregnancy folic acid, which I've used as an example before. You have, then you have Grade B evidence. Grade B is the second tier of strength of evidence. This is where the evidence has been gathered, not necessarily by randomized prospective trials, but by retrospective trials trials that have looked back at Data that's already been created by case reports, by meta analyses where lots of retrospective trials have been put together with big numbers, and data Or, some say yes, it's better, some say no, but, but, it's, it's equivocal.

Grade C evidence is the poorest grade of evidence, and it's down to, you know, my Auntie Bessie took folic acid in, or she took vitamin B C and she got better that the, the, that that's the, the grade C evidence. And we, we actually in the UK publish NICE guidelines. Well, they used to be called nice.

They're now called NIHC, national Institute of Clinical Excellence. Looks at a particular subject in medicine. And we'll rigorously appraise that subject and give a list of recommendations based on grade A, B, and C evidence. So if you look at grade A evidence, for example in my specialty, fertility, ICSI, this is where a male has got poor sperm and it's, and so what we do, we, With, with his sperm, we will inject a single sperm into the egg as opposed to incubating the egg with a hundred thousand sperm.

Sometimes a male may not produce a hundred thousand. He may only produce four or five sperm. So we take one sperm and inject it into the egg. That is unequivocally of benefit. IVF, IVF works. If that, if that guy didn't have IVF, he wouldn't father a child. So that's the, that is grade A evidence. It's the strongest particular evidence you can get.

I'm trying to think of grade Bs. So, going back to acupuncture, that would be grade, that would be grade B. Some trials show its benefit, other trials don't show its benefit, but no trial will show it to be harmful. So these, they're, they're the sort of grades. And then, as I said before, provided you Get that information from your doctor or practitioner, then it's fine.

You're free to choose. The problem comes when you're, when you are subjected to huge fees for, for treatment that is not necessarily going to be of any benefit. And that is where the difficulty lies for patients. Just getting that, the information that they need to make an informed choice. Is the degree of harm, or the range of harm, is it relative, Charles?

[00:40:00] Griffin Jones: Let me give you an example to explain what I'm trying to ask here. There's a nephrologist in Toronto named Dr. Jason Fung who feels very strongly about prolonged fasting and its benefit in increasing longevity, in reducing chronic disease in decreasing the risk of amputation and decreasing the risk of other bad things that happen after amputation, particularly in diabetics.

But he admits that there's not a lot of randomized controls. It's hard to do randomized controls on anything having to do with longevity, for example, human longevity. Yeah. But There could also be some harm in prolonged fasting that you could bring back out for some people, there might be other complications that happen if you go on a six day fast, but I listened to him talk about that sort of protocol shortly before her.

An elderly relative of mine who was obese and had diabetes had an amputation and then died, you know, within a few months of that amputation. And I had thought about, after listening to that, telling this elderly relative, why don't you just not eat for four days and see what, and, and see what happens.

Now that could be harmful. It could be harmful. But if you're, If you're elderly, if you're at, if you have diabetes, if you're at these risk of certain things, what I'm asking is, is the range of harm relative based on the condition that, that someone is in? 

[00:41:40] Professor Charles Kingsland: Yeah, the range of harm is always relative. We talk about precision medicine.

This is another one of my Bugbears, you know, we, we have these fashions in medicine that come along and, and certain clinics will say, oh, we are advocates of precision medicine. Well, the implication is that the other clinics are not precise. The whole idea of medicine, it is a very precise, Specialty, but we can generalize to a certain extent, but there are some people where you have to individualize their risks and benefits of a particular therapy.

And this is a case in point, you know, the, the 70, 75 year old obese, diabetic may be safer on a a calorie restricting diet over a number of days. I certainly wouldn't, you know, a 20 year old who's growing and developing and needs all the protein they get and they need all the energy they get, well that's not so prevalent in a 70 or 80 year old.

So, it's horses for courses. A liver, one of my friends who's a liver transplant surgeon said to me, you know, it's like saying I'm an alcoholic and I'm not alcoholic. It's very difficult. Some people will damage their liver. with small doses of alcohol. Others could drink bucket loads of the stuff and not get a, you know, not, not get any damage whatsoever.

And it's, it's who you are that counts, not not where you go. I often say this about you know, success rates in fertility clinics. In my experience over 40 years, The vast majority of fertility clinics have very similar outcomes. Okay, there are some that are excellent and there are some that are not so good.

But the majority of clinics are pretty damn good. It's the same as, you know, in, in, I keep using the UK as an example. You know, you go, you go in with a, with a routine problem to a National Health Service hospital. You'll be okay. You know, you'll be fine. But there are, there, it's not where you go for your treatment.

It's who you are. And the skill of the clinician or the doctor or the fertility doctor, whatever your, whatever your disease or disability. Is, it's picking out who you are and what you need. Now, fortunately, the majority of us all fall into a, a basket. It doesn't matter what, you know, if you're a, if you've got a pain in your tummy and, and it looks like an appendix and you need an appendix operation, 90% of the time it will be absolutely routine.

But every so often there will be. A problem where, you know, which is usually predictable, and if you've predicted that problem, then it makes the outcome so much easier, and that is the, that is my point about individualizing your treatment and precision medicine. It's all, it should all be precision medicine.

It shouldn't we should all be treated as individuals, but most of the individuals will be, will, will come within a category of what we would say the normal range. 

[00:44:58] Griffin Jones: Speaking of where you are, you have practiced in the UK, you're now part of, you've been part of CARE Fertility for many years, served as their Chief Medical Officer, you're doing a lot of advising now, but CARE has expanded I know into the U.S., into North Carolina, presumably planning further expansion in the U. S. Do you all have a presence on continental Europe as well, or just U. K. and Ireland? 

[00:45:21] Professor Charles Kingsland: We now have clinics in Spain as well, so we have clinics in U. K., U Spain, and now the U. S. How did the schools of thought 

[00:45:30] Griffin Jones: on evidence-based medicine differ between the U.K. and continental Europe and the United States? For more UN videos visit www.un.org 

[00:45:38] Professor Charles Kingsland: Very similar. We're, we're, we're all very similar. The, the, the, the, the ma the majority of the medicine is, the vast majority of the medicine is very similar. And just using fertility therapy as a, as a, as an example is formulaic.

Most of it is, is the same wherever you go. The way that it differs is, is in how it's how it's perceived. In the US, for example, you know, it, it is most of the clinics are owned by private equity, is far more business orientated, and the doctors need far more business acumen, I would say, than doctors, equivalent doctors in the UK, who have, who have had a far more well, governmental NHS education, so for example, in the u uk a in the US a clinic has to be owned by a doctor.

You cannot practice IVF fertility therapy in the UK, in, in the US in a clinic that is not owned by a doctor, whereas that's just not the case in Spain. Or or the UK, but the way that the clinics are run in terms of the medicine, they are very, very similar. Most of it is, as I say, formulaic and irrespective of, of where you go whether it be, you know, Uh, you know, Boston or San Francisco or Carolina or Texas.

For, for the standard patient, the outcomes are the same. It's only when you are out of that standard, you're, you know, out of the normal range where your chances of success are probably different in different clinics. But you will experience. You know, it's the duty of any practitioner, healthcare practitioner to be able to pick out the good prognosis patients, the less good prognosis patients, and manage them or refer them on accordingly.

[00:47:54] Griffin Jones: I want to ask you about your views on the REI's role in in top of license, what the REI needs to do versus what Other practitioners, either generalists trained OB-GYNs or even advanced practice providers or nurses should be able to do, but I know that's, that's gonna have to save for another day. I'm gonna have to invite you back on for that.

I want to give you the concluding floor of how you'd like to conclude about what it's been like. over the years to see this sort of development, to see this focus on evidence-based medicine, the changes that you've seen in the field from the days of what it was like to work with Dr. Edwards, that is.

I'll let you conclude how you see fit. 

[00:48:45] Professor Charles Kingsland: The biggest breakthroughs that have occurred in the last 30, 40 years are in the laboratory, without question. What when we started we, we weren't able to assess embryos very well. We weren't able to grow embryos very well. We used to have to put embryos back when they were 48 hours old, because we didn't have the, the culture media, the complexity of the culture medium to have, to be able to grow embryos.

To three, four, five days. And because we couldn't grade embryos, we used to put more than one back in the hope that the more embryos you put back, the better chance you had of achieving a pregnancy. The risk of course, was multiple pregnancy. And although couples who have been desperate for a baby for years would like to have the thought of having twins and triplets, for OB-GYN it's a nightmare because for every healthy set of twins that are pregnant, Being pushed around the local supermarket, patients don't see the dead dying or miscarried twins.

So nowadays we grow embryos. We can assess embryos very well. We grow them up to five days old and we only have to pull one back. So have as many bees as you want, as long as it's wanted at a time. So they're the big advances as far as the gynecology is concerned. Very little has changed. There are things that come along every five years that alter how we practice medicine.

But what we have to do is to deliver the best quality egg and the best quality sperm we can to the laboratory. And then hopefully get a, a good embryo and a good result at the end. The big issue that we still have is accessibility and scalability in IBF. Only the WHO recently published a paper that only 2 percent of the population in the world that needs Fertility therapy can have, get access to it because the, the rate limiting step is access to fertility units and then once you're in the, in the fertility unit, it's, The scalability, we can only do so many with the manpower.

So I think that we have, so I think the future, the next generation, we are going to be looking at robotics, artificial inseminate artificial intelligence, which is going to, you know, We have revolutionized the way we deliver IVF, and I think at this particular stage, we're at that level of technology when accessibility and scalability is going to is going to come to the fore, and that is an exciting time, and that's why I'm still going, because the end product is, you know, the The job satisfaction that I get is like unsurpassed to see couples who, who achieve a parenthood after many years of lack of success is, it's so rewarding.

I don't tell Kev, but I do, I do this for nothing now as a hobby because it's, it, it is. And so I, I just see the next, you know, five, 10 years as being a real revolution. in IVF Scalability, Accessibility, AI. Robotics, it's, it's gonna be, it's gonna be great, it's gonna be great, and so that's what I would and it's gonna be not only great for, for our specialty, it's gonna be great for patients and, and great for the population.

[00:52:16] Griffin Jones: The next conversation I want to have with you is about that revolution and what standards of of evidence based or difference between the clinical care and for operations and engineering. That will have to be in the next conversation, but I am looking forward to having it already. It's been a pleasure to have you on the show, Charles.

I really look forward to having you back on the Inside Reproductive Health podcast. 

[00:52:39] Professor Charles Kingsland: Thanks a lot, Griffith. See you soon. 

[00:52:41] Griffin Jones: You know who brought this rich conversation with Professor Charles Kingsland to you for free Asian Egg Bank. Listen to the name Asian Egg Bank. You know your patient populations, you know their needs, so you probably know you're going to need Asian Egg Bank.

You might wanna start that relationship now if you haven't already. To learn more about Asian Egg Bank and the benefits of their frozen egg donation process, head to Asian Egg Bank. Dot com slash for dash professionals. That's asianeggbank.com/for-professionals. 

[00:53:14] Announcer: Today's advertiser helped make the production and delivery of this episode possible for free to you. But the themes expressed by the guests do not necessarily reflect the views of Inside Reproductive Health, nor of the advertiser. The advertiser does not have editorial control over the content of this episode, and the guest's appearance is not an endorsement of the advertiser. Thank you for listening to Inside Reproductive Health.

 
 

225 Donor Conceived. What Third Party IVF Programs Can't Afford to Ignore with Melissa Lindsey

DISCLAIMER: Today’s Advertiser helped make the production and delivery of this episode possible, for free, to you! But the themes expressed by the guests do not necessarily reflect the views of Inside Reproductive Health, nor of the Advertiser. The Advertiser does not have editorial control over the content of this episode, and the guest’s appearance is not an endorsement of the Advertiser.


Are you considering the broader implications of third-party IVF in your practice?

Today’s guest, Melissa Lindsey, Founder of the non-profit Donor Conceived Community and a member of the donor-conceived community herself, delves into the ethical and real-life consequences of third-party IVF. She offers a much-needed perspective on how clinics and egg banks can better serve donor-conceived persons

Tune in as Melissa discusses:

  • What clinics and egg banks are doing wrong (and what some are doing right)

  • Why Everie isn’t scared of the DCC (Instead taking a proactive interest)

  • Last year’s legislation in Colorado

  • What’s fair for donor-conceived persons to expect vs. what someone can require of their own biological parents

  • The real-life consequences for a donor-conceived person (False medical history, denied genetic testing, etc.)

Donor Conceived Community
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Melissa Lindsey
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Transcript

[00:00:00] Melissa Lindsey: I know it's an industry, I know it's profitable, I know there's all these goals for expansion and scaling. When you scale a practice, it can be harmful to people and puts them at a disadvantage for their life. Span, it's important to see where you can fix that before you scale it. And some banks don't have practices that even meet the standards within healthcare.

Many of them do not keep their records because they're not required to. So when a parent goes back and asks a question, they just say, oh, we don't have that anymore because they weren't required to keep it. 

[00:00:37] Sponsor: This episode was brought to you by Everie Egg Donation. Everie Egg Donation is pleased to bring you Melissa Lindsey, Founder and Executive Director of Donor Conceived Community, who provides emotional and social support to Donor Conceived People, DCP, facing identity discoveries.

To learn more about Everie head to www.everiedonation.com/for-clinics, that's www.everiedonation.com/for-clinics.

Announcer: Today's advertiser helped make the production and delivery of this episode possible for free to you, but the themes expressed by the guests do not necessarily reflect the views of Inside Reproductive Health, nor of the advertiser.

The advertiser does not have editorial control over the content of this episode, and the guest's appearance is not an endorsement of the advertiser.

[00:01:44] Griffin Jones: Consequences, ethics, there's a lot of those to consider when it comes to third party IVF isn't there? You are helping intended parents. You are serving donors. And though you're not involved in obstetrics or pediatrics, you are part of delivering a product, and that product is a human being. The real life consequences for donor conceived persons are many.

We didn't even get into many of the craziest real life examples. I guess that will have to come in a future episode. And you're involved whether you like it or not. How much input do you want in the matter? These are issues that I talk about with my guest, Melissa Lindsey. She's a member of the Donor Conceived Community Lowercase, and she's also of the founder of the Donor Conceived Community Uppercase, a 501c3 organization.

They were inside the ASRM conference with the booth last year, and it's probably not clear from our conversation, but Melissa was not Outside, with the folks that I and possibly yourself quickly walked past. False medical history, erroneous information in the EMR, denials from insurance companies to do genetic testing to assess risk.

These are some of the consequences that Melissa talks about. I ask her what some clinics and egg banks are doing wrong in her view. What are other clinics and egg banks like Everie doing right in her view? Why isn't Everie scared of this community? Why are they interested in being proactive? We talk about last year's legislation in Colorado, and I ask Melissa, what's fair for donor conceived persons to expect compared to what someone can require even of their own biological parents?

I don't have all the answers. I think there's an ethical discussion to be debated in good faith about what's truly fair for all parties involved. But the more third party IVF you do, The more donor conceived persons come into your world, hoping that they don't expect any kind of information or resources from your ag bank or your fertility clinic is a bad strategy.

Hoping that they don't expect any kind of information or resources from your ag bank or fertility clinic is no strategy, and ignoring them is a bad strategy. I would really like to hear your thoughts on this matter. Email me or comment on the social posts and enjoy this conversation with Melissa Lindsey.

Ms. Lindsey, Melissa, welcome to the Inside Reproductive Health podcast. 

[00:03:51] Melissa Lindsey: Thanks. I'm happy to be here. 

[00:03:53] Griffin Jones: We connected, uh, a little while, uh, back because oftentimes I don't have people from outside of working in the fertility field connect with me and, and every once in a while a patient will reach out or maybe someone else will reach out because they enjoy being a bug on the wall for Our type of media, and you don't come from the patient side or the donor side, you come from yet a third category of folks.

And then your name was brought back up to me recently, but we have not covered much about the donor conceived community on this show. And I think that the field should be aware of what's going on. But let's Maybe start with just a view of how did this community come together? Like, how did donor conceived persons find each other?

Like, what is their, is there an organization? Did you just connect with each other on social media? How long has this been going on? Give us the overview. 

[00:04:57] Melissa Lindsey: So I, first of all, I am a donor conceived person. I found out when I was 39 years old through a chance conversation and a 23andMe test that my dad, who I always assumed was my biological father, was not my biological father, and that I was sperm donor conceived.

I had a lot of questions. I went to the standard first layer of questions of people who are experts that I thought might be able to help me, including my family doctor, mental health provider, Google, looking for resources of what does a donor conceived person do. I didn't actually even know the phrase donor conceived.

I could only find sperm donor baby, it's like that was where I was frozen in time as a sperm donor baby. So it took me a while to find. any information. I called a lot of clinics, I called a lot of banks, and I had the assumption coming from my background in marketing and customer service and sales that this would be part of the community that people would be addressing from a customer service standpoint of obviously we made this person, so what, what are the resources for this person when they need information?

Number of siblings or medical history or what am I made of? And I was very surprised when I was calling banks and clinics. And talking to healthcare professionals, where do you send these people once they have questions? And the answer was, well, we don't have anything for them. And that really surprised me because everyone knew that we were going to show up on the scene.

So, where were the resources? And I thought I just wasn't good at finding them. So, I kept looking, but I couldn't help but take note of this, what appeared to me, to be a big gap in resources. So eventually I figured out that I was called Donor Conceived and I also found a Facebook community of called We Are Donor Conceived and there were a lot of people sharing their experiences there.

I really learned a lot in that space. It was also a bit overwhelming because you're hearing from people every day who are going through discoveries or have questions that they can't find answers to. I saw a lot of themes in the experiences of donor conceived people. At the time, I was planning to go to grad school for occupational therapy.

One of my main goals at that point was to help people recover from Whatever hardship they were facing and live the best life they could based on this hardship. And I started to really see an overlap in a lot of donor conceived people were facing hardships that impacted their everyday life. And I decided to start some peer support groups for people to have smaller conversations, to hear each other's stories, to share their expertise.

And I just thought it would be a side thing, a few peer support groups for people to get together. It was during COVID, so people were getting more adept at spending time on Zoom to make those connections, and it also offered people a bit of privacy to have those conversations. I didn't anticipate it taking off the way that it did, and soon I had a wait list and more groups, and then I was leading five groups a week for donor conceived people to have these conversations, and I realized that I would be doing this forever if we didn't help the parents Talk to their kids about donor conception.

And in listening to the parents, I learned that they weren't getting what they needed from professionals who were helping them grow their family. And so the mission kept getting a little bigger and broader as I saw the need. And so I finally realized that this calling that I had stumbled into was really a place that I could make a difference for a long time.

And so I started Donor Conceived Community as a 501c3. where we want to make the world a better place for donor conceived people. 

[00:09:18] Griffin Jones: What information and what resources specifically was it that you were looking for? 

[00:09:24] Melissa Lindsey: Well, one example is I had spent my entire lifetime assuming that I had a predisposition to Some medical issues, some cardiac, some cancer, some mental health concerns, and I was pretty vigilant about watching out for those.

So when I went to my family doctor and found out that my paternal medical history did not apply, I was talking to the medical assistant and said, I'm not sure what to do now. And she said, I don't know. This is fascinating! I've never deleted someone's paternal medical history before. I have no idea how to do it.

Let's ask the doctor. So then, I asked my doctor that I had a great relationship with to, I gave him the news. Surprise, my biological father isn't my biological father. I'm actually a sperm donor conceived, and he said, wow, you know what, when I was in residency, they asked us to donate, and I am so glad I did not, because who knew 23andMe would be coming around the corner, so I'm so glad I didn't donate, but you know, at least you know that it was, you know, probably somebody screened, that your parents really wanted to have you, and you know, Well, just put unknown for your history, although I'm not sure how we're going to update the electronic record side of it.

And so to this day, I still have cardiac conditions that pop up as predispositions. I can't get rid of them, but I've lived my whole life assuming that they were in place. But the question I asked the doctor at the time is, what if there is something? that I'm missing there because it's not, he said, well, just put average risk for everything.

And I said, what if it's not average? I don't know if I should be on the lookout for breast cancer or ovarian cancer. I don't know what things could be coming down the road for me. And there were no answers for that. I asked about genetic testing and he said, well, it wouldn't be covered with insurance because it's only covered if you know you have a risk.

So I would have had to pay out of pocket for genetic testing to assess my risk for cancer. Cancer and cardiac. And it's also a myth that doing genetic testing covers all of that because even a genetic counselor would let you know that fam, family history is one element of genetic testing. They can't just test EV for everything.

They still wanna know what's happened. If you have that information available, what's happened among your genetic family? I was so nervous about how many siblings I had. I had a story that I thought back to when I was in college. People used to stop me and say, oh, I saw you in the quad or I saw you in the cafeteria.

And I'd say, that wasn't me. And so there was this person for several years that people would say, you, you know, you have a doppelganger somewhere here at school, which I thought was really interesting. And you always think, what does this person actually look like? My senior year, last semester, there was a convocation.

Once a month for our school and I looked down like six bleacher rows and I saw this person from the side that looked just like me and I, I was like that's the person everyone's been talking about and I couldn't make my way to her before the group scattered but as soon as I found out I was donor conceived, I thought what if that was my sister?

[00:12:56] Griffin Jones: Did you ever find that out? 

[00:12:58] Melissa Lindsey: I don't think it was. I did get some information that means that that's unlikely, but I'll never know for sure. I do have relatives that, it turns out I was living 15 minutes from my uncle at the time, my genetic uncle, I just didn't know it. And, but he doesn't have any daughters, so I don't think it was, you know, It could be just a fluke, like we all have doppelgangers that we're not related to, but those are the kind of moments that come back for someone who has this discovery.

And the reality is nobody can answer the question how many siblings you have. And so it's a very overwhelming thought for a donor conceived person to, not just in late discovery, but for people who've known their whole lives they're donor conceived, but they don't know who their siblings are or where they're located.

[00:13:54] Griffin Jones: EMR information, insurance authorization, these are two implications to second and third order consequences that I never would have thought about. Uh, sure. And so there's, there's a lot more to this. There's a lot of implications for this. Not knowing if you're donor conceived and not having that associated information.

I want to come back to that CHANCE conversation, but before we do, the people that brought this conversation back up to my attention, it was Aisha Lewis from Avery, they're an egg bank, and I think that they're going to sponsor this episode, but they do not have editorial control. So if, if you like them, if you like other people, if you, if you don't like them, like you're allowed to say whatever the heck you want, but it does make me curious of, about egg banks and clinics of what are they, what are some egg banks and, and clinics doing wrong in your view?

And what are some doing right in your view? 

[00:14:58] Melissa Lindsey: Great question. So many. Many banks are looking at their potential customers, focusing on the fact that they really want to have a baby, focusing on the fact that they have possibly been through a very long, expensive experience to try to grow their family, and in their effort to Provide or meet that need, they are bringing their patients to the point of a positive pregnancy test with the goal of a healthy baby and not paying attention to the fact that a healthy baby will become a healthy child and a healthy adult and a person who is donor conceived for their entire lifespan and there's the feedback from the parents now is You know, we want to be set up well for parenting across the whole lifespan.

We don't want to have these disadvantages just because we needed to use third party reproduction. We, we shouldn't have to wonder if our child has a hundred or two hundred siblings. We shouldn't have to wonder if our donor profile is correct. We shouldn't have to wonder if the information that the donor gave voluntarily was, you know, checked or not to be valid or true.

We have so many people who share the experience of the donor profile, you know, the, the university was made up, the degree was made up, the, the ethnicity was not accurately reported, the, and whether that was intentional or not, some of those things could be validated with a little bit of effort. And so the, the practices that are challenging are when it becomes our only goal here is a positive pregnancy test and a healthy baby, healthy pregnancy and delivery, and we're, as long as we get them there, we've done our job.

And the other challenge is when it, you know, I know it's an industry, I know it's profitable, I know there's all these goals for expansion and scaling. When you scale a practice, can be harmful to people. and puts them at a disadvantage for their lifespan. It's important to see where you can fix that before you scale it.

And some banks don't have practices that even meet the standards within healthcare. Many of them do not keep their records because they're not required to. So when a parent goes back and asks a question, they just say, Oh, we don't have that anymore because they weren't required to keep it. 

[00:17:46] Griffin Jones: They all say they screen very thoroughly.

They all say, you know, when I, when I, because many of them have advertised on the show and I think, I think the ones that have advertised in the show are, are probably the good ones or at least that's, that's how I perceive them and, and, you know, they tend to be specific when they talk about what they're screening for, but, but everyone that you talk to with regard to ag banks says, you know, we screen the most thoroughly.

Is that not the case? 

[00:18:16] Melissa Lindsey: Well, I think. One of the challenges, we screen the most thoroughly. It depends on what they're calling thorough. I mean, some, some banks would tell you they screen thoroughly, but they don't verify if the person is who they say they are because they, that would take too much time and they don't have, it would be too expensive, it would drive up the cost.

You know, we may see resistance to even taking a state ID sometimes to validate the identity of a person. We see people who talk about genetic testing or screening or they'll say we follow the standards and they imply that those standards include a certain type of genetic testing when the FDA standards haven't really changed since then.

The 90s, so it's not the protection for parents that they assume is in place. And so going from one bank to another, very different practices, and parents don't know that. And so when, when, when banks say we're screening thoroughly, that means something different in different places, and parents don't know that.

[00:19:26] Sponsor: In the world of assisted reproductive technologies, Everie Egg Donation is at the forefront of known donation, redefining the donor conception experience with equity and transparency. Everie is dedicated to giving the donor conceived community the opportunity to know their lineage. Everee Egg Donation's unique Mutual Match system empowers both donors and intended parents by giving them an equal voice in the process, fostering deeper connections and transforming the traditional donor conception experience into a collaborative journey.

Everie is setting new standards in the world of egg donation, ensuring that donor conceived individuals have the choice to know their origins. Discover how Everie Egg Donation is leading the way in supporting the donor conceived community and how you can be a part of it at www.everiedonation.com/for-clinics.

That's www.everiedonation.com/for-clinics.

[00:20:42] Griffin Jones: So if egg banks are doing it right, and if Avery is one of them, what are they doing? 

[00:20:49] Melissa Lindsey: They are making sure that donors understand the implications of donating, that they understand that they will have genetic offspring or biological children or genetic children out in the world.

They are making sure that the donors are prepared to disclose that information to their own children someday, to their future partners, that this shouldn't be a secret and they should be prepared to talk about it. If there's so much stigma around it for them, it's probably not a good idea to donate.

They're doing psychological interviews or screenings and testing their meeting with a mental health provider to make sure that they understand the implications so that they can make a true informed consent to the procedure that they're going to go through and, and then doing the genetic testing that they're going to go through.

Uh, ASRM recommends, or that the guidelines recommend, because they're not required, it's a recommendation. So they're following those recommendations. 

[00:21:57] Griffin Jones: It seems to be it's about informed consent for the donor, or at least it starts with informed consent for the donor. What about the people like you that were conceived from donors who did not get informed consent?

What's, what is fair to those donors, and fair to The people conceived by those donors. 

[00:22:20] Melissa Lindsey: This comes up a lot because if people donated when they were told it would be anonymous, that was the technology at the time, right? Nobody knew that DNA sequencing was going to become a thing and that consumer DNA testing was going to happen.

I do, I find it interesting when people say, well, that wasn't what we were told was going to happen 40 years ago. 20 years ago, 15 years ago. And some of those people are even medical professionals who are experiencing the benefits of here's how we used to do this surgical procedure, and here's how we do it now.

So we have all these advances in technology that we benefit from daily. We aren't saying, well, when I started my practice 20 years ago, this is how we did it, so I'm not going to innovate. I'm going to stay in the same place. With my processes, we have facial recognition, we have Google Maps, we have all these abilities with technology that we have to keep up with in every other aspect of our life.

So, recognizing that anonymity and donor conception is gone really shouldn't be isolated from all the other places that we're experiencing advances in technology. We can do things in 2024 that we could not do in 2020 or 2010. That's the reality and that's true of all kinds of decisions we make in our life where there are implications for those decisions that we couldn't foresee and we have to adjust to that.

So I don't know that there's any contract that could be created that It takes away the impact of technology because we, that's the reality of the world that we're living in. I could have a photo of someone that now I can do facial recognition software and that's not just true in donor conception.

That's true because photo, because facial recognition exists, so. 

[00:24:32] Griffin Jones: Is it the right thing in your view that if, if a donor, you know, let's say that, you know, this is a donor back in the early 80s and had no idea that they were ever going to be known, was told that you're just going to be completely anonymous, this is between the biological parent, or excuse me, between the intended parents and the child, and you're just helping a couple in need, and you're just, you know, you're You're just a servant in this moment, and then you're out of the picture.

If that was the person's expectation, is it fair now to just, to, to require that their identity and their information be disclosed to the, to the child, the, the donor conceived person? 

[00:25:20] Melissa Lindsey: So I think it, I think require would be the, the place I would say that's probably too strong of a word. I think understanding that it's possible and understanding, understanding that it's likely that the identity will be discovered is, is really important for the clinics and banks.

and existing practices. I think one way through that is there are a lot of donors who they made the decision very quickly or because of financial need or without understanding the implications and now they're curious too and they would like to make their information available. understand the implications of that donation.

They are curious about what happened and so they would like to make their information available or maybe they just understand the implications of family medical history. They are often going back to try to find a place to make that information available and they're, and either sometimes, I mean often the place isn't in practice anymore, but they register with like Donor Sibling Registry or other, or they contact the bank or clinic and say, can I make my information available?

And that's one practice that I think we really need to see increase is that the bank's having a mechanism for somebody to come back and say, I did this under anonymity, but I don't, I want to be available if they want to reach out to me and being willing to host that mutual contact or facilitate that I think is an important piece and we see that in other places where anonymity is held for a certain time, but then both people can opt into knowing each other.

We see that in, you know, organ donation. We see that in other places where for a certain time, you're not going to know the identity, but then if both people agree to it. So I think that's one element that could really be helpful because we do know that the donors also are curious after the fact. 

[00:27:30] Griffin Jones: Tell me about the conversation that you mentioned that it was 23andMe and a chance conversation.

What was that conversation? 

[00:27:40] Melissa Lindsey: The details are a little left open for interpretation, but the story that I heard was that my parents, when they're planning to use a donor, had planned to tell us, and so they shared that conversation with their decision to use a donor with family friends. The family friends thought that we already knew, and so they just made a remark about finding our biological father if he was still alive, and that was not information that I even knew.

My dad passed away when I was 15. So, the thought that there would be a biological father possibly alive in the world was very confusing at the time, but, and I didn't know what to do with that information, so I took a 23andMe test and started to try to find out what I could, but I was Also, not sure if I even wanted to know at that point because I, it was just a big surprise.

[00:28:42] Griffin Jones: The 23andMe test came after the conversation. How did the conversation get brought up? Did this family friend just one day say, Hey, he had taken a 23andMe 

[00:28:53] Melissa Lindsey: test and was talking about his 23andMe report and then just saying kind of offhandedly, Oh, you could do this too. You might find your biological father.

[00:29:04] Griffin Jones: But it was just a throwaway comment. It wasn't, you had never talked about this with this person before? You know, this, presumably this was a family friend that had been a present throughout your life, but this was the first time that this person ever mentioned it? 

[00:29:19] Melissa Lindsey: Well, so one interesting thing, this is a very common experience for donor conceived people, is I call them dog eared comments, where you Start to look back throughout your life and notice other comments along the way that start to make more sense and you can't even remember why you remembered the conversation.

So, I remember at one point, so I wanted to be a doctor growing up. That's, I wanted to be a family doctor and that was kind of the thing I talked about continuously from 6th grade until my freshman year of college, I'm going to be a family doctor. After my dad passed away, I definitely He was my biggest supporter, and I just probably didn't even realize at that time how much I was going through.

But this family friend said, you will be a doctor. And I thought, why did he say that with such conviction, with such conviction? Sureness. So later, when I learned that my biological father was a family doctor, I thought he knew that. He knew he had this extra little bit of information that I didn't have at the time.

Of course, you know, going through college at that point and doing career counseling and the fact that my dad had been in sales, you know, it seemed like this mismatch a little bit that I was so interested in becoming a family doctor, so I didn't have that information at the time, but that was one of the conversations along the way that, and they also seemed to marvel at how much I looked like my dad.

So that's another comment. Wow, you even have a dimple on the same side of your cheek as your dad. That's just crazy. It's really crazy if you know I'm not genetically related to him. But, at the time, I was just grateful to have a dimple on the same side like my dad because I really missed him, and so that was a nice thing to carry on, so.

[00:31:24] Griffin Jones: Comments that add up over time that, you know, just as one offs, it's like, okay, that could be anything, but when you get more information, it almost sounds like pieces of a puzzle that you're starting to arrange together. 

[00:31:39] Melissa Lindsey: And that's such a common experience for donor conceived people. In fact, that's one of the major elements in the peer support group is putting together those pieces, and it comes with some hardship for donor conceived people because they realize how many opportunities there were for the truth to come out, when it didn't.

And that includes, yeah, I had a conversation with my mom, I need to update my family medical history, at what age did grandma have her heart attack? And my mom said, oh, you don't need to worry about it. I was like, why wouldn't I need to worry about it? You know, what kind of cancer did my uncle have first?

Was it testicular cancer that spread to the, you know, or was it colon cancer that spread? And I was trying to find out which one and she said, you don't need to worry about it. Why? Why would I not need to worry about it? And that would have been a chance to tell me the truth, but it was, it was too hard and, and also they didn't have any resources and nobody had gone back to all these parents that for 10, years, the industry said, you don't need to tell.

And nobody's gone back to those parents. Nobody's equipped them to say, hey, we gave you the wrong advice. You need to have these conversations with your kids and here's some places to start. Even now, if a parent of a donor conceived person went to their pediatrician and said, what are some tools and resources that you can share with me to talk to my kids about how they were conceived?

There is nothing on the American Academy of Pediatrics website for how to talk about this, which is crazy when you think about how big the industry has become. There are no tools or resources. For a parent who does want to figure out how to talk to their children about it. And so, one thing I'll add, because I've talked about this late discovery piece, is there's a big myth in the industry that this is only a challenge for people who are not told that their donor conceives, or they are not told.

Late discovery, as we would call them, which is really untrue, but I understand because I had the same assumption. I thought I was going to be helping late discovery people like myself, and so the more I listened in the community, the more people were asking, do you have a group for early disclosure? Do you have a group for people who've always known?

Do you have any resources for keeping track of 30 siblings? Do you have any resources for telling the sibling that doesn't know? So I've known my whole life. But I have five people who've reached out to me in the last year who didn't know. What should I tell them? How do I, how do we keep track of our medical information and keep it private?

How do we welcome a new person into The sibling pod, what language should I be using? Like, there's all these questions that they have, even though they've known their whole life that they're donor conceived. So this is not just a challenge for late discovery. 

[00:34:48] Griffin Jones: In order to get to this discovery, the consent that has to happen for both the donors and the intended parents, what is the, after that informed consent is achieved, what are the What, what is the reasonable expectation of what should be disclosed to to donor, to donor conceived peoples?

Because does it mean, okay, if I'm, if I'm a, if I'm a donor conceived person, I should be able to see how many siblings I have by the donor. Do I need to do as, as a donor that is like other donor conceived siblings? Do I need to be able to see the siblings that that. donor had with their family, you know, that there are, that, that are their legal children.

Tell, tell us about what, about what the expectation should be. 

[00:35:40] Melissa Lindsey: Well, I think we can look to the recent law that is in place, well, it has passed in Colorado, which is at 18, a donor conceived person would get the information for the identity, the identifying information of the donor, so at least they know who it is.

They also would have access. to the updated family medical history because that bank, clinic, or agency is going to make an effort to reach out every couple years to the donor to get the updated family medical history. So, that donor conceived person would have access to the updated family medical history, which may or may not include the history of that donor raised children.

At that point, they might have children of their own, and they might say, these conditions have changed. I've shown up with my children that I'm raising, but they hopefully would have updates on this is what happened to, you know, with my mother or aunt or father. So that updated family medical history, the identifying information of the donor are two of the minimum thresholds that we would ask for.

Another one is to just know that there's a limit to how many times this donor's sperm was used. And so there's a 25 family limit. in place for this Colorado law to say the bank or clinic has to make an effort to limit to 25 families so that that donor conceived person isn't wondering if there are 50, 80, 100, 200.

They would have a reasonable limit. in their mind of how many siblings are out there. Now that's a family limit, so that could be two, three, four children per family, but at least having some upper limit of the possible number, and that 25 is still really high. We, there are banks like Sperm Bank of California that have a much lower family limit, and parents are often looking for that, to have that lower family limit, to know that there are 10 families, and Also, banks or clinics can offer services to those parents to help them connect and communicate among that sibling group, which is what many parents choose to do.

And they would know then the identity of the other families, if they happen to be in the same elementary school or high school together. They understand if they're going to college together, but they can also start to make those connections if they choose to. That might help with their identity formation too of, you know, Oh, I have a half brother who is interested in the same thing as me, or I have two sisters who, you know, one, one story that was shared, a donor conceived person contacted some siblings.

They were late discovery. They didn't know they were donor conceived, but the rest of the sibling group did know, and they grew up together. So, yeah. They had gone to each other's graduation and to weddings and gotten together once a year. And so they were the newcomer to the group. But part of that newcomer conversation included lots of conversations of, did you have the same experience?

And it was really simple and sad and touching to find out that This person, they asked, did you have really bad acne in high school, in college? Yes, I did. It was so, I felt so insecure, you know, it was such a hard thing. And they shared that many of them did, but the sibling group got to share which medication worked best for them.

So early on, the oldest shared it with the younger, and then they, got an intervention that worked really well for them. And so this person, like, I went through college and still didn't land on this medication until this point later. And they all expressed the sympathy of, gosh, we wish we would have known, we could have told you which, which medication worked best for our, our variety of acne that apparently was genetic.

And so it's just a simple thing, but parents sharing You know, when they start walking, and when their teeth are coming in, and when they're learning to read, and what sport they are interested in can be really valuable, um. 

[00:40:13] Griffin Jones: In that Colorado legislation, is there a requirement to disclose to the donor conceived children the siblings that they have that are not donor conceived?

[00:40:25] Melissa Lindsey: No, it's, it's not, it doesn't require even identifying the siblings who are conceived through donor conception. It just has the limit of 25 families. 

[00:40:35] Griffin Jones: With regard to medical history, um, medical history could be like, This gigantic pool, it could be a, it could be a shallower pool if we're talking about more general categories.

I don't, I, I don't know what rights I have as a child, and, and I'm going on the good faith assumption that both of my parents are my biological parents, though you did the same thing. But I don't know what rights I have for, like, to, you know, to get medical history from them. So, how is the depth of what, you know, the Colorado legislation, for example, asks for and what someone who is able to ask of their biological parents asks for?

[00:41:22] Melissa Lindsey: Yeah, this comes up a lot, especially with ASRM, you know, what rights should a donor conceived person have and are they, is requiring them fair if they aren't required of everybody else? So, you know, I, I didn't have rights. Nobody can force my mom to tell me her medical, family medical history either. Um, So, I think that's true, nobody's required to share medical history in the area of not assisted reproduction, um, but I, I think in general, this is where the privilege piece of it comes in.

We don't recognize the privilege we have when we have it. And so, when we have the privilege of being raised generally around the people that we are genetically related to, we don't notice that that's the norm because that's what everybody is experiencing. And then we have sympathy for the exceptions and we have practices in place for the exception.

And so there are people who are adopted, there are people who have misattributed parentage, there are people who are single, raised by single parents who don't have, or just for a variety of circumstances, don't have family medical history, but that's known. It's known that you're missing that information.

You're not operating under the assumption of false medical history and walking through your life with false medical history. So, it's one thing to say to a doctor, I don't know, it's missing. It's another thing to say, this is the medical history and have it be false. For donor conception where there is a system in place to create a person where we have the choice To provide medical history or not, if we know it is ideal to have the medical history for a person to have early prevention, diagnosis, treatment, then we should be making a best effort to provide that for a person, especially if someone's profiting from it.

So if you have a system in place that people are profiting from, you should be making the best effort to set that person up. for what you hope would be happening in, in the other cases of good medical practice. And so we know that genetic counselors and healthcare providers would like to have three generations of family medical history.

That's the intake. for a donor. Three generations of medical history. So we should be setting up donor conceived people so that they're not systematically at a disadvantage to the rest of the population. And again, we say general population because are there exceptions? Yes. Some people don't have their family medical history, but we shouldn't set up a system That creates that problem for everybody who's donor conceived.

And I think, too, it really, it isn't fair to say if you're a single parent or you're an LGBTQI plus parent, your children should just automatically be missing half their medical history. That's just the consequence of your family building choice. You don't get to have The same family medical history that heterocouple would have if they had unassisted conception.

So I don't think it's fair to put all those parents at a disadvantage. 

[00:44:56] Griffin Jones: Speaking of ASRM, I'm not speaking about the organization, I'm not speaking on I really don't know what their relationship or position has been. I'm speaking about the conference and the attendees at the conference, including myself, who I think were scared of the donor conceived people that were, that were at the conference just because I didn't know anything.

And I think many other people didn't either. And then whenever you see people You know, in attendance, protest is probably a strong word, but there was, you know, there, there were signs and there were, there were people, and we live in a day and age where everyone wants you to join their social cause immediately.

And even if it's a good cause, it's just like, how can you not be part of our cause immediately? And then, and so you want to avoid it. You know what I mean? Like if, if India, you know, wiped off Sri Lanka from the map right now, and everyone was like, how can you not join in the Sri Lankan cause? I'd be like, because I need to learn so much more about it.

Like I needed to learn about the history of the North of Ireland before I could ever, you know, for hours upon hours. And it took me years to do it before I even had like, okay, this is what I really believe about this situation. And so I'd say all that just to say that. Many people are like, I'm just, I don't know what's going on.

I'm going in, I'm going into the conference. And one thing that brought this back to my to is one you connected with me on LinkedIn. I was like, oh, she seems nice. She seems friendly. And then, you know, I was talking with Aisha Lewis from Evry, and I could tell like, oh, Iisha is not scared of them. Why isn't she?

Like, what, what? Like, why wasn't she nervous about approaching this topic? 

[00:46:45] Melissa Lindsey: There's so much in that question. So I think it's easy to lump all donor conceived people and all donor conceived experiences together when in reality it's just a collection of many experiences and there's a big range on those experiences.

So one donor conceived person cannot speak for everybody's experience. And so, but I think it's similar If we, if we listen in the industry with the same, same goal that we've been listening to fertility patients, which is they're going through hardship, they're feeling desperate, they're feeling like they're out on the margins, and there's a lot of grief and loss and confusion and desperation there.

So, we recognize that parents are coming into this, or intended parents are coming into this. Feeling very vulnerable. That's true for donor conceived people too. And so when you have people in communities who are feeling like they're not heard, feeling like they're ignored, feeling like they haven't been seen, while they're experiencing hardship, it's not surprising that there's strong emotion there.

And that strong emotion can be scary for people. Especially, and I think this is kind of the underlying piece, it's you. When you're, when you see something that is a blind spot for other people, it's very easy to assume that they just don't care. When, when we're trying to talk with professionals in an industry and the industry says, you're not our customer, you're not our clients, we don't need to worry about you, that's gonna cause some anger.

Like, we don't care what happens to you. Because, you're not our customer. So that's part of the intensity behind the protest was some statements that were made by ASRM of, you're not our customer. And some of donor conceived people, they're going through fertility treatment and third party reproduction themselves.

Like just because you're a donor conceived person doesn't mean that you're not going to be a single parent or need gametes in your family. The idea that donor conceived people shouldn't matter because the parent was the customer, I think that has caused a lot of tension in the conversation that honestly doesn't need to be there because donor conceived people are literally part, they are the success rates for a third party reproduction.

So if there were, if we weren't here, there would be no success rates. So I think, I think the reason Ayesha and some others have wanted to work with you donor conceived community is because we are solution oriented. We want to solve problems and we understand that this industry, we're not trying to get rid of donor conception.

We're not trying to drive up the cost so that it's. It's unattainable for people for growing their families. And we, we do think that by providing some support services, this really can be better for everybody. Providing education, providing support, and really helping speak into the process and the policies and the structure could really help make this better for everybody involved.

And so we want to center the donor conceived people, but we understand that there are parents and donors and professionals who do want to do the right thing. So we just want to help that happen for those who are listening, who do care. And so I assume, I can't do anything about the people who don't care about donor conceived people.

I can tell my story, I can tell other stories, but I trust that there are many professionals out there who want to do the right thing, they just don't know. And so when I, when I talk with Aisha, I know that she cares about building healthy families. So let's have conversations about how we can do that.

And You know, I'm gonna go into that conversation looking to work together to find solutions. 

[00:51:21] Griffin Jones: I want to give you the concluding floor. And prior to recording you had mentioned, uh, a professional group that, um, that is, is coming to be. Um, you can conclude about that. You can con conclude about anything I didn't ask you and I should have.

The floor is yours. 

[00:51:37] Melissa Lindsey: So, in the effort to help professionals learn more about what, how donor conception impacts donor conceived people and really all the, all the things that, um, we could do together to help improve the well being of donor conceived people, we started DCC Professional Group and it's a multidisciplinary group for embryologists, genetic counselors, fertility doctors, marketing professionals, anybody involved in third party reproduction.

We have this learning space. It's 175 a year. We have webinars once a month and then we have all kinds of materials and resources that professionals can use to give parents, to give donor conceived people when they reach out with questions. So we're making that learning space. We have it available now and it's on our website www.

donorconceivedcommunity. org forward slash professionals And we would love to welcome members here so we can help make the world a better place for donor conceived people. 

[00:52:38] Griffin Jones: Melissa Lindsey, thank you very much for coming on the Inside Reproductive Health Podcast and sharing your thoughts on this topic.

[00:52:45] Melissa Lindsey: Thanks for having me. Pleasure to be here. 

[00:52:47] Sponsor: We hoped you enjoyed this session with Melissa Lindsey, and now understand the benefits of known donation, the mission of Everie Egg Donation. To learn more about Everie head to www.everiedonation.com/for-clinics. That's www.everiedonation.com/for-clinics.

Announcer: Today's advertiser helped make the production and delivery of this episode possible for free to you. But the themes expressed by the guests do not necessarily reflect the views of Inside Reproductive Health, nor of the advertiser. The advertiser does not have editorial control over the content of this episode and the guest's appearance is not an endorsement of the advertiser.

Thank you for listening to Inside Reproductive Health.

224 The Best of Fertility Network C-Suite

DISCLAIMER: Today’s Advertiser helped make the production and delivery of this episode possible. But the themes expressed by the guests do not necessarily reflect the views of Inside Reproductive Health, nor of the Advertiser. The Advertiser does not have editorial control over the content of this episode, nor does the Advertiser's sponsorship constitute an endorsement of the guest or their organization. The guest's appearance is not an endorsement of the Advertiser.


Since 2019, Inside Reproductive Health has conducted over 220 interviews, featuring prominent physicians and executives from numerous fertility companies.

Among them, nine CEOs continue to lead their respective Fertility Clinic Networks or chair their network’s board.

Together, their networks have overseen an estimated 1.6 million IVF cycles and other reproductive treatments that have resulted in over 2 million pregnancies,

This is an episode you don’t want to miss as we showcase:

  • Gina Bartasi and the only three things she believes matter in healthcare

  • Dave Burford sharing his battle-tested sales advice

  • TJ Farnsworth’s entrepreneurial journey and his perspective on the necessities of field wide collaboration.

  • Dr. Kshitiz Murdia’s reasoning on why doctors make good CEOs

  • Marc Segal’s perspective on private equity and its place in Fertility’s future

  • Francisco Lobbosco’s first 100 days as CEO and the power of listening

  • David Stern’s steps to finding the right financial partner (Hint: It’s like a marriage)

  • Lisa Van Dolah’s philosophy of transitioning nurses into executive leadership roles

  • Andrew Meikle discussing the power of perspective (Both patient & entrepreneur)


Dave Burford, CARE Fertility
Website

Gina Bartasi, Kindbody
Website | LinkedIn | Facebook | Instagram

Dr. Kshitiz Murdia, Indira IVF
Website | LinkedIn | Facebook | Instagram

TJ Farnsworth, Inception Fertility
Website | LinkedIn | Facebook

Francisco Lobbosco, FutureLife
Website | LinkedIn

Marc Segal, US Fertility
Website | LinkedIn | Instagram

Lisa Van Dolah, Ivy Fertility
Website | LinkedIn

David Stern, Boston IVF
Website | LinkedIn | Facebook | Instagram

Andrew Meikle, Fertility Partners
Website


Transcript

[00:00:00] Griffin Jones: Since 2019, Inside Reproductive Health has conducted roughly 230 interviews and counting featuring prominent physicians and executives from numerous fertility companies across the world. Among them, nine CEOs continue to lead their respective fertility clinic networks or chair their networks board.

Together, their networks have overseen an estimated 1. 6 million IVF cycles and other reproductive treatments that have resulted in over 2 million estimated pregnancies. 

Sponsor: This episode was brought to you by Organon, Organon is committed to championing care equity in fertility. By elevating education, expanding resources, and investing in innovative solutions, Organon stands with aspiring parents on their unique journeys. Learn more at FertilityJourney.com.

Announcer: Today’s Advertiser helped make the production and delivery of this episode possible. But the themes expressed by the guests do not necessarily reflect the views of Inside Reproductive Health, nor of the Advertiser. The Advertiser does not have editorial control over the content of this episode, nor does the Advertiser's sponsorship constitute an endorsement of the guest or their organization. The guest's appearance is not an endorsement of the Advertiser.

[00:00:28] Kevin Ali: Hi, I'm Kevin Ali, CEO of Organon, and at Organon, we're committed to engaging with leaders across reproductive medicine. I'm proud to help introduce the best of Fertility Network's C Suite.

For the Inside Reproductive Health podcast. 

[00:00:43] Griffin Jones: Thank you, Kevin. Our best of reel begins with the CEO of Inception Fertility and the Prelude Network, TJ Farnsworth's vision emphasizes the power of collaboration among networks and clinics to advance the fertility field. 

[01:00:00]Now you're at the head of one of the largest fertility networks in the Western world, and it didn't exist five years ago, and so talk about that speed. 

[00:01:07] TJ Farnsworth: Yeah, so I think that, you know, we opened our very first practice from scratch. We didn't want to inherit, you know, ideas, not that ideas from established practices are bad. We've got some fantastic practices as part of our network that have been around for 20, 25, 30 plus years that bring a ton to the table.

But we wanted the opportunity to be able to experiment with things and ask the questions of why are things being done the way they are? And the answer being that's just the way they're done is always a bad answer. There may be a lot of great answers, but that's just the way it's always been done is never a good one.

So That allowed us to challenge what we can do and experiment. And then we also have the, we look at it as the best of both worlds. And then we have practices as part of Zora Network that have been around for, you know, with Eastern Fertility Specialists in Houston, which was our first acquisition practice.

They've been around for 25 plus years, you know, to the President's Network with RBA and TSC and NYU, bring a ton to the table. And the idea that we can bring the knowledge base From all of these places, people that are challenging the norm and saying, why can't we do things differently with de novo development from scratch operations to establish practices that have been doing it in such a way that really does work and those work for a really great reason.

And that way we can take the best of all worlds and combine them together. It's sort of been a unique approach. To how we grow the business, it's allowed us to grow into, you pointed out, you know, one of the largest networks in the world, and we're very proud of that. And mostly we're very proud of the fact that the way it came together, because it came together in such a way that lots of different people bring a lot of really great talents, really great experiences and really great processes to the table that we can blend to create the best of all worlds.

I'd love to see a whole lot more collaboration with our industry. You know, I think that coming out of a different specialty, I am surprised at all a return at how the lack of collaboration that exists between all of the big national networks and the independent practices in terms of sharing best practices, what can we be doing to make them successful?

You know, to the extent that the other national networks are successful to the extent that other independent practices are successful. That's good for me. That's good for inception. That's good for all of us as an industry. We want to see people be successful. And you know, we need to focus less on our competition amongst ourselves and more on our customer as our patient.

And that can be done through greater collaboration. 

[00:03:39] Griffin Jones: Rather than dictating from the top, our next guest engaged with staff across all levels, gathering insights to guide future life's growth. Hear how Francisco Lobbosco spent his first 100 days as CEO of FutureLife. 

So that leads you after your 100 days to recommend changes, and you said that they accepted all of the changes you proposed. What were they? 

[00:04:01] Francisco Lobbosco: So listen, so I went on by having, let's say, Um, one strong mandate, which was not imposed by anyone, but I could read it through my first a hundred days. Future life from a medical perspective is very well positioned and our medical outcomes are it. Fantastic. Francisco. Now you know that don't touch that.

Right? So let's, let's make sure that whatever you do, you don't mess up with the medical excellence that we're having in the business because that is what describes us. But then I went on and said, okay, so one of the things I'm asking is why are you here? And I'm getting different, different views, all great views, all great answers.

Um, and especially when I go around clinics, the purpose is there. What I was missing was this little trick on asking the same question around support center and saying, why are you guys here? And perhaps we were missing that, you know, to verbalize the, the purpose, the mission, the vision, the values of importantly, the values of future life.

So I went on and asked, why are we here? And then I went on and asked, what are we, uh, what are we setting ourselves to achieve? I, what our strategy is going to be in the next five years. And then finally, how are we going to. You know, just go through that strategy. So the why, the what, and the how. Um, so quite simply after my 100 days, the first thing I did is to grab, um, collect a number of associates across clinics, different roles, support center, different roles.

And we set ourselves with support of a, um, of an agency to define the future life purpose. Why is future life here? What's our vision of the world? What's our mission? And most importantly, what are our values? Um, and obviously we have clinics, as I said to you, that were quite independent and they are still independent for many years, very successfully.

And some of those clinics have strong statements in place. And my purpose is not to, my mission is not to change those statements. But to have a united voice on future life and why is future life here to, to, to drive that core identity. So we've done that. And actually, I'm not sure when, when this podcast is going to go live, but I'm flying to Barcelona tomorrow to the first global leadership summit, where we're going to introduce those.

Those statements to everyone, to all our leaders in clinics. And then obviously we're going to introduce the strategy. And the strategy, as you can imagine, is something that together with my management team, tapping into the medical advisory board, tapping into some key opinion leaders from country, we developed and we put on a paper.

And that strategy went through my supervisory board, of course, in June, and that was approved. And now we're going to introduce you, introduce a strategy into, into the FutureLife Society again at the end of this week. Um, and that is how we're going to go through that strategy and what is important for us to achieve.

And this question of why do we have a group? What is group going to do different than the clinics we're doing until now independently? That's a very important question that needs answering quite fast. Um, the synergies that we'll have a group. Those roles and responsibilities between, okay, clinics are doing this, fantastic.

How can groups support the clinics on, on being better at that, you know, at that quality of care? How can we help the clinicians in particular, the, the EMTs, the embryologists, the nurses to have more time with patients? Instead of having, you know, non value added activities or non value added time. So that's the purpose of group.

And that's what we're setting here to, to, uh, to achieve through the how. And finally, and with this I finish, um, it's all about, as I said earlier, to keeping that medical excellence in place. And therefore we introduced. Literally two months ago, our medical advisory board to the CEO, uh, which are 10 of our 10 of our great, uh, associates, you know, medical doctors, embryologists.

Um, and we'll get together once a month, um, and they have three different topics in the agenda that they need to help us, um, drive just as a final thought from my end, which is something I said to my team quite often. Um, I know that people like you Griffin, most of your listeners, if not all have been, have been in this sector in this space for, for quite some time.

And you're very familiar with it. Um, but sometimes it's good to have someone external timing, uh, reminding On how powerful it is to work that you guys do on a daily basis. And I'm talking about everyone working in clinics, right? So um, this goes for everyone working in a clinic, MDs, embryologists, nurses, receptionists, coordinators.

It's just fascinating what you guys do on a daily basis. I mean, your job is to put smiles on people's faces. Um, so my last words would be encouraging you to continue going. Um, I think what you're doing helps the sector in particular Griffin, uh, and for everyone else out there, just, just keep going. I think, um, we, or you in particular, uh, are changing the world one baby at a time.

So big thank you from my end. 

[00:09:16] Griffin Jones: Boston IVF says that in order to take good care of patients, you have to have a business model that takes good care of their providers and staff. Listen to David Stern discuss the vital steps to finding the right long term financial partner. 

[00:09:28] David Stern: And you know, one of the important things, it sounds a little corny, um, but the Boston IVF, our model is we want to do what's right for the patient first and foremost.

So we believe, and this is instilled because the physicians founded the practice and I'm not a physician, I'm an MBA, but I can tell you, I don't mess with the lab and I don't mess with the physicians. because those are the two most important assets that we have in our company. And I'm never going to tell an embryologist if they want to use a certain media and they want to use a certain microscope or an incubator because they get better success rates.

It's in my interest as a business person to make sure we get the best success rates that we can because our patients are going to be happy. Our referring physicians are going to be happy. Everybody's going to be happy. So I'm not going to cut corners and say, Hey, I got a great deal on this media. From A, B, C media factory, and it's not the same quality as Irvine or Cooper, but you gotta use it because we're saving money.

Same thing with catheters. We have physicians that choose different catheters. We don't have one catheter. We let the physician who's doing the transfer use the catheter they feel comfortable with. It costs us more, but the physician feels like they're doing a better transfer and they're more comfortable doing it.

So who am I as a business person to tell a physician how to practice or an embryologist how to practice? When you're dating someone, your first date is not about getting married. You have to date someone, see if it's a right fit and then get married. And I think we approach it the same way. We want to date our practices that we're going to partner with, see if it's a good fit, see if the culture is right.

See if we have, you know, commonality and an IVF center that's being approached by anybody, a strategic, a private equity, venture capital, whoever. Should be doing the same kind of due diligence. Is there a cultural fit? Do you agree on what the midterm and long term goals should be? Where do you see yourselves in five years?

And having a very open discussion about what that looks like and, and talking about who makes the decision. Does business trump medicine or does medicine trump business? And those are important discussions to have before, you know, on those dates, um, before you get married. I was, you know, with COVID, we've gone out and it's very important.

We go out and we do site visits. We want to look at the IVF center. We want to talk to the physicians. We sit down with them. I can't tell you the number of deals that we haven't won, where the other party that wins has never set foot in an IVF center that they're buying. They've never met the physician face to face.

It's all been on Zoom and they do a video tour. And if I'm spending that kind of money, Now, granted when private equity is doing it, it's not their money. It's someone else's money, but it's kind of like going in to buy a house and doing it on a Zoom video and never walking in that house. That's kind of scary.

Um, and so if a physician, if I'm a physician selling my practice and I never get to meet the person and they never come to see what my practice looks like, I would think long and hard about, are they the right partner for me?

Sponsor: Organon is dedicated to delivering impactful medicines and solutions for a healthier tomorrow. Guided by its mission of being here for her health, Organon proudly recognizes fertility providers around the world focusing on care equity. 

We believe everyone should have access to fertility education and treatment. By collaborating with providers, advocates, and communities, Organon is working to elevate fertility awareness, expand resources, and invest in innovative products that help more aspiring parents access the care they deserve. 

Every journey to parenthood is unique. Organon stands with you. Learn more about Organon’s resources at FertilityJourney.com

[00:12:39] Griffin Jones: Here, Chairman of U. S. Fertility, Mark Segal, delve into the enduring presence of private equity in the fertility sector, emphasizing the significance of aligning business goals with a genuine passion for solving critical issues in the fertility field.

[00:12:52] Marc Segal: Private equity is no question. Private equity is here to stay, right? It's not going anywhere. Um, and it will, there will [00:13:00] always be this need for capital and equity. Um, and I also, I also believe, you know, These innovative, uh, in physicians want to be something part of something larger than than themselves, right?

Um, and so finding the right fit. Yeah, is is, of course, paramount. Um, I would say that I've seen in my career again, uh, private equity. make very poor decisions and very poor business decisions and in some cases, you know, destroy practices, um, and, and, and the culture that they may have created. Uh, but I've also been very fortunate to be part of a group, be part of groups that I think have driven real value and innovation that's benefited both just both physicians and patients.

I believe, you know, the group that we are affiliated today called Amulet Capital is exactly that. I've been very, very impressed. And as I said, I've been involved with many different private equity groups. Um, I think there's this misconception about, uh, uh, that private equity, you know, what the does is.

drive down, drive costs and it's, uh, and therefore that impacts quality of medicine. I think that's a, that's actually a false. narrative. I think it's a false assumption. 

[00:14:34] Griffin Jones: You think it's false that it drives them up or because they're seeking profits or, or drives them down for efficiency? Which one of those do you think is a fallacy?

I think it's, I think 

[00:14:43] Marc Segal: it's a false narrative that, that driving down costs, driving down costs drives down quality of medicine. Um, Where I think private equity and again, maybe larger groups succeed is in the ability to drive to drive costs in an efficient through efficiency. Right. And, and, uh, and to me, driving down costs, which hopefully at the end of the day implies driving down price to patients or driving or driving access through increased payer contracts, etc.

Leads to better access to patients. And in fact, if you look at the larger groups, you look at, you look at the, you know, pregnancy rate outcomes, it completely validates the point that the larger groups are driving, driving innovation, driving pregnancy rates, doing different things that I think others are taking note of and trying to learn from.

Um, so, um, I, I do think it's, you know, at the end of the day, yes, you should do your homework and you should pick your right partner. Um, because not everyone's the same, not every private equity is the same. Um, but I, I, you know, I am a believer they're here to stay. I'm a believer, I'm a firm believer that they will, That they will continue to add value and make change in a positive way, not a negative way.

What is it that I need to do to kind of grow my, my practice? in order so I can maximize the valuation, uh, or potentially exit that type of thing. And, um, and what I think, and I would say this is actually all businesses in general, this is not specific to physicians or even healthcare, but, but, you know, when you've got, uh, when you've got a founder and entrepreneur that has started a business, it may be a family owned business,

If they are, if they start or have started having the conversation, you know, if they, if they're thinking about, I want to sell my business in a year's time, or even two years time, it's probably too late to have that to start thinking what I need to do. To maximize value, the conversation or the thought process about maximizing value has to occur much earlier on because it's part of a strategy.

It's part of a mindset, you know, of this is what I'm after. This is where I think I can build it. This is what I and so it's really to maximize value. It's a five year process. Now again, here's the calculus. Do I, do I spend, uh, do I spend the next five years building, hopefully, you know, doubling the size, tripling the size of the business that I have today and will valuations remain where they are today, right?

That's the big question. Because no one knows what tomorrow brings. No one knows what, what valuation, what interest rates and valuation and how much it's private equity will want to participate five years from now. Um, and so I think the calculus you have to make in all of this is, I'm either in it for the long term, if I'm only focused on, I want to figure out what the exit and how to maximize value so I can exit at some point, I actually think it's the wrong conversation to be having with yourself, right?

If I'm that entrepreneur, I think you've got to be driven by, you What are you trying? What problem are you trying to solve? What? What motivates you? What gets you to get up? You know, um, out of bed every morning. I want to do the kinds of things that you do. And you've got to love it. You've got to have a passion for it.

I mean, I know that I wouldn't be doing this for 25 years. If I didn't feel excited and passionate about it. 

[00:18:43] Griffin Jones: Our next leader, CEO of Care Fertility, Dave Burford, sheds light on the imperative of enhancing business processes to improve the patient experience. One of the biggest criticisms about so much external finance entering this field of medicine is the that there is a financial pressure and sometimes an oversight on operational quality.

There's operational improvements to be made for days in this field. There's, there's no shortage of those, but there is also the reality that there. It's a way of looking at things where it can be just looked at from a spreadsheet without the consideration of actually making the operational improvements.

And you had to at least experience some of the other sides. So what were a few of the surprises that awaited you? 

[00:19:37] Dave Burford: I think first and foremost, um, finance is very good on spreadsheets. Operations is very bad on PowerPoints and spreadsheets. Operations is about people and it's about process. And you only really can deal with one when you understand the other.

And so if I take us back to cares challenges at the time, it was very much around, um, a business that was geared up to, um, serve the clinic rather than the patients. And that's okay. When you've got a lot of demand and not much supply, but when, when that dynamic changes slightly and you've got more competition in town and you've got other people that are doing things in a more dynamic way, and actually.

The challenge is bringing in, um, supply or patients, then you've got to change your processes to adapt to that. And you've got to be more patient friendly and you've got to be more, um, Uh, adaptive and fluid in the way that you deal with things. And so, yeah, you can only really do that by talking to the people on the ground, talking to the staff, understanding what their challenges are, and then adapting the processes to meet the demands of patients and the needs of staff.

Um, So it was, for me, it was nice to get away from the, the laptop and the, and the, and the, and the PC and to actually talk to people and understand what is it that is the challenge here and that's best supported by a bit of data, if I'm honest as well, because sometimes anecdotal conversations only take you so far and you need to have a bit of skepticism about what you hear and then you need to look at the data and say, well, actually, look, we've got a thousand people calling us at The seven o'clock at night, you're telling me that patients don't have a demand for late night calls.

But why have I got a thousand, why have I got a thousand people ringing me when the lines are closed and it's just tweaking then some of those operational processes to meet those needs. Um, generally not that challenging, but, um, involved, yeah. Sales side device is critical and these advisors do an amazing job, but it's when it's a very fast six week process and highest bid wins kind of thing.

It might be perfect for some sellers, but in my experience, what you'll find is that there's sometimes a misalignment after the sale because you didn't really get chance to talk about what it is that you want and what it is that they want and how can you, it was a very quick, it was a very quick process.

And so this is. Quite often somebody's lifetimes work, right? They spent 20 years building this business. Why not spend a little bit longer just getting to know who it is that you're going to be partnering with after the, after the deal would be my main advice, really, to, to people. And then, as I say, my passion and, and cares passion, having done lots and lots of these acquisitions over the years is to really understand what it is that people want, uh, and then to try and tailor that deal to suit them.

[00:22:38] Griffin Jones: Dr. Kshitiz Murdia, CEO of Indira IVF's CLIPS, revolve around the importance of standardizing protocols across the entire network of doctors, emphasizing the need for consistency and quality. 

[00:22:50] Dr. Kshitiz Murdia: I think that brings me to another important point, Griffin, is around the doctor recruitment, as to how we have done it.

Because. Ours is a B2C brand and patients are coming to Indira IVF and not to a particular doctor. I mean, patients don't come with a mindset that I have to go and meet such and such doctor or get treated by such and such doctor. They just see Indira IVF, they would come to Indira IVF, and then they would get to know who is the doctor treating them.

And every other day we have a roaster, so somebody is consulting today. Their pickup might be done by a separate doctor. Their embryo transfer might be done by a separate doctor. It's as per the schedule or the roster in the clinic. Uh, so it was our responsibility to ensure that we have similar protocols, similar outcomes across all the doctors because that's what we were doing.

One patient could be meeting two or three doctors in the clinic at different points of time during the same cycle and the protocols should not differ. The language that they speak should not differ. And that's why we started this Indira Fertility Academy back in 2016, which is one of the world class setups in training in fertility.

Our training center has been recognized by, recently by British Fertility Society. Our training center is recognized by Merck Foundation in Egypt. They regularly send, uh, uh, African and Indonesian and Malaysian, Vietnam, all the Asia Pacific doctors for training. We run a fellowship program with them for three months.

And 99 percent of the doctors who are working with us, I've been trained through our own fertility academy and same with the embryologist also. And once we got a hang of it, uh, we understood that, you know, IVF is not so difficult. It's not a rocket science. You know, every gynecologist and a life science, uh, a postgraduate could be trained into either being a IVF doctor or an embryologist.

Uh, either ways. Uh, we developed a structured program and we understood that there are 15 or 20 steps during the whole IVF cycle. Once you have an SOP around each and every step, you just hammer in the training that you just need to follow the SOP. Don't bother about the final outcomes. Final outcomes are bound to come.

And we've been very successful. I think the average age of our doctors is 35 or 36 in spite of, you know, a few doctors being with us for almost 10 years now. Uh, so that gave us a very good handle on expansion because. See, expansion, the major limiting factor for any clinical enterprise or an organization to expand rapidly is not funds, it's not infrastructure.

You, everybody has deep pockets, everybody has private equity money. You can fund a hundred centers in one year. You have the infrastructure available. You can buy spaces, you can rent them, you can do. I think the critical bottleneck for any organization could be having skilled manpower, you know, and then there's always shortage of manpower in whichever field you go.

And we decided that we would not struggle with this part. Let us create our own skilled manpower and let us not depend on the market, uh, uh, to get skilled manpower. The idea was to select somebody working with the company for, for, for last few years, because. You know, when DA invested, we were only at 50 center, we were the largest in the country in terms of number of centers, in terms of doctors being trained, in terms of business and, and the overall top line.

I think the idea from DA's side was, uh, nobody has done, uh, good work in the country in India in the IVF suite apart from Indira IVF. Let us have somebody from the group internally, uh, and promote them to the, to be the CEO. And I think because of, uh, uh, some of the diligence is being done on the company before DA invested.

Uh, so there were a couple of private equities, uh, looking at us and in all the big force coming and doing diligence. So I got exposed to many more financial aspects, many more HR and marketing aspects as well. And, uh, so I think, I think it was. Because everybody, all these shareholders thought that I had a very broad based idea about the business and not just the medical function.

Uh, and, and, and obviously we are very strong believers that a medical organization should always be headed by a doctor because that gives you much more leverage. In terms of talking to the doctors, because ultimately all these, uh, businesses are built on the ground in the clinics and not sitting in the corporate office in your air conditioned chambers and working on excels or laptops or you can't build a business.

Their business is actually being done at the clinical level by the clinicians, by the nurses, by the embryologist. So you would need somebody who could have that wavelength of talking to these doctors who the doctors would also respond to and respect. Uh, and it's not just about number, number, number that you need to clock certain revenue.

You need to clock certain number of patients being treated. It's always more to do with the medical outcomes and how do you treat and how do you excel in, in the overall outcome. So I, I, I strongly still feel, uh, that a non medical person, uh, one sounds very commercial to the doctors. Uh, doctors would not give that much of respect because.

Again, they feel the other person has no knowledge about medicine and is just come here and just telling us all the numbers on Excel. And we feel it's not like that. And, you know, Patients are different. The actual clinical life is different. So I think a good balance, uh, uh, between the medical and the financial work is required when you want to control the doctors.

And when I say control, because ours is a very different culture and DNA, it's not doctors independently practicing in their own. world and they have a different protocol and they have a different business mindset. All of us, uh, all the two 50 plus doctors run on a single platform, run on a single protocol.

Everybody, uh, is, is, is in very. Close touch, I would say, and everybody's using the similar protocol.

[00:29:13] Griffin Jones: How many nurses, what percentage that you've worked with over the course of your career, which is a lot, do you think have it in them to be an executive? And do not say a hundred percent, do not say all of them. I don't want it. I want any kind of fluffy millennial feel good answer. I mean, if you work with a ton of people, ballpark, what are the percentage, uh, that you feel like really have it within them that they could be not manager, not director, but top C-suite?

[00:29:47] Lisa Van Dolah: Anybody that sets their mind out to do it can do it, but you have to be willing to, to learn, um, and step out of, uh, Kind of a comfort of a clinical based mindset. And I think, um, many nurses don't want to have anything to do with that. They went into the profession, um, to be a clinical focused expert and they should, that's amazing.

Um, and they should continue to explore that, how they can continue to contribute there. Um, you know, there's only so many individuals that went into nursing originally that then look at organizational, um, Uh, you know, goals and organizational, you know, success as being something that are even interested in, in being responsible for.

So, you know, we all can contribute at every level of nursing, um, to that organization success, whether or not you want to be the one that's. that's thinking about that 100 percent of the time is, you know, it's only an interest of certain, certain individuals. And, you know, but I don't think any nurse should limit themselves, um, to that possibility if that's something they're interested in doing.

If this is a role that you want to learn, we'll be here to support you. And so if it's something that you want As a nurse to step into something that maybe is outside of what you perceive to be your training. I think you need to seek that opportunity, um, and ask for those around you to support you, um, in learning things that maybe you don't have any experience in yet.

Um, and I think nursing, um, has tremendous foundation to offer you the skill set. Uh, in a variety of roles, whether it's administrative management, leadership, um, or, you know, like you said, project management, sales, marketing, business development, all of those things are, are, are ways training, teaching, um, for nurses to, to advance their career.

And so it's not just one path, but I think nursing has tremendous foundational, um, value that, that you can build on if you're interested in. 

[00:31:58] Griffin Jones: The three things that matter in healthcare are patient experience, patient outcome, and cost, according to our next leader, Chair of KindBody, Gina Bartasi. Here, Gina stressed the value of team collaboration and employee well being in delivering exceptional patient care.

[00:32:11] Gina Bartasi: Really? Only three things matter in healthcare? Any kind of health care, but specifically fertility, um, patient experience, patient outcome and cost. It's the only thing that matters to the patient, patient experience, patient outcome and cost. And by the way, it's the only thing that matters to the employer.

And what I have found after building and running the largest care navigation firm as a care navigation or middleman or an insurance company, um, Um, you cannot effectuate change in those three areas. An insurance company or care navigation firm cannot affect member experience. They cannot affect outcomes and they cannot affect costs.

Only the doctor's going to set his reimbursement rate. He's only going to decide how many embryos to transfer. Only he can decide how to give that patient bad news, whether that's, um, uh, diminished ovarian reserve diagnosis or a failed IVF cycle. But in order to really effectuate change. And really change kind of how patients go through the process.

You have to be in the doctor business. So today the employers are issuing RFPs. Um, I think in the beginning, uh, large tech companies on both coasts are really in the Valley kind of started this fertility benefit. But today you see requests coming in from very, very large employers in retail and manufacturing and automotive.

Like again, it's moved from kind of a nice to have to a must have benefit. Employees always come first. They have to because the employees will take care. If you take care of your employees first, they will take care of your customer. They will take care of your patients. And that's when we're talking to doctors, you know, and doctors say, well, I used to do that.

You know, we want the doctors to know that we can train and teach. nurses and front desk managers and practice managers to be just as kind and just as empathetic to that patient that the doctor can. So again, employees always come first as it relates to the lab. 

[00:34:11] Griffin Jones: Talk a bit about how you use the brand for culture.

[00:34:15] Gina Bartasi: Yeah, I think, um, a lot of it starts with humility, right? The brand is humble. It's not anybody's last name. It's not, you know, um, and our culture really starts with this humility, right? So those two things are ingrained. I think, um, it's not just humility to, it's a vulnerability to it. Um, you know, uh, It's also our brand and our culture.

We do embrace risk. You know, we tell our doctors, we're like, embrace risk, do something crazy on TikTok. Can you tell a doctor to, or a scientist embrace risk? They're like, whoa, whoa, whoa, whoa, whoa. I'm a doctor. I don't embrace risk, except that if you teach them, we're not talking about embracing risk when it comes to, a prognosis of an onco patient.

We're talking about taking risk as it relates to the brand, as it relates to culture, allow yourself to have fun, allow yourself to smile, giving devastating news. Another failed pregnancy test is hard. It's hard. And we're so glad you're empathetic to your patient. But outside of that, how can we make you smile?

How can you be cheery and yellow and optimistic? And so we believe that there's a lot of similarities that brand and culture do go together. And I don't think our brand would be as successful if our culture wasn't so strong. And I don't think our culture would be so strong if our brand wasn't so strong.

And there's a, I think the other thing that I would say about culture and brand is team. Right. Um, I think too often, you know, healthcare people and doctors in particular may think solo first, like I'm a doctor and hierarchical and solo. And those are not things that belong in our brand or our culture. We don't do anything singularly.

Not any of us. And, and Dr. Beltsos would say the same thing. And Beth Eschbach, Greg Poulos, none of us do anything by ourselves. And that's intentional. We make group collaborative decisions and same thing with our brand. It's, it's, it's, we invite feedback. We invite constructive feedback, constructive criticism, because we want to get better every day.

And again, that goes back to our brand and our culture. 

[00:36:25] Griffin Jones: Andrew Meikle, Executive Chairman at The Fertility Partners, challenges traditional paradigms as he advocates for financial awareness and entrepreneurship in clinic management. 

[00:36:33] Andrew Meikle: I think that, um, you know, the typical practice owner is not an entrepreneur, and they're not typically very business savvy.

Some are, and they're doing exceptionally well. This space has grown 10 percent compounded forever. And, and, you know, No disrespect, but almost anyone can do well in that sort of a setting, especially when supply is not meeting demand. So everyone's doing well. Um, almost everyone's doing well. I think there's another level.

It's not just about revenue and EBITDA, you know, our mission and, you know, I'm a healthcare provider at heart is to drive clinical outcomes to use science, collaborate with stakeholders and our group to, to drive clinical outcomes, to be more successful for our patients. And as well to improve, dramatically improve the patient experience, the patient journey.

So it's pretty simple. All of our decisions are made, um, You know, based on those two things. And I think there's a tremendous opportunity to professionalize some of the areas in the space. Um, when you look at, at management, for example, I think there are a lot of people doing a lot of great things, but it's, it's sort of doctor first, it's not patient first.

So we're flipping this, um, profession on its head and looking at the management and the operational efficiency and effectiveness of, of clinics. We're looking at Uh, you know, lean processing from a patient perspective. We're looking at, um, sort of value innovation from a customer perspective. It's gotta be driven by, um, by the patient.

We have to serve the patient. Um, and I, and I think it's largely the other way today. So we, we have a completely different lens and I think most groups, um, we're investing for the longterm. Um, we can get into private equity if you want. I am now. Back. We are now backed by private equity. You got to be careful who you choose, who you partner with.

You got to be careful who you marry. You got to spend time. You got to do your diligence. You got to go on dates. Um, and you have to be, um, ruthless in your due diligence because it is a life sentence. I don't know how to turn a physician into an entrepreneur per se. I think you have to have the fortitude for it.

You have to be able to delegate tremendously because you need to see everything from 60, 000 feet and not be too in the weeds. Um, I think an absolutely critical element and some Something that I see as a weakness generally in the space is a lack of, um, financial, um, awareness, a lot, a lack of operating the business, uh, with financial metrics.

Um, people in the space seem to look at it in the rear view mirror rather than in real time. You know, our organization, we provide a full P and L every month. Month by the eighth day of the next month. So our partners can see what they've done in their business and and uh, How it relates to the strap plan that we've worked on them for going forward.

Um, so I think you know We don't have enough time, but I you know, I mean a start would be Definitely start reading some, some books, you know, um, there's a ton of great information on entrepreneurship out there. Gerber has a whole series. Uh, uh, you know, those things are very helpful, but, but you really have to take yourself out of the day to day equation, be able to see it from 60, 000 feet, have the best, most independent.

You know, brightest people you can working for you, um, actually, you know, executing on things. And I think that's a big first step. There are tremendous opportunities out there to, um, to partner with various organizations if it, if it suits you. And I think it's just really important to, you know, Have your house in order before entering into that do your due diligence find the right fit um, and look this this profession right now, is it incredibly, um, is that an inflection point it is changing and If you want to change, you might, you might look to join an organization that, um, aligns with your values and they can help you.

They could support you, um, to implement changes in your clinic, to drive patient flow, to, um, to make your life easier so you can provide the best possible medicine. 

[00:40:56] Kevin Ali: In today's episode, we learned how various leaders are working to evolve the landscape of reproductive medicine. Working together, we can drive innovation to help improve the aspiring parent's experience.

I'm Kevin Ali, CEO of Organon. Thank you for listening to the Inside Reproductive Health podcast. 

Sponsor: This episode was brought to you by Organon, Organon is committed to championing care equity in fertility. By elevating education, expanding resources, and investing in innovative solutions, Organon stands with aspiring parents on their unique journeys. Learn more at FertilityJourney.com.

Announcer: Today’s Advertiser helped make the production and delivery of this episode possible. But the themes expressed by the guests do not necessarily reflect the views of Inside Reproductive Health, nor of the Advertiser. The Advertiser does not have editorial control over the content of this episode, nor does the Advertiser's sponsorship constitute an endorsement of the guest or their organization. The guest's appearance is not an endorsement of the Advertiser.

218 "The Clinic Operating System We've All Been Wanting" with Dr. Mark Amols and Elizabeth Lee

DISCLAIMER: Today’s episode is paid content from our feature sponsor, who helps Inside Reproductive Health to deliver information for free, to you! Here, the Advertiser has editorial control. Feature sponsorship is not an endorsement, and does not necessarily reflect the views of Inside Reproductive Health.


Ever wondered how much your fertility clinic could achieve with just a 5% increase in efficiency?

In this week's episode of Inside Reproductive Health, we explore this question with returning guest Dr. Mark Amols, Medical Director of New Direction Fertility Center, and Elizabeth Lee, VP of Wellnest Fertility.

Join us as we dive into:

  • The impact of your EMR on your clinic's performance

  • Where a 5% efficiency boost can generate 25% overall clinical improvements

  • How enhanced efficiency can unlock patient access to care

  • A brief demo of Embie, spotlighting its clinic-streamlining features


Dr. Mark Amols
LinkedIn

Elizabeth Lee
LinkedIn

Embie Clinic
LinkedIn
Instagram

Transcript

[00:00:00] Dr. Mark Amols: I think one of the reasons that everyone needs to demo this, regardless if you're looking for an EMR or not, it's going to open your eyes to realize that there's more to the EMR than what you've been looking at. You've always looked at the EMR as a system that just tells you the information that you want, but this system actually works with you.

It's a marriage where you're not working against each other, but you're working with each other. 

[00:00:20] Elizabeth Lee: This is really the clinic operating system that we've all been wanting, but never could find. Think about how, if we started to think about clinic operations like this, in this type of succinct, smooth way, think about how many more patients we could help.

[00:00:37] Sponsor: This episode was made possible by our feature sponsor, Embie Clinic. Is your EMR holding you back? Is an Excel sheet your one true source of data? Are you wasting your time with disconnected point solutions? Embie Clinic's unified solution for the clinic and patient provides a single source of truth. Our suite of tools helps you flex and scale your fertility practice from clinical care to the lab, administration, and beyond.

From onboarding to baby in arms, Enby makes sure your patients are informed, Educated and supported every step of the way. Say goodbye to the old and welcome a new standard of care with Embie Clinic. Visit embieclinic.com/irh now to book a demo and take the first step to modernizing your clinic. That's embieclinic.com/irh.

Announcer: Today's episode is paid content from our future sponsor, who helps inside Reproductive Health to deliver information for free to you. Here the advertiser has editorial control. Feature sponsorship is not an endorsement and does not necessarily reflect the views of Inside Reproductive Health.

[00:01:57] Griffin Jones: Could it be that this is the Chosen One? Is this the promise that has been foretold? The Slayer of EMR? The Trident of Triumph? That allows you to finally start getting some meaningful clinical efficiency and stop doing all that junk you hate? I have no idea. I'm not a clinician, remember? That's why you have to check out for yourself and why I brought on two clinicians.

It's worth it. Elizabeth Lee, who's been a fertility clinic nurse for many years and is now the VP of operations at a new fertility clinic network called Wellnest Fertility. And Dr. Mark Amels, who's been on the program a few times now, despite the annoying technical difficulties I've thrown at him more than once.

Thanks Mark. Before we even talk about EMRs, we talk about how a 5 percent efficiency in one area of your clinic can lead to a 25 percent efficiency or greater and have impacts. in every area of the clinic and the lives of the people touched by the clinic. Yes, including patients. Yes, including providers.

Yes, including staff. If you've already decided that you're only going to listen to half or a third of this episode and all you care about is what is this revolutionary EMR slayer, skip to the last third. I think this conversation about compounding efficiency is really valuable because whether it's this solution or another, this is what we've been asking for.

It's the direction that we have to go in. I did a teensy tiny baby demo with Elizabeth in that part of the episode. I can appreciate you're probably going to want something longer form. We're putting those links in with the show notes with this episode, in the places where this episode comes out. Click on that, schedule your demo with Embie, and let me know.

Because I'm not a clinician. Are Elizabeth and Dr. Amos just sugar high on pixie sticks? Or is this the technology that you have been clamoring for years? Your input really matters to me. Please. Let me know what you decide ms. Lee Elizabeth. Welcome to the inside reproductive health podcast Dr. Amos mark.

Welcome back to this darn podcast 

[00:04:01] Elizabeth Lee: Yes, thanks for having us really excited to be here 

[00:04:04] Griffin Jones: There's a particular angle that I want to get in today because of a previous episode that I had recorded where I had a number of REIs from many different parts of the world email me after that episode and I want to get into what that was about.

I first want to broached this concept of thinking about how marginal efficiencies can have a compounding impact and maybe like the efficiencies themselves aren't marginal, but I'm talking like if you make your clinic 5 percent more efficient, if you make it 10 percent more efficient, that There is a compounding benefit to that.

And, and so Mark, you are someone that I think lives it's, this is now your probably third or fourth time on the program. It's at least your third. The first time I had you on was during COVID. It was a live episode. We had over, We had maxed out the zoom limit for the people that could attend. And I was like, people are going to have to do things this way.

I thought that it was going to have to be, I thought it was going to be sooner because I didn't know how many trillions were going to get pumped into the economy. That bought people some time to not be crazy efficient. But now as I, but now where I see things are going, it's okay. The way that Dr. Amos and a handful of others are approaching this.

That's. Just the way it's going to have to be to expand access to care. So what about this idea that increasing efficiency by 5 percent or 10 percent or something, what you might consider small can have a much larger impact.

[00:05:45] Dr. Mark Amols: Yeah, I mean, absolutely. That's how I run my whole business is efficiency, getting rid of the bottlenecks.

I think one of the interesting things about this show is when it comes to this product MD, that is really the center of your entire. Practice, right? So everything goes through it. So when you talk about bottlenecks, even a 5 percent increase in efficiency, if it's at the EMR might actually lead to a 25 percent efficiency because now different departments can talk to each other faster, different things are happening versus like you're saying, if only a 5 percent or 10 percent efficiency occurs on one area, let's say at nursing.

That only helps at that nursing portion. So there's different things that have downstream effects that also make the full clinic more efficient. And so this is what's unique about this system, which I'm excited about. And we've been working with now for a period of time, is its efficiency for the whole clinic, not just one area.

And so most of my focus has always been on individual areas, how to make nursing more efficient, how to make room and patients more efficient, all those little things. I look at everything in time. So as the old adage goes, time is money, I look at everything as time. And so that is one of the efficiencies is time, because the one thing we all don't have is, is more time.

And so we're all working on the same rules there. And so the ones that can find a way to improve the time efficiencies are the ones who are going to come out ahead. 

[00:07:06] Elizabeth Lee: Yeah, it doesn't count. It doesn't take that long to count to a hundred. It really doesn't. And so I want to even posit that 1 percent efficiency gains over time are the reason why people like Mark are able to run his practice the way, uh, that they are.

Mark and I actually know each other really well, and I helped him build a, Getting things really going in terms of being very high volume. And what he and I found was that same thing. It was these little areas that really added up quickly, just the costs. And one of the ways Mark's able to offer the costs he is because he really cares about looking at each line item and saying, okay, these consumables are too expensive.

We don't need to be spending this much money on syringes or something. So I think 1% Little 1 percent gains are all that's needed. And I think people think about it in much bigger chunks and that makes it harder to swallow. 

[00:07:59] Griffin Jones: Why don't we talk a little bit about what it is that you do in helping other clinics?

And I understand you're the VP of ops for a brand new clinic network. And I want to talk a little bit about that because before. We started recording and you said that you and I had met. I didn't remember. And I'm, and I thought I would have, it seems like I would have remembered that because I know who you are.

Like I've heard your name in a lot of different places and people are like, Oh, you got to talk to Elizabeth Lee. Elizabeth Lee is over here doing this. And so I've, I've. I've seen some of the activity that you've had in a lot of different places, and more than one person, it's probably three or four, have directed my attention to you.

What is it that you're up to? 

[00:08:44] Elizabeth Lee: Yeah, thank you for that. That's having started as a little baby IVF nurse with Mark many years ago. It's very humbling that anybody would mention my name. I spent the last year or so really doing consulting and trying to bring this topic that we're talking about, this idea of minimal efficiency gains to create big change.

But working with some big clinic groups, some donor banks, just some different groups that were really looking to make that type of shift. In their thinking to realize some of their goals. And I really spent the last, like I said, year or so working with CEOs really trying to help to shift that mindset and to help see on the ground level or the direct level.

Patient to staff communication level where some of the improvements could be made. That's not an easy thing, right? To say, Oh, you need to make improvements here. No one wants to necessarily hear that. And it's certainly not an easy thing to tell people, but when, you know, this, some of the biggest successes I've saw from organizations was, were ones who said, Bring it on.

How can we change? How can we shift our mindset? But since then, I got offered the opportunity kind of a lifetime, which was to start a clinic from de novo, from scratch entirely. And so that is with wellness fertility, which you're right is a new network of clinics. And we're really looking to bring care to places that there is none.

So Griffin, you talk a lot about it. Mark talks a lot about it. We all three talk a lot about access to care, which I think has become a little bit of a buzzword. Something that I'm looking to tackle with my newest venture at Wellness Fertility is actually looking at how do we really do that? And part of the way we are doing that is we brought on a consultant from Johns Hopkins who actually wrote his PhD on how to improve access to care.

across the U. S. Like he and his wife went through fertility treatment, and he just so happened to be very passionate about this topic. And so he actually helped us do some really deep dive analyses to figure out where to put these clinics, right? Where are these white spaces where there are population densities sufficient enough to support a clinic, but there isn't a clinic there.

And then how do we show up Yeah. To serve communities like that. So that's really what I'm up to now. I thought I was going to just continue talking and geeking out about operational efficiency for the rest of my life. When someone says, Hey, you want to start a brand new clinic? It's hard to say no. 

[00:11:15] Griffin Jones: Yeah.

It turns out if you have good enough ideas and you can communicate them to people specifically enough, somebody is going to say, I want you to do that for us, and you decided to say, yes, Mark. Before you said that. In some areas, a 5 percent efficiency might just be a 5 percent efficiency, but in others, a 5 percent efficiency might actually lead to a 25 percent efficiency.

You mentioned the EMR as an example of that. One, why is that principle the case that a 5 percent efficiency can lead to a 25 percent efficiency? And then why is the area of EMR a good example? 

[00:11:56] Dr. Mark Amols: Cool. Yeah. So like anything, there's a central part, right? So let's think of like a computer, you have a CPU, right?

You can make, you can add on better parts of your computer. And the end of the day, if your CPU is slow, the computer is going to be slow, right? Everything has to go through that portion. And so my example would be like, if I went in and improve, let's say making calendars for a nurse, I might improve that 5%, right?

But it doesn't make me any faster. It doesn't make my front desk any faster. But if I upgrade my CPU. So now the central portion, which everything goes through, improves even just by 5 percent there. It could make the entire clinic increase in productivity because each department now improves. And that was my point.

I think we're a really good example of a clinic that will benefit a lot from a better EMR. I like my EMR. I don't want anyone to think I don't like my EMR. My EMR is not made for IVF. And so one of the issues that we deal with my EMR is that there's a lot of fragmentation. So like anyone who's in the EMR that wasn't made for IVF, there are workarounds you have to make them.

The workarounds usually add time. They usually create a second or third step. And so to become more efficient, you have to get rid of those steps. And one of the things that an EMR would allow me to do if I have one that was made for IVF. is we could skip those steps, get more efficient. And obviously I'll let me talk for themselves.

But one of the things we've been looking at is, and I'm sure if you ask anyone, no one's going to say there's the perfect EMR because just as it exists, because no EMR is made for just one clinics made for a bunch of clinics. But of all the EMRs I've looked at, most of them have one thing that's Not the focus, and that is efficiencies.

That's the one thing you don't see in most EMRs. It's more about documentation, which is important, all the important things you have to have, prescriptions, billing, all that, but they really don't focus on efficiencies. And that's why EMR we've used for a long time is it has been very efficient in certain areas, but it's definitely not efficient in others.

And that's why we're looking at this, and that's why I look at that as the CPU. I look at it as, everything has to go through the EMR, and if that's efficient, it makes everyone else efficient. Does it 

[00:14:09] Griffin Jones: have to be that way? Is the reason why EMRs don't focus on efficiency, it has to do with something that the other outcomes for which they're responsible precludes them from being efficient?

Or is it simply that they have other priorities and efficiency isn't at the top of the list? 

[00:14:29] Elizabeth Lee: Yeah, I don't mind taking that. I think, as Mark said, like his EMR, for example, wasn't made for IV, other EMRs aren't made for a specific clinic, right? And so what happens is, I think, I don't think that any of the EMRs don't necessarily think that efficiency is important, but clinics are having to back their process up.

Into the way the E. M. R. runs. For example, you might have something we're really looking to focus on. It must is trying to tee up our patients so that when they get to the R. E. I. They have all their diagnostic testing done right now. The E. M. R. S. Don't really entirely support that diagnostic front end. Why?

Because not a lot of places do it. I don't know. But at the end of the day, I think what we do have in common is that all E. M. R. S. Serve patients, Right? As different as our clinics can be, we all do the same thing, and that's serve patients in some way. I think that might be what makes Embie special, or have that spark that has caught both of Mark's and I, and my eye, is that it was actually created by a patient.

And it shows, it really does, does show in the flow, in a lot of the headaches that patients experience are, those things are gone. So if there's smooth communication with the clinic, there's ease of scheduling, there's ease of data portability, ease to see your data. You don't have to call the clinic and ask them to release your follicle count to your portal.

It's really a seamless two way communication so that the patient can actually be the center of the care team. I don't know if that answers your question, Griffin, but I think, I don't think it's a matter of not wanting to necessarily focus on efficiency as much as it is that a lot of the EMRs are just really set in the way that they work.

And you can either fit into it or you can do something different. I actually think a little bit different view.

[00:16:24] Dr. Mark Amols: I do think that they are set in their ways. I do think that one of the things MD has in any EMR coming in today is they now have the foresight of what's coming up, right? The one thing we all know is.

There's just not enough positions out there, right? And everyone's looking at different ways to fix that. Some of us look at efficiencies. Other of us look at, we'll just pull in more money and take another doctor. But at the end of the day, there's only so many doctors, so much time. I think Griffin, when you look at what an EMR is, you're right.

There's like a basic portion of EMR that says, okay, I have to be able to do this. I have to be able to do this. What the original EMRs came in with was looking at how do we make things fit better for IBM? For example, is, oh, we can make the partners match up. You can't do that. Most EMRs. So people, oh, that's great.

But again, that's not a very efficient feature. Sure. It helps a little bit. Right. But it doesn't really make you more efficient. It's just, okay, now I don't have to put in there a little note that the husband is this. EMRs used to be able to now track certain lab things that you would have in a lab. But again, doesn't make it efficient.

And when the EMR gets a bunch of people, at the end of the day, this is, these are all businesses. I think the thing we always forget about is everyone's trying to make money, right? We all, we're all just trying to make money. And so when these EMRs get enough customers, they're like, why do we need to make it more efficient?

Everyone's using the program. It's doing the job they need. That it's like a card. It's from A to B. But no one knows that there's more efficiencies there. For example, like a Tesla now, you don't have to drive it anymore, right? It just takes you there. So it's efficient. You didn't even know you needed, but you're like, I really liked this.

Now I can just pop in the location. It takes me there. I think MB is very fortunate. They're coming in at a time when there is this change in our field and this change of meeting efficiencies. And one of the things that, you know, that Elizabeth has, because most of them talk about the selfless and said it, she's extremely smart person.

So just so you know, when I met Elizabeth. I met her and she was, I think you were only a nurse in IVF for what, three months I think it was? I think it was only three months with the clinic you were at. I met her and she had more knowledge and more understanding of fertility in three months than nurses I worked with for, been in a year or two.

And when we met, one of the things that, Really, I got about Elizabeth. We both got each other. We realized that we had to be efficient to make this process work. I told her what the goal of my clinic was, what I wanted to do and the obstacles we're against. And we were coming up with many things. And I'll give you an example of efficiencies that you don't think of.

So back before there was programs like Clara, OMD, all these different kind of text to patient message things. When we first saw it, we were just like anybody else going, Oh, it's extra costs and help us. But then we started thinking about it and we thought about how long do we have to stay on the phone every time we talk to a patient because there's no such thing as a five minute phone call.

Every patient, Oh, it's five minutes. It's 20 minutes. And when Lisbeth and I talked about it, I said, Lisbeth, how long are you on the phone for? I'm on 15, 20 minutes, even for a simple question. And I'm like, wow, if we think about it, we look at the cost and we figured it out, we would save not just a ton of money, but efficiencies.

And so before we had this system, Liz would be there maybe till 5pm or something. We got this message system, and all of a sudden now, Liz would leave at like 3pm because the work was done. We were able to answer 50 patients in an hour. And so the point is, like I said, not everyone realizes, There's a benefit.

Just like we didn't that day. I didn't know there was a benefit, but I'm always looking for it. And that's where I think Envy is so fortunate. And like most companies, they're coming in at the right time. They're coming in at a time when we now are becoming like the primary care, where we have to see more patients in a short amount of time.

And it's the only, not everyone at CCRM can charge a million dollars for a cycle and get away with it. Most of us aren't going to be able to do that. And we're gonna have to do volume. That's how most are going to have to do, especially if it becomes a mandate, when you look at like a Boston IBM, right, they have efficiencies.

And so they're coming in at the right time when efficiencies 

[00:20:26] Elizabeth Lee: are needed. There's really something there that we don't think about our staff burnout levels and what contribution that. Our tech stack or lack thereof is making to those burnout levels. And actually some of the efficiency gains we've talked about earlier, where 1 percent actually may have more of a compounded effect, that's where I think this is because the EMR is every interaction you're having with a patient must be.

Put in the EMR. And so if we're able to create the efficiency gains in that Avenue, then I think our staff become less burned out. They become more engaged. Then they have more to give the patient. Yeah. 

[00:21:08] Griffin Jones: I don't think you can totally bucket efficiency just as this metric for productivity or profitability.

And, but I, and I encourage people to think about it, that your, your Team or your perspective team simply will not use the old fashioned tools over some time because it's asking too much of them. It'd be like asking a landscaper to do an entire football field with just it. a set of shears, right? It's like, we have giant industrial size lawnmowers for a reason.

And once you have them, there isn't any going back to saying, Oh, just use these shears. And, uh, it'll take you about four months, but, uh, have fun with that. It's the same for operations in the clinic too. How did Embie come about though? Which of you two discovered it first?

[00:22:08] Elizabeth Lee: I did actually, I was working with a client while I was doing some consulting work and.

They were getting a presentation over lunch of this new EMR and I was like, okay, blah, blah, blah. And then as soon as I saw it, I was captivated. I was like, wait, what is this and how do I get it? And then very shortly thereafter, I'm texting Mark going, have you seen this thing called Embie? You need to see this new direction.

This would make every impact on new direction. So then that he started to become excited about it at that time. at that juncture. 

[00:22:41] Griffin Jones: Why did you get excited about it first though? 

[00:22:45] Elizabeth Lee: Me, because I could see the drastic difference in, in efficiency, starting with just right upon login, being able to see this sort of bird's eye view of the, the clinical picture.

So Mark will probably start nodding his head here when a patient calls. He and I actually have really good memories as memories go, we remember some strange things, right? But not everybody is that way. And I'm a real believer that systems and processes drive behaviors, right? Things aren't going to happen by accident.

I need to be able to see at a quick glance what the picture is that I'm looking at, who the patient is, who their partner is, what sperm, eggs, uterus, tubes look like. And Embie immediately showed me that in one glance. I didn't even have to try. To find it. And then just as I started to go through it, it just, I could feel the intuitiveness of it.

And at the time when I first saw it, I didn't realize, I didn't know that it was made by essentially from a patient who had gone through eight cycles of IVF and ultimately found success in the cycle where she demanded, not demanded, that's probably too strong of a word, but she insisted on triggering at a different timeframe.

Then her doctor was indicating and why, because she had her own data set from all of her cycles and did some predictive modeling, right? Patients like Mark and I are, and we can remember things patients don't have all don't have that capability, but it just was very clear to me quickly. Not only does it have a beautiful aesthetic, but it's just so intuitive in terms of how to navigate.

And it finally, I found something that could templatize. The things that became very routine, but where mistakes become a big deal, for example, prescriptions. If I order something incorrectly for a patient, everybody's going to be okay. Everybody's going to be safe, but that patient might have spent an extra thousand dollars on a medication that she can't return.

And so Embie also really does a lot of that systematizing. Right? So if systems and processes drive behaviors, then we can build those systems in and Embie really seemed to me to be the first product that I've ever been exposed to that did that, that started to bake some systems into how the clinic should flow.

[00:25:12] Griffin Jones: Will you show me some of this? I want to do a little mini demo because after the previous episode that Embie did sponsor, but it was not a feature sponsor episode. So what that means to the audience is that this, for example, is a feature sponsor episode. If I say Embie’s meh. Embie can ask me to cut that out because it's a feature sponsored episode.

And we tell you the audience that in the disclaimer brought to you by sponsorships do not work that way. They are, we try to match advertisers with relevant topics, but they have no editorial control over the episode. So someone can say something's mass. Um, somebody could refer a competitor, even though that particular advertiser is advertising in that episode.

And after that episode where. And we just had the little mention and an ad in it, there were a number of people that scheduled demos with Embie. And then they emailed me telling me, this thing is awesome. I heard about it on your podcast. And then I booked a demo with them and I'm blown away. And so that kind of gave me the idea for wanting to see some of this today.

And, and I like the idea of having Mark on, because I was saying prior to our conversation that. Dr. Amos is the guy that will try everything and be impressed by not that much of it, is the impression that I have of him. And so, the fact that you're into this makes it intriguing. 

[00:26:45] Elizabeth Lee: That was one reason why I attacked him, because I was like, you know what, he'll bring me down from the clouds.

This is too good to be true. It can't. And so that was really one reason that I wanted to loop the bend, besides just seeing the benefits of his practice, was knowing that he really does have that sense of filtering things out. And I knew he would bring my head back down from the clouds if, if I was over seeing more in it than was actually there.

[00:27:08] Griffin Jones: Will you show me a little bit? 

[00:27:09] Elizabeth Lee: Yeah. Yeah. I would love to. Let's see here. This is your general patient chart. And this is what I was alluding to a moment ago about having all of the relevant data right in front of you. I need to know who this patient is partnered with, right? Cause that makes all the difference.

And then there's just a few key pieces of data that I need to see in order to form the clinical picture. Because Mark, Mark will nod. When you pick up the phone, you have such a brief amount of time to put that picture together before you start losing trust. Because the patient does expect you to remember everything.

And again, Mark and I are like, okay, luckily we remember things pretty well, but not everybody does. And you want to be able to convey trust to your patient that you understand what's going on with his or her picture. And this was really what struck me initially was having this high level overview, but then having the ability to dive under the hood where needed and have all that relevant data.

And Right at my fingertips, but that was a patient chart specifically. This is the clinic dashboard that sort of that practice management hub where. You can also get a bird's eye view of what your day looks like. Oh, I didn't know we had a monitoring today. Who is that? Oh, shoot. Who's the, let's say there's a transfer there and you didn't realize.

There's a lot of reasons that having these, these types of C's are really helpful and then it's just, it's really pretty and that helps, it helps. It's very easy to navigate. If I want to go dive into this patient, I can just double click her. There I go into her chart. If I want to hop on a telehealth with her, I can right there.

Click a telehealth button. I'm not looking for a zoom link. I can immediately. Present the option to just hop on a telehealth. Maybe there's something so you can see within here. I'm not sure if it's ultra mirroring it, but that ability to just right in the moment, hop on a telehealth with a patient. See here, sorry, zoom was covering the ability to exit out.

[00:29:12] Griffin Jones: Sorry, Elizabeth, I want to ask Mark, because I've never worked in a clinic before, right? Explain to me like what Elizabeth has shown us so far. What is the impact that it's having these different features? What is the benefit that it's having on the way your clinic operates? 

[00:29:34] Dr. Mark Amols: Yeah. And I think this is important to understand what area you're looking at.

So for what she was specifically talking about, and this is where I think it's huge is when a patient calls in. And you have to answer a question, even if it's not calling, let's say even just a situation where they send a message through the message system. In most EMRs, you have to go looking through the chart for things.

So maybe you don't see a cycle they did. And so you're talking to the patient and you say, Oh yeah, when you did this, they go, I didn't do that. You're like, Oh, you're right. I'm sorry. And then it makes me sit there and go, what else? 

[00:30:03] Elizabeth Lee: That moment in that moment, you lost a nugget of trust, right? 

[00:30:08] Dr. Mark Amols: Exactly. It's that meme where it says at that moment, you realize you effed up.

That's that moment where you realize. Crap. I just said something wrong. 

[00:30:17] Elizabeth Lee: And that's a lot of stress to put on your staff, right? 

[00:30:20] Griffin Jones: So that brings it up as soon as the person calls or leaves a message. Yes. All their information is right. I just, okay. So now I'm making the connection of what you're talking about, Elizabeth.

If I had the, it's almost like a CRM function, a customer relationship management function. If I had that, I wish that I had that for every time, you know, somebody, Texts or calls me, it's like, Oh gosh, what was the thing that we were talking about? Where's their information? 

[00:30:48] Elizabeth Lee: And I like to think about Embie.

What I think is so beneficial about it is it's really a suite of tools. So instead of having this CRM over here, and this is our telehealth platform, and this is our RCM tool, it's really aggregated all under the same roof because all of those platforms need to share the same data, but typically they don't do a very good job integrating with one another.

And so this is really pulling it, just allowing you to have really. One source of truth, one single source of truth without having to manually redo data. I know for me, one of the big bottlenecks that I saw in clinics was lots of spreadsheets, right? And why? Because it's, as Mark said earlier, it's, I think, I don't think you said a band aid, but it's a workaround, it's a workaround, right?

And Envy really took all of those workarounds and put them into, we don't need a workaround anymore, here's how you'll access that. So here's that overview that I was showing you. One of the things that Mark and I think is really cool about Envy is its ability to visually show data. In a way that really is syntonic with the way we think about it.

So we think about cohorts of follicles and we think about actually the stem sheet will be a little bit better. Um, we think of cohorts of follicles and we think about, um, those developing over time with, in relation to lab levels and just different assessment values. But usually those pieces of data are all in separate places.

Where Embie just brings it all together so that you can see at one glance, once again, this patient started stimulation here. She had her egg collection here. This is how many embryos we reach or eggs we retrieved. Here's how many were fertilized. Of those that fertilized, here was their ongoing culture development.

Uh, here's what was frozen on day five. It's just really this intuitive view of, Oh, what was her estrogen that day? I can hover right over and say, that was her estrogen that day. I don't have to go somewhere else. And look for it. So this was another area that really sold me on the efficiency piece because typically your staff are really left to put all these pieces together and this just puts it all together the right information for the right people in a way that's understandable and in a way that it clicks.

Do you want to say more about what you like about this piece, Mark? Because I know you really like the SIM sheet. 

[00:33:24] Dr. Mark Amols: So I want to make a couple points because I think Griffin was So I want to go stay here, but I want to talk about the last page was, so I was saying how the nurse could look at that page and now they don't have to say something dumb.

They take a look at everything. But as a physician, when you are going through a chart and trying to make a decision, having all that together in one page, your decision making changes. So if I'm thinking something, I look at the anterofocal count and I go, wow, that's a low focal count. I'm really worried about her.

But then I can see the AMH on the same page that says, Oh, our AMH is three. That might change my, my view now that may change what I may do. And so that's having all that in one place makes me more efficient and more accurate. But I want to show you one of the things I just, I was going to tell you, if you asked me, like one of my top things I think so great about this place is the intuitiveness of that.

So when I was at Mayo Clinic, we had a system very similar to this where it had dots and the dots were just a way you could watch everything grow. What's intuitive about that is we're not very good with numbers. Meaning like when someone hears, Oh, 22, 18, 16, 14, in our mind, we hear a cohort. But when we see it, it's so simple.

You look at this page, you go, there's the cohort, there's two that are hired. But they show you the intuitiveness of this program. I don't know if you even know this, but what do you notice about the colors? The purple represent the left ovary, and it's on the left. The blue represent the right ovary, and it's on the right.

They even positioned it anatomically correct. So when you look at it, you have to sit there and go, wait, is that the left or the right? Are those both of them? I You get to make that decision, right? That intuitive, that putting that thought into this is what makes it so great. And every step of the way, that's just how it is.

I love, like I said, to me, that little detail makes it so easy that I don't have to sit there and ask, well, which one's left, which one's right? I know I looked at the screen once on the left and left ones on the right are the right. Those are the type of things that, like I said, speed up the process. 

[00:35:13] Griffin Jones: Yeah, I wanted to ask you about how it normally looks.

And by normally, I mean in most EMRs. Yeah, not like this. Usually it's a number. 

[00:35:23] Elizabeth Lee: Yeah, it's usually a number in a cell, as Mark said. So you'll have the follicular size in a millimeter, and it's just in a cell. And you're usually having to look to see is that left? Is it right? Is it even different? So it's certainly not is not given in the, in a picture that actually just intuitively you can look at and go, okay, I have a really good sense of what happened in this cycle.

Can I show you something else that I think is really cool? It's. Something that the physician has done speaking with the patient, they're going to enter a plan. And that was something that Mark and I, we struggle with sometimes because there was no really great area to communicate a plan within the EMRs.

As the nurse, as the patient calls and reports their cycle day one, that's a, cascade that gets everything flowing. But in, at that moment, at cycle day one on the phone, I can't go find all of the relevant information that I need in a typical system without saying to the patient, let me call you back.

What's really neat about Embie is the physician can enter the plan. And then when the patient calls, I can click one button. That says activate cycle and then right within here I can begin making any adjustments that are needed. Maybe I've heard from Dr. Amels since the patient was seen that maybe they actually need PGTM.

They need something more than we thought or maybe, maybe she's actually going to be using some donor eggs. So there's the ability to craft or to, to fine tune. But then once we save the cycle, now this is another brilliant piece. The system knows. That we do monitorings on specific days relative to the start of the cycle.

And so all of this is baked in to where I can click one button again, systems processes, now I don't have to remember how does Dr. Amos like to do it? Does he like to see them on day five or day six? And then even within here. Being able to make adjustments to the lab orders for that day. Maybe we wouldn't draw a specific lab that day or something like that.

But these are the types of intuitive features that I know really were exciting to me because it was the ability to not have to think through all of this, but have a system in place where I can just let that cascade roll out. 

[00:37:45] Griffin Jones: And so how does this part normally look like? Is there, normally 

[00:37:50] Elizabeth Lee: there isn't, normally this doesn't really exist.

So what you would do is you would build a calendar for the patient somehow. Some people do it in Excel. Some of the EMRs have that ability, but you're going to build a calendar and try to put all of the relevant information that the patient's going to need. And then you have to transmit that calendar to her somehow.

But all of this that you see us doing is all being sent to her app right now. Okay. So this patient can right now see, Oh, my cycle's active. Here's my doses. Here's what I'm doing in the traditional EMR. Now, after the calendar's done, now I have to give the calendar to somebody to schedule all the appointments.

That's super inefficient, right? Who do I hand it to? And what were they doing when I walked up to them? So in the traditional EMR, there really aren't tools like this that allow you to, in a templatized fashion, repeat things based on protocols. Would you agree with that, Mark? 

[00:38:43] Dr. Mark Amols: Yeah, when I first saw this, I thought, did they steal this from our clinic?

Because basically what we do at our clinic is, Elizabeth and I came up with the idea to make all the calendars ahead of time. So when someone's going through IVF, we just pull out the calendar that they're going to be doing. We know the days where I see them, they walk up to the front, they make all the appointments.

And again, it's, it's efficient, but this is more efficient. And the thing that came from a, from a standpoint of, uh, someone who's inputting data, One of the nice things about that too was, I don't know if you noticed that Griffin, you can adjust things even on that page before you hit send. A lot of the programs I've seen, it's pre made and that's how it gets sent out, but there you can actually, even before you hit submit, you can change every little part to it that you want.

Delete things, add things, which now makes it a simple click and you're going. And again, it's just so many steps to remove. 

[00:39:31] Elizabeth Lee: There's just a lot of feeding the staff, the next step, right? Cause like how easy would it be to forget a step to forget to order the meds? This is prompting us. To actually go in and sign the various orders.

Let's say the patient wanted to she was going to go do outside monitoring somewhere These are all of her lab forms that I that are just auto populated The data is transferred over and now one click and this order is gone. I didn't have to write anything I didn't have to pull any data from anywhere else.

So it's really that Continually prompting you. Okay, what to do next and then bringing that information to the patient. Something else that I think was I really liked about this and I would encourage people go to the app store and download the patient app because I really don't think we can overstate That a patient created this and that it really speaks to the needs of patients.

So the educational needs, the mental health and emotional needs of patients. Go look in the app and you'll see that's a little bit of where the secret sauce on the patient side comes, but being able to integrate it across is. To me is a really brilliant piece. I

[00:40:44] Griffin Jones: want to, I want to jump on that for a second, because I've thought there have been apps in the past and maybe, and I think that there's still are that do add a lot of value to the patient in terms of information, in terms of even helping to a certain degree as concierges, but there's always been something missing.

And we've seen app after app come in and either have to change business model. Or they burn through tens of millions of dollars and without ever, like really finding what the business model is. And I've constantly asked, what is it like, how, what needs to happen in order to make this work? And it could be the case that the limit to those apps is that they just never connected to the other side.

Like never really fully integrated with the clinic that there was. It's okay. We can give you this information. And we can. Monitor stuff about your menstrual cycle and maybe even some of your treatment. But then there is a wall once, uh, once we're interacting with the clinic and we have to try and leap over the wall.

This to me seems to be two different sides to the same coin. 

[00:41:54] Elizabeth Lee: You bring about a great point. And it's just, I think It comes down to where is the value ad? And it also depends on what your clinic needs are too. Right? As Mark was saying, we haven't mentioned this, but this tool specifically, something else I thought was really brilliant was the customizability of it.

So the ability, like maybe Mark always likes to see, I don't know, a certain value, and it's not naturally displayed in the app. It's very easy to, to see. To pull that beta in and to customize it for how he works. So, so not only is it just very intuitive and efficient on its own, out of the box. But then you're able to further create refinements to, to make sure it runs the way that, that your practice runs.

We haven't shown this site at all yet, Griffin, but we, and Embie thinks this is really cool. I think this is really cool. Mark and I talked about. Implementing Clara, that use of the bi directional communication tool with the patient, but this bakes it directly into the EMR and it provides that remember that 30, 000 foot overview of contacts.

that matters when I reply to a patient, right? Oh, that's right. No, they're not using a surrogate or, oh, that's right. She's on her 21st cycle or something like that. On our side, on the clinic side, we can see it all aggregated in one thread. So we can see who sent it. And then each of the patient's responses on the patient side, however, they see it as individual conversations.

So they have that ability to send to financial team or send to maybe send Dr. Ams a question. So this is really, I think, quite brilliant in terms of, 

[00:43:37] Griffin Jones: so in a normal pa, in the typical patient portal, how would that look? Would it just be just that? 

[00:43:43] Elizabeth Lee: Usually it's message gets some individual. Yeah, it's usually like an individual message itself.

So if I want to go back and look and see, I may have to click in and out of 20, 30 messages to get the whole thread where I can just scroll up, go, got it. All right. I know what's been said off I go. And yeah, in a traditional EMR, you'd be opening up each individual message from all the different teams.

[00:44:10] Griffin Jones: This is almost like a group. 

[00:44:12] Elizabeth Lee: Yeah, yeah. It's like a WhatsApp group thread. Yeah. So on our side, I can easily say, see, Oh, fantastic. Finance has touched face. The admin has touched face. The counselor has touched face. I can see all of that. And the system allows for tasks to be fired based on the cycle that patient's doing.

So we know every patient is a financial consultant. Every patient needs to sign consent forms, every patient needs to do on and on. And this allows you, when we activate that cycle, it cascades all the tasks out to the right departments to say, okay, we know now she needs a financial consult. We know now she needs these things.

And that too is. I have never seen that in the EMR space. That's always what we're seeing here or what I have traditionally seen people build workarounds for. 

[00:45:06] Griffin Jones: I feel like for so long we've been saying, man, somebody ought to build this. Like somebody ought to I'm not gonna, I'm not a builder. And I think I've known Ravid and Josh for probably a year or so now.

And I don't think that I've fully appreciated what they've done until now. 

[00:45:28] Elizabeth Lee: Griffin. I don't know if you know this, but obviously it was started as a patient app and really looked, they wanted to join forces with the various EMRs and offer this, their platform as an overlay for the patient portal. Right.

Let us give your patients this really intuitive, pretty experience, but none of the EMRs wanted to play ball. And so they looked at each other and said, okay, let's just make it ourselves. And that's exactly what they did. And it's to look at this and to know that this was built less than a year ago and to see the progress with which new changes are coming about.

Something we haven't gotten a chance to mention yet, Griffin, is the AI component. It's not live yet, but it's still in, in, we're still working on it. It actually helped, we created an abstract to submit to Esri to show the data, the accuracy of the data from AI is there. So I'll give you an example. In Embie, we're going to have the ability to click a button and have AI generate the progress note for the day.

[00:46:30] Griffin Jones: You know, who's going to love that mark beyond your team, not having to look at your digital chicken scratch anymore, but your, your family is going to love it. My wife's a physician and she's not in, she's not an RAI, she's not in women's health, but she, it sucks. Like when she's on service week and she has to.

Come back and do notes. And she's just, should I stay at the office and do notes? Should I come back and put the baby down and then do notes? And that's how it would be a lot nicer if that could just go away. And I've been trying to tell her that it will go away someday. And finally, somebody is at least doing it.

[00:47:08] Elizabeth Lee: Well, now she should, now she should just become do be a fertility doctor and she's got a platform. 

[00:47:13] Dr. Mark Amols: I didn't know a step further. And again, this is where I go back to that point. We all think around us. We don't think about everyone else. I'll go a step further. It's not even just about my time. Now, notes are going to be more thorough, right?

I mean, when I read a note and I'm dictating it, I'm not putting every single thing that half the time patients get Dr. Emeril talked about this. I'm like, well, we don't see the note. Cause I can't put out. I got to get home and see my family now. Not only do I save time, but now a complete note is there.

Every little detail is there. And. What AI is going to allow us to do, and which is one of the reasons I'm, be honest, I'm mostly sold on them is because they want to add AI. Is it's going to make things just more efficient, but also it's going to be more thorough. And so I think it's not just about the physician saving time, it's the better quality of notes, the better documentation, the speed of it.

Now more time for the patient, right? So now it's not even just about me. Now I can spend a full hour talking to the patient versus having to spend 30 minutes and the other 30 minutes having to chart. You brought up a point earlier about. Programs. And this is taking everything in. There's a program. I'm not trying to diss on it.

It's a program. I think it was called Sal. I saw it at ASTM one year. I remember what I saw. I was like, wow, this is really pretty. And the reason it came around wasn't because no one could do it. It's because it comes back to that principle again, as an EMR. You have to make decisions. Am I going to make this?

Am I going to make this? People are already using our product. Right? Why do I need to make this? So South came in and said, listen, I'm going to solve a problem. I'm going to give this beautiful, interactive tool between the patient and the clinic. But the problem was, it's a workaround. You're still not going to the EMR.

So what's great about Embie is, they're taking all those things like you said about why don't they put this in a thing and they're putting it into a program, but they're always looking to go ahead. And I do. I think it's perfect. I'm not going to lie and say there's nothing that can't be perfect. But what's interesting is when I talk to them about things and they hear about the efficiencies, they make the changes or they at least think about them.

[00:49:17] Griffin Jones: I want to ask about that because we have, and maybe Dustin will make me cut this part out, but we have seen EMRs in the past come in and to your point, Mark, maybe be more in the time of this digital revolution, starting off with cloud based, starting off with a lot of the digital technology that we have now.

And you've even seen some clinics adopt them, but then some other clinics try to adopt them. And it's just, this doesn't work. There's way too many. Bugs and glitches, and they had to even go back. Imagine how much it sucks to switch in EMR and then having to go back. Yeah. So, so what are the glitches here?

What's the, what are the things that. Aren't ready for primetime. 

[00:50:06] Elizabeth Lee: Yeah. I think that the AI component is really still very much in production. It's not, I wouldn't say today, if somebody were to pick up and be up as their clinic tool, do not expect that's going to be available today. It's something very much still being massaged.

[00:50:20] Griffin Jones: But that's an add on that's being incorporated. What about the core functionality of this? 

[00:50:25] Elizabeth Lee: Is what the biggest opening for opportunity is really to pull their reporting capabilities together. Cause they're all there. But it's just, I think, about finding what are the reporting tools that are going to be really important and then extracting those out.

So I think that's the, in my mind, where I see the biggest area of opportunity is that the ability is there, the framework is there for all of the reporting, which is amazing. But I want to dig a little deeper on how am I going to get the exact reporting that I need to do my best work. 

[00:50:59] Dr. Mark Amols: There, there's a couple of things that when you're looking to look at EMR, right?

You mentioned about adding a product, right? So if you look like Windows, for Windows to be able to keep where it is now, they had to scrap everything and start from scratch. And you're right. A lot of these EMRs might not be able to do this stuff. The way things were written, the way it's coded may not be allow it to.

So this is actually coded in a way that is very HTML5, that's what I'm looking for. It's able to be adaptable a little bit better than some of the EMRs. But. Where the question you were asking is, I think we're the biggest drawback to going to the Amari is the amount of work that's going to it. And I know one of the things they're working on is ways that be almost a turnkey approach where you hit a button and it pulls all your data and goes into it.

And, and that's really the biggest. drawback of going to another EMR is, okay, these are great functions, but are those functions worth the headache of going into a new system? 

[00:51:53] Elizabeth Lee: And I think this is where I like to equate it to a marriage, Mark, right? You've got to be certain, for you, this is such a vital part of your business, that you really need to be certain.

And it is very much like a marriage, and the longer that you are with it, a certain EMR. The scarier it is to think about making the jump and is the data portability there? I think that's what you were speaking to, Mark, is how do I get, how do I not interrupt my clinic operations? And that's actually something I think is quite brilliant about Envy.

And it is, it's just very simple. It integrates with either your Google Calendar, your Outlook. So it's very simple in terms of getting implement, getting implementation up and running. There's not a lot of back end. I think the biggest thing is like customization, right? Where Ravid sits down and she says, okay, give me all of your form.

Give me all of your workflows. Show me all, show me at all. Right. And then she helps to create those little tweaks. 

[00:52:47] Dr. Mark Amols: And it's not AI, right? One thing is you're talking about, everyone can put AI in it, but how you do it matters, right? Just because something has AI doesn't mean it's going to be useful for you.

There is the potential here when you have a company that's really willing to integrate it to make efficiencies, that again, it's not going to be the same as someone saying, Oh yeah, you can get an AI to dictate your notes for you. Like I said, they're looking at it from a different perspective. Which is what makes me excited about them 

[00:53:14] Griffin Jones: to your marriage analogy Elizabeth prior to a marriage You typically go on a few dates a first date might be a demo Do you know the demo that I know reviewed does demos for perspective clinics that do you also do them for?

Perspective clinics, or am I just getting a special treatment right now? 

[00:53:29] Elizabeth Lee: You're just getting, it's you Griffin. But Tiffin, you really, what you have seen is just very much a scratching of the surface. And I do want to make that clear. This is not a full demo. There's so much more to see. And Mervy does an amazing job at walking you through really line by line, the magic of it.

Yeah. You're getting, you're getting me, but Mervy really is happy to give those, those demos. And then the second, third, fourth date is something like what you see here. And that's a sandbox. So Mark's had the ability, as have I, to really dig under the hood and play with it and look at, okay, for my patient flow, how will this work?

How will that work? Seeing what it looks like on the patient's side, right? So we can actually, through the sandbox experience, link, A patient to say Dr. Emil's phone. So he can actually see what the patient is seeing. I think that's really valuable because especially if you, part of your business model is an amazing patient experience.

I think that those kind of the information gleaned from those second and third dates as it were, it's really valuable for them for the overall 

[00:54:30] Griffin Jones: decision. So I'd like to conclude then is why someone should spend the time to do this demo, to go through this demo and probably tying back into the, where the conversation started in the first place of how some efficiencies in particular areas can lead to much greater improvements in many other areas.

And the whole time that you each have been talking about, I'm thinking of. We have to do this as a field, whether it's this particular solution, whether it's other particular types of tech solutions, we have to, there's no other way where there's no other way to get Gen Z's and millennials to, to get even the productivity that earlier generations of docs had been doing much more.

All of the rest of the patient population that needs to be served without these kind of improvements. And, and I'm thinking like, there's just, this has to happen. It's got to happen yesterday. But so I, but I'll let each of you decide of, of what people should be considering about what they test and why this makes sense to think about.

[00:55:42] Dr. Mark Amols: Yeah, I can go first and then Elizabeth and really summarize everything. But I think one of the reasons everyone should do this demo is to realize what they don't have. I think it's going to open their eyes, whether they decide to go with this product or not, it will open their eyes to realize, wow, I didn't realize how much I'm leaving behind of efficiencies, of benefits, just to name a few programs that this would get rid of.

Things like Clara, EngageMD, Salve, All those different things easily gone. Potentially billing. Potentially using AIs right now for dictation. It even gets rid of nurses in some ways. I hate to say that, but I may not need four nurses. Now I may only need three because I don't need someone to double check everything because the system's already double checking it.

So, I think one of the reasons that everyone needs a demo desk, regardless EMR or not. It's going to open your eyes to realize that there's more to DMR than what you've been looking at. You've always looked at DMR as a system that just tells you the information that you want. But this system actually works with you.

It's a marriage where you're not working against each other, but you're working with each other. And the part that we really have not delved into, and I think you just hit on Griffin, is the patient side. We're in a different world now. The old days of sitting down with a patient for an hour or calling them up and set up an appointment, those are gone.

Very few people want to do that anymore. Most people want to point, click, have an appointment, get their information via email. Text versus getting it through the phone. And so, you're right, these changes have to be made. But the problem is, no one realizes what they're missing because they've only seen it through one view.

And that's the view of the old antiquated EMRs. And I don't know if NV is going to be the best forever. There may be something else that comes ahead. But one thing I can tell you right now is, They are definitely far ahead of the other EMRs I've seen, and I work with what I think is one of the more efficient EMRs, and I'm even seeing it have progress over what we're doing.

[00:57:37] Elizabeth Lee: Yeah, for me, Griffin, I think why everyone should go book a demo is because this is really the clinic operating system that we've all been wanting, but never could find. And I think that it is this suite of tools that now finally brings the all of your clinic operations under one tool again, like that single source of truth.

And I think we talked a little bit about it earlier about Access to care being a really important sort of North Star for Mark and I both, I know, Griffin, you talk about access to care a lot, but think about how if we started to think about clinic operations like this and this type of succinct, smooth way.

Think about how many more patients we could help. Right. Think about all of the wasted time, like the massive efficiency tax of just clicking from program to program, just even reorienting yourself. There's a lot of studies that show that is, is very counterproductive. So having that single source of truth, I think allows because we can start to get rid of a lot of that.

That's yeah, that efficiency tax from our current systems. I think 

[00:58:48] Griffin Jones: the financiers would definitely like that topic, Elizabeth, as well as the patient advocates and yeah, and oh, I would love to have you back on in the future for another episode. I also think this is a segue for a topic that I want to have Dr.

Amos back on for which is talking about that top of license. being applied to every different role in the clinic, not just the REI. This has been a pleasure having this conversation with you. Thank you both for coming on the Inside Reproductive Health podcast. Thanks. Thank you. 

[00:59:20] Sponsor: This episode was made possible by our feature sponsor Embie clinic.

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215 Minimizing IVF Patient Dropout with Empathic Communication with Dr. Alice Domar, PhD

DISCLAIMER: Today’s Advertiser helped make the production and delivery of this episode possible, for free, to you! But the themes expressed by the guests do not necessarily reflect the views of Inside Reproductive Health, nor of the Advertiser. The Advertiser does not have editorial control over the content of this episode, and the guest’s appearance is not an endorsement of the Advertiser.


IVF patients are dropping out and it isn’t just about the money.

Dr. Alice Domar, Chief Compassion Officer at Inception, discusses empathic communication and its role in minimizing patient stress and physician burnout.

With Dr. Domar we dive into:

  • Her definition of Patient Centered Care

  • How she measures patient stress (comparing against retention rates)

  • An example of a study she ran (the 67% difference in patient dropout)

  • Her format for teaching empathic communication

Common trigger points for patients (And their impacts on your reputation as a physician)


Dr. Alice Domar PhD
Chief Compassion Officer, Inception Fertility, Director, Inception Research Institute


Inception LLC
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Transcript

[00:00:00] Dr. Alice Domar: The clinics should worry because if patients drop out of treatment, they're not going to get the income. Pharma's not going to get the income. And I worry because the patient's probably not going to get pregnant. by the time she gets to IVF, and she drops that IVF, the chances of her conceiving spontaneously through sex are pretty low.

And so it breaks my heart to think that people get to treatment, may even have insurance cover for treatment. And find it so stressful they drop out. And that's, where we are doing something wrong. People should not be dropping out of treatment because they're too stressed to continue. 

[00:00:37] Sponsor: This episode was brought to you by Prelude Fertility, where top REI physicians find their calling.

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Announcer: Today's advertiser helped make the production and delivery of this episode possible for free to you. But the themes expressed by the guests do not necessarily reflect the views of Inside Reproductive Health, nor of the advertiser. The advertiser does not have editorial control over the content of this episode and the guest's appearance is not an endorsement of the advertiser.

[00:01:32] Griffin Jones: IVF patients are dropping out and it ain't just because of money. You can't help people get pregnant. You can't help people have a family. You can't scale fertility treatment. If people are dropping out for reasons within our control. If you own or operate fertility clinics, what does that mean for your business?

And if you're a fertility physician, how does it all come back to the way that you communicate? What does it even mean to train fertility physicians in empathic communication? My guest today has studied all of this more than anyone as far as I know. She's Dr. Alice Domar. Now she's the Chief Compassion Officer at Inception.

And she's working on reducing patient dropout by reducing patient stress. And she's working on reducing provider and staff burnout by reducing provider and staff stress. Allie talks about the studies that she's done and other studies that have been done on psychological interventions and patient centered care.

I make her define patient centered care. We talk about how she's measuring patient stress now and how she plans to compare those to retention and dropout rates. We talk about an intervention that she did in the past of a sample of 166 women where half were given this intervention, half were not. It's one variable and there was a 67 percent difference in patient dropout.

I ask her to describe the format and how she's teaching fertility physicians empathic communication. What does that training look like? And I push Allie a bit on the tension between alleviating patient burnout versus alleviating provider and staff burnout. I think there's a natural tension there and anybody who says otherwise is lying.

I'm not saying that it can't be managed. And I think Allie has a way of managing that. Tell me what you think about her suggestion and tell me what you think about physician communication as it relates to IVF patient dropout. Join my conversation with Dr. Allie Domar. Dr. Domar, Allie, welcome back to the Inside Reproductive Health podcast.

Dr. Alice Domar: So good to see you. 

I don't remember if this is your second or third time, but you were on one of the earlier episodes. You're someone that I've gotten to speak with at events before. I love seeing you speak at events. I love interviewing you. You're a chief compassion officer right now. And I am. One of the things about me is I don't like a lot of C titles.

I think C titles are way overused, but If there is a chief compassion officer and someone is qualified to be one, that is you. And so I want to talk a little bit about what it is that you do in this role at a network level that is a way of thinking about how we introduce things that are necessary for patient care and for patient retention.

But having somebody oversee at least some of the critical elements of that, Cross the scale of the organization. So what is it that you do at a, network level? 

[00:04:19] Dr. Alice Domar: Nothing. I'm just, I just goof off now. I, we really, when I went down to Houston to meet with TJ Farnsworth and the rest of the executive team, no one really remembers who came up with the job title.

I think it was TJ. He thinks it was me anyway, doesn't matter. But it really is a perfect title because, I've spent my whole career working to decrease the stress level of infertility patients and people who work in the infertility clinics in the sector. And so I've since added another title as I'm director of research for Inception, which probably adds another 50 percent of my life.

But I think to summarize it. I spend a lot of time trying to create and provide programs to our patients on how to decrease stress. So for example, tonight at nine o'clock Eastern time, I'm doing a webinar on, for family and friends of people who are going through infertility on basically do's and don'ts, like how can I best support someone I love with infertility?

And so I do monthly webinars. for patients. This is my first one for non patients, but I do monthly webinars for patients. I, if there's a patient in crisis, I talk to the patient. I write blogs on how to reduce stress. And I basically am just there for all of our clinics if there are any issues with the patient.

And as I said, I, talk to patients directly. And then another hat I wear is I try to provide programs to employees. Like in the last year, we've gotten a free subscription to the com app for all employees. I do this ask Allie column in their weekly newsletter. I'm starting a podcast this month for employees and how to reduce stress.

And if an employee is in crisis, either HR or their manager or the employee contacts me and I talk them through it. 

[00:06:16] Griffin Jones: So you've got these two different sets of programs, one for decreasing stress for patients and the programs that fall within that line, and then the other line being for decreasing stress for employees.

Are there indicators that you're ultimately responsible for or looking at that, that help you to decide that govern what those programs become and how you measure their success? 

[00:06:42] Dr. Alice Domar: Not yet, but that's in fact, I think one of the reasons why I'm running the Inception Research Institute because we're actually doing studies on the efficacy of different psychological interventions.

Although right now our research is mostly trying to understand. So for example, I have a study funded by MD Serrano where You know, for 10 or 12 years, researchers in Europe have been talking about patient centered care. And research actually shows that patients prioritize patient centered care over pregnancy rates.

women who are going for treatment right now really want to be cared for by compassionate, empathic physicians, nurses, and the team. And so everyone is always saying, oh, this is what patients want. But no one's ever really asked patients what they want. So we're doing a survey right now where we mailed a questionnaire to our patients to say, what are your priorities?

is it communication? Is it how to handle finance? everything. And so we will have the data hopefully released soon because I'm presenting it at PCRS. So we'll have the data soon. We're also on a LARC, gave the same survey to our physicians and asked them, what do you think your patients want?

And we're going to compare what the physicians think patients want versus what. patients say they want. And so once we know what the patient's priorities are, then we can make changes in the clinics to respect and reflect on what patients say they need, as opposed to you or I saying, Oh, I think this is a good idea.

This is what patients need. We're actually asking the patients what they need. 

[00:08:21] Griffin Jones: How do you juxtapose what patients say they want to need versus what their behavior suggests they want and need? And I'll give you an example that I'm thinking of. I remember, it was probably like 10 years ago or 8 years ago or so, Wash U Fertility did a survey of fertility patients.

And they might have done it in connection with Sirona. I don't remember who they did it in connection with. But they interviewed patients asking them what they liked and what they didn't. Want to see in social media. And what they said is we don't want to see pictures of babies. We don't want, we want tips on fertility, but then I could pull up all of our different clients, Facebook and Instagram analytics and say, it was almost like reverse alley.

It was like the pictures of babies did ridiculously well. And so you can say I don't want to see this, but then they're clicking on it. that's what they're, that's what they're paying attention to. That's what they're being driven for. And so I, I see. I've, seen this, with, employees, I've seen this all over the place.

It goes back to that Henry Ford quote of, if I asked my customers what they wanted, they would have told me they wanted a faster horse. Don't know if he actually said that or not, but, people can get the idea. how do you juxtapose like what people say they want versus, making sure that the, tail isn't wagging the dog.

[00:09:46] Dr. Alice Domar: first of all, I think a lot of the data that's been collected in the past was done in focus groups where you have, six or eight or 10 people meeting with somebody who asks them. And I don't tend to believe results from eight or 10 or 12 people. In fact, this morning I was asked to review a study that included 13 patients and they drew all these conclusions from 13 patients.

And I said, that's. That's insane. You can't draw conclusions from 13 people. And so we've already collected data, I think, from at least 500 patients. We're hoping to have at least a thousand. And when you have numbers like that, you can relatively safely assume you're actually getting real data. And then.

Before we actually implement these changes, we're going to do another study where we're going to take two of our comparable clinics, like maybe two of them in Florida or two of them in Texas, and take all the suggestions that patients said they wanted and make those changes at one of the clinics. And then compare patient satisfaction, patient dropout rates, things like that to see, yes, you're right.

People do say things that they want, but you also tend to get more. honest answers from these anonymous questionnaires versus talking to somebody, especially somebody who works at the clinic. 

[00:11:06] Griffin Jones: Yeah. I think that's a good way of looking at it too, is can you see from their answers how well do they line up to some of those numbers like dropout or conversion or retention?

Is there a way to do something like this, Sally, I remember there was a conversion rate Specialist that I follow in marketing, I think his name's Brian Massey, and I was at one of his workshops and we were going through this type of thing. And very often when people are trying to workshop a new campaign or a new website, they'll ask questions like, was this website clear?

Was this website appealing? Whereas he suggests. studies that show, show, did people buy it more or not? Or in the case of, if you're trying to get some kind of brand messaging over the line and it can't be tied to a particular conversion, he'll still suggest asking people what is it that this website does, or what is it that this company does after looking at the website homepage, as opposed to Asking people if the website was clear, is there any way to do that in your survey mechanism?

[00:12:18] Dr. Alice Domar: I think you're right. it's, tough to assume that people report exactly what they want. So for example, in all this research, because in Europe, they're way ahead of us in this patient centered care. But they did, I don't even know how they got the data, if it was focus groups or what, but they, said there are five things that patients want in terms of patient centered care.

And I don't remember what three of them were, but two of them were more information on the semen analysis and more information on the impact of a high BMI. I've been in this field for 36 years. I have never had a patient say, I want more information from the semen analysis. And most of my patients. don't want to know the impact of the BMI because they know that being heavy or too light, impacts their chances and they don't want to hear more about it because they already know it.

So I think we have to be very careful how we collect data. it's if you look at some of the old data from like before 2000 on the psychological impact of infertility, there were a number of studies that showed that women with infertility had the same level of anxiety and depression as did anybody else.

Yeah, but they were also. being asked to rate their anxiety or depression in their clinics, sometimes with their doctor present. And they would want their doctor to think that they were fine, that they could handle treatment just fine. Cause they didn't want the doctor to know how upset they were. Cause then the doctor would say, Oh, you're too upset to do treatment.

And so a groundbreaking study happened in 2004, where they actually had. a psychiatrist, interview, do a structured psychiatric interview before patients saw an infertility doctor for the very first time. And 40 percent of them met the criteria for anxiety, depression, or both. So sometimes these self report mental health assessments, let me rephrase that, many times these self report mental health assessments are not very accurate.

And if you go to countries like Scandinavia where People don't tend to talk about being anxious or depressed. You're going to get scores of zero from people who in fact are probably very distressed. 

[00:14:26] Griffin Jones: So you're working on getting some more of this data right now with the studies that you're doing.

In the absence of this data in the meantime, how do you decide which programs that you want to usher in and that you think will have the biggest impact? 

[00:14:43] Dr. Alice Domar: I look at the research. there's been, I don't know, a hundred randomized controlled trials on the efficacy of different psychological interventions.

obviously I started the MindBody program in 1987, so I'm a little biased towards MindBody, but in fact, there's been a group in Denmark who've done two huge meta analyses on the efficacy of psychological interventions with infertility patients on both psychological symptoms and pregnancy rates.

And both of their meta analyses have pointed to, mind body stress management interventions as being the most effective. and that's not me doing the research, that's them doing the research. It just makes me feel good because that's the intervention that I'm most familiar with. 

[00:15:28] Griffin Jones: tell us more about the programs.

What programs developed from that? 

[00:15:32] Dr. Alice Domar: So the MindBody program, it used to be an in person 10 session program. Obviously, now everything is remote. But we've also shown, I had a graduate student from UVM who took the in person MindBody program. And we've done a bunch of randomness control trials on it.

But she took the in person program and made it into an individualized online program. And this is before COVID, and this was her PhD thesis. And we found that women who did the MindBody program by themselves on their computers, not only had massive decreases in depression and anxiety compared to the control group, but their pregnancy rate was four times that of women who were on the waiting list control group.

I could talk for two days about The efficacy of these interventions. We know that our patients are distressed. We, know that a lot of them are anxious. A lot of them are depressed. Their partners are anxious and depressed. And, I was at a conference last year in Boston. I don't remember if you were at the same conference.

It was over Valentine's day. And it was on reproductive medicine, I think in women's health. And I actually got up at the end of the conference because they're all talking about all these technologies and all, AI and everything else that can be used in reproductive medicine. And I stood up at the end and I said, look, I'm the only mental health professional in this entire conference.

No one has mentioned. The emotional health of our patients. But if someone is really distressed, we know for a fact, they're not going to go see an infertility doctor. They're not going to start treatment. The more depressed a woman is before she starts IVF, the more likely she is to drop out after only one cycle.

all of us should be caring about our patient's mental health. I, as a psychologist, because I don't want these women to suffer psychologically. But the clinics should worry because if patients drop out of treatment, they're not gonna get the income, pharma's not gonna get the income, and I worry because the patient's probably not gonna get pregnant.

by the time she gets to IVF, and she drops that IVF, the chances of her conceiving spontaneously through sex are pretty low. And so it breaks my heart to think that people get to treatment, may even have insurance cover for treatment and find it so stressful, they drop out. And that's, where we are doing something wrong.

People should not be dropping out of treatment because they're too stressed to continue. 

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[00:20:17] Griffin Jones: I want to come into how this impacts dropout. I wonder if one of the reason why they didn't mention that at that tech or that innovation conference, perhaps two reasons.

What are people in that sphere obsessed with? One is measurables of certain metrics and they want very specific attribution. And we talked about some of that thing that you're working on. The other thing that they obsessed with is scalability. it's got a scale. And so are there. Technological solutions.

You mentioned that one of the things that you all are doing is getting subscriptions to the comm app for your employees. are there technological solutions that scale to reduce stress for patients? 

[00:20:55] Dr. Alice Domar: I haven't seen a whole lot of research yet. I know that Jackie Boyvan in Europe. is working on an app called Metaemo.

And the, at Esri a few years ago, she presented data that showed that women who use the Metaemo app were twice, who did IVF, were twice as likely to come back and do a second cycle than women who didn't use the app. We did a study, I, did it with Jackie. maybe six years ago, I don't remember how many years ago, where we recruited women, I think 166 women, who are about to do their first IVF cycle.

And we mailed half of them a stress management packet. So it was like cognitive behavioral skills. It was a relaxation CD. It was teaching them how to do mini relaxations. So we mailed them a half of them and then sat back for a year, didn't contact them, and then looked at retention rates. And the woman who got the packet, we don't know if they opened the packet, we don't know if they used the packet, the woman who got the packet in the mail reduced dropout rates by 67%.

Wow. And that packet cost 12. 

[00:22:00] Griffin Jones: And there was no other control? So we know that, 

[00:22:06] Dr. Alice Domar: no, we had a control group. We took 166 women. 

[00:22:09] Griffin Jones: but otherwise the groups were identical, like demographics, where they lived, and Absolutely identical. That 

[00:22:15] Dr. Alice Domar: was the only variable. Randomized controlled study. And then we just published a paper last year, and we tripped over this.

in my previous job, I was very interested in dropout rates. I'm in Massachusetts, six cycles mandated coverage. And we noticed that a lot of patients came in for a first visit and didn't come back. And I'm like why wouldn't they come back? They have insurance coverage. So we actually just sent them an email to say, Hey, we noticed that you saw an infertility doctor three months ago.

We noticed you haven't come back. We're just wondering why do you not like the doctor? Are you pregnant? are you taking some time off? what's going on? And we got a lot of answers, but. My research assistant noticed that a lot of the patients who got the email were coming back, like a lot of them said, Oh, I'll come back.

And then she went on maternity leave. So we didn't send the email out for four months. So we were able then to compare. When we sent the email out just asking, why didn't you come back versus when we didn't, massive increases in people coming back simply by getting an email saying, hey, we noticed you didn't come back.

So the conclusion I draw from those two studies, it takes very little to support patients to come back or to stay in treatment. And yet most clinics aren't doing anything. 

[00:23:41] Griffin Jones: There's a bunch of rabbit hole questions I want to ask you, but I'm making notes of them because we'll get to them if we get time.

The audience probably isn't as interested in those as I am. We'll get to the meat and potatoes first, and then if we have time, we'll, get to some of that dessert. So I, you're painting this picture for me. You've got 166 women in your mail. Half of them, stress packet, and half of them don't.

And then you have a 60 seven percent decrease in dropout for those that did get the packet. And then you've got this other, it wasn't a, it wasn't a study, but you could at least see in practice from the response rate that you were getting from emailing patients, asking them why they chose not to come back and.

Versus the time when your research assistant was out and didn't send that. So how does, what are the factors as far as you can deduce that impact patient retention? 

[00:24:41] Dr. Alice Domar: it's interesting because at my previous job, I spent about 10 years studying patient retention. And so we ended up interviewing maybe 250 or 300 patients who had insurance coverage.

for six IVF cycles and dropped out and didn't go to a different doctor. They just dropped out. And we asked them why. And most of them said because of communication, either from their physician or someone from the nursing team or whatever. They just had a conversation that just upset them so much.

They realized they couldn't keep up with treatment and they dropped out, which means, as I said, they're probably giving up genetic Parenthood by dropping out. And so then I got on my, my, whatever you want to call it. And I thought, okay, we need to teach people how to communicate more empathically.

And so one thing I've been doing at Inception for the last year is holding dinners for our physicians and teaching them empathic communication. And I do it in a, I don't want to say a mean way because none of them have, we go to dinner and it's, the physicians from the clinic and often the practice, the clinic manager, whatever.

And we, we're at like an ice steakhouse in a private room. And then I talk about empathic communication and all the things that indicate empathic communication. And then I give them vignettes. And I'll have a physician in a difficult situation practicing with either another physician or someone who works in the clinic.

And then I criticize them and it's gone over really well and they've learned there's some insanely easy ways. I, we, we're doing some training videos now at Inception where we just recorded last week training videos on how to communicate the six most difficult conversations that physicians have with patients.

And again, for both scenarios, I talked about how to. communicate empathically. And one of the easiest things you can do is to make eye contact. And so when I was trained in empathic communication, the tagline is never have a conversation with anybody unless you can walk away and tell anybody else what eye color that person had.

[00:27:00] Griffin Jones: Say that again, never make eye contact with anyone, never have a conversation with anyone unless you can walk away. 

[00:27:08] Dr. Alice Domar: So I noticed right away from what I can tell on the computer screen that you have brown eyes, right? Okay, that means I made eye contact with you.

[00:27:16] Griffin Jones: I barely know what color my wife's eyes are.

I'm thinking like, am I that crappy at talking? It's, something that wouldn't occur. Not something that would occur to me to pay attention to necessarily, or I guess better said, I would have to make a point to pay attention to someone's eye color. 

[00:27:37] Dr. Alice Domar: But that's one of the ground, the basis of empathic communication, that when you talk to somebody, especially if it's a physician talking to a patient, they need to make eye contact.

They can't be on their computer. They have to look at the patient and make eye contact. And that has enormous meaning. And if you look at the data coming out of Empathetics, which is an offshoot of Mass General Hospital, they've all this data on the efficacy of empathic communication. When you communicate empathically, patients perceive you spend far more time with them.

One of the number one complaints right now about physicians is that they don't spend enough time with their patients. 

[00:28:17] Griffin Jones: So is, with regard to eye contact specifically, do you find that older physicians are better than younger physicians in that particular regard? Or because I think very often it's said, the older physician is, might be the closer they are to.

[00:28:37] Dr. Alice Domar: That era where the doc was the authority and it was, it's really interesting 'cause I was in Dallas and then Nashville last week recording these physician training videos and we talked a lot about age, like our older reiss, better at communicating, better at being empathic than, for example, fellows. And I think you can't generalize because yeah, older physicians.

Don't tend to look at their computer screen as much because they are more, but some of them are maybe a little bit stuck in their ways. But, it was interesting. So the way we did these training videos, we had these six scenarios. Like one of them was, how to tell a patient that she was miscarrying.

she just had a prenatal scan. There's no heartbeat. And so for each physician, we had them record a non empathic interaction. Or an, a non compassionate one and then a good one. And we had, either, like usually it was an employee of the clinic acting as the patient. And even though it was fake, obviously the employees would say to me, wow, like I could viscerally feel different when the physician was talking to me in a cold, aloof way versus when they were making eye contact and leaning forward and not crossing their arms and things like that.

Millennials demand. Patient centered care. 

[00:29:59] Griffin Jones: Tell us a little bit about some of the gentle corrections that you made, some of those specifics. you told us about, about making eye contact and the way people pose, but what are a couple of specific things that you've said to people? 

[00:30:12] Dr. Alice Domar: I know, one of the most difficult conversations for physicians is telling a patient that she's above their BMI cutoff.

And the instinct for a physician would be to say, I'm really sorry to tell you, if, again, if I'm sitting behind them and they know they're being empathic, they say, I'm so sorry to tell you, but, your BMI is too high. I'm going to refer you to a nutritionist so you can lose weight.

and get your BMI below the cutoff, then you can do IVF. And that is an effective conversation. If I hear them do that, I would probably say, okay, so maybe we could do it a different way. how about, how would you feel if you said to the patient, something to this effect, there are a lot of things that can contribute to IVF success.

And we, I, the lab, everybody, we're doing everything we can to increase the chances that your next Psycho will lead to a healthy pregnancy and there are some things that you can also do that can increase or decrease your chances and one of the things that we look at is lifestyle habits and you're doing great with this and this but you know your BMI is a little high so how about we talk about ways that you can eat more healthfully to get your BMI below the cutoff so you can move ahead and do IVF.

No, which way would you rather hear it? 

[00:31:35] Griffin Jones: my, my preference is probably contrary to how a lot of people want to hear it. But it, the point is that it's not what you say. It's what people hear. And I remember when we were doing online reviews for fertility clinics or helping them with their online.

reputation management, I would look at the reviews and I would see very often she called me fat. He called me old. And I'm like, I wasn't in there. I wasn't in the consult room. I know that person. I don't think. I doubt, maybe she did, but I don't think she did. I think that she said something that in a vulnerable state was too close, too readily interpretable as I'm fat or I'm older, I'm not good enough in some way.

And, so I think that communication is clutch to be able to do. You have to be able to communicate in that way. And that was always something that And when we would help docs with this, it's I can't help you with that part. And so you're starting to. And so you're starting to do dinners. Is there plans to scale this, like beyond dinners and having this be like something that every doc goes through?

[00:32:44] Dr. Alice Domar: I think that's why we're doing the training videos because it's really, we have clinics. It's all over the US and Canada. And so having me go to every single clinic and do this and, not every physician can make every dinner. So it just seems more practical for us to do these training videos.

And I felt that, it was so interesting last week when we were doing them again, hearing the impressions of for one of the training videos in Dallas. the physician's MA was her patient. And she told us later that, she was faking it. She wasn't an infertility patient. She was probably, way too young for that.

And she said, when the physician spoke to her in a classic, somewhat detached, very factual manner, that she felt herself just feeling Like this doctor doesn't really care about me. And then when the physician followed through with all the empathic training and the skillset she has in communicating, the MA was like, I felt different.

I could feel myself reacting to how this physician was communicating with me. And it's, it's not hard. And it saves time, it's interesting because, Liz Grill, she and I once a year teach a course on a cruise ship for physician burnout prevention. And it's actually really fun. We get to go on a cruise together.

And one of the things that I, teach, one of the classes I teach for that course is empathic communication. And the physicians, these are not REIs, these are, all kinds of physicians and they come in yeah, blah, blah, blah. And then I list all the data on empathic communication. And it makes sense.

[00:34:26] Griffin Jones: It just makes sense. So I want to, bridge these two things because, and I don't want easy answers because sometimes people give me easy answers when I'm trying to reconcile the tension between patient burnout and, patient fatigue and, the needs that patients have versus the needs that staff and providers have.

And the answer that a lot of. Leaders give me ally is, oh, they're both, they both have the same interests. They both wanna do great. It's like bull crap that they don't have interests that are at odds sometimes. I'm not saying there's no way of being able to align their interests, but I'm saying that it, when you have patience that have certain demands that costs something on you when you're trying to, be able to deliver that.

And we could make patients really, happy if we answered their calls all at all times of the day and, like sped, didn't have dinner with our family to make sure we got them what they wanted. And, but then, Providers and staff are facing the burnout on that side.

And, you talked about inception a lot of who's your employer, but they are not a feature sponsor of this podcast episodes, which means they don't have editorial control. So you can say whatever the heck you want about them, your own consequences, consider those, but on my show, I don't have to do a damn thing.

I think one of their brands is, the brought to you by a sponsor, but. They don't get, they don't get editorial control. So how do you reconcile this, the needs that patients have versus the needs that the people providing those needs have? 

[00:36:10] Dr. Alice Domar: when I got to Inception, as I said, almost two years ago, it was a little overwhelming because they have almost 2, 000 employees.

And I don't know, at any given time, what, 100, 000 patients. And so I was trying to think through Where would I start? And it's, and I still say this, it's very obvious. You have to start with decreasing patient distress, because if you can decrease patient distress, patients will be easier to work with, and that decreases employee stress.

So I've spent a lot more time trying to design ways. To make our patients have less psychological pain because that will then have a domino effect and make it easier for the employees. 

[00:36:52] Griffin Jones: How do you incentivize the employees to do that when they're already feeling burned out? So if, one of the things that de stresses patients is maybe either more communication about finances or more communication about some of the things that you need and you could even come up with scalable ideas like Modules for the patients, but that takes staff time and provider time, and you have to take some of those staff and providers away to do that.

how do you incentivize the staff and the providers to say, listen, I know you've got needs here, but if we don't de stress the patients, then your needs are only, the burden on your needs is only going to get worse. 

[00:37:37] Dr. Alice Domar: it's, a separate thing because I provide a lot of entities for patients and for employees.

And so I feel like it's, on me to do that. obviously teaching empathic communication is a good thing, but for example, I've spent the last year and a half going to our clinics. I think I have three more to schedule and I do what I call a stress lunch at each clinic. And most of it is talking to them.

about where infertility patients are coming from, about how depressed they are, how anxious they are, how it impacts every area of their lives. And I talk about the unbelievable jealousy they have when anyone else gets pregnant and how agonizing that is and how hard it is to be part of a partnership.

where two members of the couple don't feel the same way at the same time and that puts them into crisis and their sex life goes to pot and they can't go home for holidays because their sister or brother has a baby and they can't be in the same room as the baby and you know I think when you explain to them where patients are coming from and why they seem so demanding and irrational and everything else it makes it easier to care for the patients because they then understand the patients.

It's different from pretty much any other aspect of medicine. You have a patient population who are as depressed and anxious as cancer patients and AIDS patients and heart disease patients, but they're young and healthy. And so when I talk about where patients are coming from and what their triggers are, I think it helps the employees because then you have compassion because you understand.

[00:39:16] Griffin Jones: I think that I could benefit from something similar in my own business and a lot of businesses could. benefit from something similar where you're training your team. This is what our user on the other side, whether it's a customer or a client or a patient is going through on this side, and I think that allows them to take better care of the patient that or the customer or the client That that reduces the burden on the team. I think that could be. I think that I think you have threaded the needle in that way. It still starts with the end user and it starts with educating your team. But if your team is educated on the needs. Of the user, then they can, in this case, the patient, they can reduce, the amount of stress that comes their way down the pipeline.

[00:40:09] Dr. Alice Domar: But it goes, I do a lot of couples counseling. I still have a small private practice. And I think the key with couples counseling is your partner can't read your mind. And you guys are not going to feel the same way about things. And you have to distinguish between what they. Can't do versus what they won't do and so the key to a successful relationship in any relationship is learning to understand Where the other person is coming from whether it be a marriage or a parent and child or being a nurse or doctor in a Fertility clinic you have to understand where the other person is coming from and what their triggers are 

[00:40:49] Griffin Jones: I think sometimes it goes too far one way and like in 2021, it was like, this is what employees need.

And, but then you had a bunch of employers get burned out. It's always, whenever you have more than one person, it's not just what wives want or what husbands want. It's wives and husbands or husbands and wives, whoever it may be, employees and employers. I think that's a really good point.

I guess some of the, I wonder, do you see. Is it helping in a way where you're starting to see turning the corner for reducing the stress in providers? Because I think of the companies that used to be really good at knowing what the customers needs were and servicing them. I think of companies like Apple.

I think of companies like Southwest. I think of companies like Trader Joe's. And I think with the exception of Trader Joe's. They have decreased. you go into the Apple store and they are not as nice as they were five years ago. And I think it's perhaps like what you're talking about. It's a two way street, and that niceness has been presumed upon too much.

[00:41:57] Dr. Alice Domar: But see, that's why every company needs a chief compassion officer. 

[00:42:01] Griffin Jones: Yeah, maybe. I really think so, because you're able to come in and balance this. And how are the providers responding to that piece of it? 

[00:42:11] Dr. Alice Domar: I have to say, I think I have probably met 95 percent of Inception's physicians, I'm guessing. And they've been lovely.

Like, really lovely. Like when I go to clinics, they hug me pretty consistently. And as I said, when I started doing these empathy dinners, I thought I was putting myself out there. I'm putting my neck on the chopping block and they've responded really, well. And it's been so much better and so much easier and so much more rewarding for me working with these physicians, because, as I said, they went into medicine to care for their patients and, some of them are, it's harder to work with millennials who are like, I was here at 730, where are my blood results?

And so I think, you They also respect the fact that I'm a researcher, and so when I talk about stuff, I don't just say this is what I think. I'll cite 16 different research projects that are randomized controlled studies that have been published in peer reviewed journals back up what I'm saying, and that's what you have to do.

You have to, you can't just pontificate what your thoughts and feelings are. You have to back it up with science, especially in this field. 

[00:43:26] Griffin Jones: Is the retention and dropout for third party a different animal? Does it all fold into this, but is, or is there something else that needs to be considered for retaining patients in such a way that allows them to then move on to third party IVF after failed cycles if they need it?

[00:43:46] Dr. Alice Domar: the transition from, for example, cycling with one who owns eggs to egg donor, when you transition from, treatment with each partner's eggs or sperm and the woman carrying that embryo that they've created, that's a different animal than third party because then you get into big bucks and a lot of mourning and grieving, excuse me, that is involved.

I think most clinics or all clinics follow ASRM guidelines. Or that those patients all have to see a mental health professional to, or hopefully they do, to help them process. Because you can't just say, Oh, my cycle didn't work. Let's do egg donation next month. You can't do that. So I think at some level, these third party patients can be more challenging to work with because the financial stakes are so high.

And because a lot of them have moved into it before they're really ready. And so they can be prickly. So there, there are a couple of things. On the other hand, they're highly motivated, but it's tough. I think third party is almost like a different kind of patient population. 

[00:44:56] Griffin Jones: Yeah, I think so. Are there special interventions that you've noticed for them, like, the sending of the email to, to ask why they didn't come back?

Is there anything equivalent to that you've noticed with third party? 

[00:45:09] Dr. Alice Domar: It's been very little research. It's interesting because I'm about to submit a grant for the first time. No one ever has looked at this, is what about patients who come in who want to electively freeze their eggs? Because when patients come in for that first consult, half of them don't come back.

And we're going to be doing an inter, hopefully if it's funded, an intervention site to see if we can better support them. Because what the research shows is women who freeze their eggs, very few of them regret freezing. Women who don't freeze their eggs, the majority regret not freezing. And so again, I as a psychologist want to see what can we do to support these women to make the decision that they are least likely to regret.

[00:45:54] Griffin Jones: I want to ask you the rabbit hole questions of where psychology meets neuroscience, but people would be less interested in that. And you got to go. But if people see us talking, sitting down at a bench someplace at the next conference, that's what I'm asking Allie about. Allie, I wanted you to conclude based on how you would like to conclude about empathic communication, about reducing dropout and increasing patient retention for either providers or staff or any of the threads that we talked about today.

How would you like to conclude? 

[00:46:28] Dr. Alice Domar: I think we all need to accept the fact that patients need to be cared for in a different way than they needed to be cared for 20, 30 years ago. That we have to learn, as you said at the beginning, what patient centered care is. But it starts with empathic communication. 

[00:46:47] Griffin Jones: Dr. Allie Domar, thank you so much for coming back on the Inside Reproductive Health Podcast. 

[00:46:53] Dr. Alice Domar: My pleasure. Always happy to see you. 

[00:46:56] Sponsor: This episode was brought to you by Prelude Fertility, where top REI physicians find their calling. Practice anywhere with Prelude. The Prelude Network is the fastest growing network of fertility clinics in North America.

With more than 90 plus locations, we're ready to support you and your individual career aspirations wherever they lead. To learn more, please visit rei.preludefertility.com. That's rei.preludefertility.com

Announcer: Today's advertiser helped make the production and delivery of this episode possible for free to you. But the themes expressed by the guests do not necessarily reflect the views of Inside Reproductive Health, nor of the advertiser. The advertiser does not have editorial control over the content of this episode, and the guest's appearance is not an endorsement of the advertiser. Thank you for listening to Inside Reproductive health.

214 Grow Donor Egg IVF Programs While Increasing IVF Lab Capacity with Betsy John

DISCLAIMER: Today’s episode is paid content from our feature sponsor, who helps Inside Reproductive Health to deliver information for free, to you! Here, the Advertiser has editorial control. Feature sponsorship is not an endorsement, and does not necessarily reflect the views of Inside Reproductive Health.


Capacity, Reach, and Concierge Service.

Betsy John, Business Development Manager at My Egg Bank, shares how these three systems are necessary to growing your 3rd party IVF program.

With Betsy we discuss:

  • What Concierge Service looks like when serving your patients

  • The burden 3rd party nurses have (And how you can alleviate that burden)

  • The diversity of egg donors required for fertility practices to grow their 3rd party programs

  • What fertility practices should avoid when working with a new egg bank

  • The trends she sees on the horizon for donor egg IVF (Including AI for facial recognition)

Why offering both fresh and frozen donor cycles is necessary (and how My Egg Bank helps with each)


Betsy John
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MyEggBank
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Transcript

[00:00:00] Betsy John: To be honest, it is more one on one. So I guess more so in the vein of the concierge service, that it's not, something that we do. And it really is more so about to meet those intended parents where they're at in the journey. As I mentioned, some of them are coming to us, all of this is brand new. They feel so confused or overwhelmed by the process.

but I think that's where the personal touch really matters. That maybe a module or a video wouldn't be able to afford the same, open communication that a conversation with that person might have. 

[00:00:34] Sponsor: This episode was made possible by our feature sponsor, MyEggBank, the premier network of donor egg banks.

Enhance your clinic's fertility services with MyEggBank. By joining our network, your clinic can broaden its horizons, offering aspiring parents a diverse range of fresh and frozen donor egg options, each backed by our demonstrated success rates. Together, we can bring the joy and hope of parenthood to more families.

Discover the benefits of partnering with MyEggBank by visiting myeggbank.com/irh. That's myeggbank.com/irh

Announcer: Today's episode is paid content from our future sponsor, who helps Inside Reproductive Health to deliver information for free to you. Here, the advertiser has editorial control. Feature sponsorship is not an endorsement and does not necessarily reflect the views of inside reproductive health. 

[00:01:33] Griffin Jones: Capacity, reach, concierge service. Those are three themes that come to mind when condensing what's necessary. To grow your third party IVF program. And can you grow your third party IVF program, not just without straining your capacity in the clinic and the lab, but adding to your capacity in the clinic and the lab, I explore how fertility practices are leveraging these systems to grow their third party programs, particularly.

They're donor egg IVF programs. And I do so with Betsy John. Betsy is the business development manager of MyEggBank. She's worked there almost 12 years. And I think she's someone you'd like to know. I think she's someone that in some years time, you're going to enjoy saying. Oh, I knew her from that podcast episode.

I connected with her after she came out on that podcast episode. Here's what we talk about. We talk about what concierge service looks like when serving your patients. We talk about quality controls. We talk about the burden that third party nurses have, third party coordinators, third party directors have, and what you might be able to do to alleviate that burden.

We talk about my bank's massive capacity, nearly 200 egg donors in any given time. Not an application phase ready to go. We talk about the scope and diversity, the fertility practices need from their egg donor population in order to be able to grow their programs. We talk about how being able to offer both fresh and frozen donor cycles is necessary and how MyEggBank helps with each.

We talk about embryo banking. Being able to purchase all the eggs from a donor. And we talk about MyEggBank helping with embryo creation, which I found very interesting, because if you're growing your third party IVF program, you're taking away capacity from your lab. But if you have someone else that you trust doing the embryo creation, you are getting capacity back.

We talk about things that fertility practices want to stay away from when they're working with a new egg bank, when they feel limited. When they feel concerned about where other banks are recruiting their donors, about not having a commitment of how many donor eggs you need to order from. We talk about having resources that you can use to educate patients, help retain them, help convert them to third party IVF if donor egg is indeed a need of theirs.

MyEggBank has a starter kit that they use for all of their affiliate centers. We'll have a link to that. I would get it. It's free. It's useful for your patients. And we talk about the trends that Betsy sees on the horizon for donor egg IVF, including artificial intelligence for facial recognition and some other applications.

Enjoy this conversation about advancing your third party IVF program with Betsy John from MyEggBank. Ms. John, Betsy, welcome to the Inside Reproductive Health podcast. Thank you for joining me. 

[00:04:15] Betsy John: Thank you, Griffin. It's a pleasure to be here. 

[00:04:17] Griffin Jones: You're a person that when we were talking about having you as a guest, I was like, I want the fertility field to know who Betsy John is.

I've gotten to know you a little bit. I think five or six years ago, just via email. And then you meet it is, then, you keep in touch from making content and on LinkedIn and stuff. And then, you get to meet at a conference and I'm like, this is somebody who I think is. I want people to know who you are and to pay attention.

I think you're a rising star in this field and I've enjoyed getting to know you and I want to crawl into your brain today to really understand what's important to intended parents, what's important to donors. And then, and through that lens, What's so important in the relationship between an egg bank and the clinic because you've been at this for a little while and my bank has been a growing operation.

So what type of feedback do you get? from affiliate centers that you work with. What are they telling you that their needs are? What are you telling, what are they telling you that they like and don't like? 

[00:05:26] Betsy John: Yes, absolutely. Thanks again for the opportunity. And just to give you a little bit of background about MyEggBank.

So we really are the middleman between the clinics that give us. egg donors, egg donor profiles that we display on our website. And then we have a network of about 250 practices around North America that are purchasing those eggs from us. so our relationship with the two practices is slightly different.

The affiliate network, the clinics that are sending their patients to purchase eggs from us. I guess the key points that they really mentioned that they appreciate about MyEggBank is that we are a smaller team that we're able to offer a more concierge service to the clinical team there at the practice, but also to their patients individually.

we pride ourselves on really having a personal relationship with those patients. To us, there is a great deal of education that goes into the process when the patients are coming to us. They're further along in their IVF journey. They've tried it on their own most often, and at this point come now to realize that they need an egg donor.

And a lot of them honestly don't understand the process. They don't understand egg donation. What does that mean for the donor? What does that mean for me? So to us, having that relationship, having that level of communication with the patients really is. is what we prioritize in that process and they're with us for a shorter amount of time.

So truly when the patients come to us. find the right donor, they match, then they go back to their practices. So that short span of time that they're with us looking for a donor really is critical for us to establish that level of trust with the patients that they feel comfortable to ask questions and that we can help guide them through the steps along the way. 

[00:07:23] Griffin Jones: You mentioned that in that short span, they're looking for concierge service. They're looking for education. What does concierge service look like? What is it that they need special attention for? 

[00:07:35] Betsy John: Probably just in the donor search and just understanding the levels of complexity there that a lot of the intended parents come in with those general ideas of, I want to find someone relatable to me, a donor that.

maybe has my background, either racially, ethnicity, or looks like me, looks similar to me or my partner. And then also in the essays, I think to really feel that connection with the donor, that you get a sense of their personality, you get a sense of how would it be if this person was part of your family.

And then also the genetics piece, I would say that's probably very big in the patient's understanding of what's compatible, what's not, what do I need to look out for? Is there something with the blood type, something with the family medical history that I need to be concerned about? So there's various touch points through the process that I think we're able to really hone in and guide them through, walk them along.

We assign the majority of the clinics with a specific coordinator from MyEggBank. So it's a very fluid relationship. 

[00:08:43] Griffin Jones: How do you do that? Meaning when in these different touch points, because your user interface is such a way that it seems like it would be, it's pretty easy to find the donor that you want, that looks like you and to see the background from you.

But it sounds like they just need a little bit more attention, a little bit more where that concierge service comes in. So what do you do in those touch points? 

[00:09:07] Betsy John: So I think it's a good opportunity for us to explain to the patients what our screening for that donor involves. There's going to be various points through the process that we are educating the donors, go through a rigorous screening, but we're also following.

Our standard of protocol, along with ASRM, ACOG guidelines, we as my ag bank have our own guidelines that the centralized team that's reviewing all the applications that come through is really able to hone in on our gold standard of what's acceptable criteria. So getting the patients to understand that while everyone may want to apply, not everyone's going to make it to the point of.

Being able to donate was the reasons of what that exclusionary criteria might be, that if it's a question of health or their response to the medication, that we're doing everything we can from a medical standpoint to be sure that egg retrieval or that egg donation cycle is going to go seamlessly.

[00:10:08] Griffin Jones: How do you scale that education? Is it, it just an onboarding session with each patient? Do you have learning modules for them? Do you invite them all to an info session to do it once? Tell us about that. 

[00:10:22] Betsy John: Yeah. To be honest, it is more one on one. So I guess more so in the vein of the concierge service that it's not, something that we do.

And it really is more so about to meet those intended parents where they're at in the journey. As I mentioned, some of them are coming to us, all of this is brand new. They feel so confused or overwhelmed by the process. but I think that's where the personal touch really matters. That maybe a module or a video wouldn't be able to afford the same open communication that a conversation with that person might have.

So we really do. With every order that's placed, we're reaching out to those patients with a phone call or an email to start. Just, hey, I see that you've matched with donor 123. Did you have any questions that we can help you with? Let's talk about next steps together and see if there's any just general questions that we can answer.

[00:11:16] Griffin Jones: Tell me more about what the talking about next steps often entails. 

[00:11:20] Betsy John: Yeah. So even for the patients, it is a blurred journey. I feel they go into this, not really understanding the steps. So we really like to highlight, you'll get the access to the website by just signing up on our site, my eggbank.

com. once they create their patient account, they'll be able to see the full donor profiles, but we do leave the responsibility of granting access for patients to place orders on the clinics. Okay. So we want the clinics to say, Yes, Jane Doe is my patient, and she's cleared to move forward to make a donor egg purchase.

So once they've flipped that switch of a button, the patients will have the ability to place an order. They're making a selection of how many eggs they want to purchase and also which program option they want to purchase. So it's a level of a guarantee. Do you just want egg survival? Do you want an embryo blast guarantee?

And they can read through the different offerings that their clinic offers through us on our ordering page. Once that's completed, we have a 5 7 business day window of consent forms, payments that need to be made, and that's also the point that we look for any genetic screening. So if the donor is a positive carrier of a condition, we're going to request additional genetic testing for the sperm source just to ensure that there's compatibility there.

There's no, once that clearance takes place, then we would connect directly with the patient's IVF lab at their local center to coordinate for that egg shipment. 

[00:12:56] Griffin Jones: So it sounds like you're staying with them the whole time, which is useful because when people drop out of treatment. Very often it's just because there's nobody staying in touch with them.

I don't know if her episode will come out before or after yours does, but I just interviewed Allie Domar and she was telling me about one intervention of reaching out to patients where just reaching out to them, asking them, Hey, how's it going? Where are you at right now? had 67 percent less patients drop out than those that didn't.

And so it's about having somebody that can liaise with the patient the entire time. And it's just from a clinic standpoint, it's hard to do that with man hours. If you have a third party coordinator that maybe that's not even her only job. Sometimes, it's just too much. And so you, for patients. Coming to MyEggBank, do they have one case manager the whole time?

Did the, does, is there like a navigator? How does that work? 

[00:13:58] Betsy John: Yeah. So we do assign a coordinator per order. Of course, that person's going to have multiple orders at a time. We do just offer our general coordinator line. Either through phone or through email that if they're not able to reach their primary person, that someone would be available to help answer any and all questions that I would agree with you on your point that we're in this digital age that we're also trying to automate.

so many things, right? And so much of this process, but to us, it's very important that we've never compromised that piece of it, that sure, we could send the next steps via email, but we're also going to make that phone call as well, just to read all the information can be daunting. And that if there's any questions that we can answer along the way, just to make that smoother, that's ideal for us too.

[00:14:46] Griffin Jones: It changes even if your preference is email, like even if your preferences is, I'll read it on my time. And even if you never actually talked to the person, but you get a voicemail from a kind assuring voice that makes the email mean something more. 

[00:15:04] Betsy John: Absolutely. And I always joke, it's not the same as purchasing T-shirts from J. Crew, right? this is a pretty hefty purchase and it's an expensive one at that. So to know that your investment is coming from a trusted source mutation, all of that is so critical for us. 

[00:15:21] Griffin Jones: You were telling us about what happens in the middle of the process with how the intended parent goes through their selection and how does, talk to us about the beginning and the end of that short pathway between them coming from the clinic and then going back to the clinic.

How does the clinic interface with you when a new patient is, you're starting to work with them and then sending them back to the clinic? 

[00:15:47] Betsy John: Yeah, this is also a point that we really try to emphasize to the affiliate centers that we want to take as much of the burden off of their third party nurses to explain all of the options to their patients, that if they just make that referral, hey, here's an egg bank that we're working with one that we're comfortable with, feel free to reach out to them with any questions.

As I mentioned, we do have several program options. available and we can't expect the nurses to remember all of those things. So it is our preference that they would have the patients reach out. They're going to create the accounts. They would reach out to us directly with any questions they have. We touch point with the clinicians just to say, Hey, Your patient has created an account on our site, and now they've placed an order.

So there are several points that we would reach back out to the practice just to let them know the patient's made a selection, they've made this program option choice, and now we're ready to do the egg shipment. So we try to work with the patients all during those steps, but informing the clinicians on an as needed basis throughout the process.

[00:16:57] Griffin Jones: You talked a little bit about the burden that third party nurses have. Tell me more about that. Tell me, what are they struggling with? 

[00:17:05] Betsy John: Yeah, it's interesting in the last couple of years, I would say, we've had a lot of the centers that have newly joined with us just say, we can't manage the load, right?

We're just having more and more patients that are needing egg donation. Of course, we're one of. Several egg banks out there. So they have various options. Not one of us are the same. in instructing patients or guiding them in the process of where to go and what to do, I think it's a lot for those nurses to carry that, level of information they're referring to the best of their ability.

we also, don't want the patients to be running back and. Forth between us and the nurse to ask opinions or thoughts about their donor selection maybe. So as much of that as we can alleviate with the understanding their third party nurses, so they're likely not only dealing with donor egg.

They also have donor sperm, gestational carrier cases. Some of the smaller practices are just managing IVF patients in addition to third parties. So having a full scope of what these nurses are potentially dealing with and hearing it from them directly, it, it is a priority of ours to minimize that stress and how can we intervene and make this easier for you.

[00:18:19] Griffin Jones: Do you still liaise with practices or you're big time now? You got people for that. 

[00:18:25] Betsy John: No, you yourself. That is my primary role actually is the business development side. So I'm on the lookout for centers that need more help in this way. If we can be an option for your patients for egg donor, happy to sign up new clinics all the time.

And then with turnover as well. So if it's a nurse. at a practice that I signed up with two years ago, I'm still going to check in to say, Hey, do you have staff turnover? Do we need to do an onboarding call of our process with anyone? And then also setting up that training for our embryologist as well. So that's still very much my role in the process.

[00:18:59] Griffin Jones: So you're talking to clinics that are newly joining you as well as those that have been with you in the past, but for those that are newly joining you, what few things are they bringing up to you? that generally indicate why they're there having that conversation with you. Like back when we were doing marketing for fertility clinics, it would be a handful of things if it would either be, they had some need, like we're just not seeing as many new patients as we used to be, or we are seeing lots of new patients, but we need help converting more to IVF.

Or they would, maybe you'd say we're doing well in those areas, but we have an office or a couple of docs over here and we need help getting these particular docs up to capacity. That would be on like the proactive, need side. And then I would see a category of people coming from reactive needs. Like they were working with a different marketing agency and, would be usually they're not bringing us ideas.

they can't really report to us on the results that they're achieving, or we are asking for types of content or campaign updates, and they're really slow or unable to do that. So I would have these buckets, proactive needs, reactive needs. Let's start with the proactive, what proactive needs indicate to you why you're having that conversation with them?

[00:20:21] Betsy John: Yeah, I think for some of those clinics. that maybe have an internal existing egg donor program themselves. Internal meaning they're bringing donors in house and selling them to their own patients directly. Oftentimes in those cases they just don't have the diversity is what I'm noticing. That maybe their patient population isn't necessarily matching that of their donor population and they just simply need more options.

That would be one point. Secondly, I would say if a patient wants to do a fresh egg donation cycle, but they only have frozen or vice versa if they offer fresh donation, but they need frozen egg options. So the fact that we're all encompassing of those, I think is very helpful to them as well, that each patient's needs are different, as I mentioned.

If they are looking to do more embryo banking, they want to purchase all of the eggs from a donor. We have all of those different program options available. So I think having that variety is critical, the diversity of egg donor. And we also offer embryo creation programs. So sometimes it's that if the IVF lab doesn't have the bandwidth for these cases and they're preferring that MyEggBank would create embryos for their patients.

Send the embryos back to their clinics for them to just coordinate an embryo transfer cycle is Oftentimes just an easier lift for the lab versus doing the entire fertilization. 

[00:21:48] Griffin Jones: Is that something that has developed more in Recent years because I don't usually think of that when I think of egg banks Is that something that you've seen grow in?

Is it generally been steady since the time you've been there? 

[00:22:03] Betsy John: Yeah, I would say it has grown. So initially I think when we launched the egg bank and started the bank, it was generally egg sales that were going out, but as we launched this program, we were able to offer higher guarantees of embryo creation or embryo creation plus PGTA testing.

again, just. taking more off of their IVF labs were able to offer a higher guarantee because our lab is doing the work. And I feel like around COVID time was where we really saw a pickup in embryo creation. Again, it's probably a staffing concern or IVF labs just being overloaded with the cycles that they have.

And so having this external option, just. Really seem to benefit everyone. 

[00:22:46] Griffin Jones: Yeah, that would seem to me to be the motive that so many labs are, they're just, they're slammed. They don't have enough embryologists. They might have enough embryologists, but they don't have enough hours in the day. And so you have to, that's one way of, let's say you're 5 percent of your cycles or 10 percent of your cycles are donor egg IVF.

That would be one way to alleviate. Your capacity in the IVF lab by having that percentage, I could see some lab directors and then some clinical and medical directors. They're pretty picky folks and they're the best. So how could somebody else be as good? So you must have done something to assuage their concerns that you must have done something.

That says, okay, MyEggBank can rock with us. What is that? 

[00:23:35] Betsy John: So I have to say, I think it really goes back to a lot of our standardization. So in our training of the embryologist, as I mentioned, we do have these different donation sites that are giving us egg donors and those. 15 different locations are all thawing and vitrifying on the same protocols, where I do think that training is critical.

So we've really gotten to the point now that we're troubleshooting in real time often and able to really guarantee that level of success. And we stand behind our guarantees. So we're really confident in the work that we do. And if we're unable to meet that guarantee, we offer the patients a replacement cycle at no cost to them.

So we feel strongly enough in the products that we're offering. I think the practices that were willing to experience that got to see that and have built that trust over time. And more than that, our platform is also customizable. So for those labs that are rock stars and they want to do it all, they just want to do egg sales.

We can customize which guarantee options their patients can see. So when they're in our ordering portal, they All of the affiliate centers can have whichever guarantees they want to be in our program offering menu. That really helps out as well in those cases. 

[00:24:53] Griffin Jones: One of the other reasons that you mentioned is the scope of embryo banking and the scope of buying all eggs from a donor.

So does that mean that sometimes people are only able to buy certain batches of eggs from a donor and not all of that donor's eggs is, am I, what am I understanding correct? And then two, what's the significance of that? 

[00:25:14] Betsy John: Yeah, absolutely. So generally for our frozen egg purchases, the patients are purchasing them in a lot of six eggs.

So that's as a standard, what our process looks like for couples, a lot of same sex couples that want to do more embryo banking. They know they want a genetic. sibling match want to have more eggs to work with. So we started our fresh program that follows embryo creation. So it's still the same plan that the sperm is being sent to one of our labs.

We're doing the fertilization on the day of the donor's egg retrieval. And when we say all legs, we do define that as capping out at 18 eggs. So any and all embryos that are created out of those 18 eggs will be frozen for those patients for future use of embryo transfers at their clinics. 

[00:26:03] Griffin Jones: So it's for those folks that they know, Hey, we're going to likely want a genetic sibling in the future.

And, it sounds like that's a, an advantage that you all have to be able to offer that. What about on the fresh and. frozen side, like why is this, why is having both still important? And this is just my ignorance of embryology, because when I'm talking to two clinics, I say, Oh yeah, we're mostly using frozen.

And then others will say, yeah, but we have to have fresh donors too. And so why are both? still important? Why? Why are they both still important to clinics? 

[00:26:37] Betsy John: Yeah, it's an interesting question. And we talk about it often that in the IVF culture, we've just seen the pendulum swing both ways that when we first launched the egg bank, everyone was all about frozen eggs.

It helped make the process. wise, move much faster for the patients. So when they match the eggs are already frozen and ready to go. So it made the process quicker for those intended parents. They're purchasing the egg number that they want to use, or that's recommended by their practice. We ship the eggs out.

Generally, those orders are completed within two to three weeks. If. Genetics are all compatible, so it allows them to start their next cycle much sooner. And then on the fresh side, we just noticed that patients that might have had Not as good of quality sperm or as good of count of sperm that they tended to inseminate better We've noticed when it were they're doing a fresh insemination on the day of egg retrieval So we wanted to have options for patients in all capacities Wherever they're at in the journey, whatever their medical concerns may be and whatever their future goals are.

Are you just wanting one, maybe two children out of this? Are you trying to grow a larger family with potentially three to four? So just to be more all encompassing that we're meeting the patients where they're at, we're guiding them through this journey, and we just have all the options available to you.

[00:28:03] Griffin Jones: Frozen, asynchronous, patients can do it on their time, and clinics can do it on their time, and you can be a lot more adaptive with the schedule. Fresh seems a lot more logistically difficult, though there might be some reasons for it, like you mentioned, some malfactor reasons and perhaps others. How does FRESH work with you all being in different locations in all of your affiliate centers?

[00:28:26] Betsy John: Yeah, so it's interesting in that FRESH through donor agencies is very different in that the donors coming to you, to your local clinic, as I mentioned, our FRESH program follows our embryo creation models. So we're going to work with the intended parents to have the frozen sperm sent to our lab in time for the donor's egg retrieval.

We are going to thaw the sperm, inseminate. Fertilize culture, the embryos out to day five or day six, freeze them and ship them back to the practices to do a frozen embryo transfer at the time decided by their clinical team. 

[00:29:03] Griffin Jones: Good that everywhere flies direct to Atlanta, right? That's right. Couldn't do that in Buffalo.

I don't think it would be a little bit harder. And so then the first. Proactive reason you said when that clinics are talking to you about and the reason why they're having a conversation to perhaps become an affiliate center with you all is that they need more donors and They need a greater diversity of donors So is are those two issues separate or is there if for example?

If you only had one type of demographic of donor, would it still be important to have? A much greater quantity of those donors than not, I

[00:29:46] Betsy John: think so because it isn't necessarily going to be one item that the parents are looking for. I think when you look at our metrics and the analytics that we've compiled, it's generally not just one thing.

They may have started out. For the race, right? I want to find someone that's a similar race to me. But then I do feel the emotional piece, the personal piece, they want to feel relatable with the donor, that education may matter for some height, their interests, what their skills are. So things like that really do play a factor that I feel like people in general just want options, right?

They don't want to just be you. Here's choice A or B, they want to have the full gamut if possible. And we have had patients mentioned that some other banks don't have as much of a variety. And we just wanted to see what all do you have? How are you offering this and what, how, what makes you different? So to us, it really is important to be strategically placed around the country of where we're pulling donors from just to really cover all of those bases and try to hit those different demographics, those different metrics.

To really create the most diverse pool as possible. 

[00:30:57] Griffin Jones: A country of 330 million people, they're not always a perfect cross section in just one place. In one city you might have far more of this ethnicity, in another city you might have very different. Patient population and so you'd want to be pulling from multiple areas in order to be able to do that And so you've got production centers in different parts of the country and you also have donors coming from everywhere Talk to us about the scope like how many donors are we talking?

[00:31:30] Betsy John: Yeah, I think What I heard the other day was on average, we have about 175 to 200 donors on our website at any given time. 

[00:31:40] Griffin Jones: So that's probably several hundred over the course of the year that you're going through of different donors. Are there some, are there particular ethnicities or groups that you find that you tend to have more of that people are looking for?

[00:31:56] Betsy John: I do find lately, I think just, Again, with where we're strategically placed that something we've always struggled to have a healthy number of Asian donors, but it really has picked up in the last couple of years. And I don't know if that's efforts of marketing or education and just putting it out there.

It's probably become less of a taboo topic to do egg donation. I think it's more readily spoken about. Celebrities are talking about it. It's in the news. More often, people feel more comfortable and familiar with the idea. So we're, seeing an uptick there, which is nice. I think for a lot of those patients that have been struggling or looking for years are now really able to, meet those needs and find those patients.

So it's great.

[00:32:43] Griffin Jones: Is that as true for East Asian donors and Southeast Asian donors and South Asian donors? Or do you find that we have more of. These particular donors that are really hard to find or are all three of those subgroups Typically harder for people to find donors for 

[00:33:02] Betsy John: Yeah I would say all three of those subgroups are typically harder to find but I do think there's an increase So that being said, over the years, it's interesting how we notice that it's trending, that for whatever reason, it's just becoming more known, more acceptable.

I think maybe things that would have been a taboo topic to discuss in your families or with your friend groups, that maybe is now just becoming more acceptable. So we are seeing an increase in those populations. 

[00:33:32] Griffin Jones: And people are coming to you, practices are coming to you, because you've got 175, 200 of them at any given point of, different ethnicities, but you have, because of that, you're reaching, more of these.

Normally harder to find egg donors and sometimes they just need that. That's what brings you to them. So we went over these, what I would call like proactive reasons where the potential affiliate center is not unhappy with something, but they have got a need. We need more donors. We need greater diversity.

We need the opportunity to be able to do fresh and frozen. We need the opportunity to do embryo banking and to buy all the eggs from a donor. We need the opportunity to do embryo creation. And hopefully alleviate some capacity from our lab. But then there's also, there's the reactive side. So I mentioned like in marketing, people would say we weren't getting the reports that we needed to show the ROI or they couldn't show us the return on investment.

They were not responsive when we needed a campaign or content updates, or they weren't bringing us ideas. So when people aren't happy with an existing arrangement, what is it that they're typically not happy with? And people being. Fertility practices, several things. 

[00:34:45] Betsy John: So I, I do feel that we've heard from affiliate centers that other relationships they have had might have been more limiting that when they're signing contracts with other egg banks or gamete banks that they're only able to use that one bank, and that's something that we've never had an exclusivity.

We've always been, we just want to be one of the options. So I think that's very inviting to some of those practices that by signing to join our network, we're not saying you can only use us. We just want to be a choice. That was significant. And I think a lot of people really do appreciate that factor.

And also we noticed that a lot of practices within the last couple of years that may have had a robust internal donor. program around the time of COVID when they weren't having as many cycles. Oftentimes third party is the first program to pull back funds from, right? If you're investing a lot in marketing for donors, but if you're not able to manage that pull through of bringing them to the door, to the point of egg retrieval, some of the centers just don't want to invest as much in the donor population.

And their thought is if these egg banks are out there and they're doing it successfully, then maybe there's no need for us. to do that. I've noticed a trend of that as well. Just some of the centers not wanting to do that lift of finding the donors for their patients and just trusting us to be their donor resource.

[00:36:10] Griffin Jones: Are there any other common complaints that you think about? We don't like this about. A, and I'm not asking you to name a, but, or B or C there, imagine there might be some things where we, don't like this. What can you think a couple of things that they don't like about existing arrangements? 

[00:36:29] Betsy John: Yeah, there are several things.

I think some of the. Other options there will work with international programs. And, there's been a lot of buzz about that in the market that people don't feel as comfortable or confident using donors that are recruited in this fashion. And then also again, if, they're limited contractually with.

What they can do, how much they can do, or that they have a relationship where you have to bring us donors if you want to purchase donors from us, it's just an interesting dynamic of what that contract looks like, that it's putting more work on the practices, that maybe they just don't have the time or the staffing to invest in that, those are some of the points, I think cost is a factor, that if some of the programs are just highly important.

overpriced or for whatever their needs are, but if that's not what fits their patient population. And we offer a compassionate egg program where it's, donors that are proven with good success rates. They may not be as marketable with as many photos or not able to do any additional genetic testing, but we know the quality is there.

We're able to offer those at a discounted rate for patients who may be going through financial hardships. So in that capacity, I think, as I mentioned, we really do try to meet all of the patients in this, that they've complained about it on the flip side, that it's just more cost effective to be with us.

[00:37:57] Griffin Jones: Is that the case that some banks require that the clinic sends them donors in order to be able to buy donor eggs from them? 

[00:38:06] Betsy John: I've heard that such a relationship exists. Yes. 

[00:38:09] Griffin Jones: That's not the case for you all? That is not the case for us. Is there like a minimum that they, you know, we, that they sign up for, and we have to get, we have to use 20 donors from MyAgBank in the course of the year, is there anything like that?

[00:38:23] Betsy John: No, there's no requirement. We do probably have goals in place that we're trying to help some of these newer programs that don't have a donor program. Let's traject for 15 to 20 donors a year if possible, and we're going to help them along the way to really hone in on that criteria. What are we looking for?

What makes the donor marketable, saleable and to know that we're going to get quality eggs from that donation. So a lot of that is coaching in the beginning that we're helping them get to that number. None of it is a hard Pressed requirement, but again, a goal that we're trying to meet. 

[00:38:59] Griffin Jones: How does a new affiliate center start with you?

I'm guessing they're talking to you and it's starting with the conversations that you've been illustrating throughout this conversation. And then how does the process work? How do they go from, okay, we reached out to Betsy. We had a conversation with Betsy. Then what happens? 

[00:39:18] Betsy John: Yeah, so we do. It happens several ways.

So sometimes the clinics do reach out to us directly, but on occasion, It's the clinic's patient has found us and they go back to their doctor and say, Hey, I found a donor on MyEggBank’s website. I really want to move forward with them, but I noticed you're not in their network. Would you be willing to sign?

So that's a point that I would reach out to that. Physician, practice administrator, whoever it may be, I like to do an onboarding call to start just to walk through a screen share what our platform looks like, what is our relationship with you look like, expectations from the practice and also from our team.

and then once we send over those contracts, again, non exclusive, so it's still just establishing a business relationship between my ag bank and that practice. So once those are signed, we get a contact list of who our primary contact people will be. Then I set up an onboarding call with those people.

So we'll do a clinical onboarding call with whatever your third party team looks like. Same thing, we walk through the process, I answer any of their questions. questions. We talk about genetics a bit. What panel are you testing your patients on? This is what we use for our egg donor. And then we also scheduled to do that onboarding with the embryology team.

So that's also critical. We do that as early on in the process as we can, that our embryologists will reach out to their embryology team to do a virtual training. So it used to be in person, but now we do it virtually. It's about an hour to an hour and a half. where they just walk through our entire process.

We're going to reach out to you to coordinate egg shipment. These are our protocols for egg vitrification and thawing, medication protocols. This is how to enter outcome data into our portal. And they cover all of that during that training call. 

[00:41:10] Griffin Jones: I wouldn't be surprised if there's something in that training that is valuable, even Apart from the eggs that they get from you all.

I imagine that there's something in there that they walk away from that. And they're like, Oh, that's more efficient than what we're doing right now. I would hope you ever get that kind of feedback. 

[00:41:30] Betsy John: I do think in general, people feel we are a well oiled machine. We pride ourselves in being the first frozen donor egg bank in North America.

We've been at this for some time at this point, and I do feel like we've. things come up every once most part, we feel pretty process, understanding wh a larger university pract single practitioner in th country. So we know what for the most part ironed out those kinks and have figured out how to work with them 

successfully.

[00:42:04] Griffin Jones: What do you view as a couple of like different kinks that you see maybe that a smaller practice has that a larger practice doesn't have or vice versa? What are like a couple of the kinks that you're like, I would not have known that if I hadn't been working in this field for X number of years. But I do know that if I see a practice of this size or in this area or whatever, I've got to be on the lookout for X.

Can you think of any of those things off the top of your head? 

[00:42:29] Betsy John: Yeah. First thing that comes to mind was batching cycles. I had never really heard of this working with RBA previously. They hadn't done that. So in learning about that and how an embryologist comes in just for the times that there's cycles to complete.

That was something new to me that I hadn't heard of before. But even understanding that in educating our patients now, it's like we're shipping these eggs to you, but better check with your center to see when they're actually going to schedule to do your cycle. That piece was critical to learn and then also to understand from the bandwidth perspective that we spoke about earlier for those centers who were willing to offload the embryology piece to our team when they couldn't do the embryo creation cycle.

So That was interesting as well. And then probably the diversity in patients even just from what they're looking for, what their limitations may be in their personal cycles and journeys that we've really picked up along the way. 

[00:43:26] Griffin Jones: So you've been doing this, how many years? It's between RBA and between my bank.

[00:43:31] Betsy John: So June will be 12 years for me, 

[00:43:34] Griffin Jones: 12 years, which in millennial years is a thousand careers. You've been at this for a while and I got to believe that 2012 Betsy is not as good as 2024 Betsy. And there's a couple of things that you've implemented along the way that based on. working with so many different clinics, either process improvements or insights into the marketplace that you have taken some market feedback over those 12 years and you wouldn't have grown to the size that you have if, that wasn't the case.

You think of a couple of those things like over these 12 years, here's where, here was some of the lessons that we learned and here's what we did to respond to what the practices were asking us for. 

[00:44:19] Betsy John: We talk about our reach a lot, that we have these 250 practices in the network, but now being in the mindset of the post Roe v.

Wade era, that to be familiar with regulations as they apply state by state and staying on top of that, so that was something significant within our network in the last year to really push for that. State by state analysis, to be honest. So how is this impacting third party? How is this impacting egg donation specifically?

There's rules changing in Colorado and New York that we're trying to get ahead of that and really stay abreast of what's changing in that landscape and to be sure that Our consents are reflecting what's required that our patient education piece that we're counseling patients appropriately in the world of 23andMe, Ancestry.

com, just really educating patients that while we coined the term anonymous egg donation in the past, now we truly just say identity protected, that we in the best of our ability will protect you, your name, your identity, but what happens out there with all of these testing options. There's getting patients to under donation versus known.

It that landscape has some c So we're proactively talk groups about that. How ca but still compliant. So t That's really the significant things I think in the last couple of years that we've really tried to hone in on 

[00:45:55] Griffin Jones: You all have some resources for clinics to which I think is useful because there is a drop off point very often after a failed cycle or after maybe somebody's finding out that they need donor egg for the first time and they are thinking we're going to go in Using IVF with our own eggs.

And then somewhere between the first visit and the followup, they find that's not the case, or maybe they've done a cycle or two, there's a lot of drop off that happens there. And I think good resources are. are necessary to help people to help retain patients, keep them in the journey so that they can convert to third party IVF if it is something that they need.

And you all have some resources, like you have a kit. And I think we're going to be sharing that and the link to this episode. And I think we might share it some other places, but it's something that people can give to their patients that helps to educate patients. And I think it's probably a useful resource, no matter what egg bank that they're using.

Can you tell us a bit about that? 

[00:46:58] Betsy John: Yeah. So it, it's a starter kit that we implemented this year for affiliate centers that are joining us just with some materials in there. Talks about our different program options that I mentioned here. It gives them a sign up for our website that they can display on the nurse's desk, if that's where they're doing their console, just a quick scan of a QR code to get into our site.

and just more of these resources talking about genetics, some of those pieces that I mentioned from the education standpoint of educating the intended parents on various points of the journey are all included in the kit. 

[00:47:35] Griffin Jones: I've also. Got to believe that it's just useful to offer people that option to sign up for MyEggBank to get in for patients to get into your portal because then you have two different entities that can keep in touch with the patient.

We already talked about that. the clinic just very often times does they. don't have the manpower to follow up with patients in most cases, the ones that do, it really works for them. But so many people are treading water to begin with that they just can't provide that. And just by virtue of saying, okay, while you're thinking about everything, take a look at these guys, get involved, look at their donors.

And that way they're also in touch with you all. And, there's less likely for. The ball to be dropped because they're not, it's not just one party they're communicating with. They also have you as a resource too. That's right. Absolutely. Those little pieces for conversion. There's so much in conversion and dropout and retention that we can impact and some of it scalable and some of it less, but it all has to do with staying in touch with.

They, with the patient and continuing to educate them no matter where they are in their decision so that at least it doesn't drop off like it does in many cases. Do you yourself, do you hire people? 

[00:48:57] Betsy John: I do not myself. No, I'll help with the interview process, but I don't do the hiring. 

[00:49:02] Griffin Jones: Do you train some of the folks that, that work with practices now?

[00:49:06] Betsy John: Yes. So even for some of the onboarding, if it's something that I can't manage, then instructing team members on how to do that.

[00:49:13] Griffin Jones: So I got to believe that having been from having worked. For my going for 12 years that you're, you've built some relationships with centers and you're probably a little bit protective of those relationships and you want to make sure that whoever that's being passed on to is doing a good job.

I'm doing the same thing right now that we're really building out the team that works with our advertisers and we're building different structures of folks. Okay, I want. Account director that does this. I want account manager that does this and I want to traffic project manager over here that does this.

This person leads, they're responsible for A and B. This person's responsible for liaising. And this person's responsible for making sure all the deliverables are finalized. And we're building out all of our training and they require different types of training, but it's for years people have come to me and I want.

To make sure that they're getting the best attention from my team when you are working on this training What's really important for you to get across to new people on your team that when they're dealing with practices? They got to be good at this. They got to know this 

[00:50:27] Betsy John: Yeah, right away. The first thing that jumps out at me would be the compassion piece Because as we mentioned, most of these intended parents are coming to us closer to the end of their journey through IVF.

They're probably at the height of frustration and just feeling discouraged. So to us, In that concierge service is not just about, I'll be here all the time, but just really having the empathy to put ourselves in their shoes. Let me understand your journey, your financial burden up to this point, the emotional headache and whatever is going on with you, that we're going to take that minute.

extra minute to be relatable. Let me listen a little bit to your journey. Talk to you about my own journey for that matter and find that connection there. How can I help you? Let me make this be that it's a friend guiding you through, not just that I'm here to provide a service. So really getting patients to understand that.

And so personally, I feel having that, that compassionate. Mindset is critical in the roles of this of the egg 

[00:51:30] Griffin Jones: bank. You've got your finger on the pulse a little bit What trends do you see? Coming more of in the next couple of years, whether it's more or less of something or something new altogether, do you think we'll see more or less fresh donors?

Do you think we'll see, do you think we'll see more donors in general as Gen Z rises? And then as, and as Gen Z ages out, whatever generation is after them, do you think we'll see more or less and it will be harder to get donors? Do you think, is there some other trend that I can't even think of, like having AI case managers?

What trends do you think are coming? 

[00:52:06] Betsy John: I do think AI is going to be significant just from what we've seen Internationally people that have reached out to us and things that they're attempting to take off the ground. So I feel like that's going to be critical just even in maybe the matching piece of facial recognition things like that You truly want to find a donor that looks like you I feel like the technology is going to be there, if not already there of we can find exactly what you're looking for.

So that, additionally with the genetics piece, we know the panels have been growing year after year. They're probably going to end up doing a full genome sequence and having all the more scientific developments will be interesting. And then as far as fresh and frozen, I feel like it's, it's. probably still going to be both of them running closely side by side.

I feel like the need is still great for both options. So I don't see, I don't see one running ahead of the other necessarily. It'll be interesting to watch. But again, I think it's very positive that just as a culture, as a society, we're talking about IVF much more. We're talking about infertility. So for people to feel comfortable in that space to.

feel candid that they can discuss such things, proactively look into it. I always say that when I was in college, I never even heard about egg donation, but I really feel like that education piece is changing and we're heading in a positive direction of the needs are more. visibly out there and spoken about.

So I hope this is a program that's growing in that vein. 

[00:53:42] Griffin Jones: I think people should do two different things. I think that they should go to the MyEggBank link and that they should get the kit. And cause it's an easy way to start a conversation with you. It's also a free resource for their patients. I also think that people should go on LinkedIn, find Betsy John, connect with Betsy John.

And I think that most people don't watch the video for this, but we put it out there, but the most, the majority of people either listen or doctors are such voracious readers that they will read the transcript and, but I think they should go to LinkedIn so they could see who you look like so they can say hello to you and they can say.

30 years from now, 20 years from now, when you're one of the straight up OGs in this field that I knew her from way back when I think they should do that, but, and I'm not saying that just to, I'm not saying that for flattery one, I'm saying it because MyEggBank has grown as a company with you and in, and also in a part.

from that. It's what they've built. But to 12 years, one company, actually, it does mean something. And that was common in our grandparents era. It's not common today. And what it allows for is for someone to establish themselves as a seasoned expert, not what so many people in our generation have done, which is go do this for.

Two years, and that'll jump to a completely different vertical for three years. Not just a different sub vertical of this industry, completely different industry, doing a completely different job. And, I think so many people in our generation have been robbed from expertise by virtue of your tenure, by virtue of what MyEggBank has built.

I'm going to let you conclude though, Betsy, how would you, of all of the, topics that we've talked about of what clinics are looking for, what patients are looking for, where a egg donation is going, how do you want to wrap up? 

[00:55:36] Betsy John: Yeah, thanks, Griffin. Again, I sincerely appreciate the opportunity and just being able to speak on here about these topics and first and foremost, I do want to credit my team along with myself.

It's Deb Messarat is our director of clinical operations, one of the founders of the Egg Bank and truly with her guidance, I feel like we've made leaps and bounds progress, but I do feel that We're all in this together. So we're navigating these areas together as a team and also for the, for our network, for some of those legacy centers that have been with us from the beginning.

We respect you. We appreciate you. We're so grateful for you and for the new ones coming on. I know there are practices out there that maybe we haven't connected yet, would love an opportunity to do Feel free to click the link at the end of the podcast. If there's an opportunity for us to connect, I look forward to that.

[00:56:30] Griffin Jones: Betsy John from MyEggBank. Thank you very much for joining me on the Inside Reproductive Health podcast. 

[00:56:35] Betsy John: Thank you, Griffin. It was a pleasure. 

[00:56:37] Sponsor: This episode was made possible by our feature sponsor, MyEggBank, the premier network of donor egg banks. Discover the benefits of partnering with MyEggBank by visiting myeggbank.com/irh and receive our complimentary starter kit of resources. This exclusive offer provides a glimpse into how we can enhance your clinic's fertility services and streamline the partnership process. Join us in making a meaningful impact on the lives of aspiring parents. That's myeggbank.com/irh.

Announcer: Today's episode is paid content from our feature sponsor who helps Inside Reproductive Health to deliver information for free to you. Here the advertiser has editorial control. Feature sponsorship is not an endorsement and does not necessarily reflect the views of Inside Reproductive Health.

206 Launching and Growing a 3rd Party IVF Program with Dr. Daniel Shapiro and Dr. Monica Best

DISCLAIMER: Today’s Advertiser helped make the production and delivery of this episode possible, for free, to you! But the themes expressed by the guests do not necessarily reflect the views of Inside Reproductive Health, nor of the Advertiser. The Advertiser does not have editorial control over the content of this episode, and the guest’s appearance is not an endorsement of the Advertiser.


What does it take to grow a third party IVF Program?

Dr. Daniel Shapiro and Dr. Monica Best from RBA Atlanta provide exclusive insights into the intricacies involved in establishing and developing a third-party IVF Program.

Tune in to learn:

  • The essentials to staying compliant with the FDA

  • How to properly counsel patients on 3rd party options: Dr. Best’s tips

  • What to tell donors during the application process (And what to tell them if they’re not selected)

  • Processes currently impeding more 3rd party IVF cases (But how new technologies are changing that)

  • Dr. Shapiro’s hard-won lessons from running an egg bank


Dr. Daniel Shapiro
LinkedIn

Dr. Monica Best
Reproductive Endocrinologist

Reproductive Biology Associates
Website
LinkedIn
Facebook
Instagram

Transcript

[00:00:00] Dr. David Shapiro: The barrier to egg donation is the supply of egg donors. If, if you build it, they will come, you know, there's between 18 and 25, 000 egg donation cycles a year in the U S and the demand is far greater than that. And so with the limiting factor right now is the availability of donors. And so anything we could do sociologically, technically, medically, financially, to make donation appealing to young women and safe, um, at the same time. Yeah, that would, that would grease the wheel on the egg donor side. 

[00:00:36] Sponsor: This episode was brought to you by Mind360. A leading fertility mental health platform. How long does it take your clinic to get patients through their third party psycho psychological evaluation?

Find out how your clinic compares with Mind360's free report at mind360.us/reducedwaittime. That's mind360.us/reducedwaittime

Announcer: Today's advertiser helped make the production and delivery of this episode possible for free to you. But the themes expressed by the guests do not necessarily reflect the views of Inside Reproductive Health, nor of the advertiser.

The advertiser does not have editorial control over the content of this episode, and the guest's appearance is not an endorsement of the advertiser.

[00:01:27] Griffin Jones: What does it take to grow your third party IVF program? What do you have to do to be compliant with the FDA? What qualities does your staff have to have? What do you need to say to the patient as they're being counseled on third party IVF options? What do you need to say to donors upon application? And what do you tell them if they're not selected?

And how? What are the process and technological impediments preventing more third party IVF cases from being done. And how is technology being used to remove those impediments? Technology that's on its way and brand new technology that's already being vetted and implemented by my guests. My guests are Drs.

Monica Best and Danny Shapiro. They're both practicing RAIs at Reproductive Biology Associates. who you know is RBA Atlanta. Dr. Shapiro is their medical director, and he's the clinical manager and co founder of an egg bank that you know pretty well. And we talk about the hard lessons learned from that and the mechanics behind building an egg bank of that size.

Dr. Best finished her fellowship in 2013, stayed in Atlanta, joined RBA. And for me, it was fun to interview Two physicians who worked together but started their careers roughly two decades apart. I found it insightful because it made it easier for me to figure out milestones, and I'd be interested to hear where you track on that timeline as well.

I hope you enjoy this topic on growing a third party IVF program with Dr. Monica Best and Dr. Daniel Shapiro, Dr. Best Monica, Dr. Shapiro Danny, welcome to both of you to the Inside Reproductive Health Podcast. 

[00:02:52] Dr. David Shapiro: Thanks for having us, Griffin. 

[00:02:53] Dr. Monica Best: Thank you, Griffin. It's wonderful to be here. 

[00:02:55] Griffin Jones: It's my pleasure. It's been a while since I've covered a topic on third party IVF.

I feel like I should be covering it more. Maybe it's just because I'm on a David Sable kick and Dr. Sable is just recognized in New York and he's constantly talking about the, Potential population for art services being much greater than what we're currently serving. And so I feel like, well, third party is a big piece of that.

Maybe that's part of the reason why I feel that we need to be digging into this a little bit deeper. And each of you are recognized for your expertise in third party IVF. But I'm not that familiar with with either of it. And so I would love for, uh, each of you just to share what your third party IVF practice interest in areas are and how you develop them, Monica.

[00:03:49] Dr. Monica Best: Well, I mean, I'm, I'm really interested in almost all facets of third party, you know, to include, you know, egg donation, surrogacy, you know, helping couples through their journey with, You know, really any facet of this process. You know, I enjoy in many ways like opening, you know, the eyes of my patients because oftentimes, you know, really most often they're not, you know, this isn't on their radar as something that they're going to need to build their families.

So, you know, I really enjoy all facets of, you know, this field of medicine, you know, and, and ushering couples through their journey to reach their goal of building their family, no matter how that looks. 

[00:04:35] Dr. David Shapiro: My interest in third party reproduction is not quite as ancient as I am, but it's, it's old. We've been doing egg donation at RBA since 1992.

I joined the practice in 95. Our lab director, Peter Nagy, brought vitrification here when it was

And I'm the physician founder of MyEggBank North America and its medical director and also the medical director currently of RBA and with Peter and our then office manager and our nurse manager, we put together the egg bank and Helped to change the way third party's done because we brought in frozen egg donation as a routine technology The other part of it that really fascinates me.

I love egg donation, by the way Very few of us love it to be honest with you. It's not something that most reis say. Oh god I can't wait to do egg donation But it really, it really grabbed me because it's the solution to a very common problem, which is diminished ovarian reserve. Now, some patients with diminished ovarian reserve are going to get pregnant on their own.

Some are going to get pregnant with IVF using their own eggs. Some actually need another form of third party, they actually need surrogacy, even though they might have diminished reserve, they also have a uterine problem. But egg donation solves the diminished ovarian reserve problem by bypassing it. For some people, that's appropriate.

For others, it's not. But for a great many, it is. And aside from that, egg donation is the only technology available for gay male couples that wish to have children. And, you know, with gay people in the family and they're thinking about family building, you know, there's, there's a personal angle to this too, where, you know, everyone should have the right to child.

rear if they are so motivated and third party reproduction makes that possible. And so I'm real enthusiastic about that because it expands the definition of parenthood. It expands the definition of childbearing and it gives us something really fascinating and rewarding to do. I want 

[00:06:35] Griffin Jones: to hear more about what led you to forming an egg bank now almost 20 years ago, but I'm curious, Monica, if you agree with Danny's assessment that very few REIs love egg donation.

[00:06:51] Dr. Monica Best: Yeah, I mean, I, I think, you know, it's, it's oftentimes a very difficult discussion you have to have with, with patients because of course everyone comes in, you know, at least, you know, aside from, you know, the, you know, the same sex male couple who understands very clearly that they need an egg donor and they need a surrogate.

I think most of our, you know, patients do come in anticipating. being able to get pregnant, you know, if, you know, especially even if they're using donor sperm, they're still expecting to be able to use their own eggs and carry the pregnancy. And so it's oftentimes a really difficult discussion to have.

But I think once you get beyond that and, you know, patients. understand the efficiency oftentimes of the process. You know, I think it can be very, very rewarding, you know, to help someone build their family in this way, because in many cases, they may not have otherwise been able to achieve their goal of becoming a parent, you know, just with the barriers that we may have had either with, like Danny said, diminished ovarian reserve or uterine factors that really, you know, you know, present a blockade for patients to be able to carry.

[00:08:07] Griffin Jones: Was that the reason you were thinking of Danny, the heaviness of the conversation, or was there other reasons that you think of the Ari Aiza? 

[00:08:14] Dr. David Shapiro: That's a big one. And Monica's absolutely spot on with that. It's a very uncomfortable conversation when you're talking to a woman in her thirties with severe diminished ovarian reserve.

And they really expect it to just be able to get pregnant and carry and have the baby shower and the whole thing. And it's, it's a dream blowing up. And and interdigitating oneself into that and not not implying that I'm deficited because I carry a white chromosome but it's it's a little harder actually I think for Especially us old guys to talk to younger women about this loss because we don't, we don't have that experience personally ourselves where, I mean, again, I'm not meaning to berate my kind, but younger women who are in childbearing age, I think have a better understanding personally what that's like.

But the reason I think REIs don't like it is because it's labor intensive. to recruit egg donors, to get egg donors through an ovarian cycle, to be compliant with the FDA, to make sure that every single box is checked and that there is not a thing missed, requires an awful lot of attention. and a staff with OCD.

Because you really just can't miss anything. And though the FDA regulations are really not that difficult to follow, you do have to know them. And special situations occur all the time, where we have to make an eligibility determination about whether an egg can be used or not. And that's, that's all part of the day to day management of an egg donor program, and especially with a frozen donor egg program, which is what we founded, um, not only do you have to be compliant, but you have to consider different state regulations about quarantine.

Like New York, you have a, there's a six month quarantine on gametes. Now, it hasn't really been applied to eggs the way it has been to sperm, but technically, they're supposed to be quarantined in six months if they're collected in New York. I don't think anybody's doing that. But, but if you follow the truest letter of New York regulation, yeah.

So we also have to have tissue licenses in some states where others we don't, because we're selling eggs literally. across state lines. So the, the management and the ability to follow and problem solve and take yourself away from the regular day to day of REI, which is busy enough to administer an egg banking operation.

That's a lot. And even if it's a small donor program, it's a lot. The, the nuts and bolts of it aren't that much different than regular IVF, but the regulation and the management is three to five times more labor intensive than regular IVF. And I think that's why a lot of REIs would rather not have anything to do with it just takes too much time. 

[00:11:08] Griffin Jones: I want to go through those boxes that need to be checked when we come back to talk about management and I'll, and I'll go to Monica when we do, but I don't want to lose the, the thought of you starting my, I guess that was in 2005, was it, is that when you said Yeah. 

[00:11:24] Dr. David Shapiro: Well, sort of, not exactly.

So one of the pharma companies brought a study to us in end of 2005, beginning of 2006, involving the new freezing technique. So vitrification is rapid freezing. You literally by hand plunge whatever you're freezing into a vat of liquid nitrogen and it It doesn't technically freeze for those who like P Chem.

If there's no phase shift, it's still in liquid phase, but it's so cold it can't flow. Vitrification literally means turn to glass. For people who know the physical chemistry, glass is a liquid. If you've ever looked at the windows of a 1750s Revolutionary Era house on the Concord Trail, you'll see that the windows have ripples in them.

And that's because the glass is flowing. It's a liquid and it's following the direction of gravity. It just takes 250 years for it to go an inch, but it's a liquid. The vitrification process, there's no crystal formation. So ice, as you may know, forms a crystal when it When it forms from water and it expands, which is unusual among freezing things and little knives is what those crystals are.

And they kill the egg or the embryo from the inside out. If you don't get the water out, vitrification allows ultra dehydration. And then rapid cooling to the temperature of liquid nitrogen. And the beauty of that is that when you take it out of the freezer and you rehydrate properly, you get back what you put in, where the older technique, the slow freeze technique was automated.

That's its one advantage, but you didn't get all the water out. And the water was replaced with antifreeze rather than just completely evacuated. And so that led to lower survival rates, worse pregnancy rates, very inefficient, relatively speaking. So when the pharma company brought the study to us as the then medical director of the practice, the nurse manager and I sat down and we over selected our best donors and great recipient candidates to see what this would look like.

And we took 10 donors, we split their eggs, we froze them first, and then we distributed those eggs to 20 recipients. And 15 of the 20 were pregnant on the first embryo transfer. And there were 5 who had frozen embryos from those frozen eggs, and this had never been done before. where frozen eggs were turned into frozen embryos and then made babies.

And we had two of those five. And we were sitting at a meeting after the first nine cases had been completed and there were seven pregnancies. And I looked at our lab director, who is still our lab director, Dr. Naj, Peter Naj, and I said, I think we just became an egg bank. Now, there was some resistance in that moment.

That was at the very end of 2006, beginning of 2007. There was some resistance because it was a newer technology and we didn't want to stick our necks out too far and then have our heads cut off because we made a mistake. But we had enough proof of concept that we were able to organize a bank relatively quickly.

And so I sat down with a handful of selected nurses. Some of the best nurses in the practice at the time. And we established criteria for donor selection. We established criteria for donor management. We established criteria for posting of eggs. We started our rudimentary website to make the eggs available to recipients who wanted to review the frozen donors.

And by the end of 2007, we'd done about 30, 40 cases. And then in 2008. We just went hog wild and we did a hundred and something, and then in 2009 we did like 180, and then in 2010 we did over 200, and then we went national in 2011 and we invited other practices to join us and we shared the technology. So that they could make eggs at the same time we were and then we developed a network of egg banks basically that share eggs Share the technology and we like embryos can be made in Seattle and shipped to Atlanta to for an Atlanta recipient eggs can be shipped from Las Vegas to Boston where they can make the embryos in Boston.

We can do PGT in some of these cases. And so we created a commerce really over, over biologicals that previously had not existed. And the end result.

[00:15:45] Griffin Jones: So you're among the first, you're, you're establishing this and I, and I want to hear more about that. And result. But as you, as you're training, Monica, as you're training in fellowship, as you're coming into the field, how much of this is established versus how, uh, versus how much of it was all already established or still needed to be established?

[00:16:05] Dr. Monica Best: Yeah. So I, I started at RBA my career in 2013. And so I am walking in to this very. Rich history and, you know, just the richness of something that, you know, I previously, you know, did not have a lot of access to in training, you know, at Emory, um, where I did my fellowship. So, you know, there was a very steep learning curve here.

for me, but I think, you know, I just was tickled by the fact that we had the availability of this resource so that I could help my patients. You know, I did not have very much exposure to this. Before I started at RBA and so, you know, as Danny was saying, you know, it was just starting to explode At the time when I started practicing and so, you know, I you know as they say, you know You stand on the heels of Giants and you don't even realize you are and it seems like you know, oh well Of course, we have, you know, egg donation.

Of course, we have this network. But, you know, it, it just, you know, I tell patients all the time, like, what a great day in age to be practicing because I have every resource at my disposal and I know that I can help you get there. It's just a matter of, are you open to all of the options? 

[00:17:34] Griffin Jones: And so was this, was your first job at RBA?

Was that your first job out of fellowship? Yes. So you're in fellowship, presumably like 2010 to 2013, somewhere around there. Yes. And during that time, are you learning about egg banks forming and how they work and, and gestational care agencies and how they work or are you just learning about the medicine but not necessarily how it all, how you actually get those gametes, how you get those gestational carriers?

[00:18:02] Dr. Monica Best: Right. I think I had very limited understanding of egg donation in an egg bank. When I started in 2013, of course, you know, I understood surrogacy and, and I understood, you know, things like sperm donation, you know, anonymous sperm donation in patients that I treated, but really knew very little about, you know, egg donation and just, you know, what a, what a game changer it could be for my patients.

in terms of the availability of it. So, definitely was eye opening when I started. 

[00:18:36] Griffin Jones: How is it, how important is it for doctors to know the mechanics of how an egg bank works, how a GC agency works, how, like, is, it, it, it, like, is it really important? Is it somewhat important or not very? 

[00:18:49] Dr. David Shapiro: Hard to answer my bias is that it's medium important.

Okay, the nuts and bolts. Nah, no one's got time for that and they don't need to but to just say, oh, it's an egg bank. I'm just going to send my patient there. It's better to understand. I think sort of the. the gestalt of, of how a donor winds up being a frozen egg donor. Some of the egg banks, they take donors and dedicate them just to egg freezing, which is mostly what we do in the frozen side.

Others will use eggs not claimed in a fresh cycle. As the leftovers so to speak as their egg bank eggs, they'll freeze the leftovers The one's not inseminated for the benefit of the original recipient when you do it that way when it's when the bias is toward freezing the leftovers for People to come and take what's on the you know, filings basement shelf, the pregnancy rates are lower.

When you dedicate donors specifically to a frozen program, you get pregnancy rates pretty darn close if not the same as the fresh transfers, even without the genetic testing of the embryos. So. Knowing what model the bank uses, I think the physician should know that because if they're sending their patient to egg bank X, they want to know that the frozen eggs available to that, to their recipient are going to be eggs that were dedicated to that.

Purpose, because that's going to give the highest yield, where they could send to egg bank Y and be getting the eggs that were the last state of the 27 that were collected, and the lab, through insensible means, assigned the first 19 to the fresh cycle or whatever. And the eggs that they didn't like quite as much, but wouldn't say that, actually are the ones that wind up frozen.

You know the negative selection bias when you split the eggs fresh and frozen on purpose Winds up deficiting the frozen I think in fact, I think there's some evidence to that And so we do that too here. We the leftover situation, but the the primary Goal is to find a donor who should be all froze, frozen, so that you get the best eggs from the cohort in the freezer.

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[00:22:42] Griffin Jones: Monica, you're coming in. This infrastructure is established and you said you're standing on the shoulders of giants, but giants don't, fig, aren't, don't, aren't able to figure everything out and none of us are over. Even giants. Just saying.

And, and, yeah, and, and, and you're never tall enough to have everything figured out. And so what did you have to still figure out when, as you started getting into practicing third party IVF? Monica. 

[00:23:10] Dr. Monica Best: Yeah. I mean, I think, you know, just the logistics, like Danny alluded to earlier, you know, just the attention to detail and, you know, helping patients to sort of understand why we do what we do, that things have to be done a certain way, and we have to be compliant with the FDA.

I think one of the things I do is kind of walk patients through, you know, this is, you know, the process by which we select our egg donors, I think is important for every physician to understand so that they can relay that information to the patient just because that is important for them to know. But, you know, you know, they're, they're even, even if, you know, again, we're the most well oiled machine around, still as a clinician, I was, you know, having to You know, interface with the nurses who were expert in the FDA and understanding almost always there's an exception.

Almost always there's a special situation that comes up or tends to come up at RBA just because the complexity of our patients. And so, you know, having to go back, even though there are well defined guidelines of what the FDA requires, okay, well now we have this exception or now we have this complexity, you know, how do we either.

You know, you know, do something to make it compliant, or is this a case or, you know, a scenario that we can't accept moving forward? And there unfortunately have been those cases. 

[00:24:42] Dr. David Shapiro: Third party is as much getting all of the pieces of the puzzle organized properly as it is the science, the reproductive science.

[00:24:52] Griffin Jones: Let's talk about a couple of those. Those puzzle pieces for each of you to walk us through it. You said, you know, everything has to be all the boxes have to be checked. What are those boxes going going as chronologically as you can? 

[00:25:09] Dr. David Shapiro: Well, all right. So if you're, if your goal is safety for the donor, respect for the donor recognition for the donor's autonomy, and at the same time getting good eggs so that you get the pregnancies at the expected rate, you should limit it.

The age 21 to 31 should not take donors over 31 years of age. They should be able to fill out the questionnaire that we developed without triggering any of the hard stop questions that get them excluded. And they don't know which ones those are. They need to, we used to require that people be free of genetic carrier states.

But with 550 plus diseases on the panel, everybody carries something. So now we, we make sure there's no infortuitous match, but we do allow donors to carry pretty much everything except for X linked and obviously dominant diseases. The, the exclusions are numerous and you have to know what they are. I mean, they're, you can't even have a relative.

One relative who had heart disease before 50. One first degree relative, you're excluded. You can't have two relatives with diabetes. You're excluded, right? You can't be on psychotropic medication at the time of your donation. You're excluded. And the donors don't know this. And when they're filling out these questionnaires and we're vetting them, this is what we're looking for.

What are the exclusions? What are the exclusions? If they get through the questionnaire, then we assess their genetics by blood testing and genetic counseling. Then they go for basal antral follicle count and anti mullerian hormone level to make sure they're going to make enough eggs. Because if they're not going to make enough eggs, it isn't worth their time and it isn't worth it to us, quite honestly.

And so we, we bias heavily in terms of excessive ovarian response, which we can do safely now, which is one of the other big innovations in reproductive medicine in the last 10 years is the ability to get tons of eggs without hyperstimulating the patient. That's really what makes egg banking possible.

Something called agonist trigger, which replaced the old technique, which was called HCG trigger, which caused hyperstimulation and hospitalized donors all the time. It was a fraught technology, but with agonist trigger and a little bit of moderation, you can do this safely. The average egg yields within the egg banking.

practices that we're contracted with is 26 per retrieval, which is a very high number, right? But if each egg lot is six eggs, you get four egg lots out of every retrieval, which is the goal, right? And so we can do that safely. So we screen for very high ovarian response. We then have them come in for infectious disease testing because the FDA requires it.

They also, the timing of the testing is critical too. You have to get the egg donor, has to have her FDA infectious panel done within 30 days of the egg collection, otherwise the eggs are invalid, can't use them, right? So we typically draw the blood when they start their cycles, because that way we'll have it within 30 days.

But they also have to go through psych testing before they even begin a cycle. And they either do something called a personality assessment inventory or an MMPI 2, Minnesota Multiphase of Personality Inventory. We require that our egg banking network requires that PhDs administer the test because they're the only ones with enough training to actually score the tests themselves.

So that's the, the MyEggBank standard, which is the name of our egg banking operation. We use the PhD standard because. We think it should be the standard of care. The idea that you can test somebody to make sure they're psychologically stable and then send out the test to someone who has not interacted with the donor and have the test scored and be valid?

Too much risk. We won't do it. So we, we, it has to be a PhD level to screen our donors. Otherwise, no. We won't accept the screening. If they've been screened elsewhere and it was not by a PhD, we make them redo it. Once that's all done, the infectious disease testing, the full exam, the full interview, the psych, the ovarian reserve screening, the genetic screening, and of course the questionnaire, then they can go through ovarian stimulation.

And then there's a, a kind of a rote thing that I've noticed this just because I'm an old guy. The younger generation that's training now, they've learned ovarian stimulation kind of on, you know, like Betty Crocker, like Betty Crocker recipes. My generation was the first generation to benefit from the founder generation.

Working all of this out, but part of my training was I had to learn the basic physiology of each one of these drugs and why you pick one over the other. What we've, what we've learned in the last, well now 15 years of regular egg banking is that not every donor should be stimulated the same way. That there are combinations of drugs that are more favorable in some situations and less favorable in others.

And you have to be flexible in how you write the stimulations. There's a concept in reproductive medicine right now that everyone has to be on something called a combination protocol. It actually goes against the science. And the people in my generation were trained on that difference. My generation knows there's a difference between what's called an FSH only protocol and the combination protocol.

Now certainly there's a role for combination protocols, there's a big role for them, but it's not 85 percent of the protocol. It shouldn't be. The, the more basic protocol, the FSH only version actually is preferable in most cases. But that's not what people are taught now, even though the science says that that's true.

So part of the management of all of this is understanding what pieces you can manipulate to get the optimal outcome. So somebody with a lot of experience in ovarian stimulation or somebody who can teach others about ovarian stimulation, that's a critical component to this too. 

[00:31:05] Griffin Jones: So you're talking about change and innovation, which is a theme that I want to dig into a little bit more, because I Have this feeling that if you were to just sum up just if someone from outside of the field that knew nothing about art had to just kind of listen to people's feedback and then summarize in a sentence or two the level of change that's happened in the field that From all of the voices, they would surmise that nothing has changed and everything has changed.

And I suspect that there might be some of that flavor in third party as well. So before we go all the way back to 2013. What has changed in third party IVF since you've been practicing, Monica? 

[00:31:50] Dr. Monica Best: Oh gosh, you know, I mean, I just, I think the just sheer availability of eggs from multiple egg banks and just having to sort of manage that with patient expectation, you know, just coming from, you know, the perspective of RBA and our egg bank.

And, you know, having some level of control of the information about donors and understanding kind of the efficiency of our program and then having to sort of manage patient care with respect to them, you know, acquiring eggs from other egg banks, you know, just, you know, having to kind of, you know, deal with those differences I think is, has been something that's changed for me because.

You know, when I first started, I mean, it was, it was our egg bank. I mean, that's, you know, we were the largest egg bank in the country, the first egg bank in the country. Again, there's a lot of control and there's a lot of management of efficiency there. So I think that's one thing that's, that's, that's sort of changed.

And I also think, you know, patients. understand more about egg donation than they did when I first started. So I think that's helpful in counseling patients. 

[00:33:06] Griffin Jones: What makes you say that Monica, what kinds of questions are they asking you now that maybe they weren't 10 years ago? 

[00:33:12] Dr. Monica Best: You know, I mean, I, I think, you know, they're, they're asking about the availability of you know, of the resource.

You know, I don't necessarily have to, you know, counsel each patient that, you know, that egg donation is their most efficient path. Many of them come in understanding that or understanding that they need surrogacy. And so that, that does make the conversation easier. That does kind of help with efficiency of getting them.

from point A to point B. So those things have changed, I think, in the sense that, you know, we, we do have more resources, but in some ways it does make it more difficult because it's just, I mean, it's hard to find the same efficiency with other egg banks and other kind of, you know, third party entities that we have.

[00:34:01] Dr. David Shapiro: I, I think, I think there's also been a cultural shift among physicians on this. When I started here, without naming any names, there were physicians in our group who were flatly opposed to taking care of same sex couples, men or women, wouldn't. And that's going to be the bulk of third party in years to come.

And now it's every day. Everyday. And what, you know, might have raised the eyebrows of a baby boomer 25 years ago makes a Gen Y, Gen X, or millennia, or millennial, whatever you call them, go, yeah, and, I understand, right? This is what you do. Why are you even hesitating? Right? So there's that shift. Patients have come to expect also that this is something that they can access easily because they see famous people using egg donors and surrogates.

So it's out in the common, it's out in common parlance. People talk about this like it's nothing. Janet Jackson having a baby at 50. You don't have to be a rocket scientist to figure out how that happened. Right. Or Gina Davis at 48 to figure out how that happened. 

[00:35:17] Griffin Jones: But do you have a lot of not rocket scientists coming in because they, they have not figured it out?

Because I hear that from doctors as well, that people have an inflated expectation of what they can do with, you know, just their own eggs. 

[00:35:31] Dr. David Shapiro: Because when the desperate housewife, I forget her name, the redhead, she went. She had twins with egg donation. She was very public about it when it happened. She said, this is egg donor.

Don't be ridiculous. I was 44. That's what she said. And that I remember when that happened, because I remember the patients and the reaction in the months that followed that revelation after her twins were born, people were like, it's all egg donor, isn't it? Like, so, I mean, all of these. Trade mags and the globe and, and national inquire with babies at 52.

I mean, it's not like donor, right? Like, like, yeah, we, we watched the interview with what's your name? And yeah. Yeah, we get it now. Now that hadn't happened in a while, but yeah. But they hear it. They know. More and more. 

[00:36:24] Dr. Monica Best: Patient expectations, I think, is helpful, right? Um, you know, those difficult conversations we were talking about before sometimes aren't as difficult when patients You know, when their expectations are, hey, I'm 44.

I know what I need. Or, you know, just like Danny was saying, you know, I think the ability to be able to treat same sex couples is extremely rewarding. You know, they, they come in, they understand what they need. And again, we have the resources to get them there. So, I mean, that's, that has shifted and grown and morphed really since I started practicing in 2013.

[00:37:04] Griffin Jones: Are there instances where expectations go the other way? So there's, there's a higher education on the part of patients, but does that ever put them in a place where they know enough to be dangerous now? 

[00:37:19] Dr. David Shapiro: You want to take that one? 

[00:37:22] Dr. Monica Best: Absolutely. You know, I think I, you know, I spend an inordinate amount of time you know, trying to manage expectations.

I think even under the best circumstances, there's still a failure rate of 30 to 40 percent. You know, embryos don't implant 30 to 40 percent of the time. Miscarriages still occur, even if we know we're dealing with genetically normal embryos, this gold standard. So I think, you know, yes. Yes, there are sometimes unrealistic expectations.

And some of these are emotional, right? You know, you're, you're spending all of this time and, you know, your, your resources in terms of, you know, your finances, your physical resources, everything. And you expect that after you You know, invest all of that, that you're going to be pregnant and, and I think sometimes those are, those are the difficult places to be.

[00:38:15] Griffin Jones: So , you started talking about the, the different requirements for donors from, it has to be done by a PhD, the, the hard stop questions, the exclusions, what were some of the hard lessons that you learned in the last, whatever it is, 16, 17 years regarding those? 

[00:38:39] Dr. David Shapiro: Some, some of the donor candidates with good reason.

I mean, I understand this. They take it personally when they're, when they're excluded. Right. It's yeah, they came because they were going to be compensated. There's no question that money makes the difference when there's no compensation for donors. There is no donation. That's very well established. And though they may come for the money.

They're personally invested in it because they realize they're doing something altruistic. And when they're informed that for any number of reasons they can't, some of them take it personally. And so we've had to modify how we handle notification of the exclusions. We used to do it, it was automated when they were filling out the questionnaire, if they tripped one of the booby traps.

They'd get an email saying we can't screen any further and that was it. And that was, that was chaotic because it created a lot of phone calls of angry donor candidates saying, why would you do that to me? I want to give my eggs. There's nothing wrong with me. And there may not be anything wrong with them technically, but there's something on the FDA thing that's excluding them or there's something on the questionnaire that's excluding them.

And there's no way around it. We used to, when they were excluded on psych, we used to be the ones to inform them, now the psychologists inform them, when they're excluded based on psych. Because it's not that they're crazy, it's that somewhere on one of the scales where they got assessed, the risk is to them, not actually to the baby.

That going through the process and knowing that you have donor derived offspring out there without being able to know who they are, for some people, that's a little bit psychologically taxing. They should not be donating. And it comes out in the screening. And so the, the way the psychologists now will say to them is, look, there's nothing wrong with you, but here's what got tripped on the testing and this is the reason for the exclusion.

So it's not personal. It's just based on nuts and bolts, what, what can we can allow according to the care standards from our professional organization. It ain't about you personally. And that's been, that's turned out to be way better than having us make the. Notifications that they're excluded. So we learned that.

Um, we also learned that if you tell the truth really starkly about what to expect in terms of pregnancy rate per embryo transfer, people hear it, they hear it right. Yeah, this works great. And the cumulative pregnancy rates, meaning with multiple transfers, there's 85 to 95 percent live birth rates in most donor programs, right over time, but not per transfer.

And so in the course of the conversation, you have to talk to patients about, we learned this along the way. You have to talk to them about the cumulative rates. You have to talk to them about what multiple transfers look like before they reach their goal. You have to. Set expectations, as Monica was saying, and Monica is very good at interacting with her patients.

She's being a little modest by describing the emotional piece, but her patients love her and they get a lot from her over the emotional piece in third party. And that's a very important thing to tend to. If you make it too science, science, science, people kind of glaze over a little bit because in the end, they're talking about their baby.

Right. And they're, you're trying to, you can't science size their babies. And so, you know, the emotional connection, the ability to show somebody that even if you're not feeling what they're feeling, you understand it. 

[00:42:03] Griffin Jones: So I've made a note because I want to ask Monica about that, that counseling. But what you're describing, I would never equate a gamete donor with a job applicant.

Donating gametes isn't applying for a job, but there are parallels. And one of the th One of the things that I would love to be able to do with people that apply for jobs at my company is tell them the reason why I'm not moving them forward. But every HR professional will say, No, you don't do that. You just tell them you just you just give them the thank you and stay, please stay involved and keep us consider us in the future.

And so what to what degree are you informing them of why they weren't selected? 

[00:42:45] Dr. David Shapiro: The donors, when they're not selected, they all get told why. 

[00:42:50] Griffin Jones: They'll get told why. They're told the very specific reason why, or is it kind of, is it a general 

[00:42:55] Dr. David Shapiro: It's going to be a lab test. It's even, so this is the other thing people don't realize.

If you run the FDA panel, and even though the patient, the donor, does not have HIV or hepatitis, a false positive test, even if you can later prove they really don't have the disease, They're excluded. You can't go back and say, Oh, no, that was wrong. And then use the donor. And so you have to tell the donor why she was excluded based on a false positive, because what's she going to do?

She's going to go to the next program down the road and they'll retest her and pretend like she wasn't tested before when she was already excluded. And so, you know, you have to have the paper trail. There is no donor registry. There should be because people who do that should not be approved in another program after they've been properly excluded in the first.

But because there's no registry, we can't keep track of that. So if you say to a donor, Hey, the psych came back with an invalid score, but you're not crazy. There's nothing wrong with you. You're highly functional. Don't worry about it. But this is why The booby trap got tripped then either they're going to take the appropriate amount of time which on the psych is two years And you know wait until they can be retested because they've been told you know, you shouldn't be applying again for two years So we've done our due diligence by telling them the reason We're, we've taken responsibility for saying to a donor, look, you got excluded and by rights, you should always be excluded on some of the testing, or you should be excluded on the site for two years, but it's not permanent.

And then that gives them a framework. And then we can document why we excluded. And if anyone ever comes back and asks for our records, they can see exactly what we did and that we properly counseled the donor so that we're still compliant with FDA. We're still compliant with best practices and.

American Society for Reproductive Medicine guidelines. And we're doing the right thing for future recipients because some of these exclusions actually do protect the recipient, though most protect the donor. So, we have to tell them. They have to know why. 

[00:45:04] Griffin Jones: Wish we could do that for jobs. Monica, I want to ask you about the counseling prior to treatment when you're counseling a patient on third party options because I noticed some years back that The physician's approach is probably one of the is probably the single biggest variable on determining if they move forward with treatment, provided that, you know, cost isn't a barrier and that sort of thing.

And we really researched it for a while. And I could tell that there is one end of the spectrum. This is just kind of this isn't third party. This is talking about more generally IVF. But there's one end of the spectrum where you can be too prescriptive and the patient feels like they're being pushed into IVF and they or they and they feel like they're not being listened to.

But there is also another end of the spectrum, which I think is easier to err on, actually, where the patient feels like they're getting too many options and they. It's like I'm coming to you the expert and I don't know what I'm supposed to do after this. And I found that the, the, the docs that are, are more prescriptive, as long as they're, they don't go too far, tend to, to, to resonate more with the patients.

Although there's, there's a number of different personality variables, but what is your approach to counseling on third party? What do you find to be? 

[00:46:26] Dr. Monica Best: Um, Yeah, I mean, I think I think of this really from, you know, an efficiency standpoint, and I try to get the patient to see it from that perspective. You know, I have.

A large volume of patients in my practice who are, you know, advanced age and, you know, again, never thought that they would be able to, or never thought that they would get pregnant any other way besides utilizing their own eggs. And, you know, I have to get them to understand that not just RBA, not just Dr.

Best, not just the clinic down the street, but nationally in the world. You know, the limitations to being able to utilize your eggs are going to yield a likely zero percent chance of success. And, and so, you know, we give our patients lots of autonomy at RBA. You know, we, you know, we of course just recently established an age cutoff.

And so we give patients. a lot of autonomy to proceed with IVF with their own eggs. But I think what I do is I really spend a lot of time talking about how, yes, we could do four or five cycles and still not get there. Or we can shift our resources to doing something that's actually going to get them a baby.

And, and potentially multiple siblings from that one cycle. And so, it's oftentimes not just one discussion, it's oftentimes not just one consultation, but it may be, you know, two or three. Again, just. You know, kind of going back to what Danny and I were talking about earlier in that, you know, yes, there are a lot of physicians that don't like doing this and that's why, you know, again, you know, you plant the seed and it's something they never conceived of and then they come, they marinate on it, they come back and you're like, listen, If these are the resources we have to work with, if we really want a baby, then this is the direction that we need to really be, be moving in.

And, and so it's, it's, a lot goes into those discussions and just meeting the patient where they are. You know, some people need data, some people need for you to, you know, just speak to them woman to woman. And, you know, I oftentimes will say, look, I've had my own struggles with infertility and I've been in your shoes before and I understand, you know, kind of what the emotional piece of this is.

And, and oftentimes you'll, you know, you know, some patients may still cycle a couple times and then you just still keep bringing it back home. Okay, so this is what we had, you know, I have a 45 year old recently who, you know, Had like six blast biopsy at each cycle and everything's abnormal. And of course, you know, I said we, we would have to do an inordinate number of cycles and you just don't even have the time left to be able to do that and still be efficient.

[00:49:45] Dr. David Shapiro: If, if I may, there's, there's another part of the counseling that I lucked into by accident. It just sort of flew out of my mouth one day and it turned out to be one of my stock statements because it worked and it's true. Which is that DN That's half 

[00:49:58] Griffin Jones: of my sales pieces, by the way, Danny, half of, half of my sales scripts are from just, Oh, that worked that one time, somebody that's, the light bulb went off.

I should use that one again. But yours are DNA 

[00:50:11] Dr. David Shapiro: might be destiny, but it isn't parenthood. Right. And so what we're getting to with egg donation, and same with third party surrogacy with people carrying, um, a baby's a human being that's going to have its own soul that it's naturally wired for, but that is influenced by the people who raised it.

And, yeah, the DNA may Direct the behavior in one way or the other, and intelligence may vary a little bit. But in the end, the parental influence is the bottom line. And the experience of carrying a baby, even if it isn't your DNA, it's your baby, right? By everyone's definition, except the genetic one. You deliver the baby, you experience pregnancy, you experience the, the aches and the pains and the terror with, uh, contraction at 22 weeks, all of that makes you a mom.

And so when women start, and again, this is an old man having this conversation, but when I introduced that concept, I see younger women's eyes kind of go, Oh yeah, right. And it opens the door. It doesn't always get them through. But it opens the door, they may 

[00:51:28] Dr. Monica Best: need another consult to hear it again, you know, or more or more and I think to, you know, as couples go through this process and I'm just speaking of like kind of just, you know, your routine, you know, couple where the woman has diminished of Aaron reserve and, you know, you're going to use the partner sperm.

I mean, that's. That's, that's a huge advantage because patients are like, okay, well, what about adoption? What about this? Or what about that? And just kind of going back to what Dani was saying, you know, just being able to tell patients, you know, you have the opportunity to experience pregnancy. Your partner has a genetic link.

Even though you don't have that same genetic link, your, your genes and your body are influencing the expression of those genes. And it's a, it's powerful. It's really, really powerful to patients. And, you know, again, they see that, that advantage. And I think just from an efficiency standpoint financially, it's just as efficient, if not more efficient than adoption in many ways.

And you get this added benefit of being able to carry and potentially your partner having a genetic link, if that's It's the scenario, you know, and so it's just, it is, it is extremely rewarding. And I tell patients, I've never had a patient who pursued egg donation who regretted it when they saw 

[00:52:55] Dr. David Shapiro: absolutely 100 percent agree with that.

[00:52:58] Griffin Jones: There's no way to, yeah, there's absolutely no way to. 

[00:53:01] Dr. David Shapiro: That's right. I, and I won't, and I've never seen it either and I've been doing it longer and I'm going to retire in the next 10 years and I won't see it before then either. Yeah. So I 

[00:53:10] Griffin Jones: think I want to conclude with what you see as the roadblocks that can and should be removed, converting and, and, and, and for the providing third party IVF treatment for those that need it outside of the payer stuff.

So don't not, not coverage and let's, let's pretend that that's solved for or will be solved for. Let's pretend that for this conversation and as specifically as you can think, what are the technological or process impediments if, if, but for those, uh, we would be seeing a lot more third party IVF patients.

[00:53:48] Dr. David Shapiro: Depends if you're talking about surrogacy or egg donation. Either. Your pick. The barrier to egg donation is the supply of egg donors. If, if you build it, they will come. You know, there's between 18 and 25, 000 egg donation cycles a year in the U. S. And the demand is far greater than that. And so the limiting factor right now is the availability of donors.

And so anything we could do sociologically, technically, medically, financially, to make donation appealing to young women and safe, um, at the same time. Yeah, that would, that would grease the wheel on the egg donor side. Surrogacy is a little different though. That's, I think that's a social, a socialization process is going to take a while.

Because, you know, right now most surrogates are paid. And surrogacy is the kind of thing a sister can do, a best friend can do for you. The more sociologically this becomes. De rigueur, actually, the more I think people will be showing up with friends and siblings and not paying the agents and not paying surrogates for hire.

That's going to take a long time, but that's, in my opinion, a sociologic barrier that will eventually fall, but it's going to be a while. 

[00:55:04] Griffin Jones: I've got to ask the AI question because it seems like every, no matter what subtopic of the fertility field we're talking about, there's some application for AI and often we're talking about it on the lab side.

Where do you see applications for AI in the next two or three years with regard to whether it's, whether it's donor selection or whether it's gamete grading or embryo grading or what are the applications you see for third party? 

[00:55:33] Dr. David Shapiro: All of it. How close are we? We're there. It's the ultrasound that we demoed the other day has an AI function to make sure the follicular diameters are exact and reliable and reproducible.

And it's the first system we've seen that has an AI function in it to guarantee that what you're getting is a true representation of what's in the ovary. It's a quick, much quicker scan. It just right through the ovary, every follicle gets. Uh, counted almost instantaneously the exact shape, the location, an accurate number of follicles, right?

Ultrasonographers are human beings and they're real good, but sometimes they're under counts, sometimes they're over counts and that gets the patient expectation and what it's like in the retrieval suite if they think they're getting 30 eggs and only five come out, right? So AI and ultrasound is already there.

It'll be there in embryo grading. If it isn't already in some practices, I think there's a program that's been released already, but I haven't seen it. I think it's going to help us determine who's going to be a good responder and a not good responder, because AMH, though a very good tool, is not a perfect tool, right?

We're going to be, all the predictive modeling that goes into AI, is going to help reproductive endocrinologists know who should be a donor and who shouldn't, who should be a recipient and who shouldn't, who's likely to get pregnant and who's not. Right? And you can, you can show all of this to the patient and say, here's what the math is saying.

Here's what we can do to either bypass or trick the math, but here's what it says. 

[00:57:14] Dr. Monica Best: Everything. Everything. It's going to be everything. Like I want to know, I want to know down to, I want AI to tell me down to which eggs we should be fertilizing and which sperm we should be picking up to do ICSI with. You know, or, you know, because I mean, I think, I mean, again, there's just so many applications to that, you know, women that are coming in and freezing their eggs, like, okay, well, we can't genetically test eggs, but is there some function?

I mean, again, that I would. You know, that would be right. 

[00:57:44] Dr. David Shapiro: Is there something in the microscopy that I could recognize? Is there something in the stimulation in that you plug into an AI function and it tells you which set of eggs are going to work better within a cohort, right? Which egg is the one you should use first, right?

Yeah, all of that's coming. 

[00:58:03] Griffin Jones: Dr. Monica Best, Dr. Danny Shapiro, thank you both for coming on, sharing your thoughts of what is happening now in third party IVF, what needs to come so that more third party IVF patients are able to be served. Thank you both for coming on the program. 

[00:58:21] Dr. Monica Best: Thank you so much for having us.

[00:58:24] Sponsor: Guide your patients to Mind360 for immediate access to high quality psychological evaluations and fertility mental health tools. Don't delay your patient's cycle. Find out how quickly this process can be completed by downloading their free report at mind360.us/reducedwaittime

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192 How to solve IVF medication cost uncertainty. BUNDL with Medications℠. Featuring Cheryl Campbell and Karol Bonilla

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🔹 Learn from Cheryl and Karol about the significance of vertical integration in the fertility field and explore how this strategic approach is changing the landscape of fertility treatment.

🔹 Gain insights into how BUNDL's program alleviates this burden and contributes to a positive patient experience, reputation, and online ratings for clinics. 

🔹 Explore how BUNDL's transparent pricing model gives patients peace of mind upfront, allowing them to focus on their treatment journey without financial worries

🔹 Delve into how BUNDL collaborates with lenders to assist patients in affording comprehensive fertility treatment, enhancing trust and communication.


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Transcript

Cheryl Campbell  00:00

This is what we do at BUNDL we give the information so that everyone can make their most informed decision and put their fertility dollars where they know they need to go.


Sponsor  00:09

This episode was brought to you by BUNDL. To learn more about the BUNDL with Medications℠ program, and how they can optimize treatments for your practice and patients. Please visit www.bundlfertility.com/medications-cost That's bundlfertility.com/medications-cost. Today's episode is paid content from our feature sponsor who helps Inside Reproductive Health to deliver information for free to you. Here the advertiser has editorial control. Feature sponsorship is not an endorsement and does not necessarily reflect the views of Inside Reproductive Health.

Griffin Jones  00:58

Assurance and certainty for stressed and anxious fertility patients relief for burnt out IVF center staff achieved by means of finally accounting for medication costs with IVF treatment costs a pain point that I've heard about for a long time. So far I haven't really seen a solution for perhaps until now because this is the topic of today's featured sponsor episode Cheryl Campbell from BUNDL is back you remember her, she's the director of operations at BUNDL. BUNDL is the financial program that packages multiple treatment cycles together at a reduced upfront cost. And you may have heard her because she's been on the show before this time show brings out her colleague Karol Bonilla. Karol is the strategic account manager of Inspire RX inspire RX is the pharmacy services program that utilizes preferred network pharmacies to give patients discounts on fertility meds to speed up delivery and to personalize their Med Service. Wait. So is this a BUNDL show? Or is this an Inspire RX show? It's a BUNDL show and one of the key topics that we talk about that you're very interested in is a fertility executive as a practice owner is vertical integration, we talk about the importance of vertical integration, and we give examples of how it's changing our field. Right now we talk about the stress that patients face when they're not able to account for medication costs, what that does to them mentally and emotionally but also what that does to the practice how it's harmful to the practices reputation and online rating, how it's harmful to practices scheduling when someone has to cancel an IVF cycle start and that negatively snowballs to impacting other patients. We talked about the medications that BUNDL with Medications℠ covers it's all but two, one that's off label and one for which there's another brand. Cheryl and Karol say that once a patient pays for medications upfront with their BUNDL program ask, well what happens when the patient needs more, as often happens, and they tell me the patient gets those meds at no additional cost. Take a listen because I try to dig out if there's any catch. The whole point of BUNDL is to give patients peace of mind up front we talk about taking something off of the plate of your staff so they're not getting phone calls without medication orders. Finally, we talk about a problem that both patients face and that you clinics faces when patients can't afford treatment and how BUNDL works with lenders to help them afford treatment but also to help them hone in on that one number that all in number. I know none of you fertility clinics want to treat your patients like you're a damn car dealership. You know how car dealerships are? Oh, this is the vehicle price. But then there's this fee and that fee and the other? No, you just want the out the door price. And your patients want to know what that one all in number is too. Outside of a company standpoint, it's also fun for me to hear the passion in Karol and Cheryl's voice and I give them a compliment at the end that cost me nothing to say enjoy this feature sponsored episode about BUNDL with Medications℠ with Cheryl Campbell and Karol Bonilla. Ms. Bonilla, Karol. Welcome to Inside Reproductive Health. Ms. Campbell. Cheryl, Welcome back to Inside Reproductive Health.

Karol Bonilla  03:56

Thank you. 

Cheryl Campbell  03:57

Thank you.

Griffin Jones  03:59

One of the reasons for interested this topic for me was when I first started working in the fertility field or with the fertility field, that was when I was coming in as a generalist marketer didn't know anything about the fertility field. One of the things that I did was I emailed every peer support group leader in America off of resolves list. That's how I got to know resolved because they emailed me and they're like, who are you? And I, every peer support group leader and I said, Hey, I'm some guy with no medical or scientific background that doesn't know anything about your problem. That's thinking about starting a business here. I just want to know what you are finding to be the biggest pain points as you're starting your journey. Would you be willing to talk to me? And I was amazed by how many of them said yeah, we'll talk to you and we'll just share what's going on. And there were three resounding patterns of confusion as people were starting their journey one was about success rates. The second was about out communication getting communication back that people were really frustrated with. And the third one had to do with cost and specifically about costs, they weren't just complaining about high costs or not being able to afford it, they were really talking about cost confusion, having no idea how much their treatment was going to cost. And a big part of it was that medications aren't included with a quoted cycle price, there could be this huge range and variability. And that was in 2014 2015. And the status quo, it pretty much remained in place for a long time. Now something different is happening. And I want to talk about what that is. But first, I want to talk about, can you talk about why this is such a pain in the neck for patients, when they don't, when they're not able to account for medication costs are no even what they'll be.

Cheryl Campbell  05:58

I can take a little bit of that I think what we hear from patients is that it is, you know, once they wrap their head around what their IVF treatment will be and what that journey might look like and have a basic idea of, you know, the services that they will have to go through and their likelihood of success. That's one massive knock itself. And then all of a sudden, you've got this meds piece, which again, as you alluded to, can vary so greatly across the range. And no meds means no start, right. So if you can even reach the mountaintop on the meds part, you're you're delaying this, this dream of even starting this journey, which again, is daunting, but but you're not going to be able to start your your, you know, there's a breakdown as such at your at your practice, you know, your schedules are off, the practice schedules are off, the doctor can't start you when he's looking at your clinical and saying, you know, you really need to start you're in that bucket of we've got to get you moving into this journey. But you're just stuck on this diet of not being able to get the meds. And I think that's the most heartbreaking part of not having made enough strides on this med piece is really that patients are stalled and can't get moving.

Griffin Jones  07:10

And so you're ready to go for treatment, you've accepted it you are you talk with your partner about it. And then I can only imagine what that's like to then not be able to start a cycle. How common is this? Are you hearing this from a lot of people?

Cheryl Campbell  07:28

We hear it from a lot of people, yeah. I think you know, when we talk about even just going through the pieces and parts of our multi cycle program, you know, the next question always, most, I think 90% of the time is, what can you do to help me with meds? I've heard that this is this mess piece is what's going to, you know, really have me down a rabbit hole? And what kind of help can you give me? What kind of of tips what kind of due diligence? Do I need to do? You look, the majority of the time clinics are very helpful practices want to work with patients, but you know, they're, they really get stuck on that. And so we we offer a lot of counsel as much as we're able to sort of help guide them in that direction, but we hear it a lot.

Griffin Jones  08:10

You talked a little bit about the impact that that has on practices, because they've got schedules in place, they might have a certain number of people that they can cycle, and then it messing up the clinic schedule is messing up the lab schedule, and that impacts the clinic and impacts other patients because maybe somebody else could have had that spot and it's a last minute cancellation or can you talk a little bit more about that?

Cheryl Campbell  08:39

Yeah, I mean, look, you know, starts are important practices batch starts, they want patients to be in a certain flow, you know what doctor, like I said, I'm I'm not a physician, but I'm imagining they're looking at the sort of scope of a patient and what's going on with them and what their clinical diagnosis is, are and, you know, maybe their ovarian reserve is already low. And now you're going to miss six months, maybe nine months, because the patient is basically trying to make that you know, payment and get to that point with that meds piece. So it I think it just throws off the whole rhythm of how an REI wants to help treat that patient. And I think yes, is even as a part of the larger scale of the practice, you know, cancellations and setting people back and like you say, maybe somebody else could have started and it's throwing that rhythm off. So I think it can I'm not saying it's going to drive a massive rift, but I think that it can throw off that relationship as such. There's nothing worse you want to hear then. Okay, well, let's see how we do next month. We can't start you this month. But you know, we'll try to get you on the schedule for next month. I think that just as a whole breakdown in the relationship when that has to happen.

Karol Bonilla  09:45

I would actually like to add to that. As far as like, you know, the emotional heartbreak for that patient is that you know, just to echo back what Cheryl was saying, maybe you don't have extra two months. You can't so then you know have that dream of having your family it's not going to happen, not at least in this route, because the the one thing that for a patient is can I do treatment? That's the first milestone. Now can I afford treatment because of insurance, that's the second milestone. And then is is my insurance going to cover these medications? That is the final one, because and if they don't, it will be a matter of a few thousand dollars. And even though it doesn't sound significant, it's very impactful, and you know, they can start. So it's heartbreaking. 

Griffin Jones  10:32

I also want to say that it really can impact the relationship, because very often, when we do reputation management for fertility clinics, one of the things that we're seeing has to do with rescheduling or not being able to schedule or something gets thrown off and was looking at our fertility clinics, reputation yesterday that we're starting to advise on. And the most of their reviews were overwhelmingly positive. And a couple were things like, you know, this had to be rescheduled. And so they hadn't even either been in some cases. In other cases, they were talking about it, that wasn't new patient consults that they were talking about later on in treatment, who knows that might have been associated with something like medications, but it does impact the patient relationship, it impacts that patient's relationship with the clinic, but then it also impacts everyone else's, because that patient is going on online and talking about having a negative experience. And it's something that it has been out of the practices controller, at least up until recently. So now, there's this medication piece that that BUNDL is offering BUNDL with Medications℠. We talked about the reasons that there's a need for it with patients and practices. But tell me more about what motivated you all to know that this is something that we can solve?

Cheryl Campbell  12:03

Well, I think from a you know, having started BUNDL knowing that the goal of that was to help alleviate that financial tension that financial stressor right by by meeting patients more and more where they are in their journey and being able to take all those little pieces and parts and put them into one place for a patient and help them kind of get their start going. And and not worry about the financial aspects of it and focus on the treatment. So the meds piece seemed like the next logical avenue on that front. And because BUNDL and Inspire RX are a part of the same team, that the relationship just seemed like it was a no brainer, right? This is this would be a simple way for us to combine our forces, and take our multi cycle and layer in the meds and do it at a price point that will be very desirable for patients. And the price is really important. I think we're doing that well. But I really think that it's we never I always say this to my team. Never underestimate just when you're able to put one more thing in our bucket to help the patient and take it out of the strain of the patient. That's such a win for them. So I think it's just another way of saying we'll handle it, our teams are going to take care of it, you don't need to worry about it. And you know, that's really the genesis of it. And we find that, you know, it's it's landing really well with our patients.


Griffin Jones  13:29

Karol, tell me more about how BUNDL partners with Inspire RX?

Karol Bonilla  13:35

Well, we are under the same umbrella through inception. So we're pretty much family. So Inspire RX pretty much is our pharmacy benefits platform, we have a group of filling pharmacies, we're there to provide those patients with discounts through reputable filling pharmacies. So right now, our connection between BUNDL and Inspire RX is to fill that gap, you know, you got the treatment that you're going to have on medications. Now those patients thankfully don't have to, and I hate to use his word shop for medication pricing that's done. It's done through this partnership. So that, you know, voyage of going into that that could be kind of dark, because patients could get so many, a lot of misinformation or even you know, going to these message boards and saying, You know what, maybe I could get medications abroad. That's not safe. So all that those unknowns are out of the way thanks to this partnership.

Griffin Jones  14:35

You mentioned a partnership with a multitude of pharmacies and some pharmacies serve some states and but not others with you've got multiple pharmacies. Are there any states that you're that you're not able to cover with this partnership covered?

Karol Bonilla  14:51

We're covered nationwide. 

Griffin Jones  14:53

So then it's so it starts to come together because you've you've got the finance same piece with BUNDL. It's the logical next step, you also have a sister company and inspire our acts as all these pharmacy partnerships. And then tell me how does it actually start to get built? 

Cheryl Campbell  15:13

As far as the process how the process goes?

Griffin Jones  15:15

Yeah, of making it would be even before we get into the process for patients, but just like, like, how did how did agenda bring this to market? Okay, we've got the need, we've got the finance piece, we've got the pharma piece, tell me about how you brought them all together?

Cheryl Campbell  15:30

I think it was, I don't even think it was too much to bring them together. To be honest, I think because Inspire RX was such a strong line of business as well as BUNDL, I think it was just a question of, how do we find between the teams with the best working situation was we marketed it during National Infertility Awareness Week, which was fantastic, big launch then. And I think it just, you know, we just kind of put the word out. And, and, and said, hey, you know, this is just another addition, this is an add on to your existing BUNDL conversation, you don't have to partake in it, but we really, you know, want the community to know that we're, we're listening, we're hearing, we want to meet them where they are. So we have this additional add on. And, you know, we did a lot of push out into our practices, making sure doctors don't know that they're able to talk about it. And that now is a part of, you know, our offerings. So I think because our two lines of business are so strong, and in what we do the crossover of, hey, you do this, I do this, we come together. Yeah, it's really been very, very simple. And I think it's the strength of our relationships to care, like Karol said, very strong relationships with the pharmacies, very good up and running relationships with our practices. And I think it made it a simple transition.

Karol Bonilla  16:46

It just makes sense. You know, if there's that need, we can fill that gap. So

Griffin Jones  16:52

An overnight success, X years, and overnight success several years in the making. So I'm asking you to speculate a little bit. And it's related in what you talked about, the reason why I was able to move so quickly with with BUNDL with Medications℠ is because I spent so long building and making BUNDL successful as a financial platform I spent so long working on Inspire RX, to make them successful as a pharmacy pharmaceutical partnership platform. And so that made the BUNDL with Medications℠ seem like an overnight success. But I still feel like why didn't nobody do this sooner? I know, I'm asking you to speculate. Why do you think nobody's been able to pull this off yet?

Cheryl Campbell  17:40

You know, that's, I guess, you know, not wanting to put the work in not having the dynamic in the relationships we have not wanting to take on risk? I'm not sure. I mean, it is a good question. I think it's the same way that people say, Oh, we have a multi cycle at our practice, or, Oh, we do something like that. And it's not the same, it really takes and requires, first of all, buy in from our larger parent company of inception, who's made such a solid and amazing investment in our lines of business and the resources that we are able to have, through, you know, our talent, and our marketing departments are, you know, just just everybody's buy in knowing that this is such an important thing for our patients. I just think it's, you know, investing that and taking the time to build on it and, and taking the leaps and, you know, kind of going after it. I think people dabble in what we're sort of saying we're doing, you know, and they're they want it on offer, because of course, every practice wants to have as much on offer as they can. But it really does take a a sort of solid foundation of people that kind of understand these businesses, these streams of business to do this work. And I think that that's the leap that we're taking as

Karol Bonilla  18:54

Yeah, and I actually want to Yeah, I want to add to that, because I why no one has done it before is because it's not an easy task. It's not an easy task to have, you know, it's sometimes maybe there could be a set of treatments, but this is patient focus. What is the patient needing as far as treatment, what is the patient needing as far as medications, because if you want to do something like this are so many different variables to get it all together to gel for the benefit of the patient in the clinic is not easy, but fortunately enough, we're under the same umbrella where we can do this for the patient. That is not an easy task. 

Griffin Jones  19:32

The vertical integration piece is really something that you're starting to see different companies trying to get ahead of and yours is one of the earlier ones and these are the reasons why is because there's so many points on the patient journey and then if you want to positively impact them, you're gonna have to pull from different areas. So now let's start from the patient journey. I'm The patient, I've done my initial consultation, maybe have even done some of my testing and the physician is recommended an IVF cycle to me and now I am walking down the hall to the financial counselor, doc tells us, here's the treatment plan that you need and you're going to talk with Rick and Sally, our financial counselors, and they're going to tell you, give you some options of how you're going to pay for this. How do I, now where do I go from here?

Cheryl Campbell  20:34

Right. So the way that we have the process setup at our practices, it's at that FC consult, that they would be talking about BUNDL as an option in your journey. So whether the doctors test out that this is a good multi cycle patient or, or even if it's a cash pay patient, they get the entire suite of options for them and bundle would be included. So the lead generation of the referral will come over the same way from a clinic or again, people might see us on our webpage, people might call in because they heard about us from a fertility Facebook group. Either way, they're going to learn about BUNDL. And in that time, they're also going to learn that they've got this additional add on layer of the medication. So it's really at that the top of that conversation that we have all day long with patients however they move into BUNDL that we're going to talk to him about the medication option and it and the very simple straightforward way that if they for X amount of dollars, they can layer in their meds we will take care of the flow we will organize with the pharmacy. And then we aren't my team just coordinates with with inspired us to say, hey, you know this is going to be a meds patient. And it just kind of falls under the med, BUNDL Meds title, and we're kind of off and we will literally do the heavy lifting to make sure those meds are in the patient's hands when they need to be. And the other really beautiful thing, and this might speak to why people maybe don't do this, we're going to move with whatever we know this journey isn't linear all the time, right? There's twists, there's turns, especially with meds, you need more you need less you're not stemming, well, you need a different med, we're trying to go off of a very basic standard med protocol, which is pretty, pretty robust, I would say there's very few exceptions to what we're going to put under our meds program. And we're going to get you what you need when you need it. So in the 11th hour, if you need more follow stem, we're going to have it for you no questions asked, and I don't think many, I'm not sure many people trying to do something similar to this would be in that same, you know, we'd be thinking operationally like that. So I think we don't want to tie in REIs hands and we don't want to hold back on any treatment with a patient. So we'll, you know, it's we're still in our infancy with the program, but right now we believe in we're going to get the patients what they want, when they need it. And you know, that's that's a win back to the patient and to the into the respect and, and reputation of the program.

Griffin Jones  22:57

And so when the patient is having their prescription refilled, are they going through the BUNDL platform through the partner pharmacies? Are they ordering to the partner, pharmacies and partner pharmacies are sending the invoice to BUNDL? How does that work?

Cheryl Campbell  23:12

No, really, the flow on a regular BUNDL program is that my team will handle it once the patient is enrolled. And that could be either with or without meds. But once that happens, the the work then come becomes between my team and the clinical team. So we go back and forth authorizing cycles. And when cycles are authorized, we will authorize with the clinical teams to say put the meds, you know, this patient's pharmacy med piece, put that through bundle, they will do that work. So really, essentially, the patient's out of it at that point, they'll just see the med show up on their door. If the doctor then says listen, you need more follistim, the clinical team will say okay, this is a meds patient for BUNDL. So we're going to put that in under the BUNDL, and that flow, really for the most part. Now we know patients get nervous, and they oftentimes will stay involved and say My doctor said I needed more. And we'll say we know we saw that. Don't worry, it's it's fine. They can still have that communication with us. And we will assure them that we've got it, we see it, we're taking care of it. And it really just goes back and forth like that until the patient either finds success or moves through the rest of their benefits.

Griffin Jones  24:19

So even though I've had a couple of conversations with you all prior to this about how this works, it might be even easier than I thought it was so so it sounds like so in the clinical team is ordering the meds from the pharm, from the partner pharmacy, and there's billing it through BUNDL because that's already associated with it and then, so the patient doesn't have to call the pharmacy, get prescription filled, prescription filled, excuse me, okay, it's even it's even easier. Even though you've explained it to me, it's easy, it's even easier through the pay of it. Gotcha. That's it. That seems like almost as much of a benefit as the as the financial piece. Right? 

Cheryl Campbell  25:06

Right, exactly

Karol Bonilla  25:07

Right. Because it actually just to add to that, usually, when it goes to the pharmacy, then maybe the pharmacy doesn't contact within 48 or 72 hours, that could bring more anxiety to the patient. So because we have all the missing, we have all those pieces together, we have relationships, that patient gets contacted within 24 hours, for sure. And the patient doesn't have to worry anymore. So it is very easy for the patient and for clinicians as as well

Griffin Jones  25:36

And so what you're talking about Cheryl, with if they need more follistim, if they need more of something we're going to we're going to take care of it, that's preventing any latent hidden bills, right? Because that's already included with or with their BUNDL packet. So again, I'm coming at this from a reputation management standpoint, one of the biggest red areas in online reviews, is just a late bill, it doesn't matter if it's, you know, if it's a $275 ultrasound bill, or if it's a medication bill, when it comes just a little bit later. And maybe this is something okay, we've planned for this, I kind of had an idea with these medication costs where I didn't realize that the doctor had ordered when when he ordered the extra follistim, that that was going to end up on my bill later and it's a few hundred dollars more, sometimes thousands of dollars more, right? That drives people crazy, especially if they're still in the journey. And especially, even worse, though, if if they do have a failed cycle, and then that bill trickles in, it's like a dagger to the side.

Cheryl Campbell  26:51

Exactly. Exactly. The psychology that is so, so difficult. And so that's what we're avoiding. And this is what we do, even on the BUNDL piece, too. Right? We're it's so upfront you so know what you're getting from the minute that it happens, that there isn't going to be that shocker of you know, the late bill. And I think that I think that's, you know, that's absolutely what we're trying to avoid here. And I think that, you know, patients will will realize that and patients will understand that there isn't going to be Yeah, and people say this all the time. You know, when we talk about BUNDL we say we cover unlimited meds, people like Okay, so you do two, we're like, no, if you get four, you get four, if you get 10, you get 10, I think there was always so you say I can have whatever meds I want. So but there, you're gonna cap me at a certain amount, and we really, again, our rep, we want the product, we want people to understand that we we say what we mean, and we mean what we say and that is that this is going to we never want you to stop or halt or feel in any way that you're being nickeled and dimed. Or that there's anything that's going to stop the process. So we really, we really stand behind that. And these late, you know, there will be no late bill, there will be nothing that will come through that will, you know blindside any patients.

Griffin Jones  28:12

You said that there are very notable or there's very, very limited exception. Are there any? What medications specifically are included? And and what aren't things any worth? Worth noting that the what's included list as long as a lot longer. But are there any things worth noting on either side? 

Karol Bonilla  28:37

Sure, I can mention mentioned there's only two exceptions. There's a medication called omnitrope that can be prescribed. It's the off label medication. So that's not included in the BUNDL with Medications℠, and then there's a medication called Gonal-F. But we have a comparable brand to that that's also a reputable called follistim. So in essence is just one one item and then whatever the doctor deems necessary to prescribe for your treatment that's covered and store the refills as well. As Cheryl mentioned.

Griffin Jones  29:14

everything other than those two.

Karol Bonilla  29:15

Yes, sir. We want to make it easy.

Griffin Jones  29:19

So tell me about what clinics, which clinics are eligible for BUNDL with Medications℠?

Cheryl Campbell  29:27

So any clinics that partner with BUNDL will get the option to work with our meds piece of it. So you know we are within the inception clinics, we've got that all you know pretty much going but but BUNDL this year is in a major national march to sort of product try to partner with as many clinics as we can and that is in any pocket of the country and all in all over the geography and we want to try to be wherever we hear patients need us and so the minute that a clinic talks to bundle and wants to partner we absolutely may Get a point of talking about the fact that we've got this meds piece and for some new business currently, as we're talking to people, that's what's that's the kicker, that's what's thrilling limited at this point is that they're going to be able to have this medication offering. And thanks to Karol and her rockstar relationship with the pharmacy, she's able to identify, okay, within that market, let's sort out all the pharmacy piece for this practice. So if it's an Iowa and she can say, okay, well, in Iowa we've got, and Karol, you can speak more to this, but it's really nothing to operationalize and get that practice on the meds side of it, right. So it's just a matter of, you know, talking to their team. It's just, you know, one other layer on the onboarding side of things with practices, but everybody will have the option right when they partner

Karol Bonilla  30:45

Because as I mentioned, we have coverage nationwide, we have nice group of filling pharmacies. So wherever that clinic is located outside of, you know, of our network, we could provide services for as far as getting that patient that medication, it could either be picked up locally or shipped overnight. So we have coverage for any clinic anywhere in the US.

Griffin Jones  31:10

So if I'm in a market where BUNDL isn't yet so maybe BUNDL doesn't have clinic partner in Smithtown, USA, can I become a BUNDL partner? Do I have to be an inception family clinic, like a prelude clinic in order to be partner with BUNDL? 

Cheryl Campbell  31:34

No, you can just reach out to BUNDL and we will talk to you about joining our family. And it's very simple, you know, we'll talk about the the program itself and how it will fit your practice. And you know, we have a couple financial discussions and we can get you up and running and have an agreement over to you and start you tomorrow. And if and if that's largely driven off the fact that you want to offer this meds piece to patients, that's great. But again, you can offer the entire bundle part of it you can offer, you know, we've again, we've got our refund back program, we've got, you know, we've got the entire suite of offerings, and any practice can be a part of the BUNDL network. And we would love it, because we're looking to really expand because we talk to patients all the time in areas that unfortunately, we don't have a presence yet, or maybe a patient just really isn't willing to travel to. So we've really, really are hoping that something like the mid 30s, to will entice practices to to bring a multi cycle into their world, which is really what we want to be just that multi cycle option. It has many clinics as we can be in

Griffin Jones  32:40

Does that also include academic REI centers, or health systems that come in? There's large parts of the country where there isn't even like a private clinic? It might there might be one area that works in a division of a larger health system, for some states, especially like in the interior west and stuff. But even that, I mean, there might also be other markets where the biggest clinic or sometimes the only clinic group in town is in the university system. Can they still partner with bundle? 

Cheryl Campbell  33:09

They can. And it's interesting to say that we we we have approached some university systems most of the time, I think it's on their end, how they want to do it just there's nothing on the BUNDL side that we won't partner with you. But I think it's really more the guidelines of what the university system may dictate as far as bringing the multi cycle in. But we have no restriction on that. And we would love that because I know in some areas, that's kind of who you've got, right? I mean, and we would love to be able to serve an area, even if it's within the university system, but I think it's really more on what their guidelines are to that. But we'd love to still talk about it.


Griffin Jones  33:43

So there's the there's the the bundling of the medication costs, and you're having the ability to save patients money, it sounds like so there's the convenience piece. There's the predictability piece, but it sounds like you might even be saving patients money with the discounts can can you tell me about how that works, Karol?

Karol Bonilla  34:10

What due to our relationships with our partners and our pharmacy partners, that there is already a discount price set for all the medications. So the patient doesn't have to worry about, you know, how much is this? How much is that? All that is already taken care of? If that answers your question.

Griffin Jones  34:31

So then are there any additional benefits or incentives provided like like the personalized support, you talked about Karol, that sometimes people will call you and they'll ask for? They'll still want to know what what's going on with their medication, even though it's come through the clinical team? Is there any kind of personalized support that people that patients can get when they're working with BUNDL?

Karol Bonilla  34:58

Well, I think that Uh, with BUNDL, Cheryl can answer to that, but as far as the support that the patients will get when they get the BUNDL with Medications℠, because BUNDL could be just treatment or bundled with meds right. So if you're utilizing BUNDL with meds, you also get the added support from the filling pharmacy, they have also nurses, so they could do also medication teaching. So it's an added support to the clinician. And as we mentioned in and out of network, so any clinic, but actually once utilize BUNDL, and you know, and they have that partnership with BUNDL could take advantage of that, or filling pharmacy support, which I think is very helpful. Because in right now, in our day to day, we have so much going on, you know, with Mother Nature, a lot of clinicians don't have enough staff. So the added support is so beneficial for both the patient and the clinic.

Cheryl Campbell 35:55

Yeah, I mean, we've always said that with BUNDL, one of the things that we pride ourselves on and feel very good about is that we know these clinics are busy. BUNDL is is a small part of their day. But it's huge for our patients that they're getting these dedicated a dedicated team to really to really help them with their questions to get into so you know, clinics are busy. So maybe getting to the front desk getting that quote, that question answered isn't easy when they've got the BUNDL team as a part of their enrollment, and now they've got the meds team really, because even if there is an issue or a question, my team will work directly with Karol and Inspire RX and even has a line into the, you know, to the pharmacies, just to say so and so is a question, they're not really sure how to elevate it. Like, it's just, it's just that getting people where they need to be and we know and as an ex patient myself, you just it's that frustration where you feel where do I turn, but when you so the more again, it comes back to what I said at the top, the more you're able to pull all these pieces and parts in where a patient can now say, Oh, I've got BUNDL, and I've got meds, oh I can talk to BUNDL. I'm gonna talk to BUNDL about what I have a million questions, but I can now talk to BUNDL and I've talked to my pharmacy, talk to my doctor, you know, and then they can just focus on really the clinical piece of it. But I think that it's it's trying to, we talked to so many patients that really are sort of most of the time in their journey, just saying, who do I talk to about all this stuff. And I think having this these dedicated teams, and another reason why we're doing this, we're doing it well, because we know whether we're teams dedicated to getting this this done for patients,

Griffin Jones  37:35

That talks about the reputation management side where it's the client, it was it's where it's the patient, voicing their frustration, if in when they don't get that communication, and that happens all the time. But then we're also on the other side, where we listen to fertility clinics, phone calls, and we check your call volume, we look at what the wait time is we look at how many calls go to voicemail how many calls hang up before that their answer because they're on the phone tree. And it's always a problem. And very often it's a problem because there's a limited staff on the the call center team or many fertility centers don't even have a call center, they have the front desk for a number of different things, and they can't get to enough new patients or they can't get to existing because people are calling back for for things. And this is one of the areas that people are calling for information for and if they can call you instead of the clinic. That's one less thing that the clinic has to have tying up their, their whole phone tree and their whole their whole process, which drives that patient crazy. But it also it's also really hard for the front desk team that the clinical team. Cheryl, I'm just curious because you were a patient and you've spent so many, so much time working with patients on a customer service side. Nowadays how much of your time are you interacting with your quote unquote customers but the but patients versus how much time are you managing and the other folks that do that? How often are you working with patients nowadays?

Cheryl Campbell  39:22

Yeah, not as much I wish more I'll be honest, you know, since I transitioned from sort of having helped stand up BUNDL from the operational side and now moving into the director side, I don't get to talk to patients but every now and then because our programs are three years long and we started in 2020, most of our patients that I started out with earlier kind of still cycling in one way or another many of them so I love when they come back and many do just to sort of say I have a question and I remember I talked to Cheryl a year ago and I'd love to talk to her so I love that and then now and if I can just make say this a lot of patients are finding success and so we hear about pregnancies and we hear about you know, the babies that are, that are BUNDL babies that are being delivered. And that is super exciting. So I love to hear that, because that's a real full circle moment for me having been part of the very beginning of the program, but I think I'm spending the larger majority of my time managing and kind of getting everybody down the lanes that they need, and making sure that my team is feeling well resourced, and and you know, informed because they, they have a lot throwing at them every now and then like, we do little changes to BUNDL, and then we bring the meds piece in, and then you know, so that's been a lot, it's been a lot of changes, but you know, and then we've got a whole network, and we never, we always say we never are done. So even when you partner with us, and even a very, like our own family clinics, inception clinics, right, of which there are many, and we've had very long standing relationships, there's always a tweak, there's always a process. Look, there's always something that might break down or a patient or will, you know, maybe a doctor isn't feeling as good about it at one point or another, or they're hearing something from a patient. So we're always in process improvement, and what can we do most so it's never sort of, oh you're in BUNDL and now you know, good, you're done, you're on boarded. That's it. So there's a lot of the piece of keeping, you know, all of this moving. And this is what we're going to find in this program as well. Right? We're sort of early, thoroughly early days. But but like we do with all of it, and I'm sure Karol does it on her piece as well. You're just always looking for how can we do better? How can we improve, maybe we get rid of something that just isn't working and people don't feel good about. And that's coming from clinicians. It's coming from doctors, it's coming from our patients, it's coming from our our executive team and our marketing, and it's all a buy in. So there's always a lot to do because we're sort of still a little startup, we're sort of still the baby of the family and the inception world BUNDL. But yeah, we're we're making major strides, though. And this is just another way of doing it.

Griffin Jones  41:54

Do you feel like were you on the, when you started to launch BUNDL with Medications℠, did you get to be on any of those calls with with patients or when you when you started to be to tell patients? This is something we can offer you now, tell me about that? What like I'm interested in their reaction when it went for it. Because you started, you started that splash at National Infertility Awareness Week, and then, you know, so this is something that they haven't ever been able to get before. You're now managing the people that are helping them in many cases. But did you get to be privy to any of those reactions?

Cheryl Campbell  42:35

I got a few of them. But most of it is feedback from my advocates that are talking with patients. And I think the firt the overriding comment kind of was like, Oh, finally, that's great, thank goodness, or, oh, gosh, I'm scrambling to start, can I still get into the med side of it. But you know, like, there, people are sort of like, wait a minute, this has changed my whole mindset way I want to do meds with you. So we we sort of have, that's another thing we've done things we move very quickly. And thanks to Karol's team as well, we can move a patient very fast, even if they've only just found out about meds, and they're just ready to start, we can get it done quickly. Because we know meds need to get ordered and get to a patient but we can move fast. So I think there was a general sense of oh, this is great. Now, there's always always the patients that want to take a beat and say, okay, I understand what you're saying, I want to layer this in. But I might need a little bit more time because now this is an extra bit of money on top. And okay, let me so it's it's paused some people to kind of really consider it. One thing that it's really benefited from which we've heard from patients, especially when patients need loans, and we work with the top fertility lenders, right, some of the pain point for a patient is what we alluded to before that unknown Oh my gonna get slammed with this cost. And that costs when you have one bite at the apple to get your loan, and especially if patients maybe have never had an experience of having to take out a loan, or certainly something that's large, you want to be all in on what that number is, right? Because if you're going to have one shot to go through all the due diligence of getting a loan, you want to know what it is. And so when you're blindsided by that extra five, that extra 10, when you know upfront, here's my program fee, here's what I'm going to owe on my meds. Here's maybe the little bit that I might owe to my clinic. I'm all in I'm going to go for that number. And I'm going to see what I can get that is helping with the lending conversation. And I think that now also, even though our lenders multi disperse really helpful that they can now bring the whole piece over to bundle and just say write all in on the program and the medication. Here's your patient's financial piece of it, and it's done. And a patient usually is it's another layer. Yeah, it's another layer of chasing up the loan and where does this piece go and where did that this is now another way that we've consolidated and helped not only the patient, but you know, even with our relationships with our lenders, it's increased that that's level a little bit better as well.

Griffin Jones  45:02

It sucks that patients have to take out a loan like this. Like, it's almost like another little mortgage on it. Yeah, it can be a big be a big car loan, it sucks, that has to happen. But it forces me to, in some cases, in some sense, compare it to a mortgage. And if you, when you get a mortgage, you're also factoring in the closing costs. Again, not it's not just what this what this person has listed the house for. It's also all of the other closing costs that go into purchasing the house. And it's like, you get a home inspection. So you want to know if there's something that is going to be immediate, like if it's, if I'm buying a $400,000 house, and I know that there's going to that there's repairs to the furnace that are necessary. So that's your like, that's your medications, like, okay, I know that the house isn't just $400,000. And that because I know that I'm buying it, where it's going to require these repairs to the furnace, or the plumbing or the electric. And that's what I have to plan for in the total. So I've always thought when I think of BUNDL is like, okay, it's planning for that. But that impacts the the loan to what, what you're, what you're taking out for, for the loan. So do people are people in, and, we touched on this a bit when we when you were on before, Cheryl we were talking about the BUNDL, but do patients interface with the loan companies on on their own, and then get support through BUNDL, or it's all through BUNDL, and BUNDL is dealing with the loan companies.

Cheryl Campbell  46:49

I think what we have managed to do is bring patients right up to that juncture where they're ready to talk to that loan representative. Because at that point, you know, they have to provide the personal information, and they have to kind of do that piece of it, but we are with them right up. And again, like I said, we have a lot of patients have never, they've never gone through a loan process before, you know, getting bank statements, and you know, so we lead the right up to that point. And, and our lenders are so good. And gosh, lending. I mean, I think that, like I said, even on my own journey, like I don't even know if anybody knew what a fertility lending piece looked like. But it's so wonderful the way that lenders are aware of, this isn't, you're not taking out money for a, you know, a car or a condo, right, this is a they know how stressed and difficult this is at the point at which they're talking to these patients. So our lenders are so wonderful with the way and the offerings that they have a lot of lenders even offer, you know, special little help for patients like if they need to know how how to do a trigger shot, or how to, you know, that's just a plug for our lenders, because they're just they're listening to right and they're trying to meet patients where they are because it's a kind of daunting process BUNDL will help you get right up to the point where you're talking to that lender, and then they do their due diligence with the lender, get the okay for the loan, and then we pick up from there, we get the funding in, we work all that out all the payment. And then of course, and I want to make sure that this is understood, we have a refund back program, right. So with BUNDL, if you qualify, just like under our regular BUNDL program, and you go through all the program and you don't take a baby home, you get 100% of your money back, that's our BUNDL guard 100% money back. Now with meds, if you buy meds on top of that program, and you do not again, you're not seeing success in that program, after all your services, you're going to get 100% of your meds money back as well. So our guarantee that we have built with this program is going to extend into the meds piece. So that is really huge for patients. And I think that they've got even more peace of mind, even with the meds in there. We're going to give 100% of that back. So that's, I want to make sure that I understand that so those that qualify for you get 100% back and if they do the meds piece, and they qualify for BUNDL guard that that's going to, they're also going to get the meds but it's not like oh, I can qualify for BUNDL guard over here. And not quite, but maybe not qualify new BUNDL meds piece.  No, if you've added the meds onto your BUNDL guard and you've gone through all your services without taking the baby home, that meds piece is a part of that 100% back so it's the full amount back to you. So that is even in a bigger peace of mind for patients, I think as they enter into the BUNDL guard.

Karol Bonilla  49:38

That actually answers your previous question, Griffin. Why no one has done this. This is why no one's going to do that. No one. 

Cheryl Campbell  49:46

It's the risk, right?


Karol Bonilla  49:48

Yes, that, that is unheard of. So that's why no one can do it.


Griffin Jones  49:55

Yeah, that's that's a pretty big logistical hill to climb. Karol, how do you get the, how do you, this is maybe a little bit more Inspired than BUNDL because we're talking about the meds piece, it's relevant to outcomes back to the patients in the clinics, how, how do you interface with the pharmacies in such a way where you can make sure that okay everything except for Gonal-F and Omnitrope, we were gonna get it for you. We're gonna get it for you on time. That's it's a big logistical lift, and you've got more than one partner. So that's probably what helps you is you got multiple partners. But how does that that pharmacy logistics work?

Karol Bonilla  50:39

Well, it's having conversations with each and every one about our new offering. And then being able to say, yes, we want to be part of this. They're part of our network as far, our Inspire RX network of filling pharmacies, so they know what this meets overall. So getting them on board was an easy task. But of course, it's a conversation with each one. And there was really not much questions asked is just what is necessary. You know, and, you know, we're gonna get it done, because we have that partnership. So it wasn't a difficult task and that end because of our partnerships.

Griffin Jones  51:20

How many pharmacies are partners within Inspired RX?

Karol Bonilla  51:23

Currently, we have seven filling pharmacies,

Griffin Jones  51:27

And are all seven Inspire RX partners? Part of the BUNDL with Medications℠? 

Karol Bonilla  51:34

Yes, sir. All of them.

Griffin Jones  51:37

So that they, they've all come over and Cheryl, when you said that the programs last for, they're three years. So that if they add on BUNDL with Medications℠ in the beginning, that's, that's for the three year duration as well?

Cheryl Campbell  51:54

Yes. Yeah. 


Griffin Jones  51:55

So there's, it's not like the meds piece lasts for a time?

Cheryl Campbell  51:59

No, it's going to be covered over the Yeah, it's going to but you know, again, time knowing that majority of patients will probably finished their programs within, you know, 10-11 months, that's really our average. But we you know, you never know life takes over maybe a patient does a cycle, and they need a break or something happens in life. Maybe there's a personal reason, a surgery, if they are putting that off, and then they're going to revisit, let's say cycle two, but they've bought meds that that those meds are going to be available when they're ready to pick up on the next time they go into service. So that's, there's no, I'm glad that you asked that question. Because I think that people may think, oh, gosh, I know the program's 36 months, but there must be a cap on meds. And we're saying no, because again, even if you take that break, and then you pick up 8, 9, 10 months later, that that meds is good, you know, the doctor will tell you what your med is going to be and we'll put it through and then that's it. 

Karol Bonilla  52:54

Right, life happens. So that's part yeah.

Griffin Jones  52:58

So the whole that's the whole point of BUNDL, it seems like to me like it keeps coming I like the discounts are important and they're meaningful and I get how you're saving people money but it seems to me like just that the peace of mind maybe maybe that's just me, maybe some other people would would prioritize the discounts higher and, and the peace of mind is the benefit at whereas I just see like, it takes out so much of the worry and it's like this is what it's going to be I've got three years to do this. So that not, if life happened, when life happens at some point all of these contingencies are accounted for now I'm not asking either of you to you know to show the cards too much or but I just every time I talk to you I could see okay, something else like something else is coming from BUNDL because this is kind of the ethos of BUNDL it's it's our job is to streamline all of these financial hiccups for for patients, make it easier for them to pay for, it make it easier for them to know what to pay for. You know, when I first talked with you, I didn't even ask about medications and and and I could just see that it's not just about the services that BUNDL is providing now but it kind of being committed to this ethos of this is our this is what our vertical is it's it's reducing this variability for patients and giving them predictability. So I feel like I feel like you've got more in your roadmap, and you don't have to share any you don't have to share any secret sauce. But can you kind of just tell us what you're paying attention to in patients needs that are going to have to be solved for some day?

Cheryl Campbell  54:45

Hmm, that's a good one. I can because I think in the immediate my whole feeling is that what what what brings me down or bums me out is when I can't get to a patient that needs me in a market that I'm just not there. Right? And there, they are just so elated over the thought of BUNDL and what they need. Because look, I mean, I think, you know, the percentages still aren't getting great with one cycle success. So multi cycle, you know, and we and again, we're a cash pay program and you know, we can even do programs for minimally insured, and we are, you know, insurance is getting a little better, but it's still, you know, not 100% there. And, you know, I always say this, like, this is a juncture in the year where people have maxed out on fertility benefits, this is a time where we talk to a lot of patients, because they're they don't have any more coverage. Now they need a BUNDL, and they're not and time is ticking, right? They're still at that 36, 37, 38. Nobody wants to hear oh, you are running out of time when you're 36. But you know, that's the reality is that this journey just doesn't stop. So, you know, I just feel like, my biggest immediate focus is how can we continue to help people in places that we are not, but we are always listening to our patients and trying to hear about the what's next? And what else would you like, and I can't really say for sure what that next top thing is, but you know, we're, we're going to be there when we know it. And we're going to always keep our ear to the ground. And I think we're off to an amazing start with what we're doing with BUNDL, what were our relationships are with our partners, like I said, the resources that come out of of inception for us, there is a real focus, because we believe in what we're doing. And I think it's really helping patients at a really difficult time.

Griffin Jones  56:38

I hope that geographical expansion does come from the patients that are that are really asking for it in other areas be and it stinks that they have to but and I'm not comparing BUNDL to Uber, but I just remember how Uber started in the Bay Area. And then they went to a couple of major cities, and then they went to smaller cities. Well, for whatever reason, New York State was the last place to get Uber except they made a little deal with New York City that New York City could get it earlier. And it was really some convoluted political thing. But it ended up being coming a point where the people in the cities of upstate New York, Buffalo, Rochester were like, Why don't we have this? And why? Why is that anywhere else? I go, I can have this privilege. And yeah, and and then and then I come back and I don't get to have it. And it goes almost it goes from being, you know, a nice to have to a must have. And when you start to see everybody like why did they get it over here? And I don't say I hope that that's part of what drives the the geographical expansion. What haven't I asked you about BUNDL with Medications℠ that that I should have, or how would you like to conclude with our audience?

Karol Bonilla  57:59

I think you you ask everything because you know, I think what's important is who can we service? Who can join who could take advantage that was answered? Anyone can take advantage of this? You could get pretty much all your you answer over the right questions, I think. So, 

Cheryl Campbell  58:16

Yeah. There's no qualification, per se. You know, we just want it to be there. As another option. I will say this, you know, there's nothing harder than when patients as much as being thrown at them in this right. They want to know, they want options. They want to know that you think enough about the fact that you know, they're going through something difficult that you want to say, look, here's something that might help on the multi cycle side, but the financial piece, here's a lender that we think might help you. Here's a grant program that we think this is what we do at BUNDL, we give the information so that everyone can make their most informed decision and put their fertility dollars where they know they need to go because, you know, some people have just small pot and that one shot and they want because there is nothing worse than a patient saying I never knew about you. I never knew about these options. And now I can't go back and get another loan. And I had a failed cycle. And I mean, that is the most heartbreaking part of it. We know that these are big numbers, right? We know it's expensive. We were still keeping an eye on the best that we can always do on that front. But I think that we can never assume that someone doesn't want to know, a piece of information. Oh, you know, you're probably okay with one cycle. Maybe you don't need to know about the multi cycle options. It's heartbreaking when people don't know. So I think the biggest thing is just making sure that patients are informed and have all the pieces and parts and that comes everywhere from the doctor conversation straight through the FC's than when they cut over to us. And then when they're in their mom groups, and then when you know they just we just want the word to be out there that people should have a conversation and really get all their information before they move forward. And then, you know, see, see what happens.

Karol Bonilla  1:00:08

And you know what Griffin, I think there's something that I do want to add, just based on my experience in the fertility space is that with BUNDL and BUNDL with Medications℠, we're most definitely patient focus. And you can see that through our actions with the type of offering that that we have. So we're definitely patient focused. That's what I that's what I would like to end it with.

Griffin Jones  1:00:32

I'll end it with a lot of people say that a lot of people say they're patient focused, and there's, there's varying degrees of what that that is and, and it will like when you're talking about, like, we're going to make it right for the patient, we're going to, we're going to help them if they need more meds we're gonna get for them. A lot of times people will say that, and then it's except a, b, and c. And a long disclaimer, and, and I've never been in the BUNDL office, I've never I've never, I've never shadowed you both and stood over your desk. I've never been a patient going through this and have to. So I can't speak from the total global experience of it. But I can say, from getting to know both of you from talking to your colleagues, some of whom have also been patients that when I when when I hear you say that, I really believe yes. I really believe what what your commitment is from, from your team. So good on inception, leadership for letting you all have this autonomy and build this and because, again, I might not know from all of the other things, but I'm telling, like, I smell real. I know what not real smells like. And right now I'm smelling real and I have every time that I've had you on and I've gotten a chance to talk to you. So I look forward to having you on again. And thanks for coming back to this conversation.

Karol Bonilla  1:01:58

Thank you.

Cheryl Campbell  1:01:59

Thanks, Griffin. Appreciate it.

Sponsor  1:02:02

This episode was brought to you by BUNDL. To learn more about the BUNDL with Medications℠ program, and how they can optimize treatments for your practice and patients. Please visit www.bundlfertility.com/medications-cost That's bundlfertility.com/medications-cost. Today's episode is paid content from our feature sponsor who helps Inside Reproductive Health to deliver information for free to you. Here the advertiser has editorial control. Feature sponsorship is not an endorsement and does not necessarily reflect the views of Inside Reproductive Health. You've been listening to the Inside Reproductive Health podcast with Griffin Jones. If you are ready to take action to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society. Visit fertilitybridge.com to begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to Inside Reproductive Health

189 The Latest On IVF Legislation, Coverage and Employer Benefits with RESOLVE CEO, Barbara Collura


In our latest episode, Barbara Collura, the President and CEO of RESOLVE, delves into the critical topic of expanding and protecting access to care. RESOLVE is making a significant impact in this area, and the key talking points from our conversation illuminate strategies, steps forward, and solutions.

  • Learn about RESOLVE's initiatives to expand and protect access to care and assist employees with insufficient coverage.

  • Stay updated on the New York State mandate, implemented in 2021, and its connection to fertility preservation legislation.

  • Speculate on upcoming Access to Care legislation, potentially involving IVF, in Oregon, Washington, Minnesota, or California.

  • Address concerns about IVF legislation in states such as Kansas, Alabama, South Carolina, Arkansas, and Georgia.

  • Explore fertility preservation and Onco-fertility Preservation bills, as well as access to care legislation, including IVF.

  • Support and contribute to RESOLVE's advocacy through events, memberships, and funding.


RESOLVE: The National Infertility Association
Ask Rebecca Flick: rebecca.flick@resolve.org

Transcript

Barbara Collura  00:00

We had a really interesting year and 2023 with more states passing fertility preservation. So this is for iatrogenic cancer patients, for example. So we saw Kentucky, Montana, Louisiana and Texas. Think about that. Kentucky, Montana, Louisiana and Texas, all pass legislation, mandating insurance coverage for fertility preservation. Each of those bills and laws is a little bit different. They are not all the same.



Griffin Jones  00:51

Expanding and protecting access to care. That's what I get into with my guest today, Barbara Collura. You know, her as the president and CEO of RESOLVE, if you're in the United States, resolve does a lot for you. So I make Barb tell us about what resolve is doing for expanding access to care how they use their coverage at work resources for advocating for employees who don't yet have access from their employer, they don't have that coverage or don't have sufficient coverage, specifically, how resolve helps the employee and the human resources department, we talk about states that have expanded access to care. I have Barb give us an update on the New York state mandate that was passed in 2019, but didn't go through until 2021. And then how that links up with the fertility preservation that had passed there. She talks about states like Kentucky, Montana, Louisiana and Texas which have passed fertility preservation bills or uncle fertility preservation bills passed for some headlines that we might be able to see in the coming months who might be passing big access to care legislation, not just fertility preservation, but IVF. Maybe it'll be Oregon. Maybe it'll be Washington, maybe it'll be Minnesota or maybe this fall. It'll be California then Barb talks about protecting access to care. I get us to speculate on a situation what happens if there's mass layoffs will resolve have to work to keep these employer benefits are the people that they advocate for? I asked her to weigh in a year after the doctor's decision. What sort of legislation were they most concerned about? Sounds like there was language in bills that it would be dangerous to IVF in states like Kansas, Alabama, South Carolina, Arkansas and Georgia. Barb said none of those passed when I asked her if any bills passed that restricted RT within the last three years. She said no but she does put an asterix on a bill that passed in Wyoming and she talks about that and we conclude with me calling you out a little bit depends on which camp you fall in. I might be highlighting you but I generally call out different categories of clinics and industry side companies and how they can be supporting resolve you can if you do business in the fertility space in the United States resolve does a ton for you. And there's a ton of different ways for you to meaningfully contribute, you can email me and I'll connect you to resolve or you can go to resolve.org whether it's their advocacy day their walks for hope their professional memberships their night of Hope gala are other ways to fund and provide resources for their support and advocacy services. Invest in them because they're protecting you and tell them Grif sent ya. Ms. Collura, Babs, Welcome back to Inside reproductive health.


Barbara Collura  03:17

It has been a longtime grift. And I love your show. And I'm honored to be back and thrilled to be here. Really,


Griffin Jones  03:24

it's been too long. So I need updates about what's going on in the resolve world because you guys touch everything are seemingly everything from my view. For those that don't know, the way I learned about resolve in the first place was 2014. With starting a social media company, for doing social media for fertility clinics, I wanted to know from the perspective of folks that were still going through their journey or some folks that hadn't worked out. I emailed every peer support group leader in America from resolve got a bunch of them to talk to me. And then I got an email from resolvers saying, Hey, who are you? Let's talk that's how I got to know you guys. But it started all from Wow, they do this patient support stuff. And then I started becoming interested in results for my clients because it is useful for patient acquisition and retention to have resolved support. Then I met you in person in 2015 and DC when resolve and ASRM did a combined advocacy workshop. And so resolve has done a lot does do a lot what's new, though, like what what what's particularly grabbed your focus in the last two years,


Barbara Collura  04:36

access to care for sure, access to care and so Griff when we look at our community and we look at the work that we do, we are constantly surveying our community. We're constantly asking people, What do you need? What's the biggest pain point for you and your family building journey? What are the things that result can be doing? How are you accessing our store? resist. So those are all standard things that we continuously ask the community and access to care over and over and over and over is number one, number one, number one, number one. So it's always been


Griffin Jones  05:13

that way for you always


Barbara Collura  05:14

been that way. And so we've just amped it up. I mean, we have more going on. And we continue to do more. And then the Supreme Court makes a decision, like the dobs decision, which in June of 2022, really made us have to think about protecting access to care in a very new and different way. So we kind of look at access to care in two, actually three big buckets. One is access to emotional support. We know that having emotional support on your family building journey is very beneficial. There's data that shows it keeps you in treatment longer, and helps you make better decisions. So we put that under the Access to Care bucket. And then we look at how do we expand access, because there's far too many people that don't have insurance don't have benefits don't have a way to even access the family building option that they want to use. And then the third bucket is protecting. And we've always been doing that. But with the dogs decision in 2022, we had to look at it in a very different light. So we are just amping all of those things up. When you asked me what's going on the last two years, that's that's where our huge part of our focus is.


Griffin Jones  06:35

So when you say expanding access, you also say you've got you've got a lot more going on what's been the lot more that you've had going on with regard to expanding access,


Barbara Collura  06:46

I would say it's in two areas. One is just state mandates, looking at our work in state mandates, this year 2023, we've been very, very active in not just two or three states, but like six or eight states. And we've seen fruits of that of that work, and then could go into detail on that. And then our coverage at Work Program, Griff This is where we recruit and train and provide resources to people to go ask for better benefits with their employer. And it's just it's like, every month we hear of another company that's added benefits. And it's because somebody who used our resources asked for it now, not every company that's adding benefits, had somebody use our resources, but we do track the people who who use our resources, and who avail themselves of our support, and, and so forth as they talk to their HR folks. And a lot of times we're talking to the HR folks as well. So those two areas, just like going gangbusters. I mean, they really are


Griffin Jones  07:55

I want to ask about the six or eight states. And then I also want to talk about that expansion of the employer coverage. You did mention protection. So let's talk about that for a little bit. And we'll shift back to expansion, where a year out from the doctor's decision now, there has been a lot of concern. And what I'm interested in is specifics what specific I had Igor Brusilov on the show, and he said something that I think is great wisdom, which is anytime legislators start putting pen to paper, you should be paying attention you should be concerned. So there's concern that could happen anywhere, but what specific states what specific pieces of legislation have either were most concerning, and we're not resolved or are coming up?


Barbara Collura  08:40

So we saw a number of states. Well, first of all, let me just kind of backtrack, we look at a bills, and we read those bills, and we either put them in like a category that says there isn't anything in this bill that's going to impact access to IVF or ectopic care or miscarriage care, just because of how its worded. We're going to put it over in this pile. And that's not something that we're going to focus on just now. And then there's the pile of bills that we read and we're like, there's concerning language. There's vagueness or there's some language that's wide out very, very scary. So we saw bills, specific bills South Carolina, Alabama, Kansas, that Wyoming that were very concerning. We saw concerning bills in states like Texas and Georgia. The one the ones that were really really really awful. Were South Carolina, Kansas, Alabama. There were there was a bill in Arkansas. So we saw language that was such that they were defining an unborn baby, not a person, they were defining an unborn baby. And that's the unborn child story. They were defining an unborn child as beginning at at fertilization. And then in the bill, there wasn't any language protecting any other kind of care. So these sometimes are shorter bills, that kind of language. The one in Kansas had some really odd language about artificial insemination. There, so it actually went towards more on the treatment side. But certainly the bills that I just referenced, we were concerned about how they were defining an unborn child when life began. And then zero language that protected anything that's done in an IVF clinic, as well as protecting our a woman who may need miscarriage care or pregnant person may need ectopic pregnancy care. So I will say that none of those bills advanced for a variety of reasons in each of those states. And so we read those bills, and we put them in the box of these are really, really bad bills.


Griffin Jones  11:18

How do you find out about when these bills are coming forth?


Barbara Collura  11:22

We pay for a bill tracking system, which a lot of organizations do, ASRM has one. Some of the other organizations that we partner with on coalition work, have build tracking systems. Some organizations not resolved but some organizations that are in the reproductive health space have state entities all over the country that have lawyers and lobbyists who track stuff and because resolve is part of several different coalition's we also share information. But we have a bill tracking system that we paid for. It's only as good as the keywords. So it doesn't read the bill for you, it doesn't flag it as bad. We have to still go through it and read it and determine through our own resources, our own staff, is this a bad bill or not? And then oftentimes, because we're part of these coalition's we'll trade information. So for example, on Alabama, we reached out to some folks on the ground in Alabama, we got some feedback from a coalition that was fighting all of the anti abortion bills, we got on a phone call with them, we walked through this particular bill, they were able to tell us tremendously valuable insight information on who the bill sponsor was how this bill was being viewed in the chamber, how many more weeks they had, what's the legislative process, oh, this is going to be assigned to a committee chair, who's not going to do it, anything with it, because there's this other thing going on things that you you and I would never be able to figure out on our own what's going down in the state capitol of Alabama. So that's the kind of work that we have to do. Oftentimes, for each one of these bills. I also try if we don't have access to a paid lobbyist, and we could talk a little bit about that, and try and see who might, who might have a paid lobbyist, and then talk to ask that organization. If I can talk. I've done that a couple of times this year, I've reached out to organizations and I've said, Would it be okay if I talk to your pay lobbyists and ask them some questions, and that's very difficult because they're paying that person and now I'm asking for some services. But oftentimes they'll say yes. So it's gathering as much information. We ended up hiring somebody in South Carolina. But I knew of a lot of other resources through our partners, through our pharmaceutical partners through other organizations that I could go through and ask them to provide us with some insights.


Griffin Jones  14:11

This might be a lobbyist one on one question, but do your lobbyists if you're talking about state houses typically come interest state? So if it's a Nebraska Bill, you want to have somebody in Nebraska or their or their lobbyists that cover all parts of the country?


Barbara Collura  14:26

No, you want somebody in that state capitol who just works in that state capitol and knows that very, very well. The person that we hired in South Carolina, we didn't actually hire this firm to do lobbying. But they are a registered lobbyist. We hired them to do Bill monitoring. It's a little different. We didn't authorize for them to speak on our behalf, which is what lobbyists can do. They were on the ground. deeply, deeply involved in the day to day operations in the South Carolina legislature which is convoluted to, to put it nicely. And we needed that. That high level information that was accurate and timely. And that's what they provided to us.


Griffin Jones  15:13

So South Carolina, Alabama, Kansas had some scary wording in their bills where those ones didn't advance. Were there any bills in the last year that passed in any state house that that hindered the capacity to do art?


Barbara Collura  15:31

I'm going to say no, with an asterick. So Wyoming passed an abortion law, it was signed into law by the governor. And it has some disturbing language in it. But it was very clear that that bill was about a pregnant person. So that's another area that we would look at in who this bill impacts, because that's not going to impact IVF if it's very specific on a pregnant person, but it had some language in it, that I would not have preferred to see. There's no Rei clinics in Wyoming. And so nobody is getting access to IVF in Wyoming that we're aware of today. So and I wouldn't go even go so far as to say that with that law in place, IVF is impacted. We just wouldn't, we just wouldn't would be careful about if there were clinics in Wyoming. Not that they couldn't do what they needed to do. It would just be an extra effort to try and determine, make sure that they are complying with the law. Given that that's not the case right now in Wyoming, my answer is still no, we didn't see anything that passed in 2023. That is x that is impacting negatively impacting people's access to IVF or rights over their embryos.


Griffin Jones  16:58

I don't want to take us on too much of a tangent but how does this affect third party if at all,


Barbara Collura  17:03

it affects third party surrogacy, if you're using gestational surrogacy, you have to do IVF. If you are doing donor egg, you're doing IVF. If you are doing donor sperm with artificial insemination probably doesn't impact it. Because what's the focus is traditionally on? What is an embryo? Is it a is it a person or not? And when does life begin? So you'd have to look at what the medical procedures are, it could impact genetic testing, though, it could impact embryo cryopreservation. A could impact other things that we might want to see down the road in terms of any kind of manipulation of the embryos in the laboratory.


Griffin Jones  17:46

I want to come back to some of the legal advocacy when I asked you about how you overlap and work with other groups, but still within this sub theme of Protecting Access to Care seems mostly to be on the advocacy side, because the employer side has mostly fallen into expansion. Now. I wonder if we do see a big contraction in the economy, if you'll start to find yourself in the protecting of the employer benefit side. So you know, when I see these tech layoffs, 1000 people here 500 People here, have you seen any retraction in fertility benefits yet?


Barbara Collura  18:26

I don't know that I would necessarily know that if they are. There might be a new story about it. There might be something you know that we hear from one of the third party benefit providers.


Griffin Jones  18:39

I guess there was Twitter, right. That was in the headlines, I think yeah.


Barbara Collura  18:42

And sometimes I do my best, we do our best to track that down. I don't believe that every news story is accurate. Shocker. So because we see so much of what we know, as fact, and then we see it in the media, and we know it's wrong. Got a specific for us. Now, there's so many, I just would I would, I would I would say that with without really good data. I am not in a position to say whether fertility benefits have contracted currently, under our current tech layoffs and that sort of thing. I simply do not know enough.


Griffin Jones  19:24

I wonder if that's something that you'll have to consider in the next couple of years? I hope not. I don't know. It seems like that hasn't been the case so far. When I do my episode with Ravi gota, and many Shuguang about chat GPT and we talk about how much that's going to take over in the art space. It's also taking over a lot of the tech space. I think it's going to take over a ton more in the coming years. And and I hope that doesn't mean mass layoffs. But it could and if it does, I wonder if that is become something where You have to help people make the case that their, that their benefits aren't taken away.


Barbara Collura  20:06

Whenever a company, any kind of company is looking at their financial sustainability, I'm sure they're looking at all different possible ways that they can cut costs. And I would hope that they would look at their full benefit list and determine you know, how that impacts their current employees. Remember, though, that infertility benefits have grown now, way beyond financial and tech, you've got Starbucks and Lowe's, Home Improvement, and you've got hospitals, you've got municipalities, you've got teachers unions. So we have gotten to the point where there probably isn't an industry that isn't currently offering these kinds of benefits. So I would, I would hope that there would be opportunities for people to find jobs in other places that would have those benefits. We know their recruitment and retention tool. So if you are still looking for talent, or you want to retain your talent, it's an excellent benefit for for those reasons. So you're absolutely right, though, we haven't had an economic downturn. In a world where a lot more companies are offering this benefit. So we don't have any data to see how companies react, I guess I would want to look back at 2007 2008 and determine if companies were who were contracting, if they did eliminate paid leave, or you know, other kinds of you know, other if they reduce their vacation or whatever it was in terms of benefit design for their employees, I just found out


Griffin Jones  21:49

my company did in 2008 2009, they did a whole bunch of crap. And it wasn't a great, they didn't have a lot to begin with either. But we're in a different world. Now. That segues us back into the by the way, it wasn't my company, it was the company I worked for, didn't own my own company when I was 23. When we segues us back to the expansion of care. How are you helping employees make the case to their employers? And is it is it employees that are coming to you first? Are you networking with HR groups? And and and the companies are coming to you sometimes? Or is it employees that are part of the support networks of resolve and they're coming to help me find a way to get my employer to to extend this to other people?


Barbara Collura  22:37

It's the latter. When we looked at the work that we were doing on the advocacy front, we felt like we had done such a good job of recruiting and training people to advocate to their state legislator or coming to Washington, DC to advocate for their federal legislator. When we looked at employers, we thought why can't we do the same thing. But instead of going to their state capitol, they literally walked down the hall, they EHR, and they advocate that way. So we took our years of advocacy, grassroots advocacy experience and segwayed into this coverage at work, we don't have the ability to go top down. So well, that sounds like the natural way. That is not a way that worked for our organization, we felt that we had established a brand, and a trust and a reputation amongst the grassroots that we knew what we were doing. And so we put together a program called coverage at work. It has resources and toolkits for both employees and employers, but our marketing and outreach and the majority of our work is talking to employees, we find them just how anybody finds resolved and how anybody finds our support groups. And we also know that many many people are referring people to this we have many of the SARC clinics who are telling their patients at the point of care you and I know how clinics have financial advisors how they have have the people who sit down with the with the patients and talk about their insurance or the cost. And you and I know that clinics do a such a great job of understanding who's in their community, and what kind of benefits they have because they've had patients from all the big companies in their in their community, and they can easily say to someone I know where you work. I can tell you right now, you don't have any benefits. However, here's a piece of paper I'm going to give you there's an organization called resolve and they have this great program and it'll help you learn how to potentially advocate in your in your company. We don't want the clinic to feel like they have to do that. So we have so many ways Gref that people come to us and find that program. And then originally it was really just If the employee toolkit and then we realize what if they go down the hall to HR, and they make the ask and then HR is like, what do I do? What do I do now? I don't even know what you're talking about. So we are creating an employer toolkit. And most of the employers who are fighting that are because the employee has said, here's this toolkit, by the way, don't believe me, here's all this information. And then we we have an opportunity. So we have modelled benefits, we have a lot of costs and financial data. Of course, we have medical data in there as well. And it really arms, in my opinion, the HR professional to begin to do those discussions and research at a, at a higher IQ level. Now, they have now some knowledge and familiarity, they probably have ways to ask questions of their broker, maybe their existing provider, and so on.


Griffin Jones  25:54

So how do you work with the employer carve out companies?


Barbara Collura  26:00

So are you talking about that what I call the third party benefit providers, which


Griffin Jones  26:04

Proginy, Carrot, Maven kindbody,...


Barbara Collura  26:07

We work with them, like any corporate partner, so if they want to come tonight, and hope if they want to sponsor one of our programs that are part of our standard, a sponsorship, we do that, in terms of other ways that we work with them. I like to say that the work that we're doing with employees and employers is creating a lot of awareness about the need for these benefits. And I'm hoping that it's generating demand for those benefits, because I want more and more and more employees to be talking to their employer, whether it's through anonymous surveys, whether it's direct conversations, I want HR people all over the country to be like, Oh, my God, I heard from another employee about this bet the need for this benefit, I keep hearing about this over and over and over, that's generating to me and what they then do with it, and how they get that filled, that need filled within their company, we don't get involved in


Griffin Jones  27:06

is there a reason you don't get involved? Because I'm thinking if I'm on the sales team for one of those companies like man, I want to sponsor that Toolkit. I want my name at the top of that toolkit. And then I want resolve to maybe pass that email from that person along to me, is there an opportunity for them to


Barbara Collura  27:23

we don't do any sales, sales referrals, we don't have a sales pipeline business going is a nonprofit, we are very careful about our brand, about being unbiased. And about providing objective fact based information. I will say if a if an HR person contacts resolve and says, I heard there's third party providers, can you give me a list, we'll give them a list. We have everybody listed on it. And so so we will provide a list but I'm not going to give go any further than that. And resolve is not a sales in a sales pipeline position. And I think that, you know, we're here, I can tell you right now grip, if I was to do that, I would have to know every single thing about those company and their products and their pricing and be able to be in and that's what brokers do. That's what other folks do. And I'm not we're not in a position as that patient advocacy organization to get into that business.


Griffin Jones  28:31

Maybe they could buy some tables that night of hope for some HR associations, though, that wouldn't be a bad idea.


Barbara Collura  28:38

You know, they can do they could do a lot of things I we do we do research studies, we've done speaking, I've been on panels at some of those HR things where I talk about resolve, and it's one of those benefit providers who's also on the on the stage speaking. We're happy to do any of that kind of stuff, any opportunity to bring awareness to infertility, bring awareness to resolve, and mostly bring awareness to this these tools and resources that we have. I'm all for it.


Griffin Jones  29:08

So that's the employer expansion, part of expanding care. How about the state mandates? I think you said there were six or eight in 2023. Who who's in that group.


Barbara Collura  29:19

We had a really interesting year in 2023, with more states passing fertility preservation. So this is for i atherogenic cancer patients, for example. So we saw Kentucky, Montana, Louisiana and Texas. Think about that. Kentucky, Montana, Louisiana and Texas, all pass legislation, mandating insurance coverage for fertility preservation. Each of those bills and loss is a little bit different. They are not all the same. So for example, in Texas, it's Just for cancer patients who can access this benefit? Remember, let me just back up insurance one on one here graph. When you pass a state mandate, it's only impacting people who are covered by certain kinds of plans. It doesn't cover every employer. It doesn't cover. The companies that are self insured doesn't cover federal employees. So it covers a segment of the workforce, but not all. In fact, there was a great study that Boston IVF did, oh, my gosh, three or four years ago. Now, Alan Penzias, who was one of the authors. And they did a study in Massachusetts, which has the best insurance mandate. It's been around for 30. Some years, the percentage of people who were caught of their patients who are covered under the mandate, it was about 30%. So that gives you a sense. So Kentucky, it's only they're only allowing coverage for freezing of sperm and egg, not embryos. So each one's a little has a little different flavor to it. So we saw those come in. And the Texas one has been around that bill's been around for a few years, Montana, Louisiana and Kentucky. If I'm not mistaken, Griff, I think this is the first year they were introduced and the laws and the bills passed. It's pretty amazing. And then we did. We did IVF and fertility preservation bills in Oregon, Washington State in Minnesota. And then we're still working on an IVF only bill in California because they did fertility preservation a few years back.


Griffin Jones  31:42

So for those states like Texas, that it had been in, you said that Bill had been in the legislature for a couple of years. Was it that exact bill? Was it just a different version of similar bills that had popped in?


Barbara Collura  31:59

That's a great question. I don't want to say exactly my light. I will i My assumption is that the thing that changed this particular year was that it was just going to be for cancer patients. We go in typically with broad model legislation. Texas, we've had a fertility preservation bill for three or four years now. And each time it gets introduced. Yeah, there's little tweaks that I always made to it so


Griffin Jones  32:29

well, that so that was part of the question I'm really after is what changed to get that passed this year, if it had been before the goal line for a couple years, what what actually got it through this time,


Barbara Collura  32:41

sometimes it's a procedural thing. Some states have requirements that if it's an insurance mandate, it has to sit for a year and go through some kind of cost study. Sometimes it's as simple as who's chairing a particular committee where a bill has to get through like a rules committee before it hits the floor. And that position changed in in a particular state legislature. It's not always, I would love to say it's Oh, because we got more sophisticated and we were smarter, it may be little things that are completely out of our control, in terms of why didn't pass the year before. And then, you know, the stars and the moon line this year, for whatever reason, there is no rhyme or reason to, to be able to say this is what happens every year in every state and why it doesn't. And why it does move


Griffin Jones  33:37

is that generally the strategy to start a little bit broader and then to whittle down, why not the I because I can see, I can see both sides. On one side, it's called anchoring and negotiating, ask for the pony get the puppy. And if you ask for the puppy, you get the goldfish. So So start with more, but on the other and I could also see fertility preservation for onco. fertility preservation being fairly easy to pass that's going on a bunch of assumptions on my part. So I could be wrong about those assumptions. But you know, maybe you get more past and you start to build relationships in there. And then it becomes easier to get other things introduced. Talk to us why the broader first as opposed to the more specific first.


Barbara Collura  34:19

It's a it's a strategy conversation with the bill sponsor with the really the mood and the sentiment of that particular legislature, who might be chairing a particular committee that this bill has to go through and what do they like to see and not like to see? So our approach is always with our bill sponsors and champions is to go in with our model legislation. And then right there at that stage, you're going to start seeing changes being made based on what the bill sponsor and the bill champion are, are taking into consideration from their perspective. But our ask is always Are model legislation. And and then to your point like we saw this in Washington State this year, which the bill IV a bill did not advance. But they wanted to start taking things away. So one committee, and the bill sponsors introduced the big bill. And then they started to kind of want to whittle it away. And that's where we might say, Okay, we will still support this. But if you go below this level, if you start really eliminating things, then we're going should not support the bill. And then we will be asking our bill champion, to withdraw the bill. And that has happened. So not in this case in Washington State, but it has happened in legislation across the country where we have seen something get whittled down so much that we want to kill it, and we get killed.


Griffin Jones  36:00

How is the New York state mandate going was that 2021 That that was passed,


36:06

the mandate passed in 2019. Surrogacy became legal in 2020, the New York state mandate while it was passed in 2019, it didn't take effect until it was January 21. So and that particular piece of legislation is kind of interesting, because it covered IVF, in a very limited market. And then it covered fertility preservation, in that same market, but in a couple of others, as well. So the ivy that the fertility preservation mandate actually covers more people than than the IVF piece.


Griffin Jones  36:48

So when you say, a limited market, what do you mean by market,


Barbara Collura  36:53

in the case of state mandates, they're only for the fully insured market. And in the fully insured market in a state, you have the large group, small group and the individual market. And so state mandates can only apply to those three markets. And when I say large group that's in the fully insured market. Those are companies that are generally 500. At last, once you start getting even above maybe 250 employees, for sure, 500 employees, you become self insured, and then state mandates do not apply. So in New York, just to be very granular here, the IVF piece is only for the large group, fully insured market, the fertility preservation piece, they pass that law, and it applies to the individual, the small group and the large group fully insured market in New York. So


Griffin Jones  37:50

more people, I imagine you're in a number of different states, maybe ones like New York, trying to get them to provide IVF coverage for more people. As you mentioned, it's the case in California, we've got fertility preservation coverage, but you're trying to get IVF coverage, who's closest, as far as you can tell, what what should we expect the next big headlines to be? Can we expect any big headlines in the next coming months,


Barbara Collura  38:14

California is getting closer to passing IVF mandate. That's a huge market, as you can imagine. So they get closer and closer every year. That California is in session each year until around August. So we won't really know until, you know, August or September of 2023, how the year went in California. And then in 2024, we will be back in Oregon, Washington and Minnesota. And we got very close in Minnesota. I would I would I would hope that that would be a state we have governor who's an IVF. Dad got two kids from IVF. He's been very, very wrong. If I remember correctly, it is mine. That's gotta count for something. Maybe. And then we've got legislate both legislative bodies, their house and Senate, where there's a lot of champions, Washington State, we have phenomenal advocates. We have phenomenal advocates in Minnesota, Oregon and Washington as well, and just really committed champions. So that's, you know, that's half the battle is getting people excited in that state and keep them engaged. And we have gotten in all those states.


Griffin Jones  39:32

I think it was very nascent. And it was probably just someone introducing the idea. I don't know if it ever even got voted on, but I think it was Connecticut where they were talking about having IVF covered by Medicaid. Do you see that happening anywhere in the next year or two,


Barbara Collura  39:49

but we have seen fertility preservation covered in Medicaid and that was in that's been in Utah, so I could see down the road that being a case, we do have a federal bill, where cancer is being cancer, fertility preservation for cancer would be covered by Medicaid. And that's a bill in Congress. So I could see that probably being the first kind of thing being covered more widely, that that's going to be several years down the road.


Griffin Jones  40:24

Is that better or worse? For any reason? Let's use the Utah example fertility preservation being covered by Medicaid, does that expand it to more people? Or does it exclude the people that are in the other market


Barbara Collura  40:35

groups, it just expands coverage, it expands coverage in a very big way, and expands coverage to people, Medicaid, or people who are lower income. And so the chance of those individuals being able to like will take fertility, preservation, fertility preservation to preserve their fertility before a cancer treatment. That's not available to them, you know, they're not gonna be able to pay out of pocket for that. So this is hitting an audience that is very much in need of that. It doesn't hurt any of our other advocacy efforts. If we see a state decide to have Medicaid, for example, cover fertility preservation, that's a very good thing.


Griffin Jones  41:18

We dug in a lot to the expansion and protection of care both on the employer side on the advocacy side, this has you in the sphere of other groups as well. So there's SRM there's DRS for fertility, there's other nonprofit groups and and probably other agencies, how do you? How do you overlap with them? Where do you where do you where do you converge? Where do you diverge?


Barbara Collura  41:46

The key to advocacy is having a coalition of equals where everybody's bringing something to the table, and that are all aligned on our goals. And so that's what coalition's are, there's hundreds and hundreds and hundreds of coalition's of advocates who will work on different issues, let's say to the US Congress, when we go into a state we're looking for, who are our allies in that particular state who can align with our goals? Who brings something to the table that we can't bring? It doesn't really, it's not really advantageous for us to go in two states where it all us, Massachusetts, they are trying to get fertility preservation passed in Massachusetts and resolve New England is there. They are taking lead on that. If they need something from us, so let us know. But we're not going to play in the Massachusetts State Capitol. Why would we we're not bringing anything unique or different to the table and resolve New England is right there. So that's the kind of work and thinking that you have to do. We have a coalition alliance for fertility preservation, resolve, ASRM. And then faring pharmaceutical and EMTs thrown out the five, those five entities three of us are nonprofits to follow up. We've been working together for many years, to the point where we plan out what states we're going to be working in together, and how we're going to work together. It's very collaborative, it's very transparent. We make decisions on who's going to hire a lobbyist here or there where and how we're all going to work together. And because we've now been doing it, and where's a such a high level, a trust and professionalism, it works extremely well. So I will tell you, though, we look for partners in that state, one of the things that's really helped in California this year is teaming up with the California equality. So this is the LGBT group that's very prominent in Sacramento and in the state. And they became a champion of this issue, and it became one of their top issues for their legislative agenda. So they are we are on all our coalition calls with them. And it's been really, really fantastic, as well as other groups. So depending on on what we're doing, I'll give you a great example in Minnesota because you talked about that being my home state. We did an advocacy day back in April. In Minnesota and St. Paul and the Leukemia Lymphoma Society, advocated alongside of us. They had their staff, they had advocates, they made this a big issue. They have staff in every state capitol leukemia, lymphoma society does, I don't paid staff. They were all there with us participate in our advocacy day and did everything they could to help get our legislation passed. So so that's another example of what we do so coalition's are really the key, and that's how we do the work that we do. I will see you mentioned doc As for fertility, they are great at getting the word out about our particular legislation and helping, you know, we say to them, Hey, there's this hearing in Oregon or this hearing in Washington State, can you help or we need people to register for advocacy day, can you help and they are great about getting the word out. And then they're doing some things. There, there were a 501 C three organization as his ASRM as his alliance for fertility preservation. So there are things we can't do legally, as as a nonprofit organization, as it relates to lobbying, I can never endorse a candidate, I can never raise money for a particular person who's running for reelection, I can't even tell people how to vote. So doctors for fertility has the ability to do


Griffin Jones  45:49

more of those kinds of things. What haven't I asked you, we've caught up a lot about what resolves into and you're into a lot resolve touches pretty much every angle of this space, at least as far as patients are concerned. What haven't I asked you,


Barbara Collura  46:06

when I look at your audience of this podcast, it's people who work in this field, it's professionals. It's people who care deeply about the work that they're doing, to advance care for, for for people. And whether they're a doctor, whether they're a farmer, whether they're a CEO, genetic testing, I mean, I know who I listened to your podcast. And I know a lot of your guests. And they are folks who are our, our big supporters of our organization. But when I, when I talk to the audience of people that that listen to your podcast, oftentimes, they are unaware of how small we are, in many ways. And you were to when you first got to know us, because you're a victim


Griffin Jones  46:53

of your own success. In that sense, you're a victim of your own hard work in that sense, like you, you appear much larger, because you're all over the place.


Barbara Collura  47:01

I don't want to minimize the work that we're doing by saying, you know that we're small, that's not at all what I'm saying. What I hear oftentimes is physicians feel that we are well, well well funded, because we get all this money from pharma. Pharma feels like we're well supported. Because we're getting all this money from the doctor, there's a little bit of that everybody's kind of point and patients who say, I don't have any money, I'm not giving you any, I gave it all to farm and I gave it all to my dad. So everybody's pointing to somebody yells, and it's surprising. I hear this over and over and over from people who, when we when when a let's say a doctor joins our board or somebody, you know, starts supporting us. And they're like, Oh, my goodness, I didn't, I didn't realize that, that you guys, I thought you were like a $20 million organization. And I think that that people are surprised at what we're able to accomplish with our budget, we're incredibly good stewards is you know what we do, but we need to do more. And this is what, and it's not because I want to do more, because we want to have, you know, more staff is because our community deserves more. And they're not getting everything they need. I don't want to be doing this for 20 more years, Griff, I want to be done. Wouldn't it be amazing in five, six years, we tied a bow on this expanding access piece of it. And we we accomplished what we needed to accomplish. That's going to take investment and money. If we want to continue to do a couple of states a year and I'm still sitting here in 20 years. That's not helping our community. Do you know we have people who come to advocacy day, year after year after year, and you know what they tell me grift they say, My God, it my daughter, or my son who I've worked so hard to have is facing the same challenges that I'm facing shame on me. Because this sucks. And I can change the status quo for the next generation. But let's get it done. I want to change the status quo for the person who's diagnosed tomorrow, the person who's diagnosed a year from now, because it's not fair. how hard this is. And we can fix it. We're smart. We know how to do this. We know what needs to be done. Get it done. And that's what I think a lot of people don't realize. They think that we're going this slow, methodical way for some strategic reason. And it's not. It's because we don't have the funding and so as a community, do we really care about patient care and access or not? If you care about it, join us, support us and know that you are in vesting in an organization that partners with ASRM and other organizations to get this done in the most expeditious smartest, ethical way possible. And so that's what I would say. I would say that's the biggest kind of, I'm not one of the that's not the biggest but it's one of the biggest misconceptions that people have about resolve and advocacy in general. And they think it's like millions and millions of dollars that are being put into this and it's not it's not and so let's get this done. Get the start.


Griffin Jones  50:37

For those that aren't resolved professional members yet I see just every provider become a result professional member I see just every clinic get the clinic professional sponsorship, if you are a clinic network you better have a table at night of hope you better have a couple of tables at night hope if you're if you're in network you better be having doing a walk of hope if you're big clinic you better do be doing a walk vote which doesn't mean small clinics can I'm just putting this is the onus that I'm setting on people right now. And and and for those of you that are in any, any states, but especially the ones that were mentioned tonight, especially those ones, you better be at advocacy day too. So Barb Collura, President and CEO of resolve the national infertility Association. Thank you so much for coming back on inside reproductive health.


Barbara Collura  51:28

Thank you Griff. This has been a pleasure.


Sponsor  51:31

You've been listening to the inside reproductive health podcast with Griffin Jones. If you are ready to take action to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society. Visit fertility bridge.com To begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to inside reproductive health

170 1300 IVF Retrievals In One Year, By One Fertility Doctor, & The Operation Systems That Got Her There Featuring Dr. Roohi Jeelani

Dr. Roohi Jeelani is back to share her operational tips about how she has grown to massive retrieval numbers, without compromising care. What does Dr. Jeelani do, that you could employ in your own practice?


Listen to hear:

  • Which critical touchpoints absolutely require doctor-patient contact.

  • How Dr. Jeelani’s workflow operates  and how she maintains personal contact with ALL of her patients.

  • What Dr. Jeelani does differently that is paramount to patient conversion and retention.

  • How she manages to see, treat, and connect with so many new (and established) patients.

  • Griffin question whether or not the sheer volume of patients and procedures compromises care, and what Dr. Jeelani has to say about it.

  • The place for virtual meetings in IVF care.

To listen to the precursor podcast with Roohi, click here: https://www.fertilitybridge.com/inside-reproductive-health/164jeelani

Company: Kindbody

Social Media: LinkedIn, Instagram


Transcript


Dr. Roohi Jeelani  00:04

Where we're really short sighted is how we schedule our patients and I think navigating your schedule fitting these patients in but also touching on these points at your new patient appointment has been key for me I think patient education's truly the biggest thing that helps one routine, and then rapid follow up


Griffin Jones  00:28

1300 Egg retrievals in a single year while seeing 50 to 60 new patients a month. Oh, that's it. Dr. Roohi Jeelani is an operational mastermind in my view, and you're gonna see why as we walk through this together. She's been on the show three, maybe four times. Now you might be thinking she was just on the show. She was we talked about the changing dynamics in fertility Patient Relations. So Dr. Jeelani is at the forefront of that and how it's been a major new patient recruitment generator for her. And that episode is really important to listen to, in order to be able to fully understand this one. So we did that episode. And I had Miss titled that because I meant to say, the REI that did more retrievals than anyone else in 2022. When we titled it, I left off the year by accident. But even if I hadn't left it off by accident, I also made an assumption that I assume that 1300 is the most we know what happens when we assume there may be another doctor that has done more than that. I don't know if if one provider has done that without other providers under him or her. I don't know if if Dr. Rob kilts or anyone else is either way, it's orders of magnitude more than most folks are doing. And people were very curious as to how she does that. So today we go through the workflow. We go through the virtual consults. We go through the testing, we go through the pre steps that people do with the financial counselor before their first appointment. We go through the scheduling of the follow up appointment before the workup and the tests are done. We go through the role of her scribes. We go through rules for pivotal touchpoints. The doctor Jeelani fields are absolutely necessary for good patient care. And from my experience, what are also very useful in retaining patients and converting them to treatment. We go over rules for your scheduling team so that they can maximize the use in the way that Dr Jeelani has. And I asked Dr. Jeelani, what she views is the biggest bottleneck to stop her from seeing even more patients that if those bottlenecks were removed for you, would you be doing 1300 retrievals. If they were removed for her, would she be doing 3000 4000 5000? I challenge as much as I can about how do you know that the standard of care isn't sacrificed. I'm not a clinician, so I can't totally judge. But that's why I think the first episode with Dr. Jeelani by the first one. I mean, the one that came out in January of 2023, or December of 2022 is necessary to fully understand because this is someone that really wants to provide that attention to her patients. Some of you are going to listen to this episode and say I already knew that shut up. Well, you just listen to the episode and pick out one thing that you didn't know before you listen to it. Dr. Jeelani is very generous with the processes that she shares with you. This is not vague. This is not high level stuff. This is very detailed, and there's almost certainly something that you hadn't considered or hadn't seen applied in that way. So enjoy this episode with one of the rising stars of clinical operations in your field. Dr. Roohi Jeelani, Dr. Jeelani? Really Welcome back to Inside reproductive health again.


Dr. Roohi Jeelani  03:54

Thank you for having me. Glad to be here.


Griffin Jones  03:57

Thank you for coming back on after recording another episode probably a month or so ago, not. Not too long ago, it was a very popular one. I got a lot of text messages. So did you got a lot of emails, and I have to take some culpability for being kind of allows the interviewer because after it was only after we stopped recording, that I was like, Oh, we started talking about how many retrievals that you actually did in last year. And you said 1300. And I said Holy crow. I said, did you not say that in the interview because you didn't want to say it or because I didn't ask him you were like, because he didn't ask me. I thought yeah, like Krav like this. That's this. I did something similar with Amy today where I had to have her back on where I'm asking her a whole bunch of questions during the show. And then afterwards, I'm thinking, Oh, that was the that was the thing that I was circling around and couldn't figure out because I didn't ask bluntly enough for didn't even think to do that. So, you know, but at least got it into the title of the episode and, and people became really interested in and I had said that, I suspect that was the most I said this era who did the most I made an assumption. I don't have I don't have hard data I, I think it could be the most, it could be the case that Dr. kilts, who's been on the show or someone else has done more, but I think that for one person without other providers, it, it very likely could be if not you on an on a very short list. And it is orders of magnitude more than the average person. And so people are fascinated about how it actually gets done. So last time, we were talking about the patient acquisition and Patient Relations funnel that led to it. This time, I want to talk more about the operation side of how this even happened. So can like let's start with maybe just a summary of the growth if 1300 was 2022, what did the lead up to that look like? What were the previous years volumes?


Dr. Roohi Jeelani  06:11

Always a couple 100. So I think the year before it was closer to six to 800, I think around 600. Between six to eight, I'm not quite sure I actually didn't keep tabs on it. This is just more of a personal guards. It's not necessarily a number. It wasn't like, this is what I want to do this what I'm gonna grow to it just became what it became as my presence grew and my social media grew. And then it came to light when I was looking at how many cycles do I do a month, then I started adding it last year, and I was like, Oh, wow, that's gonna equate to over 1000. So it wasn't intentional. I could be, I think close to 1000, the year before closer to a grew every year, proportionately. So I'm hoping it continues to grow as I kind of learn how to manage like you were saying, my staff, my support staff, my patients and kind of figure out things that work for me,


Griffin Jones  07:13

you must be figuring it out to some degree if you nearly doubled from 2021 to 2022. Without it being explicit goal, it was just happening from the things we talked about in the last episode, the new patient acquisition presents that you have from having such a presence in social media and a work ethic that we also talked about in that episode of that you like to work and you like to do it a lot. So you must be figuring some of it out on the operation side. How many new patients is that coming from? Like, if you're, if you're doing that many retrievals? How many new patients are you seeing


Dr. Roohi Jeelani  07:54

I see between 50 to 60 a month.


Griffin Jones  07:58

That's also more than the average. That's also more than the average doctor. So you're, it's very common to see, when you do see somebody seeing a lot of new patients, they very often have a lower IVF conversion rate because they'll see a lot of new patients one month and then they'll have to block off more of their schedule in the next month to do IVF and vice versa. So how can you see that many new patients and do that many retrievals


Dr. Roohi Jeelani  08:27

I think when I was sitting on the patient side, it would be seeing your doctor doing a workup than waiting on the doctor schedule for your next step. I think educating your patients on your next steps understanding what they're once again going back to long term short term goals or and also making sure at their new patient appointment. They have their next steps appointment plugged in instead of do your workup then call for your appointment then you really prolong I think we're we're really short sighted is how we schedule our patients. And I think navigating your schedule fitting these patients in but also touching on these points at your new patient appointment has been key for me, I think patient education truly the biggest thing that helps one routine, and then rapid follow up.


Griffin Jones  09:21

Very often people have the patient go back, do the workup, do the test and then schedule the appointment because they don't want to fill a slot and then have the patient not having done those things. So is how do you have patients in for a follow up and make sure that they have what's necessary for the follow up


Dr. Roohi Jeelani  09:41

at your first appointment right most most patients cycles are very predictable. These patients have been tracking their cycle doing op case. So at that appointment, you say okay, what's your next period do okay, well, this is when you're going to come in. Okay, this is when we do the saline okay tandemly we're going to do a semen analysis. Okay, your neck anticipated periods. Thus, let's regroup before this date to then put a treatment plan in place. So your new patient appointment you're leaving with all of your next steps, as opposed to call with your period or your office and an answer wasn't I was out of town. Oh, that's right, it becomes all frustrations. And then what happens? delayed treatment or you leave the clinic?


Griffin Jones  10:23

Are you doing Hmh and FSH during that time as well? Or is that happening either before at a different time,


Dr. Roohi Jeelani  10:30

at that time at your new patient workup?


Griffin Jones  10:34

How often do you have to reschedule patients because they booked that follow up, but then they haven't done all of those things.


Dr. Roohi Jeelani  10:42

Very rarely, most of the patients are the ones that are mandated like in managed care, where you have to do XY and Z, your Pap smear was a new year, we're not going to approve your diagnostics, but majority of patients now there, you know, these patients want next steps they want to plan they don't that wishy washy approach a feel like leaves them very lost. And then that's when you get why didn't call something got in the way. Now you're concise. This is what you're going to do this is when we're gonna regroup and this is when you get your next steps.


Griffin Jones  11:15

You're saying the majority of cancellations come from those that are mandated because they have something else that they have to qualify for.


Dr. Roohi Jeelani  11:22

Correct? Correct. If if there's cancellations or reasons why the system may not work, are cases of managed care where insurance didn't give authorization for testing or they were missing something before they needed testing. But otherwise, most of these patients will follow through.


Griffin Jones  11:42

When you say very few cancellations ballpark, are we talking less than 5%? Less than 25%? What are we talking for less than less than five to 10%? Wow. So that? So that is that is a small number? At what point do they talk to the financial counselor,


Dr. Roohi Jeelani  12:00

even before they see us so they get a verification of benefits before their new patient appointment. That also helps set the stage for us and them as to what they're walking into. Because a piece of their big pie in decision making is what is this going to cost me? Can I come in for testing? Do I need to do additional testing with my OB GYN before it comes to you?


Griffin Jones  12:23

This is really interesting, because we've approached this in different ways by recommending how people answer the question, how much does IVF cost? And very often, if people ask when people are calling and asking, How much does IVF cost? The answer that they get is not one that they're going to be satisfied with no matter how you answer, even if you give them our base cycle price is $13,000. If they need donor gametes, if they need a gestational carrier, if they're going to have to do multi cycle, it's going to be way more than that. And then you've price anchored them at a place where they are totally unprepared for when they see the actual numbers. Or if they just need timed intercourse, then you've anchored them at a price of something that made them afraid to even come in for the first console. And so we often direct people to to come in for that first console and and then determine the financial course of action. So what's that, like? If they're meeting with a financial counselor before they come in for their first visit?


Dr. Roohi Jeelani  13:34

Most of that appointment is just a rundown of what's covered what's not covered, and I think it helps them, put them at ease, like okay, I'm going to talk to the doctor. And then I'll start with testing and most insurance companies will cover diagnostics. I think it's a treatment where what you're talking about really opens Pandora's box as to what what am I doing? Am I picking and choosing. And I think writing that narrative with your patient or helping them understand that narratives important. So I counsel my patients that fertility and IVF. And time intercourse is not like any other type of medicine. It's not like you have high blood pressure, you do X, Y and Z and no cure, right? Everyone's treatment plan is very different. And it's based on your unique situation and your unique treatment plan. So these calls at the financial navigators who are not medical at all, give you as to give you a ballpark estimate of what it would be if you did X, Y or Z. From that point on, we'll understand and see what add ons you may or may not need. I also counsel them your first cycle is your most basic cycle but it's also your most diagnostic cycle. We understand a lot about what's going on what's causing your infertility what's causing us not to get pregnant or not to stay pregnant. So from that point on, you will typically expect me to do my add ons and recommend further treatment. Most of my patients From the get go, if you look at actually did this post on age and how many cycles most couples need. And I refer and I referenced that post a lot. And I say, depending on you guys and your long term and short term goals, you will see in this that no one is one and done. Could you be one and done, maybe, but that probability is very low. So if you are in a self paced day, if you are looking for a baby now and a baby in the future, most couples will end up doing a multi cycle plan.


Griffin Jones  15:30

The financial counselors are talking about those ballpark options before the first visit,


Dr. Roohi Jeelani  15:36

the financial counselors are giving them a gist of their insurance benefits of what's covered what's not covered. And then when we put a treatment plan in place, then they'll reach out with the specifics.


Griffin Jones  15:47

And then they're reconnected with the financial counselor at that point. When practices are really busy, that can determine where they put different requirements for the patients. In other words, if we have a practice with a 10 week waitlist for the docs, like many people had in early 2022, late 2021, then we can put all we can put everything in the front of the patient journey, meaning that even before someone's able to schedule, we can have them fill out their new patient forms, set up an account in the portal, even do their testing. And if patients, if practices have only a week or two weighed less than there's less that they are usually able to ask the patient to do before that first visit with you doing so much. And you finding that doing the doing the workups before the follow up and scheduled but scheduling the follow up before the workups are actually done. Even though it takes place after why not do the testing even before that first visit. A couple


Dr. Roohi Jeelani  17:01

of reasons. I think insurance won't cover it. But if you have testing done prior to an official consult with a physician, to it's scary to see these results, right. Ultimately, if you practice good medicine, good patient care, the NG bottle says everything else follows. So it's never for me kind of taking it back to why we're here. It was never do 1200 cycles to be the most right it was practice good medicine and everything else kind of rolls in. So as a patient, when you're drawing, you're a mage, and you're getting your partner's semen analysis and you're checking your tubes and you see all these things rolling at you. It's very scary to interpret. It's very scary to understand. So I think not knowing what you're doing or testing. And then getting these results without having a provider following it is intimidating for me as a patient. So getting in that console, understanding what you're testing, why you're testing what they mean briefly, help set the stage for saying okay, this is what I'm going to do. And then I'm going to see my doctor for follow up. We do I mean like most clinics, we do offer our pulse testing to get the pulse of your fertility without seeing Dr. Jelani or anybody where you can come in and check your a major sperm and ultrasound and that's followed up with a 15 minute quick consult to go over your results. But oftentimes, those patients do convert to actual patients saying, okay touched on this, but I want to learn more. I want to know more. So I guess whatever comes first a little bit of mandated by insurance, a little bit of it's mandated by you know, based off of what patient comfort is.


Griffin Jones  18:43

Are you at both you personally are you at both the new visit and the follow up? Yes. Some people use a Advanced Practice provider at one or the other. You are doing so many new patient visits and so many retrievals How are you able to be at both and and why have you not decided to have an EPP do one of those or at least up to this point.


Dr. Roohi Jeelani  19:11

We do have a PPS that help with the overflow and if need be when I go on vacation when I'm out. My patients have my number and I connect with them even before they get to that follow up most of the time. I would say 70 to 80% of the time I connect with the patient even before they get to that follow up appointment. It's I think it's important to have that personal touch. It builds trust and it also no one wants to wait for treatment, right you want it to be yesterday. So as soon as the workups done, I try to touch base with my patients as soon as their retrievals done. I try to touch base with my patients to understand and help them understand what their next steps are from that point.


Griffin Jones  19:57

Do you work with one HPP or are two that are part of your team or do you do you all cycle through the different APs in the group?


Dr. Roohi Jeelani  20:07

It is by region. So all the Chicago APS will see my patients and GS Levin's as they overflow.


Griffin Jones  20:16

How much support do you have there in Chicago from ABB? How many APs are in the Chicago region?


Dr. Roohi Jeelani  20:22

We have Stacey. For for?


Griffin Jones  20:25

How many IVF coordinators do you use?


Dr. Roohi Jeelani  20:29

A lot? Yeah. I think 10 it between eight to 10.


Griffin Jones  20:35

For the group or for yourself. For the group. I once met someone from a group on the West Coast large group did many of the providers did many cycles 678 100. And the person there told me that the providers doing the most at this practice had 15 IVF coordinators each, how many do you have for just you,


Dr. Roohi Jeelani  21:05

we practice as one big entity, so they are familiar with all of our patients? So they're all our IVF. So it's split in IVF coordinators, and then clinical nurses. So the IVF just manages IVF. And then the clinical nurses manage the clinic aspect of it.


Griffin Jones  21:21

What are the pros and cons to doing it each way? What's the Pro to having it for everyone, and everyone's using all of the same IVF coordinators versus a provider having their own specific IVF coordinator or team?


Dr. Roohi Jeelani  21:36

I think it helps break down silos because right, you're in a very busy big center, we're a very busy practice with high volume. And it's harder for your ancillary staff to learn my way and then Angie's way and then loud in this way. So I think when you're unified as a big practice, it really helps them understand one that you're one, one that there's one way and it really breaks down silos, they can cross cover each other, they understand all of us, they're comfortable with all of us. I like it.


Griffin Jones  22:09

Does it unify the practice more like is it more causative of unifying the practice as opposed to being a product of it, because I think of some groups that we worked with not as large as yours. But you wouldn't even know that the partners were in business together. In some cases, it is not the practices nurse it is that doctors, nurse and everybody knows it, and they let you know it and their processes for each provider are very different. Does having every all of the providers use the same staff and use the same advanced practice providers? Does that make you get on the same page with Dr. Loudon and Dr. Bell? So it's more?


Dr. Roohi Jeelani  22:55

Yeah, I think so. Right? Because you want to be one standing friends, like having two parents, you don't want to say opposite things. So it unifies us and helps us have a great relationship, but also then creates less confusion, and then loyalty and commitment they have to all of us equally.


Griffin Jones  23:13

How many of these folks, are you giving your invite folks? I mean, patients, how many patients? Are you giving your cell phone number? Every single one, how often do you get a phone call? Or a text message?


Dr. Roohi Jeelani  23:25

Not that often? And why not? Because I think people really respect it. And I think it's not reactive, right? It's more proactive. When you get insane like Portal messages or upset patients as when you can't get in touch with them. They have a simple question that's not answered, and they're frustrated. But it from the get go. They know this is where you reach me. This is where you reach a nurse. This is what I help with your you're setting expectations. And they don't usually bother you for stuff that they know you don't you can't control.


Griffin Jones  23:56

So you're seeing over the course of the year five by 600 or so. Somewhere between six and 700 new people you're giving every single one of them your cell phone number, how many a month Do you think you get a text message or a phone call from?


Dr. Roohi Jeelani  24:14

Most people don't call text text here and there a lot.


Griffin Jones  24:19

Is it here or there? Is it a lie?


Dr. Roohi Jeelani  24:22

Maybe very different than other people's opinions? Your


Griffin Jones  24:24

addition of a lot is probably way more than my definition a lot. How many? How much texting? Or how many? How many patients text you in a given month? Do you think


Dr. Roohi Jeelani  24:35

I talked to all my patients and


Griffin Jones  24:38

how do you keep that streamlined with with with with what the care team needs to know.


Dr. Roohi Jeelani  24:45

I have a scribe that I think that is my secret tool if anyone wants to know I ascribe all of my text messages into my notes and send them as orders to the nurses. That is like my right hand. How I send her sauce. I'll talk to a patient. So I'll text saying, Hey, are you available, your retrieval was yesterday. This is what the results are. And we want to let's talk about next steps. So I'll we'll hop on a call or FaceTime or zoom zoom, usually, we do a quick call, that is a console converts into a treatment plan in order which my scribe helps me translate to, and sends it to the nurse.


Griffin Jones  25:27

I don't want to put your scribe out of a job, but I'm going to have Dr. Ravi gata on the show later in the season, and we're going to talk about chat GPT. And talking about the different applications for this new open platform artificial intelligence, and how different people are using it now and how they may be able to use it. And one of those is going to have to do with I don't think we're gonna see medical scribes in the future, I don't think we're gonna see medical translators. In the future. I don't know how far off and I'm gonna leave that topic to speculate with Dr. gada. But it makes me think of what we're really talking about is access to care. And you are doing so many more retrievals and cycles than the average person partly because of the operational systems that you have in place. And then it will become well, how much can we really scale that when we take these already efficient operational systems and are able to automate it or reduce steps because of some of the new AI technology that


Dr. Roohi Jeelani  26:39

you're speaking my language? I want to hear that episode, I literally was like, that would be the next step. Because all of this, you can automate it right? That's truly, you want to know, I think that the biggest part about how you get busy and stay busy like this, is patient intervention at the most appropriate time when when does the patient want to hear from their doctor? Right? It's crucial after their new appointment for next steps, post retrieval, post field cycles, miscarriages, so soon as you identify these key pivotal points and automated AI them, I think everyone can do these cycles.


Griffin Jones  27:18

So your scribe is taking these conversations, putting it in the EMR, putting with the patient's records is that but then I imagine that I, when we do interviews, for example, I don't do the screening interviews for candidates, my HR folks do that. But I look at their notes. And even when they leave good notes, I often have questions. How are what gaps are happening when you there's conversations that you're having with patients, and then the care team is reading through the notes afterward,


Dr. Roohi Jeelani  27:54

my scribes on my calls with me. So it's very easy for her to translate it now if I'm training and use crave if they're newer, and they're not as familiar with my terminology and my protocols and my next steps. And you see that little discrepancy. But also then knowing that the nurses can reach out to you if they're confused, I think really helps, right? That fear factor of like, oh, gosh, I don't want to ask a doctor because then they're gonna think I'm stupid, like, just eliminate that. And they know like, it's open door. Text me Call me whenever if you're confused, come up, come ask me, then I'll explain it to you, as opposed to just second guessing or not doing it. And I think that really helps.


Griffin Jones  28:32

How often are the nurses contacting you for things like that?


Dr. Roohi Jeelani  28:37

My nurses talk to me all the time that I talked to them constantly.


Griffin Jones  28:42

So anybody that's listening to this episode, they have to listen to the other episode too, because they go hand in hand, you won't fully understand the context of this conversation. If you don't if you haven't heard the other conversation, your your work ethic, you're constantly communicating. And in order to support an operational system, like the one we're talking about today, has to be based in something like that, at least for for this kind of volume. So when you when you went from maybe six to 800, retrievals in 2021, to about 13 120 22. You weren't sitting on your hands and 2021 You were busy as heck, what got eliminated or automated or delegated that allows you to scale.


Dr. Roohi Jeelani  29:36

I think figuring out what when's crucial. When do you touch base with your patients? What are these pivotal points of decision making? Intervening sooner than later? Right? It's moving up patients like you said, I bet you anyone listening or any fertility clinic has a waitlist of at least a month. So one of the things that I do and I'm really good about is saying okay, well done. bulking out until March. That means these patients also wanted to be pregnant yesterday don't want to wait till March, but they're waiting for March because of me because of my schedule my limitations, right. But if I have an opportunity, like Tuesday finished cases early, hey, I have four hours where I'm not doing anything. Hey, new patient call center, can you pull up these people who are ready to be seen or who want to be seen earlier? Just kind of owning your schedule and really, really thinking about what is that patient feeling? I think I really understood that when our hands were tied, right? Like what happened in 20, from 2019 to 2021, was the world changed. Most of the most of the reason I started understanding this is because a lot of the noise was cut out. You couldn't really go anywhere, do anything. So then I started saying, Okay, well, let's start moving patients up. Let's start understanding what they want. We don't know what the future holds. Let's understand what your future where you want, right? Egg freezing patients who now can't go out on dates, because everyone's masked and distancing. What does that look like for you? So just, I think those three years were really pivotal and understanding how to practice. Practice martyr,


Griffin Jones  31:16

I want to talk to you about touching your schedule like that. But I also want to ask about the pivotal touch points, every patient is different. There's so many different considerations of what might be pivotal to a particular patient. But if I'm putting you on the spot, and having you think of patterns of these, these are the characteristics of a touchpoint that I need to have. And when what are the common patterns,


Dr. Roohi Jeelani  31:41

post retrieval, no one knows their next steps. 100 times as you may have told them, You don't understand them, you forget, you change your mind. I think that's key. positive pregnancy negative pregnancy miscarriage rate, you want to celebrate their wins their losses, their tough times, I wanted someone to celebrate all of those with me. So always reach out to my patients, no matter what that test results shows, they will get a text or a call for me that day. Key PGT I don't understand half of the numbers and letters that come out. I highly doubt any of my patients, they're super confused as what those mean, always reach out to have to wait for your doctor post retrieval, then post PGT 10 For FET is like three to four months of time that no one has. So I'm very intrigued by this system that you're talking about with Ravi but I really think AI eventually for right now I use my notes, my scribe my ancillary support staff to help me as reminders to when to call, who to call and where to call. But I would love to see how AI can interface with this and help us recognize these. Okay, this is where you need to intervene in one.


Griffin Jones  32:57

Do you have a workflow system for yourself other than the EMR? Do you use like a project management system like Asana or or do you use any kind of CRM like Salesforce or HubSpot? What are you using?


Dr. Roohi Jeelani  33:11

I do? Jared Robbins will tell you I'm the most organized disorganized person ever. I make lists every day I have a list. I'm old fashioned, or I'm too old. I write down all my day ones, my day sevens to calls, I have ridiculous amounts of paper and pens right next to me with checkboxes. I call these patients on a daily basis. I've been meaning to try and no, I heard it's fantastic and it's searchable. just haven't gotten around to it.


Griffin Jones  33:41

So you're using old fashioned pen and paper to remember when to I mean, of course you have your scribes that remind you but you're not you don't have like, ping in the EMR for contact this patient at this time after their retrieval of these 1300. Folks, how many of them are you contacting after retrieval? Every single one,


Dr. Roohi Jeelani  34:09

every single one. So one, that's


Griffin Jones  34:11

probably that's partly why you are that you convert so well. Again, you have to listen, the first conversation or else a lot of you'll you won't get all of this one. Because you have to build the lead up in the base and set the expectations to have something this efficient long before you can actually have people go through something so efficient. You've got to be prepared for it. That's what the first conversation is about. But also touch points are the number one thing that get people to make a decision that when they want to make the decision, but they're just afraid they're just they don't know what to do or they don't feel like well, why would I go back there if nobody cared after I talked to them that last time and so we often try To help people automate that, that conversion by giving them a workflow, and it's a ton of work, if it's not, it's a ton of work when you're trying to replicate it with medical assistants when you're trying to replicate it with nurses, when you're trying to make it a workflow in the EMR or the project management system or the CRM, and you're just doing it for every single one of them. Trying to in the most organized, disorganized person, how many virtual consults? Are you still? Are you doing? Some people are doing 100%, almost for new visits? Some people are they're they're straight up back to 2019, no virtual consults. And a lot of people are somewhere in between. What is it for you?


Dr. Roohi Jeelani  35:50

Oh, virtual. So if


Griffin Jones  35:54

that was and then are the in person are they all excuse me is the for the follow up. So they all in person. All virtual, the follow ups are all virtual too. So you're meeting patients for the first time when they come in for the retrieval? Yes, cases? What do you lose with that? If anything?


Dr. Roohi Jeelani  36:17

I don't think anything. I think patients love it. I think everyone's really busy. I think they love the ability to talk when they want at their convenience in the comfort of their home. I think it gives them a lot of flexibility. I don't I've never had a patient say I wanted to see you in person before this retrieval. I always get I'm so glad to meet you. So happy to meet you. But I never had anyone say wish I would have met you sooner.


Griffin Jones  36:46

I think about this a lot that over the course of my career, I have both paid and been paid millions of dollars by from people that I've never met in person before. And I don't think it would be possible if they didn't already know me in some way, if it wasn't from the content that I've created, or maybe they've seen me speak or, and for the folks that I'm hiring that I'm paying, if I didn't know something about them, and at the very least if I wasn't able to see them on video, I don't think it would be the same. If it were if I were interviewing people on the phone. I would say that in person is the best, but video is the second best. So I think a lot of people are going to hear this and they're going to think No way I have to see my patients for that first visit in person or second person or I won't have that rapport with them. And I think they could be right, because they don't have what you have in terms of how many times you've connected with patients on social media, by how many videos they've watched of you how many reels they've watched of you how many pictures they've seen how many long posts they've they've seen from you, could you do this, in your view? All virtual if you didn't have that rapport built up front?


Dr. Roohi Jeelani  38:08

I don't think so I don't think my volume would be my volume without having that


Griffin Jones  38:13

report. Not even not even the volume. But could you could you have the same level of engagement from your patients from just a virtual new visit? And just a virtual follow up if they weren't already really familiar with you?


Dr. Roohi Jeelani  38:29

I think so I think there's practices, let's use CCRM, for example, or another big practice where people would fly in, and they don't know the doctor, they've never met them. That's the Zoom console and they fly and start treatment. I think it's very, or New York has another center that does that. I think I think when it comes to fertility, people just want to go to a place where you're cared for network. So I don't think that, you know, I've had patients say I didn't like the doctor, but I love what they did. So I will stay. I'm gonna go there. So I, I do think it's a piece of the pie, but I don't think you absolutely need an in person when it comes to fertility. Right? It's it goes so fast. It's like tearing off a band aid is 10 days of your life that you don't like I didn't even know when I started or stopped most of my cycles.


Griffin Jones  39:19

Let's talk about testing your schedule a little bit that you figured out during the pandemic, well, how do I move things around to make this more effective? Now, if you're going in every time and say, Well, I just had a Friday afternoon, open up now, call center, go ahead and find people that are on the waitlist that can come in earlier. If you're doing that every time that'll be inefficient. So I assume that you've given some rules to your schedulers to that if this then book vessel, what are those rules? Yeah.


Dr. Roohi Jeelani  39:52

So I started using identified a person that really knows me well and knows my schedule and what I do instead. putting a lot of my personal stuff on there as well. So if there's an open area, there's nothing personal, as well as patients and they know, okay, that's a green light to add stuff on.


Griffin Jones  40:13

Many doctors whenever there is suggested process improvement, or a new technology or an increase in volume, many doctors worry about the sacrifice of the quality of care. And, and so it, I imagine that a doctor that is doing 250 retrievals a year and maybe seeing 500 new patients a year is thing 600 new patients and 1300 retrievals. There's no way that something doesn't get lost in translation, there's no way that someone can give that level of attention to the patient, something's being lost, something's gonna go wrong, some quality is being sacrificed. What quality do you expect they that they expect might be sacrificed? And how do you know it isn't.


Dr. Roohi Jeelani  41:12

So if you, if you expect to, if you try to take a square and fit it in a circle, it's not gonna work, right? If you say, This is my boxed approach, this is how I practice nurses aren't allowed to contact me, patients aren't allowed to contact me, you have to wait for your next appointment to follow up, then you're going to fit that box. But if you want to think outside of the box, and you want to do something revolutionary, then you practice outside of the box medicine. So nurses know it's an open door policy, they their interests align with your interests, which is optimal patient care, your patients know that you understand their goals, their family goals, their short term goals, their long term goals and their timelines. And then they know you're rooting for them. There's not one single patient that delivered pregnant that I still don't touch, but it's not, I'm going to do a retrieval and be done. It's your forever part of my life. Like you're very intimately connected to me. My patients whose babies are five, six year olds, still follow me on Instagram and send me pictures. So it is a relationship. So what I vest in, I think, I don't think quality is being compromised. I think quite the opposite. I think this was way better care than I've received up until I saw Angie. But you know that that's one of the main reasons I switched so many clinics with my son, it was I wasn't getting the answers or the treatment or the follow up that I really felt like I needed. And that's something I promised myself that I would never do to a patient. And I'm this only started because I wanted to hold true to my promise that I don't want someone to feel like me.


Griffin Jones  42:54

And I will let the folks know we've worked with groups of all sizes, we work with 40 dot groups before we work with single practitioner groups. And I have to tell you from doing people's reputation management, it don't matter what size, the practice is, on average, or what kind of volumes they're doing. I've seen small practices get reviews, like it's a baby factory in there, all they care about is money, they just pack the waiting room, it's like man, they're not doing that much volume compared to another place. And I recall seeing a presentation, I wish that I could remember the date, if anyone was at the SRA AI meeting, it was probably 27 tene that I spoke at the Esrei retreat, whoever was there. I remember sitting next to Dr. Liu Exene. So Lou, if you still listen to the show, and you remember where this data came from, please let me know. But it showed the number of complaints or the level of patient satisfaction per volume in there was kind of a J curve. So there was a higher level of satisfaction among smaller boutique practices. And then it bottomed out for a bit for those that were in the middle size, like let's say five to 10 providers, and then it went up as the group got larger. And it's partly because well, if you're if you're real small, there, you can get away with not having a lot of efficient processes, because it's very intimate, just you people often understand. And if you're larger, you should have really established systems like the ones that you're talking about. And it's the people in the middle at the bottom of that J curve that often have lower patient satisfaction because they're not boutique and they don't have the systems. So while we're on the topic of growing pains for those that are growing into that larger group or more efficient or having systems, you're a person that I bet all of the AI can Bernie's and everyone else wants to talk to. Because if you could, if you could see even more patients with the level of care that you're giving them, I know that you would What do you view as the biggest bottlenecks, like, what do you think when you're going through your week is like if I could just automate this or eliminate this or delegate this? What are the biggest bottlenecks that you see?


Dr. Roohi Jeelani  45:24

I'm right now I wish I could, I there was a way to notify when the patient next period is and to make sure that follow up consult was sooner I feel like right now I'm hitting it right where their cycle is, and then getting the meds and starting their cycle is delayed by a week or so. But if I could find out how after because I can do it up until workup. But then from workup to treatment is when they're out of my control and they go to the nurses. So either I work on teaching my nurses and make sure that they see me before their next period. So I can talk treatment to them well in advance. So then they have time to refill their meds, sit on it, think about it do consents, or AI to say, okay, you know, like, based on when they're putting in their LMP, and how often they're getting their cycle. And this is when their treatment, anticipated treatment date should be and they need to follow up well before then. That would be awesome. But that's my bottleneck currently.


Griffin Jones  46:29

I'm gonna let you conclude. And I will preface it with saying this because people usually like that I asked tough questions on the show, I feel like I've been tough enough with you making you prove that nothing's being sacrificed, at least to the extent that I can ask some a clinician, of course, could probably grill you harder. I'm not a clinician guy. Sorry, I can't I can't grill harder. I've asked how do you know nothing's being sacrificed? How do you know that you're actually giving the quality of care? I'm satisfied with the answers. And if anybody watches the British Bake Off Great British baking show, I think it's has to be called in the US now. The judge Paul, Hollywood occasionally gives a handshake to one of the contestants. And it's like, the biggest status because he doesn't usually do it. And he's normally pretty hard. I would rather be if I had to be perceived as one, I would rather be perceived as being more skeptical than somebody that likes to woo. I will say this, though, really, you impress the crap out of me, I have known for a long time that you're really smart. I've known for a long time that you have a new and better dynamic for Patient Relations. I've known for a long time, that you have a crazy work ethic. And it's probably because of those three things that I am satisfied with the explanation that I've gotten today on the fourth, but now I know that you are also an operational mastermind. And and I think it's really useful for those that even if it's like, Man, I don't even want to see 600 new patients or AI or AI will decide how many new patients that you're going to be able to see within a certain timeframe to some degree and all of the technologies that come but people will say, Well, I Yeah, but I don't want to work 80 hours a week or whatever. It's like, okay, that's fine. But think about how much more you can do effectively, even with the volumes that you do want to do and the time that you want to do and be able to give this quality of care, some people are going to say, I knew that stuff already. I doubt it. I doubt you knew every little piece of that you've been so generous today with the level of information out but hope your employers don't get pissed off about it because you were you really gave valuable information they should thank you because of the marketing that it's giving you all and and you've been so generous with it. So I'm gonna let you decide how do you want to conclude about being able to see as many new patients and provide treatment for as many patients as possible without sacrificing patient attention or quality of care?


Dr. Roohi Jeelani  49:25

First, I want to say thank you, that was a lot. I'm very flattered. So honestly, thank you. I think just a practice with my heart and try to do what's best and everything else kind of follows suits. So that's why I can confidently say I'm not compromising any patient care. I have my my nurses teas that you have your patients memorized. I do have my patients memorized because I'm just as vested in them and their family as you know, they trust me with that it's a very intimate process to be true. I started with so I think just genuinely caring really optimizes everything that's, I know it's hard. I know everyone out here cares, right? Everyone did this for a reason no one went to school for 15 years for fun. And I think just remembering why you did this really helps me keep going every day.


Griffin Jones  50:19

Doctor Roohi Jeelani, thank you very much for coming back on the show. Thank you.


Sponsor 50:25

You've been listening to the inside reproductive health podcast with Griffin Jones. If you're ready to take action to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society, visit fertility bridge.com To begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to inside reproductive health


166 100% Fertility Patient Retention? A Way To Guarantee IVF Patients Return After A Failed Cycle

Sharing financial risk while guaranteeing 100% fertility patient retention. Is it possible? Griffin talks about one of the biggest points of patient dropout--paying for treatment--with guests, TJ Farnsworth, founder and CEO of Inception, and Cheryl Campbell, Director of Operations at BUNDL Fertility. 

Listen to hear how others:

  • Ensure patients don’t leave the fertility practice for another following a failed IVF cycle. 

  • Increase access to care for patients, while lightening their financial burden and improving patient satisfaction

  • Increase IVF conversion with a step-by-step follow-through process (and how it differentiates from patient retention).

  • Dismantle billing woes that may be hurting your online reputation. (Approximately 25% of negative fertility reviews are based on billing!).


DISCLAIMER: This is a featured sponsor episode with paid sponsor content. Advertisements are not an endorsement from Inside Reproductive Health, nor their personnel.



TJ Farnsworth’s info: 

LinkedIn:vhttps://www.linkedin.com/in/tj-farnsworth/

Company: https://inceptionfertility.com/

Cheryl Campbell’s info: 

LinkedIn: https://www.linkedin.com/in/cheryl-campbell-24a23b58/

Company: https://bundlfertility.com/

Sponsored by: BUNDL: https://bundlfertility.com/


Transcript





Cheryl Campbell  00:00

I think that's what BUNDL does, it does give patients the option to really make a better informed decision. Because you know, when you like myself, I was a fertility patient, I experienced an awful lot of failure and miscarriage. And I think the next thing you think after that devastating feeling is, what is this? What is this going to look like financially in this next component. And when you've got something like BUNDL, it's really giving you that peace of mind and that assurance that you've given yourself that next chance in this, you know, daunting journey,


Griffin Jones  00:35

decreasing patient dropout, that's a good thing to do, because it makes life better for your patients, they have better access to care makes life better for you, because it helps your bottom line and practices are hemorrhaging patients. After a failed cycle. Most people aren't measuring their dropout, it's hard to measure. So we talk about ways that you can decrease your patient drop out rate of 100% patient retention, after a failed IVF cycle, you can increase access to care by scaling the pool of uninsured patients in a way that is localized practice or a single group or a smaller organization can't do improving patient satisfaction, so that they're not hammered with each little nickel and dime Bill $150. Bill here a $300 bill here $225 bill here, which is someone that helps with online reputation, I can tell you, it could be a quarter of negative fertility clinic reviews that are just about that are just about getting unexpected bills, or you can increase IVF conversion. Remember, increasing IVF conversion is not the same as decreasing patient drop out which is retention, you have to retain the patients in order to be able to convert them to treatment in order to bring them back to treatment if further treatment is necessary, when we talk about increasing conversion to IVF for those patients, for whom IVF is necessary with a system that nurtures them, and helps patients along the way. This is all in the conversation that I have with Cheryl Campbell who run BUNDL, which is a product of the inception, Family of Brands. You remember TJ Farnsworth, we've had him on the show before TJ is back on with us today. He's the CEO of inception. And today we talked about these challenges. We talked about how BUNDLfaces them in the marketplace. And this is a sponsored episode, but I look at it like where's the where's the reason not to try you tell me if you've if you've figure one out, but pay attention to these different points and ways that you can incorporate them into your practice. And let me know what you think. Enjoy this episode with TJ Farnsworth and Cheryl Campbell. Today's episode is a feature sponsor episode with paid sponsored content. Mrs. Campbell. Cheryl, welcome to Inside reproductive health. Mr. Farnsworth, TJ, Welcome back to Inside reproductive health.


TJ Farnsworth  03:10

Thank you, Griffin, excited to be back in talking to you. Again,


Griffin Jones  03:13

I'm excited to have both of you on the show. We're talking about something different than you and I talked about last time, TJ, which is not we're talking about I want to talk about financing in the practice, I want to talk about where practices and patients get stuck. And I want to invite Cheryl to speak on some of those points a bit. But I'm curious. From an entrepreneurial standpoint, I see a lot of entrepreneurs in different industries and verticals, acquire or build companies in adjacent verticals that make sense. And so for you, what was it about the financial piece that you thought this is something that's missing in the marketplace? That? Yeah, we want to bring it to others. But we also we just need it for ourselves?


TJ Farnsworth  04:05

Yeah, I think when this was always sort of part of the plan, we were originally mapping out, you know, the inception, and it's in its family of brands and family of companies. It's all goes back to the server part of the original mission when Margaret, my wife and I were talking about starting this business, and our journey and our experience. One of the things that was incredibly troubling to me I know it is for for Sheryl. And and that's really all of us, I think within this industry is the access to care question. And it shouldn't be the patients who don't have appropriate insurance coverage have to be as fortunate as I am, and in order to have the family of their dreams. And so we're constantly thinking about ways in which we can improve access to care and we would love to see universal coverage by insurers that would be That's a dream of ours. I think all of ours. And I think that's ultimately where we want to go but that's gonna be evolutionary, that's not going to happen tomorrow, it's not gonna happen overnight, and we have to have a solution for those patients who do have to come out of pocket for this. And I think, you know, we were trying to think of this is what can we do, that gives patients peace of mind as the it makes the financial leap necessary along with the clinical leap, to move forward with their, their treatments, and it can reduce that and eliminate that barrier to them having the family that they want. And I think, you know, original idea behind BUNDL was, was giving that level of comfort and flexibility with patients that to give give them the ability to kind of say to themselves, okay, I have an option here, yes, this is expensive, but I've got somebody who's willing to share the risk with me with regards to the success of my fertility journey. And if I'm not successful, you know, maybe I can I can absorb, I can stomach that a little bit better, knowing that it didn't actually have the same level of financial burden to me, that it would have had otherwise.


Griffin Jones  06:05

So what was it that was missing in the marketplace? That why were lenders and other financial channels just insufficient? Yeah. So


TJ Farnsworth  06:15

you know, we weren't really trying to solve the problem of being a lender, it's really trying to solve the problem of the risk of maybe being unsuccessful. And so we worked with a number of different lenders in but what none of them were really doing was was thinking about the uniqueness of a fertility journey. And the fact of the matter is a patient who go through two, three cycles of IVF be at the end of their journey emotionally, and at the same time not have the success at the end of that they was out for success being a healthy baby at home, and, and then all of a sudden, now they're faced with the burden of the cost of all of this. And you know, maybe it's finance, maybe there's a monthly payment, maybe they're paying it back every five years or something like that. And every month they make that payment and and they're reminded about the the the lack of success of their journey. And just like, you know, the the, I think, incredibly valuable interview that Jennifer Aniston did recently, you know, not every one of the patients are going to go through this are going to have the outcome that my wife and I were fortunate enough to have. And and I think they're aware of that. And there's more awareness around that. And I think that's oftentimes a barrier to people getting started. And we have enough data, as a you know, as the largest fertility network in North America, we have enough data to know sort of, okay, how can we spread the risk among a larger bit and patient population, share that risk with that patient population, and make this an easier decision for both patients to move forward?


Griffin Jones  07:44

Cheryl, can you talk a little bit about that economic risk that a prospective IVF patient faces and it sounds like I shouldn't have to ask that question on a show where the audience is practice owners and fertility providers. But I, as a lay person, hear constantly, we have 70% 80% success rates, if a woman comes to us 80% chance she's gonna get pregnant. It's like, yeah, Asterix. So can you talk and I think I understand why they're coming from that perspective. They seen the field grow tremendously. They've seen the advances. And after multiple cycles of certain things are true. Yes, the success rates are eons better than they were a few decades ago. But I think when you when you phrase it that way, to a patient, it's like, oh, yeah, like, there's a lot in that aspect. So can you talk a bit about what the financial burden is for the average? IVF? Patient? Right. Are they the risk? I meant to say?


Cheryl Campbell  08:47

Yeah, I mean, the risk is, is big, you know, and I think strategic point is the emotional and physical toll, the fertility journey is one thing, but you know, what we hear from patients all the time is, you know, am I going to be able to afford this? What is what is that going to look like from a, from a financial standpoint? And I think that, you know, at the end of the day, patients want options, right? They want to know, what they're faced with, as far as you know, what does that financial peace look like? And I think that I think that by us, sharing the risk with them, they're being well informed about where they're putting their fertility dollars, you know, there, it's a big lift, I think, to afford to afford the fertility world and I think that they just want options to be able to move forward and just say, right, you know, do I need a loan? Do I need to take a, you know, a look at other avenues of payment? And I think that, you know, it's just, it's just being well informed on that piece. I think that's what BUNDLdoes. It does give patients the option to really make a better informed decision. Because you know, when you like myself, I was a fertility patient. I experienced an awful lot of failure and Miss carriage. And I think the next thing you think after that devastating feeling is, what is this? What is this going to look like financially in this next component. And when you've got something like BUNDL, it's really giving you that peace of mind and that assurance that you've given yourself that next chance in this, you know, daunting journey. So


Griffin Jones  10:17

people might think, well, we have a multi cycle guarantee program, but it's often just a discount after the first cycle. Can you talk a little bit about what makes shared risk different from something like that?


Cheryl Campbell  10:35

Yeah, I think I think of what we're doing with BUNDLin terms of, of a multi cycle shared risk program is that we're really getting the patient to take that, that keep that the stressor off upfront, right, by buying the package up front, by assuring yourself that you you've entered into the multi cycle road, it's not saying okay, well, if you fail one cycle, then we're going to give you this, you know, additional benefit, I think it's knowing that the patient has given them taking that stress off of them, so that they can concentrate on the on the clinical piece and on what they need to to cycle. And I think, with BUNDL, we're trying to just give them that assurance upfront they've purchased and, you know, a multi cycle works differently in terms of you know, rather than just an assurance program, I think, you know, like I said, we're we're sort of looking for that assurance for the patient, that they've capture that upfront and for the practices as well, that they are gaining the retention out of the fact that a patient has, you know, bought those two cycles up front, we've got 100% retention with the patient, that patient is going to stay there to cycle and and to move forward with their journey.


TJ Farnsworth  11:47

Yeah, and I might use add that I think one of the benefits of, of a, of a business like BUNDL and the ability to use the data and share the risk around or under broader patient base allows us to have a more aggressive position when it comes to qualifying patients for the refund program, because we have a larger patient base to to share that risk among Americans. That makes sense.


Griffin Jones  12:13

Tell me more about that, TJ, because I think a lot of people might be hesitant to implement a shared risk or multi cycle guarantee program on their own. For that reason they have, they have a more limited patient population to be working with.


TJ Farnsworth  12:29

So if you let's imagine you're a medium sized practice, and you've you're doing five or 600, retrievals a year, and you are you create your own shared risk guarantee program, your ability to approve patients based upon their own clinical criteria for qualification to that refund program is going to be limited by your patient population, because you've got to spread that risk. You know, you can't it's like an insurance product. Oh, no, we can't it's not an insurance product, or you can't, if you if you are if your patient population is is that are going to enroll in this program is only a handful of patients, your your ability to take the risk on of those refunds becomes much lower than if you have a broader patient population. And you've got the ability to then be more aggressive with what you can do from a refund perspective. Because you're you're having to give a refund or two here and there is not as impactful across a broad network. And then if you're doing it in within an individual captive practice,


Griffin Jones  13:37

talk to me a little bit about how you work with lenders, because it might bear repeating that BUNDL is not a lender. So can we talk a little bit about how you work with lenders? Yeah,


Cheryl Campbell  13:50

the lenders that we work with, you know, we have relationships with to offer patients the best terms and conditions we've worked with the premier lenders in in the fertility space. And, you know, our, our relationship with them is that, again, they they know the space well, there, you know, there's lots of I don't want to say bells and whistles, but a lot of really extensive benefits and brakes that lenders are giving to patients. Some of our lenders have built in kind of communication with nursing staff and and if a patient you know, forgets how to do a trigger shot or how to you know, they've got people on staff to help them so lenders are kind of getting a broader group of benefits to patients when they when they pull lending from them. So they're really kind of it's not just go to the bank, get the money. I think lenders are really feeling the space and figuring that they're trying to meet patients where they are. And so they're they're offering up a bunch of more opportunities for patients to sort of benefit from their lending space. And, you know, we've like I said, we've got great relationship Follow them. And I think that patients are turning to lending a lot, we see an awful lot of lending right now with BUNDL and in they need this kind of warmth as is, you know, not just the straightforward kind of cold lending piece that scares people. We work with patients that are fearful of their of their credit scores, and what can we do to help them and, and what is the lender going to reject me because I have a student loan, you know, just trying to soften that very kind of harsh part of it, right to think I'm going to take out a loan, and look, I'm gonna look like and some of our patients have had never done that. They don't know what that piece looks like. So it's really, the lending piece has gotten so much nicer for patients and the offerings are a lot calmer for patients again, in an already stressful time.


Griffin Jones  15:48

Well, I could see why it would come people down having a guarantee on the other end of it, when you're taking out a lot of money. It's like, okay, I'm taking out a home pay, I'm taking out a mortgage, am I going to be able to get into the house is a lot different than taking out a mortgage and having a guarantee that yes, you're gonna get into the house. And yes, you know, everything that was in the closing contract is being honored that that is a lot different than just having to take out a loan. I think that's that probably is one of the things that might stop people from just borrowing because they don't know. They don't know what the result is going to be on the other end. Can we talk a little bit about I want to dive more into that Cheryl. And I want to talk more about BUNDL’s process and how you work with financial counselors and how you educate patients. I do want to zoom in for a second, TJ on on the global side that I just can't resist thinking about the finance piece. If and when an economic downturn happens, so I don't know when an economic downturn is going to happen. I'm not Ray Dalio. i It sure looks like there's one upon us. But I've also said that before, and but I just see the finance piece as one place where patients get stuck. And not always because they can't afford treatment. Sometimes it's that but sometimes they just can't figure out a way to or it's scary, or they they put it off, and because they just don't see something as immediately accessible. So do you want first Do you think that a recession a downturn is going to be upon us? And then how, how is that going to affect how patients pay for treatment?


TJ Farnsworth  17:34

Yeah, I think the question, obviously, if I had a crystal ball that can say, when the recession was coming, or maybe you've already in one or not, I would I'd be doing I'd be doing something different, I guess. Right. But I think that economic uncertainty, which is certainly happening right now, whether the recession is, is coming or is already upon us, or not, it just inserts another level of uncertainty for patients, it's just one more source of stress, one more source of anxiety. And one more thing that is out of control. Patients who are going through this journey feel very out of control, and, you know, uncertainty about their job, uncertainty about their mortgage, and all kinds of other things, just add that level of uncertainty. And everyone has like a, you know, a maximum amount of ability to take on these things, right? There's only so so much burden that someone can take. And so I think for a lot of patients, they look at this and say, Is this something I want to take on right now? And can I wait skimmers, wait six months, can this wait a year? And those of us know that that's the time is not on the side of these patients? Right? So we're not, you know, when six months make an impact or not? I don't know, it depends on the individual patient. And I'm certainly not clinicians, I wouldn't opine on that. But certainly waiting a year or two or whatever it might be interesting. For interest in terms of people feeling like that uncertainty is behind them, no idea how long that takes. Can it can be very impactful. And so what I do, I do think BUNDL does is it gives patients the ability to take some of that financial risk and put it away. And I also think taking some of the just general concern about thinking about the financial component. off the table will be one of the things that when we were going through this was it felt like every time we turned around, there was another charge for something, there was another fee for something. And I think one of the advantages the BUNDL has is you know, you I pay for my two cycles or my three cycles, and I don't have to worry about this anymore. It's paced done. And I can just focus on what I need to get through this treatment emotionally to get to the family that I want. And I think in an economic recessionary situation, that's that's impactful. And I think, you know, we've all seen the data or on the long run around the the impacts that stress can have on patients as they're going through their for till the journey. And I just think that you know, and the economic uncertainty that we're heading into just continues to add to that, and I think just highlights the positive impacts that BUNDL can have on our fertility practice and our patients.


Griffin Jones  20:14

It relieves some of that uncertainty. And you talked about that not having additional costs. Does that mean that these costs for XC anestesia? The all of these costs? Are those are calculated in in the beginning?


TJ Farnsworth  20:29

Yeah, when a patient purchases their BUNDL? All the fees associated with the clinic are calculated as part of the part of their package.


Griffin Jones  20:37

Cheryl, can you talk to me about how that calculation works? Is it is it fair? Is it does it differ from clinic to clinic? And how does how does one's BUNDL calculated


Cheryl Campbell  20:48

it does vary from clinic to clinic, we kind of start with the practice offerings. And we try to mirror that with your BUNDL packages. So if that would include, you know, anaesthesia, Ixy, assisted hatching, whatever is included in their global, we're going to include that in the BUNDL package so that the patient knows right out of the gate, that we're, they're getting, you know, apples to apples in terms of what their clinic would offer. So it makes them understand that we're just taking all of those pieces and parts and bundling them together to make it easier. So that, you know, to TJs point you're, you're not sort of feeling like you're nickeled and dimed all the way through the process, it's really pulling it all together, and including what's included at the practice level. And again, it does vary practice to practice, but we make those those practice offerings mirror, what the practice is doing.


Griffin Jones  21:44

As somebody that's been on the other side of that who's been responsible for clinics, online reputation management, that's a huge thing I probably a quarter of complaints have some are something in the vein of we just paid this big amount of money, and then we got a $275 Ultrasound bill or whatever it is. It's you know, it was some other it was an additional console, there was some other testing that was required. And, and often it is just a couple 100 bucks, it's usually not the bigger bills, but it's after you have paid some bigger bills and you get one of those in the mail. It's like you're you are not happy. So BUNDL helps to solve for the for for that piece of it, then how do how are people on boarded? Surely, if when a clinic starts with, you know, I want to come back to that. But first, I want to talk a little bit about how BUNDL relieves the economic burden for for patients. So let's let's just say I'm patient that's enrolled in BUNDL, what happens if I do go through three cycles. So and I don't have success, what happens? It depends


Cheryl Campbell  23:03

on the program that you're in, we've got kind of different flavors of BUNDL, so to speak, in our basic program, unfortunately, if you were to go through three cycles, and you didn't have a take home baby, then that would be an unsuccessful program, some of our patients will move into another program, they will sign up with fundal. Again, some of our patients know at that point that they may or may need to pivot into a donor situation or an adoption situation and go down a completely differently, but those three cycles have told them a lot and taught them a lot. And if you're in our refund guarantee program that at the end of all that the benefit is that you're going to get 100% of your money back. So it kind of depends on where you are within BUNDL. So you know, we're just trying to again, whatever program you're in, what we're trying to do is really alleviate that stressful financial piece. And I've had patients even at the end without success, say, you know, at least you gave me some peace of mind, you gave me an ability to really go through this exhaust what I needed to in terms of this and now I need to move into a different Lane within my fertility world, or I may just be done and and be at peace with that, you know, but that's kind of what Bundjalung is hoping to do is we're meeting patients where they are in their journey.


TJ Farnsworth  24:28

Yeah, and those patients that are gonna go through a three cycle program that are not using a refund guarantee. At the end of it, if they use all those services, they would have paid a discount over off the list price for those services. But for those who are patients who do qualify for the refund program, and as I mentioned earlier, more patients can qualify for our refund program than any individual single practice could even patients that you know will be considered on the older end of the spectrum. You know, one of the things that's unique about bond Will it get all the way to the end, and they've exhausted everything, they've all exhausted every FET that they can, and they're, they're done with embryos and no more embryos left. And if they are unfortunately unsuccessful, and there certainly are going to be those patients, they get 100% of their money back, well, we'll take that risk on completely. So it's not like they get a prorated amount back based upon how much of the services they utilized, or anything like that, it's you paid, you know, whatever that dollar number is, you get that dollar number in full and in refund,


Griffin Jones  25:31

I see the need for having this large pool across geographies, because I can think of some earlier clients of mine that were really lovely people that would offer discounts to people after the fact but it was too few for for probably also too little, even when they were they may have you know, thrown in a free cycle here or there. But if that was the case, and it was definitely too few people that they were able to reach and and if it was a discount, then it was likely not enough of a discount because they just couldn't spread the risk over an enough places. So you brought this in to be able to scale to practices, how many cycles have you done thus far with BUNDL, Cheryl,


Cheryl Campbell  26:22

we have upwards of 750 people enrolled in BUNDL at the moment. So that's across a network of I believe are at about 13 practices. So you know, we're only two years old going into our third year and we're you know, we're we're seeing a great some great traction on BUNDL really across all of our avenues, uh, you know, trying to pull the levers on all of our, with our website, with our social with our, you know, fertility groups, we're sort of touching as many people as we can to really get the word out. And of course, our clinics are phenomenal with their, you know, mentioning BUNDL and making sure that everyone that really needs to hear about BUNDL does,


Griffin Jones  27:09

and you're starting to work with more clinics. So it is am I correct and understand that there's no fee to clinics for for working with BUNDL, can you talk about how you work that out with clinics,


Cheryl Campbell  27:23

with there is no fee. But we do have a, you know, an agreement with our practices where we will pay at 80% for each of the services. So, you know, as services are performed, that's really the part that, you know, BUNDL is taking to be able to continue with the program to be able to spread this program out and reach as many people as we can. And you know, it's to, to pay for, you know, the 20% is really for us to be able to, you know, do the administrative side of things, the marketing efforts within BUNDL, but there is no upfront fee. I know some competitors out there in the space will, you know, charge that but there was no upfront fee for a clinic.


TJ Farnsworth  28:09

And while the clinics are receiving a discounted fee from us for the services, we are discounting them the fee to the patient, so the patient is paying a discounted fee as well. So it's it's a the onboarding of things, the patient, you're getting the clinic on the onboarding of that patient, onboarding, the club, the clinic on the BUNDL, all the work that goes into doing the evaluation of their packages, and matching up the BUNDL to that practice. There's no onboarding cost to the, to the practice. And, you know, they get to them see the benefits of the stickiness of patients to their practice, as well as I think we're seeing more and more patients come directly to BUNDL and then BUNDL directing those patients to our BUNDL affiliate practices. And I do think, you know, Griffin, as you're talking earlier about, you know, the economic situation, I think more and more patients, as they get ready to start their fertility journey, are trying to answer the financial question before they even go out and find the clinic. And, and you know, they by doing that they're looking at companies like BUNDL. And in, you know, north of 50% of BUNDL patients actually come directly to BUNDL before they ever even come to a clinic.


Griffin Jones  29:23

Yeah, I want to talk about that, too. We see that all that we see IVF cost as a one of the top searches. But what's interesting is when you look at a clinic's website, if you look at their conversions in Google Analytics, IVF cost doesn't really convert the cost page isn't really leading to conversions. And if you look at their Google ads, for example, we often use IVF cost as a negative keyword because people are clicking on it. They're searching for IVF costs, but it's not actually it's not actually leading to a conversion. There's still a ring in the funnel that they want to solve. For more, and I suspect that that ring is growing in number of people where maybe 20 years ago, you would have just had someone call and say sure that I'll figure everything out once I get there, we even need to train call centers in the house to be able to answer that question. But people are really looking for, they're looking for a solution more than just prices, like they'll call and they'll get prices, but it then they're just kind of shopping. And they're back to square one of thinking about how they're going to pay for this to begin with. So I want to talk about how you use that as being able to bring new patients to clinics. But Shall we first talk about how when, like when a patient does start with BUNDL with without having a good clinic, how do you onboard the patient,


Cheryl Campbell  30:53

the patient generally is coming into, you know, through one of our lead generators, whether it's our clinics, or offer with page calling on the phone, and what they immediately will do is flow into our Salesforce world, we've built a customized system where all of our lead generation flows into the, you know, a sales funnel sense into the top of the funnel and into our Salesforce world. And we've constructed that world as a way to be able to put patients into certain cadences and then follow up as needed. So you know, a patient may come into our world as new patient or estimate. And then we'll do a series of follow ups, whether it's phone calls, or emails, or even texting, to be able to follow that patient through the sales funnel, and their journey, right straight through to payment enrollment, and then post enrollment, follow up questions. So that person will continue to resign the funnel, from the time that you're touched at the top of the funnel all the way through. And you know, it's our patient advocates on the phone, instructing patients about the program, that's our financial team, accepting payment and working with our practices to authorize services. And then it's just general post enrollment question patients calling to ask us about what happens if this stuff happens. And, you know, I just fell in the cycle. And what does that mean, and this process, this system in Salesforce allows us to really track and make notes on patients all the way through, so that they know that they're never without us, that we're a part of their team, their entire journey, that we partner with their practice, to help them through this entire fertility world and, and beyond. So that's, that's really benefited us. Because patients really automatically feel there's always a way for them to be in touch with BUNDL. And we always know as a team, we can share that information across our Salesforce platform. And we know where that patient is.


Griffin Jones  32:52

I want to talk about this more, because I think it is huge. And I think it's an area that clinics would love to be able to replicate for themselves in their own workflow. But it's very hard to do. And it sounds like you're doing at least some of that for clinics. And so I want to talk a little bit more about that. I do know one thing that always makes our clients freak out, or it makes the listeners freak out is that they always they very often think that if I work with this type of group that I might lose my patient with some other clinic that they work with. Are these are these transferable agreements. No BUNDL is


Cheryl Campbell  33:35

not transferable. So when you're signing the contract with BUNDL, you're doing your services at that practice. And that's, you know, an agreement that the patient realizes upfront. And, you know, we're we're going to maintain and promise that retention for that practice that that patient will cycle at that practice. So it's not transferable.


Griffin Jones  33:57

I could just hear a collective sigh of relief for those that are think, oh, this sounds pretty good. But I don't, I don't want them taking my patients and sending them somewhere else. And doesn't work like that. So if anything, you may have patients in an area where you're not working with a practice yet, but you're you work with a lot of practices. You're in a lot of places in the country, but you're not everywhere yet. And so what happens, Cheryl, if Are there examples where you have people that are coming to you, they're qualified, and they're in markets, that there isn't a partner provider yet?


Cheryl Campbell  34:40

Sure. And that's, you know, that's our marching order moving forward, right is that BUNDL has always been designed to sort of be at every practice we can possibly get into. And I think that you know, now that we're growing and we're seeing, again, entering into our third year, we want to be wherever we can be and we talk to patients, all the time when I always talk about my team is it's frustrating when we can't be in a market where we hear a patient saying, you know, I'm, I'm in Utah, I'm in the Nevada area, or I mean, you know, Southern California, we've got Northern California, but you know, when you're gonna have a presence in Southern California, so we are on a sort of trek at this point to be to increase our footprint across the country, and to really try to get fondle in as many markets as we can. And, you know, what we say to patients is, you know, be patient, we'll try to be there, but we try to sort of also guide them towards clinics where you'd be surprised patients will travel, you know, patients will make those plans that they need to be in a clinic that we might have a presence in, but we are really full press, you know, moving ahead and trying to get on them on as many clinics as we can, because we know that it would benefit so many patients. And we also use that as an option to make calls on on new clinics, when we know of a patient that is in an area that's really expressed an interest in BUNDL. It's a part of our in our national sales team, we use that as a means of saying, Hey, listen, you know, we've heard with patient your area. And we'd really like it, if you can, we can talk to you about BUNDL, because we've got patients that are interested in multi cycle and we're on the phone to them all day. So it's kind of working in an in it's advantageous in that way, too.


TJ Farnsworth  36:23

When I was going to add, I think you'll Griffin one of the things that you know, that I'm super passionate about was patient experience. And it's not a great patient experience for for patients in San Diego to call Cheryl and her team and say, hey, I'm interested in doing a BUNDL. And we say, great, you can but you've got to fly to Northern California to do it. So I think you know, for us understanding that, you know, we're trying to make sure that those patients who come directly to which we're seeing more and more than do so have choice when it comes to clinics and have something that's you know, geographically convenient to them?


Griffin Jones  36:57

Yeah, well, if you're in any of those areas, maybe you should definitely give BUNDL a call. Because sounds like there's already people in those areas that are IVF ready and ready to go. And doesn't sound like there's risk to the people that could try that out. So if you're in Southern California, Nevada, Utah, those are a couple places and then some other places in the country as well. It would make sense to reach out and see if there are already patients in your area that are ready to go because the these are folks that have thought about how they're going to pay for for this, they've committed to it, they've been qualified. And I constantly have people ask us, How do we get more IVF ready patients? And I often think I'm often annoyed by the question because I don't think they're doing enough to nurture, have a funnel, etc. Here's a way guys say, here's a way it's right in front of you, is there any type of minimum from the clinic that if we do, we're committing to do X BUNDL cycles in a year.


TJ Farnsworth  38:05

Now, if somebody can sign up with us and and use it once a year, you know, you just really never know what you want as you want choice and options for patients. If we if we require some type of a minimum it might require it might cause the patient caused that clinic to change their behaviors in terms of why they steered patients. We don't want them steering patients to BUNDL we want BUNDL to be a choice that helps them with their conversion. It helps them get patients who are on the fence about whether or not that they should move forward with their journey to move forward. And for them to be an option for us to learn to keep patients within their practice. And we don't want them creating sort of perverse incentives by having some type of a minimum with us.


Griffin Jones  38:44

I want to do a little bit of math for people listening because you there's there's no risk to do I like things where there's no risk to try something out. And there's there's only a little bit of upside at the very least. But if you take an average IVF conversion rate of 50%. Let's just take nationwide, some people are much lower than that, if they're in a non mandated, non mandated did state, if they're an area where there isn't a lot of employer coverage. Some people are higher that if they're in an area where there is a mandate, and there's a lot of employers with coverage, but let's just take an average of 50% of those that aren't moving on to IVF that need it. About half of them are for some kind of financial reasons, but only about half of them are because they really can't afford it maybe quarter to a half of them. So we're probably talking about at least 10% of patients that are just dropping off because they just don't have a solution right in front of them. This is a way to offer them a solution. And it is in such a way that the clinic can do it and just they can just test out what works I can say, Oh, you have patients in Southern California? Great, but let's do twos. Let's let's do two BUNDL cycles with, there are two packages a BUNDL with with these folks. And it's a way to be able to start it at a really low risk from, from my view, what am I missing? Like? Like, I feel like I'm the one. That's like, Yeah, let's do it. So, you guys be the skeptics? Like, am I missing something?


TJ Farnsworth  40:31

No, I think you're not. I think I think that the, you know, the risk to the to the practice is, is that they do the upfront work with us to onboard themselves with BUNDL, and then other patients end up actually engaging with BUNDL. And, and look, we're actually going to make referrals to practices sometimes that come through BUNDL that don't end up using BUNDL, they end up you just buying a cycle from the individual practice. And so that's, that's okay, we know, that's part of the cost of doing business. For us, it's, it's fine. I do think that one of the one of the major benefits, the practices beyond the conversion rate, which you do a great job of pointing out, is something that I think very few practices don't fully appreciate. And that's what I'll call, you know, their bounce rate, right? How many times when someone in their practice, do an IVF cycle, fail, and then go to their clinic across the street, because, you know, their cousin's friend, it was successful there. And the rally is what we all know the patient doesn't quite understand is that that's not a good thing for them. Number one is not great for the practice in the in the retaining patients, but also, the right thing for the patient is for them to stay with that practice. Because the practice can make adjustments to the cycle can, the clinicians can make adjustments to the treatment plan that can increase your chances of success versus another practice starting from scratch again, which may or may have an impact to the patient's chances of success. And so I think it's better for the patient to stay with the practice, it's obviously better if the practice was patients to stay, as you know, probably Griffin, as well as ideal when you talk to practices. Most of them think that's not a problem for them, they don't have patients leave them. We all know that's not true. And it's not necessarily because the practice is bad. It's just because, you know, not everyone's gonna get pregnant on that first cycle, right? That's just not, that's just not how the world works. Unfortunately, sometimes it's going to take two and sometimes it's going to take three. And so being able to retain those patients, I think, you know, customer acquisition costs, all the things you've driven, that you've forgotten more about than I'll ever know, I think are really, things I think these practices, you're better off retaining the patients that you already have, rather than have to go out and get more.


Griffin Jones  42:38

That's a really good point. So a lot of people don't even drop measure dropout, they don't know how to measure it. And they are losing lots of patients after their first cycle virtually every clinic has. So first is if they are thinking, Oh, we don't lose patient, they know that if they were to measure it, they would say it because anytime that it is measured, it's revealed. And the second thing is they might think, well, but we will do such a good job of caring for them that even if we have a failed cycle that they'll come back to us as opposed to going to somebody else. And I think people are just under estimating what it can feel like to be in that position. And it's not, it doesn't even have to be because a clinic let you down because they didn't have a great experience with the care team. They may have. But when you're when you're in a position like that, and you're just like, I'm not going to cuss on the podcast. But we're we have to do this again. It's been so long we then it's just like, Well, why don't we just try this place? Why don't we just try this other place? Why don't we just switch it up? It's because there when when you're desperate, you have to consider other options. What are the best ones or not they come to mind. And sometimes just choosing another option is what gives people that peace of mind. But Joe, you use the words you have 100% retention rate with BUNDL. So how does that work? Who reaches out to who after of a failed cycle? If someone is in BUNDL,


Cheryl Campbell  44:16

if they're in BUNDL, and they and they have a failed site, you know, though patients will contact us and say, you know, I failed my cycle. What does this mean? And we always are saying, well, you You ensured yourself that next cycle, you're fine. You're moving on to cycle again. And you're guaranteed if you know they think that there's some sort of do I have to pull the lever? Do I have to do something? No, you've done the right thing by coming in. It's exactly why BUNDL there because unfortunately, there is sometimes failed staples. And I think now that patients know they've set themselves up for that next round and they're ready to go and there's nothing that needs to happen except that they keep moving forward with treatment. They've learned lat from their first cycle, their physician has more information about how to achieve success next time around, patients will often just call and tell us that you know what my doctor said they're going to change up my protocol. And I'm going to do something different this time around. And but they know that they've already gave given themselves that ability to move into treatment, they don't have to think about, I failed that cycle, I took out a loan for that cycle. And now I can't get another loan, and I need another cycle. It's all these things that start running through their head, they don't need to worry about it, because they've guaranteed themselves upfront that they can just comfortably move in to their next phase. And we hear from patients all the time, but just want to let us know that and just say, Okay, I'm ready for that next cycle. And I'm ready to go. My doctor said this. And so it's, it takes that piece of work to go look for another practice. Do I have to, you know, should I start looking again, should I just I dig deep again, for for more finances, you know, its BUNDLis securing against reason, really why BUNDLworks so well for patients is that moment of oh, gosh, what do I do now? That goes away, and they can regroup and say, Okay, I've guaranteed myself this next phase, in my journey, and it's all set up for me and on the BUNDL, and we say, yep, that's exactly what you can do. And you move forward. And don't worry about that stress that you you know, it's hard enough to hear you feel that cycle, but to be thinking, you know, who authorizes the next thing and who pays for it, we've got it, we've got it a BUNDL, and we're taking care of it so that the patient can just focus on the next clinical piece, which is hard enough. You know,


Griffin Jones  46:36

we talked about how hard reporting can be. And so maybe you don't all have this yet. But do you have any reporting yet to compare, when a second cycle starts from for a BUNDL patient versus when a second cycle starts, for a non BUNDL patient,


Cheryl Campbell  46:57

you know, it varies patients often will move quickly from one cycle to the next. Largely because there's, you know, this Hurry up aspect to fertility, right, you're anxious to sort of whether it's, you know, you've got a diagnosis of a diminished ovarian reserve, you're older, you missed two years, because of COVID, whatever the case may be, you may be wanting to move very quickly. And a lot of our patients do, they'll fail a cycle, they'll regroup their doctors will change their protocols, and they're ready to move on to that cycle the next month. It's doable, it's hard. It's a heavy lift. But patients want to do that. And that's also the beauty and the flexibility of our program that allows them to do that.


Griffin Jones  47:39

And people don't have to go back through the financial counselor, as you said. So I'd love to wrap up with Cheryl, because I wanted to talk a little bit about the area where there is a lot of drop off. And that is just a lack of follow up from financial counselors from the clinic, because they just don't have that infrastructure. So I'd love to get your take on that show TJ, I know that you have to go, I just want to conclude about what you see as as the biggest change that could be coming from the payer field from the from the financial side, for patients as they pay for treatment.


TJ Farnsworth  48:20

I mean, from my perspective, I think the good thing for patients is we are seeing an evolution towards more universal coverage, which I think is great. I don't think that'll be revolutionary. I don't think that tomorrow, we'll all sudden wake up and we'll be all dealing with 100% covered services. I think this is going to be evolving as more and more employers adopt this type of services and see it as an essential service that we all know that it is. So I think that we are going to continue to see patients that are faced with large out of pocket expenses associated with these services. And that's where I think BUNDL can really provide a bit of it to financial peace of mind and simplicity of that process.


Griffin Jones  49:00

I'd love it. It's always good having you on and I like your like your takes on some things. football teams not so much. This I do. Sure you talked a bit about how your team works with patients and you have a sequence of a CRM and you talked about it a little bit and steps. But can you tell us more because this is an area where I've always pointed to as a bit of a black hole we we help people we've helped people have content on their website and make videos and put them in different parts of the welcome sequence so that people are ready to talk to the financial counselor so that they're not a deer in headlights. But then when it's come to the follow up we have just sort of said he should have a follow up sequence in place. But we have never built that out for someone that's where it kind of touches operations more than has been our field. And so you you have done that and Can you talk a bit about how BUNDL built that out because I think it is very relevant for any financial counselor that might be listening or any practice owner that wants their financial counselors to be able to retain more people to treatment.


Cheryl Campbell  50:17

I think Griffin It was born out of kind of how we felt the rhythm that we felt with patients, you know, fertility patients are facing so many things, right. They're talking to a lot of people, they're talking to doctors, they're signing consents, they're talking to pharmacies and meds piece and, and so you know, we don't want to flood or overflow the patient with so much follow up. So I think the system that we tried to come up with was really sort of a soft touch, so to speak, is it kind of a, you know, a natural rhythm to how we feel the patient is where they are in their in their journey. So if you're coming to us, sort of knowing nothing about the fertility world, and they need that kind of initial first conversation, you know, we feel like the phone call was always the best. And then beyond that, we think that, you know, we build a system where we're able to say this patient really knows, and it's flexible for us to say this patient seems to know a lot about what they want, they're actually ready to move into contracts. So we're going to our system allows us to kind of fast forward them into the contract mode, then to payment then to, to enrollment. So it doesn't lock us into having to do a string of the follow ups that don't make any sense for this patient. It's allowing us to be flexible, listening really to where they are in their journey, listening to the mile markers that they've got, I've got a follow up with my doctor on Monday, you know, please send me an estimate now, but I don't know where my start date is going to be. And even know if I'm going to need IVF in the next month or two months, being you know, that makes us kind of say, All right, you know, what, I'm not going to inundate this patient with a bunch of our system allows us to sort of tag that person up two months follow up, and it should be a phone call. And it's really just listening to every patient and understanding that everybody's journey is different, and what they're coming to us at all different parts in that journey, some that have already failed four cycles, some that you know, are exhausting their fertility dollars, I want to speak more about BUNDL, but move quickly some that have already started and need to really fast forward through the entire process, we need to get them to contract to payments. So it really that's kind of what our cadences and our women's with our with our system were born out of is really just knowing that the fertility patient comes to us at all different parts in their journey, and we don't want to be a call center or or, uh, you know, we're not selling discount tires, you know, we're not, we're not doing the the regular follow ups that you would see sort of in a retail mode, we're trying to really kind of understand what that patient is and tailor our systems to that. Because there's nothing worse than when a patient says to us, oh, gosh, that would be too much, or why are you? You know, I don't want too many follow up. We hear that. And we want to make sure that we understand that.


Griffin Jones  53:14

Well, I could see you also being really good at that too. Because when follow ups are done correctly, it's more of a of a service toss. It's more like a concierge service, as opposed to, Hey, are you ready to do it's it shouldn't be like that it should be the patient feeling cared for. I see you having a natural knack for that as the rest of your team like you.


Cheryl Campbell  53:43

They are very much they are all like I said, we all come some of us come from a fertility journey ourselves. But there just is that level of compassion, I think that we're all a team that kind of understands that. Yeah, there has to be a level of of empathy and compassion in in where we are because you don't know who's on the other end of the phone, you don't know what that story is going to be. And so you have to be poised and ready for what that might mean. So we're sort of park counselor apart friend, Park, fellow warrior, or however you want to put it, you know, that's, that's what our team is. And that's what we tried to devise with our processes.


Griffin Jones  54:25

And you know that about each patient because you're recording it in a CRM because you have people whose job is to know that and record that about prospective patients. It's so hard for financial counselors at a practice to be able to, to maintain a CRM like that's the reason why most don't and they are losing people because they might have some to dues. They might even have a project management software that has their tasks of oh, I follow up with this person, but then it's really just, you know, it's like one follow up and If there's nothing to nurture the patient with, after that they don't have any automation like that. And then they don't have good records to say, Oh, I talked to this person on this day about this. And you all have that, how much do you do for for clinics? So if if we're a clinic, and we're like, I just don't know about, if this patient's going to be able to afford treatment, or I, I'm just worried that they might, I can tell they're worried. And so I'm going to send them on to BUNDL because I think that's a good option. We're going to try a BUNDL here. So what are you able to do for the financial counselors? After that? What do you take off the clinics plate,


Cheryl Campbell  55:47

I think what we're doing is we're really basically taking it from that point on, I think the patient has probably gotten a very good understanding of what the practice is like, you probably know a physician or have been to a physician there, they probably had a maybe a bit of counseling, on the single cycle cost or the actual cost when they cut over to BUNDL, we're basically going to take them through the entire our entire process of who we are, but also just kind of lend some hand in. If this happens, that happens, we're kind of helping them understand, sometimes understanding IVF in general, a lot of my team, like I said, we're X patients, but we're also some of my team has actually worked on the clinical side, they've worked in the financial piece. So we're able to kind of advise, essentially, with whatever the patient wants to know. So we're another source of information for the patient or another source of comfort for them. We're an overflow as such as a financial counseling unit that works in conjunction with the with the practices that we're partnering with. And I think we also can, if they become bungle patients, we're there for them whenever they need us. So we're going to be the one that they talk to, we're going to be the one that they come to. And that does alleviate that at the at the clinic side. So we always sort of say that we're kind of helping to be an extension on that financial counseling piece. And, and we hope that that's part of the service that that we're given, when we're in partnership with a practice,


Griffin Jones  57:17

show, you've given us so much to think about with regard to how we help to move patients through the treatment journey, how we help to assure them how we help to expand access to care, and TJ gave us a lot to think about with certainty with the need in the marketplace for this kind of scale. So it can provide a nationwide scale that a single practice just can't do. How would you like to conclude? And I might steer the question, but I could just tell that you're really passionate about that. Even when we were prepping for this interview, it was it's not something that you did because your boss has asked you to do it, I could see the passion coming out of you. Why are you so passionate about this, and maybe we conclude with that thought, you know,


Cheryl Campbell  58:09

I just feel so strongly about options through for what we call our you know, our fertility warriors, when, when people are faced with fertility journey, it's not a club or a group you thought you'd ever be a part out, right? I myself with my own story, I just never thought I would be faced with, you know, that wasn't the plan. The plan is not to, you know, to physically and emotionally be put through the fertility process. But I think what we're trying to do is with BUNDL, and we're so passionate about it, because we believe it is such a really positive program that can help patients and I think we're just trying to, to sort of shine light and make it a lighter feeling for patients. It's daunting, it's hard. But if we can make one patient really say to us, gosh, she just made it that much easier. You just took that stress off of me. I just want to thank you so much. And that just means everything. And again, being a patient I just I an X patient, I just feel such passion for it and people struggling everyday with this journey. We just want to make it a little bit easier. And you know, a little bit lighter for them.


Griffin Jones  59:23

So Campbell, thank you very much for coming on and said reproductive health.


Cheryl Campbell  59:27

Thank you for giving up giving us the opportunity to talk about it. Really appreciate it.


59:33

You've been listening to the inside reproductive health podcast with Griffin Jones. If you're ready to take action to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society. Visit fertility bridge.com To begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to inside reproductive health




164 Meet The REI Who Does More Retrievals Than Anyone In The US

1,300 egg retrievals in 2022. That’s not one practice. That’s Dr. Roohi Jeelani.

Dr. Jeelani joins the discussion this week to share how her unending work ethic and incredible social media presence has changed her practice, improved patient relations, and why she believes this paradigm shift is here to stay. 

How did this REI end up doing more retrievals than any other doctor in the country? Tune in to this week’s episode to find out.

Listen to hear:

  • How changes surrounding patient contact evolved during the COVID lockdown era, and why they may be here to stay.

  • How social media has opened the door to a new world of direct contact from patient to provider, and what that paradigm shift means for both patients and their providers. 

  • Griffin question whether this change is a good AND a bad thing at the same time, whether or not it has the potential to thwart the chain of command throughout the treatment process.

  • How Dr. Jeelani uses her social media presence to increase productivity through patient education, and how she believes that empowering patients with information is the key to success. 


Dr. Jeelani’s info:

Instagram: @roohijeelanimd

LinkedIn: https://www.linkedin.com/in/roohijeelanimd/

Website: https://kindbody.com/team/dr-roohi-jeelani/


Transcript




Dr. Roohi Jeelani  00:04

I recently did a series of reels where it spoke about like age and how many embryos it takes for one baby based off of your age group. So not necessarily 38 to 37, but 30 to 35. What should you expect? How many IVF cycles leads to one baby 35 to 40? What should you expect? And I think knowing that it's not, it's not saying okay, we're we're gonna do our workup and then we're going to do IUI is for three months, and then we're gonna get you pregnant with one Oh, crap, you're gonna come back for number two. Now, you're 40? What am I gonna do? It's more of what is your family look like? And how do I complete your family, not just treat your infertility.  


Griffin Jones  00:43

My guest today did her fellowship at Wayne State. And that's as far back into her bio as I'm gonna go because it just don't care about that in the same way that nobody cares that Tom Brady went in the sixth round, or that this professional athlete was a D3 prospect. And now they're a Hall of Famer. I'm blown away by what Dr. Jeelani has done. And you could tell that I'm not winning this Walter Cronkite Award yet, as an interviewer. I ended up having to bring her back on because the whole time I'm poking around the show and figuring out okay, why are you scaling this if you're not scaling? The operational system is much like why do you have this super powerhouse? audience to be able to reach that many people as Oh, it's because you have this system for self pay patients. And it's almost like I did the same thing in this episode, where I'm talking to Dr. Jeelani, and I'm, you know, you're like, like Jeff Bezos say, You are so intrinsically motivated to do this. You're using it to generate more new patients and you the idea of getting you busy vanished really quickly, because you got so busy, but I never like actually hit the nail on the head of asking how busy Dr. Jeelani is going to do more IVF retrievals than anyone else in the country. By the time this episode airs, as far as I know, unless somebody else can prove otherwise, I don't think most people are in the neighborhood of 1300 IVF retrievals. And it's because she really fits into this paradigm of changing Patient Relations in a way that's about as native as you can get. And I say in the episode, I don't think that most of you can replicate it. But there are some things that you can do. And we break that out. We talk about the changing paradigm shift, we talk about different business opportunities for physicians, we talk about beyond patient acquisition, using the change in communication to set expectations with patients so that they're more loyal, more adherent to your expertise as to last to make persuasive arguments in cases in education for patients so that they follow the treatment process more easily. And don't have that undermine just because the paradigm is changing, taking advantage of it. So enjoy this episode with Dr. Roohi Jeelani, Dr. Jeelani Roohi. Welcome back to Inside reproductive health. 


Thank you. Thank you for having me. 


Again, I want to talk to you today about Patient Relations. Last time, we talked about access to care more specifically, more specifically advocacy from Doc's. And we touched on Patient Relations a bit, but I think you are qualified to speak on the changing landscape of Patient Relations as a phenomena as much or better as anybody, because I've seen how crazy you have grown in a short amount of time, when did you leave fellowship? Was it 16, 17? Okay, so we're five and a half years out now. And I remember that, you know, the first sign with your group, and you know, for the first slide, it's like, Okay, how are we going to get Dr. Jeelani busy. And then after a couple months, it's like, we on to the next thing, don't have to worry about that anymore. And so I want to talk to you about what you see as the biggest changes, but let's just start for from how long you've been in the field, we could go back further and talk about generational changes, and maybe we will end up zooming back a little bit more. But in the five and a half years, since you have been a practicing Rei outside of fellowship, what changes are you seeing, I think, access to your patients and then for patients access to your physician has really changed specially. Now don't even take it back from 2017 Take it back from pre cold


Dr. Roohi Jeelani  05:00

The to COVID to now. And I think that's that transition has has is something that stayed. And I think it excuse my analogy, but it's like almost like an Amazon, right? Like what happened when COVID hit, everything shut down, everything became behind the screen and everything like that six feet distance, but everything's at your fingertips. I almost feel like patient care has followed that trend. And it's very much like that, like having the ability to talk to your provider, having the ability to do that rapid turnaround is something that transpired during COVID, but has stood and it's an expectation as a patient of patients. How much of it do you think was COVID? versus how much of it was happening before that? And has some of it gone back to pre COVID? Are you think this is fully permanent? In my clinical practice, I think this is here to stay. I think a great example of it is social media, right? Like even pre COVID. A lot of people were skeptical about why should they be on there, this is ridiculous, I don't want to go on social media. But then you see COVID Everything is technology, that's the interface, that's where our patients lives. And then we would have patients doing second opinions and stopping at that, because a lot of people follow you. And then it that principle of going to your doctor, no matter where they are, because you resonate, or you, you know, have a relationship built with that doctor was almost foreign, it was just, I'm gonna touch base with you to talk to you to see what your thoughts are, and I'm gonna go back to my doctor. But now with post COVID, all those boundaries have kind of gone down, it's almost become a, you're gonna take care of me from there. And then at come retrieval come transfer Come what may have you I'm gonna come see you. And that's, I think it's become like, Oh, this is feasible, this is easy. And that mindset has really shifted, and they don't think it's gonna go back. So you talk about access to patient and access to provide our I want to ask you more about the access to provider that patients now have, but what access to patients? Do you feel like, providers now have more of, I think expectation that, like I call my patients all the time I communicate via text with them. And I think that they respond to me, right? It's not like, Oh, this is so foreign, it's so different. And yes, of course, they get a little bit of that. But it's almost like, Oh, this is expected, I'm going to touch base with you because I want to know, my next steps, even before I get my period, I want to set that expectation. And know instead of do treatment, wait for an outcome, wait for a consult, and then start again. So that delay in treatment and patient care, that gap is closing, but also expectations that it's okay that your doctor will reach out to you and it doesn't necessarily have to be this scheduled official follow up X number of weeks or months out. I was thinking this as I was emailing you because you know, figuring out this damn technology of texting each other it's like I'm in I'm in we were words, for some reason, we're not in the same link. And so when I go to email you, you know, I'm just doing it from this platform. So I'm not looking at my contacts. But I think in many practices for a long time, the doctor didn't even give out their email in many cases, or they'll have like a different naming structure for their email, I'm in sales, I figure out people's emails for a living. And you know, they'll have the, they'll have something like different but yours it's like, you know, because you're in this structure. It's like, you know, if you know, the first name, last name and email structures, uh, you know who you're getting. That's the expectation now, like, it isn't like Dr. J 147. And so that only a few people can have that doctor's email, or the doctor doesn't even have an email to the practice URL when the rest of the staff does. That type of structures is changing. Yeah, I really, Dan, I think it's present better, right? Like, ultimately, we want good outcomes, my patient retention from a doctor from a practice standpoint. And I think what patients really want is to know that they're cared for and someone's watching them that as a patient, that delaying treatment, or that wait for your next steps appointment was truly the point where I would leave the practice because I didn't want to wait even though like common senses. Well, by the time you take your record, you set up another console, you do that, right, you're delaying your treatment even further than you would have by just waiting. But at least as a patient. I knew I'm taking proactive measures to get to my end goal as opposed to waiting for someone on their time, which yes, it doesn't make sense as a as a practice provider as a doctor saying, what's going to take you longer to see someone else as opposed to waiting for me but also, I think it's unfair, it's unfair to sit around and wait, I didn't want to wait


Griffin Jones  10:05

is a lot of patient volume to be able to respond to that many people, and nobody wants to wait, everybody wants answers now. And we're used to to your points, having the conveniences that technology has brought us the last decade, especially expedited by COVID, Instacart. And my groceries are here in two hours, Airbnb, and I have all of the world's potential vacation, lodging, booked in a second with the easiest user experience that there is, et cetera, et cetera, et cetera. And to have that in healthcare, where we have a bottleneck of limited clinicians, workflow that is often cumbersome and demanding. How realistic is it to actually be able to meet these experts, you seem to be able to do it. But how


Dr. Roohi Jeelani  11:02

I really believe in counseling and setting expectations on the front end, right? A lot of these calls lollies upset emails, is because you haven't put a plan in place for the next step. All patients want is telling me what to do. And I will do it right. You want a baby, I wanted a baby yesterday. And I don't want to wait around for you to tell me after I failed because now I'm angry. Now I'm thinking of the what ifs. So what I really believe is educating your patient, right? That's the whole premise behind my social media. And then setting expectations from the front end, knowing Hey, this is your age, what are your long term goals? What are your short term goals? What is having a family look like for you. And then my follow up appointment after we do our testing is okay, these are your long term goals. These were your short term goals. This is what you want for your family size. These are what your numbers look like. This means doing X, Y and Z, right? Like taking our textbook, our papers, everything that we study day in and day out, and laying it out for them in a treatment plan. So that way, when they have the No boss Development at 40, it's not a 42. It's not a shocker, or when they don't get to euploid. And they're 39. It's not a shocker. They knew it was coming. And they prepared for it because they're already in another treatment cycle. That really helps transform my practice. So them having access to me, no longer becomes an emergency. I don't know what I'm doing. But it becomes like, hey, you know, like, Thank you for warning me. We're glad we're in another cycle. Because it's all these expectations are set. So that access, then I'm not overburdened? Because no one's really texted me because I've already said, this is what we're doing from the get go. Right? And of course, there's outliers. There's people who don't want to follow that plan. And then hopefully, things work out. And if not, they've already touched base with me that this is what I recommend. And this is why I recommend it.


Griffin Jones  12:58

Is that really the case, though? You use the analogy of textbook and papers, most people suck at instructions. I think of just going to the grocery store, my wife tells me as I'm out the door what to get, and I get them calling. What did you want me to pick up? And so Aren't you getting some of that from Eve in perhaps even more of it? If you when you're giving people a plan? And they're like, Yes, I got it. I'm here, they get home? What was I supposed to do? Does it really alleviate communication? How does it not just make more of it?


Dr. Roohi Jeelani  13:30

I'm in the logistics part, right? I don't do that the nursing team does. They? Yeah, they may forget what they they be assigned. They may forget what medications I said they may forget that but they will never forget how many embryos it takes for a baby. They will never forget how many babies they wanted. Because I'm not teaching them anything new. I'm just giving them a path forward. So if you and your wife said, Look, we want to kids were X number of years old, she's busy, I'm busy. What does that landscape look like? For me? It would be okay. She's 30 something she's this it may require each cycle yields us X number of embryos, somebody in their mid 30s needs three to four cycles for one life birth, this may mean four to five cycles for you, you're going to bank and you're going to transfer my take home message. It's not the first time they've heard it. It's me kind of stating it again. And then the good thing is my Instagram states it over and over and over again. So a lot of this doesn't come as a shock to them. It comes as that sucks. He really didn't want to but this is what we're gonna do to get to our family.


Griffin Jones  14:35

I wanted to ask you about that chain of command when you said in the nurses are the ones that are providing that logistical guidance at that point. But when they have that level of access to you, they being the patience and they're used to that and they have some familiarity with you prior to social media and then you're a responsive communicator. Do they tend to break Because the chain of command from in the beginning for us, I would have clients texting me, I mean email and texting me, what? What's this thing on our website? Or when are we doing this video? She'll be like, I don't know, you have a project manager, email her. And eventually once they build the relationship with the project manager, yeah, they, they know that it's way quicker to go to them. And they're going to get a much more complete answer. But I would still get those texts. And every once in a while I still do. And I'm like, I don't? I don't know. And so I like, but when you have that level of rapport with the patient, are they more tempted to break the chain of command? Or go outside of scope to you because they view you as being at the top?


Dr. Roohi Jeelani  15:48

Sometimes? Not all? Not a lot, I think. I think people really respect and appreciate that they have that direct line of communication to me. And most of them try not to abuse it. Of course, there's outliers and yes, randomly they'll have can you help me make an appointment? And if it's like, a Saturday, and if it's something I instructed them to do, because I want to see them immediately? Yes. Most of the times, they know I don't really know how to do that. And I truly don't say like, you know, I don't really know, I can try. But no, I don't think anyone really abuses I think I get really like the you know, have a negative pregnancy, I'm sad or get new embryos, I'm sad, but I expected it, it's more of those points that I really want to be informed of. And when you're doing high volume, it's harder to hone in on those. So I think they really know when to reach out to me and when I will reach out to them. You talk


Griffin Jones  16:41

about sometimes when they're going through something really hard, they reach out to you. And you mentioned earlier, that there aren't as many boundaries as there used to be at least there's not the technological boundaries that there used to be. And so what does that do for boundaries for providers right now? And is that healthy?


Dr. Roohi Jeelani  17:04

You're asking the wrong person?


Griffin Jones  17:07

What does what does that mean? You don't have you don't have any, any? You answer any text anytime?


Dr. Roohi Jeelani  17:12

I do, I actually do. But I think that's what social media does, right? Like, I have patients in different countries, their time zones are different, their days are different. I'm up all the time, I I also have a baby that is four months old. So I am up and I do check my phone a lot. That doesn't necessarily mean that everyone should be like me, this is just how I function, right? Everyone can make their boundaries, what's right or wrong for them. I have partners that say, this is where you contact me, this is my email, but I communicate from 95. The biggest thing is setting expectations. Because when you set expectations, then you prevent disappointments. I think that's the main thing that I always try to tell people that how, how can I keep going like this? How do you keep this patient retention and patient satisfaction? It's because you set that expectation from the beginning.


Griffin Jones  18:08

I think there's also something to be said for somebody's natural ability to be able to be that responsive, that frequently that I think many people simply cannot do I think of a lot of the areas that I know. And they couldn't do that even if they wanted to just to be able to, like respond to that many people that frequency. I always say a joke that if there if somebody had a gun to my head and said you have to text someone right now and get a response back from them. In 30 seconds or less, I'm gonna blow your brains out that person for me is Serena Chen. If I had to text one person, it's like boom, and but she's not just doing that for me. She's doing that with her patients. She's doing that with her staff. She's doing that. Like she's like that that's a capacity that she seems to have that you seem to have. And do you do you think like, do you attribute most of it to your personality? Did you develop some of it over time? No, I've


Dr. Roohi Jeelani  19:08

always been like this. I am very much like Serena that's where we are like this. We get along really well. Because we share similar interests. We like to be our hands on multiple parts and doing multiple things all at once. I joke and I say it's like playing chess for me, right like making very strategic fast moves and not stopping so and that includes texting my staff talking to my partners talking to my patients charting doing stuff like this my social media, it's a game of chess, meet moving pieces when they need to be moved at the right time.


Griffin Jones  19:43

You don't get burnt out. You if


Dr. Roohi Jeelani  19:45

you love what you're doing. I mean, I feel like it's such an honor to be doing this like the types of messages right like the gratitude is like a drug it keeps you going. I mean, I literally and I will never forget this. And I always tell this patient that she had gone to multiple people had really bad outcomes, and finally came to me was monitoring somewhere else was told that she's going to have a really crappy outcome not to trust what I'm doing, has now three beautiful babies. And she sent me a card and said, Every time I talk to my kids, and I tell them about superheroes, it's not you know, I'm not talking about anyone else. But you You are our superhero, but like to get that honor is, I mean, I don't know how anyone can get sick of it. At least I can't.


Griffin Jones  20:35

What you're describing is the highest honor that you could possibly hear from someone and it's validation of your values. It's validation of the connection that you've had with people. It's validation of the expertise that you've built. As a physician, I would still get burnt out. I'm somebody that loves validation. I love I love Yeah, I just had a great consulting call today. And it's like, man, it feels so good when I can just add that value and, and the clients so grateful, and you feel so even I couldn't do it all that it amazes me that you can and on an episode about work life balance that I did probably two years ago, it may have been before COVID that I did with Dr. Stephanie Gustin, we talked about work life balance boundaries, and I said, I think there's a class of people like Jeff Bezos, Elon Musk, Sara Blakely, those type of people that are just there all the time. They're intrinsically motivated to be doing what they're doing for the rest of us. I think it's like there's there's almost no time in our lives where we can just be present in the moment have the phone out of the way only think about the people in front of us and what we're doing at that time being totally unplugged. And so if if you don't get burnt out from it, because you are of that Blakely Bezos type of DNA, do you still does just being unplugged then make you feel like Oh, I'm not not doing what I'm meant to be doing?


Dr. Roohi Jeelani  22:13

I go crazy. I literally go crazy. I just had a baby in July. And Angie was like, you cannot come back to work in a week as like, if I don't come back to work in a week, I will go crazy at home. My husband and I will be divorced. Please let me come back. I love doing this. It's truly I can't describe it. Like I love growth. I love change. I love being able to make a difference. And yes, I don't know if you follow Grant Cardone. But he says something like how whitespace on your calendar is the devil. And I truly do not want any whitespace on my calendar, I want to breathe, eat, fertility and change. And I love it.


Griffin Jones  22:56

Because he's also like that he lives breathes, eats business development sales. And what I try not to be prescriptive, because I've come to realize that some people really are fulfilled by that. I don't think that that's the majority of people. So when I see Grant Cardone, Gary Vaynerchuk, it's hustle, hustle is I get it. Like I think for the vast majority of us, there has to be more balanced, more preservation from unplug. But I've, I've, I've come to appreciate that there are some people that that's not the way that they're going to be fulfilled that they are machines that are go go go and you appear to be one of them. Yeah, I do. So I am very I want the people listening to this episode to email, if they if they're on the newsletter, just reply to the newsletter, or just text me or email, whatever I'm really interested to know how people feel like they break out, I'm dubious that most people can do what you do, I think it's a natural, if not a natural talent, then just a natural personality disposition. I'm dubious that most of us can do that most of the time, but our guys are pretty type A in general, they're not a they're not a normal cross section of the population. And so I'm very curious as to how many of your colleagues are in that type of mode where it really is more fulfilling to just be doing this all the time. And versus those that are like, eff that I want to I want to totally go off the grid sometimes I'm curious about who that might be. But so Alright, so you you're using this as a strength because your patients adore you. You have I'm just looking at Instagram right now. 324,000 followers, so I want to talk about that a bit because you referenced that as as part of how you set xspec Patients early and often in in this changing landscape of Patient Relations, but just walk us through the timeline.


Dr. Roohi Jeelani  25:07

Yeah, it started actually, thanks to Hannah Johnson. I have a huge family in Chicago, I actually converted my fellowship in 2016 2015. To ofour. Her it's a woman's yeah falls 2015. It's a woman's reproductive health research grant of K 12. That focused on Uncle fertility chemotherapy impacts on all of this, and I was on track to get an MD PhD. And then like three years, then it hit me that this is not the path I want to live, I want to do research to make an impact. I don't want to do research just for the sake of doing research. I want to be able to then implement that in patient care. And I didn't have access to a robust patient volume. So then I met very Angie, very coincidentally, Shin started bioscan. And we went out for coffee. And I decided this with it. So I was going to finish off a year of my or her and then move to Chicago, moved to Chicago, where I have a huge family, and then realized, while I still don't have a robust patient volume, I'm very new here at a very new practice. How do we build it? And then in 2017, Instagram was the new and it thing. And when I was like, Well, you have a big following you have big family, just change it into a public platform and talk about fertility. Talk about your journey. I sucked at it. Let me tell you, I was horrendous because a typical doctor goes to PubMed and then takes that information and puts it on Instagram. And patients don't relate at all to what you're saying. And they don't know how to translate that into lay language, or what does that mean clinically, or how that's relevant to them. So eventually, over time, I found my kind of like, what made me unique is an area and it built over time. And I think it really grew during COVID. And then I kind of highlighted my fertility journey over the past two years on it as well. And it kept growing and amplifying.


Griffin Jones  27:11

So it started off as a new patient generator. A lot of people say that social media doesn't bring in new patients. And I think for a lot of people it doesn't, is a What does hockey puck do for somebody that isn't Wayne Gretzky, while certainly not as much as it did for Wayne Gretzky, and some people get more return on investment from social media than others. But when you have a following is massive and as loyal as yours, I think you would have to, you would have to try not to get patients from it at that point, was it? Was it? Did it start pretty early on the patients that you started getting? Or did you find like, Well, only some of them are in Chicago, there's a lot of people in Boston in Florida, and and it wasn't that effective in the beginning.


Dr. Roohi Jeelani  28:04

They come from everywhere. No, because when I first started, it was the same year as Natalie started, you started a couple months before me. So it's just Natalie and I both started in 2017. And I think she would say the same that she got patients from all over, I think, I don't know how she practices but my patients would do their monitoring there and fly in to do treatment. I remember my very first out of state patient said that she was looking at shoes, and my picture came up. I love shoes. And she said that it was a sign from God that I love shoes, and I popped up that she had to come see me. So she flew across state lines to do her IVF care with me. That was my very first out of state page because I was so curious as to why she picked me and across the country.


Griffin Jones  28:52

It's funny that you say that because as you mentioned that I know someone from my life that went to see you as a patient from a different state because of following you on social media. And this is a paradigm shift, isn't it not just on the Patient Relations side, but on who has the biggest share of voice to patients. And it's a paradigm shift in a lot of ways. When you say Natalie, you're referring to Dr. Natalie Crawford in Austin, Texas. When I first came into the field, I didn't know anything about fertility. I didn't I barely knew what IVF was, I thought Rei was a camping store. I didn't know any RBIs. And my first clients were the ones that said, this person is big. He's big. He's big. He's big. And you'll notice that I'm saying he they were all they were all men at that time. And some of it has to do with we're just we have a transition in generations. There's way more female physicians than there was 20 years ago. And so some of it is that but some of it is also now the people that have the biggest platforms are mostly younger female El RAS. You have a couple 100,000 followers. Dr. Crawford, I don't I don't even know how many. She's up to now. And then there's a few others like Dr. Shaheen and some others that have really big followers. And then I'm thinking like, who's the? Who's the male Rei with the most followers? Do you even know?


Dr. Roohi Jeelani  30:24

They don't, they don't actually.


Griffin Jones  30:26

Like maybe it's Eduardo. Maybe it's my good friend, Dr. Harrison. He doesn't even have he doesn't even have 5000. And he might be in the lead, you know? Like Dr. Eric foreman, he has, he has a really loyal following really great physician that offers a lot of value on social media. He's like, you know, they're all fractions of yours. The the physicians that have the largest followings on social media, are the female physician, the younger female physicians are orders of magnitude more than the fellas. So is it even worth it? For people that don't feel like? Well, I'm not I'm not a younger woman. I didn't grow up with this. I don't maybe I don't fit the that. Maybe it's because I don't match the demographic. And that's why they're successful on social media. Is it? Is it worth it for your peers? To do that, if they're a 60 year old physician, or if they're, especially if they're a 60 year old? Male physician?


Dr. Roohi Jeelani  31:30

I think so. So if you look, I think you, I think Eric foreman, we don't know how many he has, but he has super loyal following, right? It's all about quality, not necessarily quantity. I think the ones that you named Laura Natalie reduction. And Dr. Crawford, me, we were one of the few of the first to join social media, and it was easier to grow. There was no other competing network or channel, it was just Instagram, everyone was Instagram. That's where you grew. But now there's tick tock, and some people are really big on tick tock, and some people are really big on Instagram. I think there's more variations of platforms, there's variations of how we present data. So I don't think there's no value, your patients will follow you. So even if it doesn't bring in new people in the door, that's an opportunity for you did touch base with your patient to tell them, teach them, right? Because if you're not out there teaching them someone else's, and it does may not necessarily be an RA. So why not get that information out there? And it doesn't matter how old you are, I just think that it was easier for younger female physicians, because initially, it started off as pictures, right? Who likes pictures? For younger females, males always shy away from taking pictures or posting a picture of themselves. Now it's a whole different, it's transformed into videos and all sorts of stuff. It's not just a still picture with a whole bunch of captions


Griffin Jones  33:01

will probably be weird if the things that normally work on Instagram for males were used by male Rei is like if we had a male Rei with Jack mussels and a Lamborghini. And like, probably probably wouldn't be the one they would want to tap into anyway. But you mentioned what you were talking about is arbitrage like the land grab of social media, because you got in at a time. And I think it's been it's, it really is amazing that if we asked people who are the household names of fertility specialists, in most cases, we're still a small field. I don't know, we could say that there's household names, but in the but in the infertility community, there absolutely is. And it when we ask people that, I don't think we're we're hearing necessarily the same people that are giving poster talks or maybe leading this debate and, and, and sometimes they are, but we are having a different class of RBIs that people see as the authority. Is that a good thing or a bad thing?


Dr. Roohi Jeelani  34:17

I think it's a good thing. It's giving us a platform, not to say like I mean, I'm equally vested in research and equally invested in giving talks, but I think they're different audiences right, I don't think it goes hand in hand and I don't think they're mutually I think they can coexist. I think you can be this amazing Instagram influencer doctor, and you can get up there and give a serious talk on or debate on like to resect a fibroid not to receptor fibroid PGT not to PGT I think you can mutually have those interests. But while we were talking, Bob Celts actually has a really big social media Yeah, following, not for fertility for other stuff, but he does have a big social. I was trying to think of like an older male. But yeah, I've killed


Griffin Jones  35:08

there you go I so I'll shout out to rob because he does and, and and that that's a good point. But you deserve credit and you and the other doctors that we talked about and others that I'm forgetting and shouldn't be forgetting deserve credit for taking advantage of that arbitrage and deciding, you know, this isn't something that just has to be in an NPRM. ASRM talk. It's not just a plenary topic. It's not just a poster, there's a way for me to reach the masses. Now, with this. I wrote, there's an article that I wrote in 2015. People can look it up that was Instagram, you guys have to get on Instagram. This is this is this is life changing. The infertility community is there, there's so few doctors or there's a huge land grab possible for you. And everybody just kept asking me like, what's the next thing like, what's the next thing come and say, this is the thing right now you're not doing it, go do it. And the people that did it like yourself and the other Doc's we talked about, you all didn't do it, because of May you were doing it because you were doing it. I don't think I don't think I moved anybody on the other side that much like maybe I got him to start an account. But I think there was a lot of people that took the past on that massive chance to get to the eyeballs while the eyeballs are flooding in before the advertisers saturate the place before the fake influencers saturate the place. I think Dr. Shaheen did that with Tiktok better than anybody. And now we have now we have a bit of a paradigm shift. But I've done enough episodes on on that topic. I don't want to go too far down the social media rabbit hole other than how you've used it to really move Patient Relations forward. And you said something earlier in our discussion, where you talked about how patients have seen a certain expectation from you on social media. So can you talk about how you're using it to set expectations, either about the process or what they can expect on your approach? Yeah,


Dr. Roohi Jeelani  37:19

I usually talk a lot about me in Chicago, most of my patients are older. So what it means to be an older parent that not all embryos make a baby. And I think a lot of times what I'm trying to really do is shift the mindset, which was episode was all about that IVF is no longer the last resort. Right? If you're older, I use it as a first resort, like you're meeting your partner at 38. You're getting married at 40. And you want to have three kids like how am I going to make this happen for you? Right? How do I counsel you so you understand that? So I recently did a series of reels where it spoke about like age and how many embryos it takes for one baby based off of your age group. So not necessarily 38 to 37, but 30 to 35. What should you expect? How many IVF cycles leads to one baby 35 to 40, what should you expect? And I think knowing that, it's not it's not saying okay, we're we're going to do our workup and then we're gonna do IUs for three months, and then we're gonna get you pregnant with one. Oh, crap, you're gonna come back for number two. Now, you're 40? What am I gonna do? It's more of what is your family look like? And how do I complete your family, not just treat your infertility?


Griffin Jones  38:32

Does it ever backfire at all? So you're establishing a ton of credibility, you're establishing a ton of authority as an expert. But does it ever undermine authority in the sense of, Well, now, I feel so familiar with this doctor that I, you know, I just treat them like a charm. Like, do people come in and in your office and be a Roohi instead of instead of Dr. Jeelani? Like, does it ever backfire?


Dr. Roohi Jeelani  39:05

Very rarely, I mean, there's of course there's, you know, Stan, there's outliers from the standard, but it doesn't really. I guess I earned my doctor title. I'm Yes. I'm Dr. Jeelani, but people don't define me. You can call me whatever you want. Like because you call me rude. He doesn't change the fact that I'm your doctor. Right? I don't. That would piss


Griffin Jones  39:24

me off. Yeah,


Dr. Roohi Jeelani  39:26

I mean, I define me like, you can. I guess it also I have said no one ever knew, like no one you had to say my name before I got married. My last name was like 15 letters. One. Everyone called me a variation of everything. And I responded to everything. So I don't I don't know. I don't. I guess people not defining is a good and bad thing. Also. It truly just doesn't bother me.


Griffin Jones  39:51

But for the most part, you are establishing your authority, not authority of like, This is who I am, but rather just like I I'm the expert. And you can tell that I'm the expert because I've shared all of this content with you. I've shared my school of thought with you and, and so people are coming in, can you tell the difference between somebody who has, who has really almost no experience with you on social media versus someone who is geeked out on every last post, you've done 100%,


Dr. Roohi Jeelani  40:21

you can 100% You can tell because they will come with notes and information. And with a plan. It's so crazy, they have a plan that we like, when you said this, this is what I want to do. Because you said this, this is what I want to do. I know this will take X, Y and Z. I mean, it's insane. It cuts my consult time what talking business from like an hour long new pet patient thing, take a 30 minute, like, okay, like you know what you're gonna do, I'm glad you listened.


Griffin Jones  40:48

I never really got this across to people when, especially when clinics and Doc's got so busy the last two or two and a half years and that we don't need we don't need more new patients. We got 10 week waitlist is like Yeah, but it's not just about new patient acquisition. It's about getting people in the door for I don't, I don't need new clients. But this podcast format, the other media that we do, just helps me get into business deals more when when I am it's not about necessarily getting more deals. But when people come to me, it's like they want to get my thoughts and process. They don't just want to pick out a marketing guy and it makes helping them easier. It makes the relationship so much better. And is that something that's replicable in other places, then then social media, like you said, you feel like this trend will go on for a long time? Do you see us doing a lot more of this where almost everybody knows so much about their physician before they end up coming to see one?


Dr. Roohi Jeelani  41:57

I would hope so because they think you're trusting like you're, I appreciate that. Like my patients are trusting me with such an intimate part of them right? They're essentially letting me into a really a spot that they don't they're not comfortable with. Most people don't want to see a fertility doctor, shoot, I don't want to see a fertility doctor and I do this for a living. So I think it builds this trust and relationship that's just everlasting. I have patients who have graduated now, that's still follow me that send me pictures of their babies that always say like, I sent my friends to you, I redirected your post to teachers. I mean, what have you everyone, I have parents who follow me on social media of their kids going through their fertility journey and texting me thanking me like, I have a grandkid because of you. And it is just that touch that you can have that impact that you can have. And once again, it's not a social media talk, but it really does. It translates to patient retention, new acquisitions, and a lifelong like impression. I don't think it's going anywhere.


Griffin Jones  43:02

It's not just about it's not just about patient acquisition, I think about this in so many ways where I'm making purchase decisions. Now. People are doing it with my firm. We're we're doing it as we look for financial planners and stuff like that. It's like, I want to know so much about how they think and how they work, before I decide that, that's who I'm going to go with. And then when we do have those initial sales conversations often like the decisions already been made, this is like that, that sales conversation is just or in this case, initial console, there's just kind of like, confirmation of that or, or even the beginning of the process. But yeah, there's so much that used to be set up after the, the the initial information. If the public facing information, there was so much that was set up after that that just happened in the one on one consults that happened in the office, there was a huge information asymmetry. And now that information asymmetry doesn't exist anymore, because the patient can learn a lot about you about other fertility doctors and the process as a whole. And they can and you instead of letting that hurt, you are taking full advantage of it and you have a massive following. And I went on that rant is decide what where do I want to pull this thread next? Do I continue on to talk about Patient Relations? I do. But I also want to talk about how this can be a career opportunity in many other ways for our eyes because when you have 300 something 1000 followers, you're getting put in front of all kinds of people, venture capitalists, tech people, scientists, peers, colleagues, what other opportunities is it open for you?


Dr. Roohi Jeelani  45:00

So many right? Because everyone who's interested in Rei is from every aspect, Farmar. Alarm techniques. Gosh, everything everything industry that you see at ASRM is now interested in you, right, for whatever reason. And it helps build new relationships, it helps you get in front of new technology, you start developing ideas, because you see how can I take this and apply it to fertility, I just think it just opens up the landscape for you to do so much more than just be a doctor. I love being a doctor. But I think I can do a better job of learning these different technologies and having access to the stuff and serve my patients better. But at the end of the day, all of this makes me a better doctor.


Griffin Jones  45:51

So how do you vet those opportunities, then? Because you're getting them because you have a huge following of people who really hang on to what you have to say. And because of that, that's, that's a big responsibility. And so how do you vet the opportunities that come your way?


Dr. Roohi Jeelani  46:11

I try to step away from social media and really think like, Would I utilize this? Do I think it's resourceful for my patients, and then present it? I? This is not like social media is a amazing platform. But that pre pre meme pre my life, I used to model right? And it's very similar to that. So when you're modeling, you start thinking is this campaign is this brand in alignment with my morals, my ideals, because now you're going to be plastered as this brand's face? So social media is very similar to that. When you get vetted to do something for a company, do you think well? Do my morals and ideals aligned with this brand? And if they aligned do they do? Do they help my patients as much as they helped me? And if the answer is yes, then I say yes. If like, doesn't really sit well with me demand answer's no.


Griffin Jones  47:04

Talk to us a little bit about how you figure that out. Because I'm thinking in a parallel industry. And in the financial field. We talked about Grant Cardone one of the people that I follow, though, is Graham Stefan, because I think he's just a trustworthy, empirical kind of guy doesn't really Hawk his financial prescriptions. He presents what he sees his the evidence and talks about what he's doing and, and he's, he's just a guy that has a natural credibility to him. He was one of these folks that got into this trouble with the the crypto Ponzi scheme, that guy and his company's name is escaping me right now. But the BT X or whatever it is, and they had a ton of sponsors, really credible people, because they came in says, Hey, we're changing the world in this positive way. And we have a ton of money and all these other people are on board. Don't you want to be a part of it? And a lot of people got caught with egg on their face, because it's like, oh, maybe I shouldn't have locked up with them so soon. And i i peddled this Ponzi scheme to my people. I don't I don't see anybody doing Ponzi schemes right now where we are but but the principle is there nonetheless. So talk about how you dig into it.


Dr. Roohi Jeelani  48:22

Usually the type of people that approach you when you are on or when you have a larger platform is that that's been around great. As young as our field is it still as big in young as it is, we pretty much know everybody so everyone who approaches me, I already know what they're about what they're doing. I very rarely get stuff outside of fertility. My other love is for fashion. So I do get a lot of fashion stuff. And I don't necessarily the thing that I use with my social media. And if you look at everyone's social media that's on there, they they have a thing that they hold on very near and dear to them, right like for Dr. Crawford, it's about like the pride and joy of being a woman being a mom, that's very important to her. So throughout her fertility, it's intermixed. Her pride and joy. Dr. Shaheen, she's an author, right. She's amazing at being an author. So intermixed with her fertility is her book and recurrent pregnancy loss and what it means to her Dr. Chen, intermixed with fertility, advocacy, she has really really good about access to care advocacy, you know, being paired up with resolve. For me, it's, you know, my history like what makes me me, it's my family, my fertility journey, my fashion, like, I love it. So it's every, whoever approaches me is kind of aligned or parallel with that and a lot of that stuff is not new. It's people that I already know. I don't think I've ever been approached for something outside of my interest or outside of my page. So


Griffin Jones  49:50

I think to be us that we know everybody or that you know, so many people have been in the field for a long time. So I agree with you, we all kind of know each other, I always say that fertility is like one big high school, and, but you also know who you are. So you know who the new kid is when there is a new kid. But there's lots of new kids, I was one short time ago, there's plenty of others. And if you look at a lot of the VC backed companies, a lot of the PE backed companies, look at those board of directors or the, rather than the Board of Directors really like people that are VP level, often in the C suite to, there's a lot of people at those levels that have never worked in fertility before. And many of them are coming with good ideas and things that do need to be brought in and shake this thing up a bit. But some people have no idea what they're doing or complete charlatans are in it for the money, all of those things will and do happen when entrepreneurial change is at hand. So is it just enough to know your stuff? Or do you also have to get to know the people?


Dr. Roohi Jeelani  51:09

I would say know your stuff more? Because people you don't think you truly ever know anybody? Right? Like I've been with my husband for 19 years, they learn new stuff about him all the time. Yeah, now you're going deep, deep, right? You people evolve, they don't really think you have to really know that people, I think you really have to know, the idea. I still consider myself I feel like I'm very new to this, I learn new people, new things, new ideas daily. And people will always, always approach you with something that they think is brilliant. And I really think that we're at a really pivotal point in our field where, like you mentioned, there's a lot of people who want and they're all very new, and you have to vet the idea. And if you really believe in the mission, then you align yourself with them. And if you don't, then that's okay. I, I think with the limited fertility doctors that we have, you will get approached whether or not you're on social media, you're gonna get approached, and I think the one tip that I've learned is, does that idea line with you? And if it does, then do it.


Griffin Jones  52:19

Right. I suspect that it's harder for you, because there are a lot more opportunities. And people do want to see change in the field, and you want to help bring that in. In my case, I'm not qualified to give an endorsement for the vast majority of people that want to reach my audience. So we build an advertising structure where it's not an endorsement for me simply them advertising in inside reproductive health, the same way an advertiser would advertise on any media company, the endorsements, when you become the face of something is different. The only one I ever did was with engaged MD. And I did that only because it is close enough to what we do that I could see how much it helps people. So many people that I talked to over the years, vetted it, including people that I've worked for, for years. I knew Jeff and Taylor really well for years before we did that, that if there ever was a complete 180 Like you're talking about, like you've known your husband for years and years, it's like how well do you still know some that if ever was a 180, we found out Jeff VISTA is a straight up axe murderer that I could say, hey, it may be an Axe Murderer. But I did my homework. And I talked to the guy and I'm as surprised as anybody I loved him and knew how great he was. And I'm totally floored. And I don't think that happened in the case of the Bitcoin, not the Bitcoin, the other crypto scandal, and you'd seem to have a system for for doing that I do. I do probably issue the word of caution to other Doc's that may be don't let FOMO dictate what you end up doing. That. There's a lot of things where it's like, Oh, I gotta get in on this now. It's like, if it's not right, you might just wait a while and it's not meant to be it's not meant to be Yeah,


Dr. Roohi Jeelani  54:16

I think really just aligning yourself with if you if you hold true and stand with what why you do this why you do what you do, then I don't think you'll ever stray wrong. Right? I think Michael goal is to get as much information out there and my goal is for everyone to have a family and my mission or whoever I aligned myself with kind of believes in the same thing like how do we how do we get there? How do we make this happen?


Griffin Jones  54:46

I want to let you conclude how you want to conclude, but I do want to go back to Patient Relations for something because I wonder if the position that we used to be in has toe totally changed. Or if it's just morphed into something else where the doctor was the authority. I'm the doctor, you're the patient, I talk you listen, I prescribe you do. And it seemed that that was going away for a long time. And then during COVID, not I'm not talking about the fertility field, I'm just kind of talking about general, that kind of came back in a different way where it's like you, you take the damn vaccine, you do this, because I'm the doctor. And I was like, I don't think that's the right message. It's even if when you're giving the right advice, if you're giving the right advice about something, it's not because I'm the financial planner, therefore, this plan makes sense. I'm the mechanic. Therefore, what I'm doing to your car makes sense. I think we reverted back to that a bit of instead of making the persuasive argument, in many cases, it was, listen, dummy, this is what it is. And I'm the person to tell you what it is to have, have we overcome that? And if it is something that we should even overcome?


Dr. Roohi Jeelani  56:08

That's so interesting that you look at it like that, I look at it, as we use the persuasive argument, like all those stickers that we put up, I'm vaccinated, are you looking at what I'm doing? Look at what my kids are doing. But I'm also looking at it from the lens of social media. Those are my colleagues, right? Not just fertility colleagues, those are just my colleagues. And I don't, I don't think I can't remember a single person saying you have to do it, because I said, so it was more. So this is the data behind it. This is why I'm doing it. This is why my kids are doing it. And this is why you should do it. And that's how I present my fertility. That's how I present my data to my patients, right. And I always tell them, like, ultimately the choice is yours. But this is your age, this is the age of the sperm, this is your end goal. If we do this, your chance of success is XYZ. If we do this, your chance of success is XYZ. Here are the pros. Here are the cons for both, which one would you like to pick? And I think that autonomy is really important. And I feel like the vaccine was presented like that. I don't think it ever I think we even tried right like not to bring completely Goten John Doe but bring like surrogacy and third party. It never went away never became. If you're not vaccinated, you can't be a GC if you're not vaccinated, you can't be a donor I always became, we prefer this but ultimately the call is yours. I really think that mode or that treatment modality is here to stay. I think patients really want autonomy. They're seeking that autonomy.


Griffin Jones  57:46

I think that is the proper course to take. And I'm glad you took it. I think there was a ton of the One Way finger wagging on social media and some of the most persuasive doctors that I think out there I want to give a shout out to Dr. Zubin de Manya Z Dawg MD for any of you physicians that are familiar with Him, follow Him Dr. Vinay Prasad, Dr. Monica Gandhi, Dr. Marty mCherry, who were extremely persuasive. And when I looked at their YouTube comments, versus a lot of the comments of people that were doing finger wagging, I could see them changing hearts and minds, because they were doing it in a way where they approached it with the same healthy skepticism and made persuasive arguments that you just described. So we you've you've laid the groundwork for us and the change in Patient Relations, as you just described, to where it's educational, and inviting for patients. You talked about. We talked about the paradigm shift that this means for new opportunities for doctor, we talked about those opportunities in the form of business, we talked about the change not just in patient acquisition, but also how patients move through the treatment process by having a two way access to information and multi channel. How do you want to conclude right?


Dr. Roohi Jeelani  59:10

It's I think it's key that you are very proactive and educate in whatever format. They're thirsty for education, you educate them and they'll make well informed decisions with your guidance.


Griffin Jones  59:25

You are leading the charge in my view, as far as I can tell, and people are wise to follow you. We will include your handles in the show notes and of course, we will tag you and they should follow you because they should see the changes happening in Patient Relations through your eyes and through your patient's eyes. Dr. Jeelani, thank you very much for coming back on inside reproductive health. 


Thank you for having me.


59:54

You've been listening to the inside reproductive health podcast with Griffin Jones. If you're ready to take out mission to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society. Visit fertility bridge.com To begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to inside reproductive health




145 Two Founders Trying to Flip The Script in The Challenging Fertility Start-up Space: Abby Mercado and Kristyn Hodgdon

On Inside Reproductive Health this week, Griffin Jones chats with Rescripted founders, Abby Mercado and Kristyn Hodgdon about their business model, how it came to be, and what risks they have in this space. How has Rescripted’s capital been invested? How do they keep content fresh? Will they survive and thrive in this space, even though so many others before them have failed- despite having massive capital? Listen now and join the conversation, with Griffin Jones on Inside Reproductive Health.

Listen to hear:

  • Griffin point out that pharmacies missed the boat- they could’ve seized the direct to consumer route, but did not.

  • Abby and Kristyn break down their business model, why it works, and what they won’t allow in their space.

  • Griffin discuss raisers of capital who had the cash, but ultimately failed, and question whether or not Rescripted has what it takes to beat the odds.

  • Abby and Kristyn explain why, and how, Rescripted was founded, and where it hopes to go in the future.

140: 9 Steps of IVF Center Lead Conversion

PICK UP THE PHONE and 8 Other Ways to Improve Patient Lead Retention

This week on Inside Reproductive Health, Griffin dishes on 9 effective ways to retain leads and turn them into patients- and they’re not what you might think. Listen to hear Griffin uncover the best ways to focus on, and correct, your patient lead process for increased profits and improved patient satisfaction. 

Listen to hear:

  •  What you can do today to increase lead retention, at no cost.

  • Griffin explain how to head-off no-call-back online reviews.

  • The importance of first point of contact, and how it impacts patient experience all the way down the line.

136: 6 Pillars for your IVF Center’s Killer First Impression

Episode 136 IRH cover photo

This week on Inside Reproductive Health, Griffin shares the 6 pillars to generating the best first impression for new patients, and how that can directly impact both your bottom line, and the patient experience. Listen to hear how you can build a successful New Fertility Patient Concierge Team. 

Listen to hear:

  •  How (and why) to put the right people in charge of your patient’s first impression 

  • Griffin explain how to emotionally incentivize your Concierge team.

  • How to measure the Team’s impact on your practice’s bottom line.

130: Does First Class Service Win in the End? with Terry Malanda

On this episode of Inside Reproductive Health, Griffin Jones chats with Terry Malanda about patients’ freedom of choice. Terry, the owner of Mandell’s Clinical Pharmacy, believes that customer service is the North Star for long-term company growth. With all the consolidation happening, Griffin and Terry explore the current state of how consumers make their pharmacy decision and future trends on what will impact that decision.

Listen to the full episode to hear:

The debate on freedom of choice for patients to choose a pharmacy Why pharmacies can and should be providing additional services to patients, including benefits coverage and discount programs How consolidation of fertility clinics is reducing the choice that patients have when it comes to pharmacies and other services Why some pharmacies outsource their compounding, and what that means The virtuous cycle vs. the vicious cycle of customer service

Terry’s Info:
Website: https://www.mymandellspharmacy.com/meet-the-staff/

Twitter: ​​https://twitter.com/mandellsrx

Linkedin: https://www.linkedin.com/in/terry-malanda-09ab9528/



Engaged MD Logo

Inside Reproductive Health is sponsored by EngagedMD. For technology that educates your patients with true informed consent, visit engagedmd.com/IRH for 25% off your implementation fee.


[00:00:51] Griffin Jones: Freedom to choose in Inside Reproductive Health. I like stirring the pot, but that one we'll save for another day, but you're probably already writing to Engage MD to cancel my sponsorship depending on wherever you're coming from in this sphere, Terry Malanda's probably like what the heck?  Griffin had to introduce her podcast episode like that?

I did. I couldn't resist. We're talking about the freedom of choice for patients to choose what pharmacy they want to use among other things. We're talking about the freedom of choice for patients to choose what they want to choose and what that's like in the fertility space, with all the consolidation happening, reducing that choice that patients have when it comes to pharmacies and other services.

Pharmacies can and should be providing additional services to patients. At least according to my guests, including finding out benefits, coverage, and finding out discount programs, some pharmacies outsource their compounding. And we talk about the implications for that. And we talk about the virtuous cycle versus the vicious cycle of customer service.

My guest for today is Terry Melanda, co-owner of Mandell's Pharmacy. And we talk about all of this and more from a woman in business who has been here before. We've seen a lot of women as principals of their companies, and I was very happy to have her on the show, and I hope you get something out of the conversation.

And I look forward to your feedback. I know you'll give it to me, whether I want to hear it or not. Enjoy this episode of Inside Reproductive Health with Terry Malanda. Mrs. Malanda, Terry, welcome to Inside Reproductive Health. 

[00:02:37] Terry Malanda: Thank you, Griffin. It's my pleasure to be here. It's great to see you. 

[00:02:40] Griffin Jones: It's about time to have you on because you know that you're a good speaker and if people know you, they know that sometimes you're a little shy about, but I just thought of a couple years ago, Mandell’s sponsored a virtual event that we did.

It was a patient facing event. It was a virtual fertility conference. This was actually pre-COVID and, and, and you recorded your presentation, and my employees were like, she's so good. And I was like, she is so good. Somebody needs to tell her that. 

[00:03:08] Terry Malanda: Well, well thank you. I appreciate the compliment.

I know I spoke at a public event, and I remember I brought a speech that I have prewritten, and then once I was there I just after hearing stories and patient stories, I just ripped up my speech and, and I winged it. So, thank you. I appreciate that compliment. 

[00:03:25] Griffin Jones: Sometimes it's just like, you know, it's like having the seatbelt there, even though you're not gonna need it.

Right. And then you end up having a good conversation or a good talk or in the case of when I do, presentation, as soon as I see somebody's eyes, then I can go into a different headspace. And I become a better talker. At least I do from my vantage point who, who knows if the audience agrees or not.

[00:03:48] Terry Malanda: I think it's from the heart. I think when you speak from the heart, it's, it's a lot more genuine and I think that's what you do on your podcast. That's why we enjoy listening to them. 

[00:03:56] Griffin Jones: Well, and that's why I wanted to have, when I wanted to just get kind of a State of the Union of what's going on in pharmacy, that you were the person that I thought of just to, to speak of, of what's going on.

We haven't had too many discussions on this show about pharmacy, and, because partly, Terry, because I don't know what the doctors, like, really should know and, and versus like, what's what, what might just be boring or incidental information to them. So can you kind of just give us like if you, we were at PCRS and a doctor was sitting down with you, and just said, like, Terry, like what's going on across the pharmacy field right now? How would you start with a really open-ended question like that?

[00:04:40] Terry Malanda: I think I would probably first back up a little bit and let them know how important it is to choose the right pharmacy, or for the patient to choose the right pharmacy. We're only a small part of the infertility picture. Obviously,  the doctors have a lot more interaction than the nurses and, and a lot more to say and, and decide, but dealing with at the right pharmacy who truly understands what the patient is going through understands the role of a pharmacy, and how to best help a patient navigate through that portion of the journey, I think is really important.

So I think I'll probably stop start there. Then if you're asking about current events, I'd probably address the fact that there is so much consolidation happening and how it's changing it. Pharmacy's always changing. Always. The landscape is always changing, but right now there is a lot of consolidation.

There are a lot of companies that are buying out pharmacies and creating different models. Not that they're better or worse, they're just different. And I probably, you know, have a good discussion about that with a doctor, but I think the important thing when choosing a pharmacy is to make sure that the staff is very dedicated, that they're passionate about what they do.

And that the patient is gonna be in really good hands, pay a really good price, and have the support necessary, both educationally and frankly, emotionally from a pharmacy. That's gonna understand that. I always say that we and my family, we went through two things. We went through cancer. 

Thank God my husband survived the bone marrow transplant in 2005, but we went through infertility in the 1990s, and they are both catastrophic illnesses. And, I think that no one who hasn't experienced it and dealt with it for a while, really understands just how disruptive infertility is in the life of the patient and, and the couple and the relationship and the finances.

And I believe that having a pharmacy who even just understands all of that is very important. And in order to do that, it can't, it has to come from the top and you have to have training the, the appropriate training and, you know, it has to come from the heart. I just believe that everything has to come from the heart and you're dealing with real people with real situations and a couple who are really struggling often just to get through this, and sometimes repeat treatments, et cetera. So, to go back to a pharmacy, I think it's just important for doctors to really know their pharmacy, understand what a pharmacy is, and how much a pharmacy can do for them. Our tagline is sort of, we make it easy for you, so we try to help as much as we can the clinic and the patient.

So it's really teamwork that happens when a patient uses us. So I don't know that all doctors know that I think that many do and many appreciate it, but I'm not sure that all of 'em understand it. 

[00:07:26] Griffin Jones: Well, maybe we take the angle down. What can a pharmacy do for them? Because if I'm playing devil's advocate, Terry and I'm the CEO of a, a, a large network that has just consolidated a number of clinics, or even if I'm not, even if I own a practice and I'm the single provider and I'm thinking, well, like, choosing the right pharmacy's, like, yeah, I understand that some people may have more heart than others and, and some people might be able to do a little bit customer service, but at the end of the day, it's, it's the drug- getting the drugs to the people. And I wanna just get it to them for as cheap as possible, because the drug companies’ charging them a lot.

I'm charging them a fair amount, and I wanna just get them as cheap as possible. And so I'm gonna refer to whoever and, or they can choose whatever pharmacy they want or, or will use one that this private equity group has told us is gonna be cheaper across the scale, whatever it is. So you know, I'm coming with a commodity. 

What is it that the pharmacies could actually be doing for them?. 

[00:08:26] Terry Malanda: Well, I'll tell you what we do. And I know that we actually do the things that we say we do. For example, as soon as the patient starts out with us, we give 'em a full education on what to expect next. We also always, if the patient has any medications in their order, that qualify for discount programs, we encourage them to, we tell them we educate them on the discount programs and encourage them to apply because you never know the discount programs we happen to be, if we're always the number one pharmacy. For the discount program that our company runs with Toronto with compassionate care. I think there's been a consolidation of several pharmacies, and now we're kind of neck to neck, but I know that that is a result of all the education that we give patients.

We apply coupons. We're always looking out for the best price. We always offer the best price. And when we offer a price, we don't increase one thing to decrease the other. We have never done that. We're very proud of the fact that we're very transparent. With our pricing and kind of stay away from what I call gimmick.

Because I think the fertility patient has plenty to deal with and to have to try and figure out the very complex world of pharmacy pricing. We assist the nurses tremendously. So the other thing we say to clinics is with us, let's fax it and forget it. So whether the prescription comes in electronically or via fax, we are gonna handle it from there.

We do absolutely everything from A to Z. And if the patient, for example, in the insurance company, if it's mandatory, a situation where the patient has to use their own pharmacy that is with their insurance company. And we determined that the coverage is there. We handle the entire transaction and we notify the clinic. So, this way the patient always knows what's going on and the clinic always knows what's going on. We also try to work and really customize services for the clinic. So if you're a new clinic with our facility, we would ask things like, how do you prefer to be contacted?

You prefer email. Do you prefer to leave a phone call, get the right contact people. And we really do a lot of work up front to make sure that we're maximizing their time, not interrupting as much as we can and making it easier for the staff at the doctor's office. ‘Cause nurses work very hard, and doctor’s time is very limited.

We are fully aware of that. So we have an entire prior authorization department. We make sure the patients get their orders. And if the patient, if there's some sort of a delay, we make sure that we're contacting the doctor's office and contacting the patient and they, and trying to figure out a dose for that day.

And we're very highly successful at that. That usually happens like if in a very bad storm, I mean, I'm sure every office knows that sometimes when the weather gets in the way you, you're not able the patient is not able to get it, but we also, that's another thing we do. We watch the weather across the country.

And so when we see bad weather coming, we anticipate that we have a way to contact all the patients and get their order out either before the storm or after. So we do a lot of behind the scenes work and that takes a lot of service. It takes a lot of employees and, quite frankly, it's expensive.

But as far as providing those services. If you compare our pricing to other pharmacies who may not provide exactly the same degree of service, we're usually, if we don't beat 'em, we're right in that ballpark. So, I just believe that service matters to a patient. I was a patient, my husband and I got into infertility because we couldn't conceive, we had trouble.

I was 28 when I started trying, and I got pregnant when I was 34. So you know, it was, I dealt, we didn't do infertility back then. And I dealt with a different pharmacy, and I just was not very happy with the level of service, being a pharmacist, myself. I knew what you can do for patients. And so we just decided to specialize in infertility.

I mean, we were very lucky. We did a frozen embryo and that worked, and then our, daughters, they're 20 months apart. And she came without any help, which is amazing. So we have two miracle children who are grown now. And we absolutely are passionate, and we love doing what we do, and we love the feedback we get as far as how much we help the patient, and frankly how much we help the clinics.

And I'd love for you to interview some of the doctors that use us and, and ask them that question, because I'm pretty sure that they would vouch for everything I'm saying. 

[00:12:43] Griffin Jones: Well, I know that if I interviewed different pharmacy owners, though, that they would say the same thing. So give me a couple of tangible examples of what practice owners should be looking out for, like, the level, like the specific service that makes a difference either in the care that the patient is receiving, or that is reducing staff burden. Because I don't know if Duane Read is still in business, but if they are, and I'm the CEO, let's pretend they are.

And I'm the CEO of Duane Read, and decide, we're gonna launch a specialty pharmacy infertility that my executives are saying the same thing. And I'm saying the same thing about the quality of service. And we got the best quality of service. And so what are the actual, like, what are as tangible as you can get?

What are those things that, that make the difference for patients and staff?

[00:13:34] Terry Malanda: Well, to be honest, any pharmacy, and I said this to doctors when I visit them and I'm trying to get them to prefer patients, any pharmacy. You're absolutely right at the beginning, you, you have a box of medication, you put a label on it and you, and you either ship it or get it ready for the patient’s pick up.

Right. Apparently, on the outside, pharmacy should be very simple, but it's all of the services that I've detailed. And it's not just saying that you do it, but actually performing the service and actually getting involved in solving the problems and the issues and the little idiosyncrasies that come along with, if the patients enduring their cycle.

For example, one of the things that we do that I'm, I don't know, you know, I'm sure maybe other people do, but I don't know. We take a complete history and we actually preface that to patients by saying that this is the only thing that we're filling for you. So we need to take, we're gonna ask more questions than your typical neighborhood pharmacy, because typically when you go to a neighborhood pharmacy, They wanna know your name, your address, your allergies.What's required by the board. 

We go a lot further than that. We take a complete history of medications that they're on, and we also take a complete medical history. And we had had patients who have had conditions where they really shouldn't get a cycle, and, but they forgot to tell their doctor. And we have one particular patient, this was probably the best story we've had about six or seven, but, well, the best one was, we had a patient who had, had an estrogen-independent cancer. And when the pharmacist reviewed her initial information, she reached out to the patient and said, did you discuss this with the doctor? And she said, well, if she wasn't sure if she had discussed it, she had, if she had been specific about the type of cancer she had, so she actually had to call her clinic back.

It was, it was a long issue. So what ended up happening is about a year and a half later, she called and spoke to one of our pharmacists, the one who had called her, and she called and said to, she called, thanking her for saving her life, because what happened was she delayed treatment while she was getting all of her treatment.

And her cancer came back without having started any treatment. So she had a three year old who was a naturally conceived child. And she said to our pharmacist that she shudders to think that, had she started treatment, she would've thought it was a treatment that caused her cancer to come back.

So we got involved in a clinical pharmacy. We do get involved on a clinical level as it pertains to medications. And also as it pertains to medical conditions And I think really a better answer to your question is that, you know, this, I hope this doesn't sound selfish, but it's what we hear from clinics.

A lot of people say they're gonna do what, what certain services, but then it isn't provided. For example, there are patients who have coverage. We call it hidden coverage because there are some medications that are not specific to IVF, and we can run those through insurance, and we'll take the extra step of doing a prior authorization with the assistance of the physician's office.

And oftentimes that can save patients hundreds of dollars, but typically what we hear, and the reason we get referrals, is that sometimes those patients, if there's no infertility coverage, they're just cashed out. The benefit is not investigated. We have a team of four people who do just investigations for insurance.

So, I think it's a matter of providing the service that you say that you're going to provide. And our staff does that, and they do it really well. So, I'm very proud of our staff. Honestly, the training comes from the top, but it's there carrying out of providing the services that constantly give us great reviews.

And, and I think it's important for the doctor's office to be proud to recommend the pharmacy. And it's a reflection on them. So, we put a great deal of pride and dedication into our work, because we know that, at the end of the day, we're representing them as well. If we, you know, we're representing the judgment of that doctor's office.

And we take that extremely seriously. 

[00:17:38] Griffin Jones: So, that you're, you're kind of getting to my next question, which is, is it enough for the doctors to care? Because I believe that the patients care because they say they do, there's yours, and a handful of others, that have really good reviews.

And you can, you can see what patients are saying, the reason why, part of the reason why you're on this show and, and I would allow a couple other people in your space to, to be in your seat right now- but not everybody- but, and part of the reason why it's you is not just because I know I've known you and Eddie for years, and I know that you're awesome.

People, I've never been a patient. So I don't know about that, but I do know how to read what patients are saying. It's overwhelmingly positive. And so I believe that, okay, it's enough for patients to care, is all of that enough for physicians to care, Terry? 

[00:18:26] Terry Malanda: Absolutely. Because I think that. Doctors truly care about their patients.

I don't know if they understand just how important it is to recommend a good pharmacy, but I do believe that doctors wanna do the best for their patients. I mean, I come from a family, I'm the black sheep. I'm the pharmacist, you know, half my family are all doctors and I, I see it for myself. I mean, I can tell you my sister's a gastroenterologist.

I can't tell you how many times over my lifetime that she's, being a doctor, we've been at Thanksgiving dinner, and she gets a call. She has to leave and go to the hospital cause someone is bleeding and you know, it's not, I'll be there in an hour. It's medicine. It is an extremely dedicated career. I mean, I don't know if the general public truly has an appreciation of just how hard people have to work to become a doctor, how hard they have to study. And I do believe that doctors care very, very deeply about their patients. I just, I don't know that. And, and I believe that many of them do completely understand the difference that the right pharmacy can make. However, I just don't know if all doctors know that.

So I appreciate the opportunity, obviously, to speak to you, because you're asking really great questions. And if a doctor recommends a pharmacy and the assumption by the patient is that they're gonna be well-treated and well taken care of, and that they're not gonna run into a gimmick, or they're call is not gonna be unanswered, et cetera.

So we think about it. This is getting your medications, is, like, is like the -what do you call the pre- what do you call, like a movie?

[00:20:03] Griffin Jones: The trailer? It's the trailer to the movie. 

[00:20:05] Terry Malanda: Getting medication is almost like a trailer to what's about to happen, because a lot of times, you're preparing sort of, but getting your medication, that experience is almost a trailer of things to come.

And one of the things that we also focus on is the psychological aspect of pharmacy. So we try to soften the blow and we educate our patients. You're gonna get a box, it's got a lot of things in it. However, you're not alone, you're gonna use one thing at the same time. I'm sorry. One thing at a time, you're going to be guided by your nurse.

Any questions you can call the pharmacy and that, that sticker shock of, of just opening up a box and seeing a whole bunch of needles is quite scary. And we started to do something about that when Eddie, my husband who's really in-tune with so many things, it's unbelievable. He was looking on YouTube and he started to, he found videos of people opening their boxes and looking at everything that was in it, and the look of shock and horror on their face, and years ago, we started to do that where we, we prepared the patient for the opening of the box there, they can call the pharmacy, and we can go over all their medication with them.

That's offered. And we also include things in the package to, to just so the first thing they see is beautiful and inspirational. And I, and, and we, our objective is to make people smile a little bit and look forward to the treatment as a positive thing. Not ever give false hope, because I don't think anyone in this field ever does that, but certainly just start this journey, best foot forward, and do everything that you can do in your power to increase your success. And by that, I mean we try to prepare people to be prepared, to be a good patient, a compliant patient. Because I know that, years ago, we used to get a lot of patients who would call and say, I forgot what dose my nurse told me to get tonight. Now, a lot of things are electronic now, so that has reduced, but years ago, when everything was just paper and you got a phone call before three o'clock, or before four o'clock, people would forget to write them down.

And we started preparing people for that. This is what you can expect when your nurse calls. Have pen and paper ready, write it down so you don't forget. Look ahead. The next few days, look at your medications and anticipate your needs, make sure that you have what you have, a huge one is to have the trigger, the trigger shot.

In my opinion, my humble opinion, is the most important injection in the whole, in the whole course of treatments, because anything else, if a patient makes an error and under-doses or overdoses, you could probably the, the reproductive endocrinologist can fix the problem. You, either, you can work with that.

You do bloodwork and you can work to correct that error. But if you don't have your trigger shot, when at the moment and time that the doctor needs you to inject, that's a big problem. So that's another thing we honestly, we don't have that problem because we educate people to, even if you're paying cash, your trigger shot is your insurance policy that you did not just throw away the last 10 days of your life- treatment.

And we educate patients on that. And we do it in a way where they understand what the importance of it is, and they always purchase their trigger shot along with their medication. Because it's that important. And it's knowing all the nuances of infertility and the things that can happen, or the things that you can prevent, and the amount of education that we try to instill in our patients and in writing, and also verbally that matter.

[00:23:30] Griffin Jones: So, now physicians are trying to think, okay, there's, there's a difference between pharmacies. I guess I've been hearing this from my nurses, or from my staff, and, okay, I'm starting to see that. Maybe it isn't just ‘send this piece of paper out, have the meds come back’ and that there's more to it.

You talked about consolidation and some things being different because of consolidation on the clinic side, it makes me think of something my dad says “the more things change, the more they stay the same”. And sometimes I think like, oh, that's just a ridiculous saying that my dad says, but I can kind of see what that means when I'm thinking of clinics, like, more things change, the more they stay the same.

So what is in the last couple years, just at a high level, what's different in the pharmacy world, and what's the same with consolidation happening. 

[00:24:15] Terry Malanda: I think the only big difference I see as a pharmacy and consolidation is when clinics will lock in with just one pharmacy or two pharmacies.

And I think that that's kind of the insurance model, and anyone who's ever had to use mandatory insurance, it works great for many people, but then there be, you know, we're in America, we should have competition. It's not a one size fits all. And what I like to see is, you know, obviously we never go, shouldn't say never, but it's difficult to go back to the old days.

But I think patients should have the freedom of choice to compare and go to whatever pharmacy they choose. And a lot of times just by calling around for a price call they get a feel for who they wanna deal with. And I think that's, that's, one of the things that has changed in the pharmacy world a lot is the consolidation and then picking one, you know, one horse in the race.

Well, what if the patient doesn't have a good experience? How does that reflect on the, on the, clinic? So, I would, I always say, I'll compete with anybody. I'll put up my staff against any staff. And I would like to see an open market of just having a variety of pharmacies to choose from, and let us all compete.

But when, when people compete, the consumers win, and that's always been the case. I honestly, I don't think I can think of anywhere where, any instance where that's not the case. And as far as you probably shop a lot. So some people like Macy's more, some people like TJ Maxx, some people like Bloomingdale’s, and sometimes you need to go to different places to find out what you like best, but having the freedom to experience.

[00:25:59] Griffin Jones: I'm all Barney’s all the way, Terry.

[00:26:01] Terry Malanda: Are you? 

[00:26:03] Griffin Jones: No, not quite, but I like fooling people sometimes. 

[00:26:07] Terry Malanda: Well, I just took my son to buy some suits, I should have spoken to you, ‘cause I haven't had to buy a suit for my son in years, but he's in law school, so he needs suits now. So yeah, it's, I think that there's been a very big change in the consolidation now.

The interesting thing is going to be, to figure out what wins in the end. I'm gonna, I'm betting my horse on, I'm betting on the horse of service. I'm betting on service. I think that at the end of the day, patients are gonna want to be treated really well during such an emotional time, during a difficult time.

I mean, women are so strong. They really are. It's unbelievable to me that, I mean, I was a patient myself, and I was proud of the way I handled it. We're jacked up on hormones during this, and to be able to go through your everyday life and keep your calm, and be kind to others while you're jacked up on hormones, is not easy at all.

But I think that we're so focused on the goal of getting pregnant, that whatever they tell us to do, we're going to do it. And it takes a large amount of strength to be able to, you know, go through this treatment. And then, as a couple, I know that it puts a lot of stress on a marriage, or on a relationship, because it's all-consuming when you're going through it.

I think a lot of women have the same experience I did when I was trying to get pregnant, and it took us four-and-a half-years to get pregnant. When I was trying to get pregnant,  all I would see, wherever I went was pregnant women and babies. That's all I saw. It's kind of like, I always compare it to when you're about to buy a car, and if you're gonna buy a car and you decide that you want, I don't know, like blue Volkswagen, right.

And you, you're on, you're on the highway, that's all you see or you see, you know, that you're so hyper-focused on one thing, and what your chore is of finding one that that's what happened to me, at least. And I know I've, I've spoken to, I couldn't count how many women I've spoken to going through this, and they have the same experience when you first start out.

It's not as grueling, but once you’ve had a few, if you are lucky enough to get pregnant right away, that's fantastic. But if you've had more than one failure, it begins to really dawn on you this may not happen and I know that would. 

[00:28:25] Griffin Jones: And we're definitely starting to see, see this, this ability to choose service go away and that people might want.

So, because I'm going through all of this, I wanna be able to choose someone that's really easy to work with. That really adds value to the education that I need going through this. But I can't choose because this is the pharmacy that I have to use. And I'm thinking a lot of doctors are probably listening and saying, that's not my fault, Terry.

 I would, you know, I refer to a number of different pharmacies, but if they use this insurance company or if they use this employer benefits broker you know, unless there's a shortage somewhere else, whatever it might be, they have to use this pharmacy so where is like the strain on choice starting to come from?

Is it coming more from, from clinics being consolidated or is it more from a decrease in cash pay in the marketplace? 

[00:29:13] Terry Malanda: It's definitely coming more from the consolidation, from what we've seen now. There are also plans, as you mentioned, that are selecting just one or two pharmacies to deal within a network.

And I mean, we're in talks with all those companies. And I really feel like eventually will be allowed in because, as they grow, they'll have more needs for more pharmacies, and more, you know, treat more people and service more people. But I see it a lot in the patients who are still paying out of pocket, and they're being referred to a pharmacy now.

We don't have any exclusive deals at all. I can tell you that any office that recommends us recommends us because they like to work with us. But, we don't have any exclusive deals with anyone. I've never even asked for one. Maybe I should, maybe I should start asking for exclusive deals because our service isn't gonna go down.

But, we definitely have gained the trust over the years. I've been in infertility for about 28 years now, strictly pretty much all infertility. We started doing strictly infertility. About 20 years ago, we do nothing else. That's all we do, even our compounding services, all we do is compound sterile and non sterile for fertility patients.

We've actually turned down hormone replacement requests. And not that there's anything wrong with hormone replacement, but we wanna keep our focus on the fertility patient. And the more you order things down, the more difficult it is to offer the kind of service that we do. 

[00:30:38] Griffin Jones: I wanna talk about that compounding, but you kind of like you, well, you tickled something in my brain that, I mean, you said you haven't approached anybody about it, exclusive deal.

And I'm thinking, well, why not? Like what there's, you know, six big networks. And then, you know, if you broke them up into a couple groups, there's a few, like really large groups in the country. And then you add Canada and there's one or two more in there. And, and so I think like, well, why not?

Why not broker a deal with one of them or approach one of them, you have the services look at how we can make this part of your end to end excellent patient care. Why have you not gone that route yet? 

[00:31:17] Terry Malanda: Oh, like I said, I might have to start because sometimes, if you can't beat 'em, you have to join them.

Right. But you've known me for a long time, I think for years. And Eddie and I have beliefs and we truly try to run our business with those beliefs. And, one of those beliefs is that we truly believe that the patients should have recommendations and then go find the better one or what they, where they feel more comfortable.

And to be honest, we have grown consistently year after year after. And it hasn't been by forcing anyone. Do we make every patient a hundred percent happy all the time? No, but I would say we're 99.99999%. No, no kidding. No exaggeration. And we're very proud of the fact that we've grown organically.

We've grown through recommendations and from good service providing the best service. If the market continues to change to a point where we're gonna have to, you know, bid to be the only pharmacy, we might have to do that. But so far we have not approached any company. We have gone to every company and been allowed to be one of the choices in the network.

And that's what we're working on. We wanna be one of the choices once. We're one of the choices in the network. We want patients to pick us. We don't, it's hard. I don't even know how they do it. It must be hard if you're forced to use one doctor or one pharmacy, or, you know, to be forced to do anything is not something that.

I would prefer to be a part of, so I'll leave that door open because obviously the market keeps changing to a point where we start to not grow organically. Then we may have to change our business model, but I'd rather stay the course and hopefully make others understand that people need to have freedom of where they go for their medical services, whether it be pharmacy or a physician or anything else, I'd much rather.

Stay the course. And I'm not gonna, we're not gonna change the world, but IVF is not that big of a market. So I kind of hope to stick to our guns for as long as we possibly can. And try to affect the positive change. That's gonna be positive for the patients and positive for the clinics to be able to, we have doctors, we have doctors who used this for years and now their clinic has consolidated and they can no longer send to us.

They're not happy about that. You know, so I'm proud of the fact that they're not happy about that. I'd love to have their referrals back, but the market is small enough, yet big enough, where we can make up the difference for any losses. And like I said, we've grown year after year and it's all been organically.

We're gonna try to keep that up for as long as we can. And we listen, if we get, if we do get a negative review, We definitely act upon that. We find out what happened. We investigate. And sometimes the negative review is, you know, 

[00:34:10] Griffin Jones: Sometimes there's nothing you can do about it. And sometimes, sometimes there is like what I'd say, and, and for the doctors listening, because they especially get sensitive to negative reviews.

[00:34:20] Terry's talking about the importance of the trigger shot here, and how that is like an insurance program for patients in and of itself. It's so tied into the outcomes of success. It's so tied into what they've invested already, and these are the things that Engaged MD helps with. Engaged MD's model helps with pretreatment education so that your patients know this stuff cold. It's not: they have to cram it all in the office, and they're like a deer in headlights. They're consuming this information at their leisure. They can do it on repeat and they get true informed consent along the way they check in with the module, making sure that they understand.

So by the time that you are talking to them or that your care team is talking to them, you are answering the questions that are really specific to them, making sure that they're able to comply with the protocol the whole way through Engaged MD helps with this because there's otherwise too much at stake for your patients.

And it's costing your staff too much to have to go through it over and over again. When Engaged MD provides true informed consent and pre-treatment education go to engaged md.com/irh. You'll get 25% off your implementation fee. If you mentioned that you heard it on Inside Reproductive Health, or that you heard it from Griffin Jones, go to engagemd.com/irh.

So you can put your patients and staff in a much better position and have much better educated patients so that they don't lose out on things that they could have known. Had they received the information at the right time, in the right way, engagedmd.com/irh.

 [00:36:03] Sometimes there's nothing you can do about it. And sometimes, sometimes there is like what I'd say, and, and for the doctors listening, because they especially get sensitive to negative reviews.

It's, you're looking for the patterns over time and it takes a really thick skin. But it's the right balance of, of humility, but not kowtowing to what everybody says. It's, you have to have the thick enough skin to be able to take in all of the feedback, knowing that not all of it is valuable or true or PC to, to distill down to the patterns, what are true.

And it's hard to do. And so I'd say like, if you, you know, one negative view, don't sweat on it, but when you do have when, and, but that's the benefit of quantity in feedback that if you do have thousands of customers and you can get hundreds of responses and, you know, two dozen aren't the best.

Well, then you look for the patterns between those two dozen, and, and so that's something that you do if you've given us a snapshot of, kind of the trend that's happening with consolidation. What about with compounding? How is this all affecting the way pharmacies compound or is it?

[00:37:18] Terry Malanda: Oh absolutely. Let me just go back to the review thing for a second. Sometimes our negative review is when a patient wants something that's simply illegal to do and, and we can't do it. So once in a while we, we sell drugs, right. So we cannot just say yes to everything, but we once in a while, someone is unhappy about some and we definitely start, you know, look into that.

[00:37:38] Griffin Jones: Oh, that's just a little, not, not from Mandell’s, that's coming right from Grif for all the enterprising street drug dealers out there. There you go. There's a lead gen source for you. You just go to the negative reviews of pharmacies when they're complaining about something that the pharmacy can't sell them to you.

There's your market. Just kidding. Legal disclaimer. Just kidding. Okay. 

[00:37:58] Terry Malanda: Disclaimer. 

I get it though you asked me about compounding, how that's changed. I'll go back a little bit historically, most pharmaceutical companies, if not every single pharmaceutical company that has ever existed, they started out as compounders.

If you ever saw the movie, It's A Wonderful Life. And you remember the scene with the pharmacist, you know, the scene right? Where he?

[00:38:19] Griffin Jones: Mr. Goer, I was trying to think of the pharmacist name. The pharmacist's name is Mr. Goer. 

[00:38:24] Terry Malanda: Thank you. I should know that, but I don't. But George realized that he had put a poison in the capsules.

And so you remember that scene, that's how all pharmacies started out compounders. So compounding is an ancient art, as long as medications have been made or are tried. And there was a time when there were no pharmaceutical companies, then some of them had formulas. Some compounders had formulas that they found to be very effective and would be very popular.

And so they started to market the mass market and that was the birth of pharmaceutical companies. So. Compounding fits special needs for people. Not all of the compounds that are made in for the treatment of infertility are of it. None of 'em are available in the market on the market. So sometimes there are certain doctors who have protocols that require us to make special products that are going to help the patient get pregnant, create the right environment for the uterus and for, you know, increase the efficacy of the other medications and allow the patient to get pregnant.

How that's changed is that years ago, I'm gonna say this is about eight or 10 years ago. A lot of changes happened. There was a huge tragedy that happened in New England and that kind of woke everyone up as far as government agencies. And so the government started to change a lot of the rules and regulations and got much stricter.

With compounding practices and put in a lot of new and not easy to achieve regulations on books that combat pounding pharmacies have to follow. So a lot of people ran away from that. We built a bigger lab. That was our response was let's build a bigger lab, USP800, USP797, USP795 compliance and get several pharmacists certified to do sterile compounding.

I think that a lot of, I don't think I know that a lot of the pharmacies are outsourcing compounds and not necessarily a bad idea to do that, except that some patients. Don't like that because they have to now rely on two pharmacies to get what they need. And sometimes it's more than that.

Sometimes there are products that maybe a pharmacy doesn't sell. And so they have, they end up using two to three pharmacies. And what that's one of the reasons that some of the nurses, some of clinics are happy that we, we have everything that they need. Like, whatever it is that you need, we're gonna be able to make it, whether it's compound or any other medication.

We have everything that the patient is going to need to cycle. And you don't have to worry about. Tracking to see if a pharmacy sent it and then the pharmacy be sent it that they both get there at the same time and is every ready for the patient to start. So that's how it's changed compounding for us.

It's actually been a bit, a huge benefit for us to be able to compound. 

[00:41:12] Griffin Jones: This might be my ignorance. Hopefully somebody else is wondering it so that I seem less dumb. But you mentioned in the Mr. Goer era. So back then, he probably would've been, not even called a pharmacist, right? Probably would've been called a druggist back in those days.

A druggist and you said from the druggist was born the pharmacist and born the pharmaceutical manufacturers making do actually making the drug. So why did compounding stay on the pharmacy stream and not become the responsibility or the role of the pharmaceutical manufacturer?

So I wouldn't you know, if we're lacking compounds, then why doesn't the doctor called the drug maker and say, this is what needs to be made?

[00:41:54] Terry Malanda: Because there are so many, for example, I'll just say market dose Lupron, I'll use a really good example for this and thank you. That's a great question by the way.

Cause it begs the question of why aren't manufacturers making it so micro-dose, leuprolide the typical three strengths that we make it in, which are the most popular 40 per 0.2 50 per 0.2 and 40 per 0.1. So it's 40 micrograms of lide in 0.1 or 0.2, right? However, there are different doctors through the country that they want 10 micrograms or they want 20 micrograms so there are variations. So anyone can make that, but in the world of compounding, when you make a sterile compound, you can only assign it. And I won't get too technical, but it either nine days or 14 days, depending on the circumstances under which they were made. And by that, I mean, for example, if I'm making a compound, the first two needle punctures, make it a 14 day compound.

If I have to put a third needle in the valve that that becomes a nine day compound. So with the variety of different strengths it difficult for a pharmaceutical company to make one or two strengths in enough quantities to make it profitable for them basically. So it's a very small part of a very large selection of medications that are used in fertility. And then for example, in progesterone when we give dating to compounds for example, our pharmacy, we had to do studies on the three main strengths that we picked. We did studies, their extensive studies are very expensive to do and very detailed.

And then if you can prove to the FDA that your compound is good in that container for that amount of time and that it's a sterile product and this really holds until your expiration that you can give it dating. So work with the dating. We have some studies that show things are good for six months, but we only give it four months or three months just because we wanna be conservative with our dating.

 For example, another reason to, with compounds that one of the biggest things that we compound is progesterone and oil, and that is commercially available. It's available in Sesame oil and it's fairly inexpensive, so it works great, but it's a small cross sensitivity, but there is a cross sensitivity between Sesame, which is a tree nut and any other nuts.

So peanuts, cashew, anything. So any patient who has any kind of an allergyto a nut, you don't wanna risk using Sesame oil, maybe nothing happens, but there's like a 5% chance that you could have a reaction. And obviously in someone who's trying to achieve a pregnancy, you don't wanna have this complicated by some sort of severe allergic reaction.

So there are doctors that use strictly But there's one or two or three clinics in the country that I know of that strictly use the compounded formula because there's so many people now with allergies and nut allergies, and sometimes they don't even know they have it. So they prefer to use something that isn't gonna give 'em welts or swelling and itching, et cetera, because the, the reactions can be mild or they can be severe.

It typically they're mild, but if the patient gets pregnant and has to stay on progesterone for six weeks, it's pretty hard to inject six weeks into an area that's very sensitive and swollen and itchy it's torture. So the, a doctors who opt for that if they see that the patient's having a reaction to Sesame.

[00:45:16] Griffin Jones: So you can have challenges with compounding things like PIO or in general, it's certainly an inconvenience to the patient. If they have to go to more than one pharmacy for, to get a compounded script. But you said that the other pharmacies will reach out or refer out to other pharmacies or they'll outsource the compounding.

Do they ever outsource to you? 

[00:45:38] Terry Malanda: Well, we get a lot of we do get patients that the prescriptions are transferred to us. And that's, you know, that we do help patients. We're not gonna turn patients out. So we do help patients. That being said, we have to be careful with that because as I said, we really focus on service, Griffin, and we had it happen a few years ago, where all of a sudden when all this happened, They started to refer to us.

And so what happened was we increased our batches that we make, we increased the size, but then along time, the holidays, and so less people cycled, we ended up throwing half the batches away. It was very unpredictable, extremely unpredictable. So we try to focus on servicing the clinics that are using them.

We bundle price and we try to make sure that we don't run out of product that has dating. ‘Cause obviously part of the reason to use our pharmacy is that the inject the medications have dating. They have good dating. So if you get the later week or they get the later month you, you could still use the product.

And ‘cause it was specifically made to be used within a certain amount of time. 

[00:46:44] Griffin Jones: So you may have answered my next question then, which was gonna be, is the market big enough to warrant a compounding only pharmacy that is outsourced by other pharmacies? And so if the trend for other pharmacies is to move away from compounding to outsource more or is there a, is the market big enough for one person or one pharmacy just to say, okay, we're the compounding pharmacy, all of you can outsource your compounding to us, and then we'll do it for you.

 So this is now specialized enough that you don't have to have it in houses, does the market bear that. 

[00:47:17] Terry Malanda: I think it could, but compounding is so highly regulated that I think that it would, if you consolidate that portion of it, I think prices would really skyrocket because testing a batch is very expensive training your pharmacist, it's ongoing training or all the time that's expensive.

So it would be difficult, is it big enough.

I would wanna be that pharmacy put it that way. I think you would have a lot of waste because IVF happens in weight. So we usually try to compound based on sales, which is kind of what you're supposed to do, but when the market slows down, you'd end up throwing a whole lot of product away.

And if, you know, we could take losses that are small, but if you had to take a loss that big, that's a good question. Maybe if you had more dating for more products, there could be a pharmacy that did compounding. We're certainly set up to do that, but like I said, we focus on taking care of mostly our patients and we don't turn patients down, but we do focus on taking care of our patients.

So for example if we're in danger of running out of my 90 day or 60 day compounds, or I may have to make them a 14 day compound, we don't turn 'em away, but they don't get the benefit of having the extra dating. That's kind of the problem that you would run into. But a lot of, I think that's some of the pharmacies that compounding now have dating on progesterone.

Not all, some other pharmacies do have dating on their compounding, but some of the pharmacies that are doing the outsourcing, they don't necessarily have a lot of dating. So that's another factor that you have to consider. I guess that's what we've heard from patients. 

[00:48:57] Griffin Jones: Then what do you see as what's going to change or you think are gonna be the biggest changes in the field in the next five years?

So I, particularly as it relates to the pharmacy space, but the IVF field in general, what are you paying in the next three, five years? 

[00:49:12] Terry Malanda: Definitely consolidation. That's I think that's a big factor that's happening. There's a famous well famous to, I mean, everyone in the audience will know what I'm talking about.

But years ago there was a partnership that was made between a pharmaceutical company and a particular pharmacy and that in the end it didn't work out. So I think that this is going to be for a while and then services are going to change and come back. One thing that I have to mention that I think is a big change and I think a good one.

I love men, no offense to men. Yeah. I have a son. I have a husband. I love men. But it's nice. 

[00:49:47] Griffin Jones: Right?

[00:49:48] Terry Malanda: No, no, it's just nice to see so many women prominent in the field of, in for two have pioneered. A tremendous amount of the research and they've come up with the treatments, et cetera, et cetera. But it's really nice to see that a lot of women are getting really involved in the business and, and coming up with business models and service companies.

Some of them have done very well. Some of them haven't done well, but it's just nice to see that in a field that it's so much dependent on, on the, the person carrying the baby, it's really important to, to see that women are getting into that field. And I kind of like it, I think I'm the only female pharmacy owner, I think, in the country.

I'm not sure, but I'm pretty sure, I don't know any other female, there were was one, but she had retired and it just. 

[00:50:36] Griffin Jones: You're ahead of your time. 

[00:50:38] Terry Malanda: Huh? 

[00:50:38] Griffin Jones: You're ahead of your time. I don't think we'll be saying that 20 years from now. I hope we're not. 

[00:50:42] Terry Malanda: No. 

[00:50:43] Griffin Jones: But I don't think we will be. 

[00:50:44] Terry Malanda: Absolutely not. And that's one way where I I'm seeing the market changing a lot.

And it's nice, you know, when men and women can come together and really set a goal and, and really go after it, I think I'm a believer that men and women think differently and that it's a great, it's great. When you put that together, you come up with excellent ideas. Because we believe that different people see the world in a different way, and it's great when you have different and not necessarily just men and women, just different people, putting their heads together and coming up with innovation and coming up with great thoughts.

And you can't put yourself in everyone's shoes, you know, it's you could say it, but it's hard to put yourself in everyone's shoes. And that's one thing I always try to do because I'm, I'm now older. I'm not in the age group of women who are going through infertility. And I always wanna listen to the, to the people who are in that age group.

And that's what we try to do as far, or is like marketing. And how are people thinking about different things, new trends, you know, it's just changing. The popular nation is changing. Our society has changed. And I think it's great to see innovation catching up with those changes and with all those changes and with all that individuality.

And I think that service is key to kind of, to tie it all up and a knot. 

[00:51:57] Griffin Jones: So that I wanna talk about it a little bit. So I'm with you on the first two trends, more consolidation, at least for a while, more females in the executive and founder roles, I see that and so for you, is coming back to service, is it a Renaissance of service?

Is that something that you really believe is going to happen, or is that wishful thinking? Because my answer might have been different than it was eight months ago. I wanna talk about that, but is it for you? Is it something you really believe we're gonna have a Renaissance of service or is it-you hope we'll have a Renaissance of service?

[00:52:26] Terry Malanda: Here's what I believe. When the service aspect goes away, things will fail, and then service will come back because that already happened with the example I mentioned earlier. So I believe that you know, we've always said we never wanna get so big that we lose the personal touch, and we mean that we really do mean that.

And I think that when things get so big and so controlled in a matter of, you know, where profit becomes the number one driving force and that's, that's the force, the service aspect falls apart. So I think it's wishful thinking that will happen. Does that answer your question? 

[00:53:07] Griffin Jones: A little bit, but I'm starting to see more evidence for your hope here in what's happened in the overall economy the last year and a half, since people have like, oh, like I'm not gonna work my restaurant job, or I'm not gonna work this service level job. Or, or even in client services in marketing agencies in 2021, there was a, for 40, the average understaffing of agencies was 40% in 2021. It was we're understaffed for 40% we were. And so was the national average and the quality in terms of like, delivery. We still delivered every, but of, like, just that extra service. Absolutely it's offered for us. And I'm admitting it to everybody here and, but also everywhere Terry, like I ordered a, you know, I ordered like a late night meal a few weeks ago and I ordered it at, at, you know, like 9:30 or something.

And, and then I go at, and I get there at 9:58, they close the tent and they're just closed up. And I'm like, I called ahead. I ordered, we’re closed-up. We're done. Or like, or all of the places that you called to make a reservation. It's just, nobody answers the phone or you make your order online.

And, and they say, okay, we'll deliver it next. You know, we'll deliver it on Tuesday and it's like a week later. And this is just across the board of, oh, really felt service suffer. 

[00:54:25] Terry Malanda: I'm absolutely with you. But I would say this and I'm probably giving away more information than I should, but I would say this, you have to make your employees care about what they're doing.

And you have to, if that your employees don't care, if they don't understand, if they don't get it, that person doesn't belong in your, whether it's a restaurant or it's a clothing store or it's a pharmacy, or it's a doctor's office. I think that if you're not able to inculcate the importance of what your, these patients are in the case of pharmacy, what these patients are undergoing, how important it is to them, how they're, you know, people are taking out loans to pay for this.

They've been saving for years to pay for this. And if you can't get people who have a good enough heart to, to get that, to really understand. That, then, your service will go down. We spend a lot of time doing that. It's the urgency, the importance, the care that they have to have. And I can tell you that we coach our employees.

We will talk to them if they just don't get it, or if they don't answer those, we've had employees, like, leave a five o'clock to five o'clock bell ring, and then there's a message on their machine that they never picked up. But luckily we have other employees who check every phone before they leave. So that's a taught behavior and you have to go through a lot of people before you get the right people.

In the case of restaurants, that's a tough one where him, because you know, that's a tough one, but in our case, I think it's not difficult to have people if you're lucky enough to find people who have a good heart, I don't think it's that difficult for them to understand just how important their position is.

And their role is in this patient's journey and in this patient, having everything that they need. And we really instill a sense of urgency in our staff. So that every patient who needs to be serviced is serviced every day. Have we ever faulted on that? Absolutely, once in a while, a fax doesn't get through or something, you know, technical, it's usually technology actually.

But, and have we had employees who didn't answer an email or did not answer yes, but then they're spoken to it. If they can't correct that behavior. You have to run a tight ship. I would say to answer that question, you have to run a very tight ship and it has to be very personal. 

[00:56:45] Griffin Jones: So you don't think it's as hard as restaurants in that sense, but I think it is Terry.

I think it, and part of the reason why you're feeling a little bit less in that sense is because you're always on top of it. And my hypothesis is that it's either a virtuous cycle or a vicious cycle. And for those that are in the vicious cycle, it takes a lot of discipline to get out.

And the virtuous cycle takes a lot of discipline to stay on it. But whether it's a restaurant or a client services firm or a pharmacy that I bet you, you know, if we were just starting out Terry and like we're recently qualified pharmacies recently qualified business people have good hearts, it would take us a, a, we would have a lot of pain in trying to build that team eventually.

We would do it because of who we are, but that's my point is that it, it is a constant investment to be able to, to do that. And, and now I'm really starting to pay attention to, like, even companies that are known for, renowned for their service are, have suffered. And I've been paying attention, like, who in this unprecedented labor market?

We’ve never seen anything. Like it is still able to offer quality service. Those are the people that I'm really paying attention to. 

[00:57:55] Terry Malanda: Yeah, no, I agree with you and not to change a topic, but COVID has affected this country in so many ways. And as far as the economy, I just don't understand a lot of things. I don't understand how people aren't going to work, but yet a lot of businesses are thriving and it's just, none of it makes sense right now.

So I agree with you. I think that's a little bit of what you're trying to say. Right? Am I wrong? 

[00:58:20] Griffin Jones: Yeah. I think, and then part of it is because it's like, well, I think part of the reason why people are doing well, it's like, yeah, I could go to another place to get that meal, but most people are in the same boat right now.

And so it's like part of the reason why they're doing well is, is just because this is happening to everybody. And so there are so few people that it, that really is reliable service every time right now. 

[00:58:43] Terry Malanda: I think the big differentiator is if you treat your employees, that you give them a job or you give them a career.

So we try really hard to give people careers at Mandell’s, if you can perform, if you're really good, are a great employee, and you can really provide the service that we, we always say our customer service, we want it up here. Everyone who's interviewed here is that. And once they're hired as well, we expect it to stay up there.

And I think that for some people just it's a paycheck and they're gonna go. But I think some people understand that if you're serious about your position there, you're gonna get ahead. You're gonna grow with the company and we have a lot of people who've been there for a very long time.

So you know, I don't know that and all work is honorable and no way do I mean this to be, but if you work at a restaurant, you can work at, at another restaurant, restaurants are driving and they're dying for help. So you could work anywhere you want. So there's a little bit of a power shift, I think as far as employers trying to get people to work for them trying so hard, we went through that.

When COVID hit the whole country shut down, I mean, all, you know infertility shut down all elective services shut down and they were shut down. Luckily things reopened for infertility. But it was terrible because when, when they shut down, I was in Mexico.

When we got the news, we were, we had just gotten on a vacation and we didn't hit outside of the hotel room for four days. And it was terrible. We were gonna have to lay people off and we'd never had to lay anyone off. So we were very careful and really looked at. Didn't try to see who we could keep et cetera, et cetera.

Turns out that outta 23 people, 21 of 'em laid themselves off. They didn't. They said I don't wanna come in. I'm afraid. So I really struggled with that and it turns out they laid themselves off in the end. So there was a lot of fear and there, you know everything has changed so much. There are so many industries now that have found out that they don't really need to have someone in the office.

They don't have to pay a lot of office rent, especially in big cities, like New York city, et cetera. So I know I'm totally off topic, but it's just a very complicated phenomenon that's happening now. There's so many different ways to look at it. And in some ways it dones a lot of good as far as rearranging the way that Americans work, but in other ways I still don't know why so many people are out of work.

And so many people are looking for people to work, you know, so I really can't, let's hope in the next few months, more people will join the workforce. 

[01:01:09] Griffin Jones: Yeah. And hopefully it isn't too ugly when the other shoe drops either. But we'll be ready if it does. Terry, how would you wanna conclude for our audience either about what you wanna see happen in the IVF space in the next years or what you feel that every practice owner should be cognitive of, of how they use a pharmacy.

[01:01:30] Terry Malanda: Oh okay. Thank you. I would like, if I had my wish, every physician would interview pharmacies, and, and then try give pharmacies a try. We had I won't mention her name, but we had a nurse here in New Jersey that would always give every pharmacy a try and then come back to us.

So go ahead and give other pharmacies a try sample though and see how they do. And then if you go with the, be the one that services your patients best, and I'm pretty, I'm very confident that we would win in that race. So that's why I'm putting it out there. And I would like doctors and nurses to understand that the pharmacy that they use plays a huge, huge role and in your everyday life with your patient and especially in the patient's life, I really think that we really help patients get through this journey as seamlessly as possible, at least our aspect of it, and do our best for them every day. That's our goal every day is to do our best for every single patient that we can. So that's about it. 

[01:02:32] Griffin Jones: Terry Malanda thank you so much for coming on inside reproductive health. 

[01:02:36] Terry Malanda: Thank you, Griffin. I appreciate the opportunity and I'll see you at PCRS.

[01:02:40] Griffin Jones: Looking forward to it. I'll be there.


129: The Biggest Shifts in Fertility Patient Demographics with Dr. Janet Bruno-Gaston

Technology is changing how we look at fertility and family planning. On this episode of Inside Reproductive Health, Dr. Janet Bruno-Gaston (Director of Fertility Preservation at Center of Reproductive Medicine, soon to become Shady Grove Fertility Houston) joined Griffin Jones to talk about how the latest technology in fertility preservation affects decisions of families today. 

Listen to the full episode to hear: 

  • The current state of artificial intelligence for fertility doctors.

  • How technology in fertility preservation is changing couples' family planning decision process and what that means for you. 

  • Easy ways to increase referrals from physicians in your area.

  • Griffin’s rant about the metaverse and how it could change the landscape of how you treat patients. 

Dr. Janet Bruno-Gaston:

Website: https://infertilitytexas.com/meet-the-team/

Linkedin: https://www.linkedin.com/in/janet-bruno-gaston-1bb6a014b/ 

Inside Reproductive Health is sponsored by EngagedMD. For technology that educates your patients with true informed consent, visit engagedmd.com/IRH for 25% off your implementation fee.



Transcript

[00:00:00] Griffin Jones: This is just crazy old Griff, throwing out a fastball for everybody.

I was talking with a friend at the Association Reproductive Managers meeting last week and. She has a child in early teens and I said do you think so so's. generation will, do you think more than 50% of them will have children? She said no. And I said, I totally agree again, speculation.

[00:01:02] Griffin Jones: The future of fertility preservation, artificial intelligence, practice areas, the metaverse. These are some of the things that I talk about with Dr. Bruno-Gaston in my episode today. But before we get to that, a little shout out for Dr. Susan Davies from Chicago, sometimes I get really lovely messages from you all, and they don't always have to be out business. So sometimes. You can send me a personal note because you thought of me from hearing the podcast. And I love that. So shout out to Dr. Susan Davies for making my day one time and all the people at her practice, including but not limit to Aanal and Shannon and hope everyone there as well.

Okay. In today's episode with Dr. Janet Bruno-Gaston from the center of reproductive medicine, or by the time you are hearing this Shady Grove Houston. She is someone that has dedicated a practice area to fertility preservation. She did her medical school at Morehouse. She did residency at USC, did her fellowship while getting master clinical investigation at Baylor.

And she's presented at many conferences and written on number of topics, including non-invasive markers of gammetes and embryo viability, PCOS, a number of different things. But what we're talking about today is her practice area in fertility preservation. What the future of it is the technologies that will disrupt or increase it.

And what it's like for younger doctors to go on that kind of career track. So I hope you enjoy today's Inside Reproductive Health with Dr. Janet Bruno Gaston.

Dr. Bruno Gaston Janet, welcome to Inside Reproductive Health.

[00:02:44] Dr. Janet Bruno-Gaston: Thank you so much. I'm super excited to be here this afternoon.

[00:02:48] Griffin Jones: I'm excited to have you and to talk about fertility preservation. I'm interested in a few different areas. One, because I think it's gonna be the it is one of the fastest growing segments of our field.

I still think that that is going to increase. Maybe some people thought it was gonna grow a lot faster than it did. Maybe some people think it's done growing I still think it is going to be one of the, the fastest growing areas, but I wanna start with just, how did you decide it? This was a particular area of interest for your practice, because there are a lot of young docs listening or there's people at docs at groups that maybe they were a two doctor group now, but now they're at a 7, 10, 12 doctor group and there's areas for different people to carve out their little niche. And so how did you decide that this was something that you wanted to pursue?

[00:03:41] Dr. Janet Bruno-Gaston: Yeah, I think for me I'm a little biased by my training experience. I trained at Baylor college of medicine and got an opportunity to work with Dr. Woodard at MD Anderson. So we have a strong exposure, to fertility during our training. And for me it was a niche that didn't allow me to abandon kind of the basic reproductive physiology and the breadth of reproductive pathology that you would see practicing general REI, but added the complexity of cancer diagnosis and working around that.

So it was challenging. It was a very interesting patient population. They're extremely vulnerable and it's a very humbling position to be able to step in, in the midst of everything they're going through and talk about building a family and what future family planning looks like for them. So I really enjoyed that exposure.

During fellowship and went into private practice. And in my group ,there was no one really championing that cause. So it became a very smooth transition for me to help recruit patients, improve access to care and really Kate for more educational awareness about options for fertility preservation, because as you alluded to this field is continuing to grow.

The options are becoming unlimited and it is not only for medically in patients, but as obviously elective as well.

[00:05:14] Griffin Jones: So your interest was peaked by the medically indicated by oncofertility. And then at around this time was, was social egg freezing as they were calling it or elective fertility preservation.

Was that starting to blow up in the public sphere or was it already kind of being talked about on social media? How did your interest from the medically called foresight meet with that.

[00:05:39] Dr. Janet Bruno-Gaston: So I think I was just at the cus where we were starting to see fertility preservation and specifically oocyte cryo preservation being talked about in public platform.

So you'd see it on a good morning America, or a talk show in the afternoon. It was something that people started talking about. And I think with the shift in society of how people are building their career and thinking about family planning. It was just very intuitive that this, this was something that needed to follow that shift.

And while as an infertility specialist, I am not promoting an intentional delay in family planning, but what I am strong and passionate about is providing patients options. And each patient has a different family planning goal. They have a different outlook on where their life is going.

And so providing them options is really important for them to help navigate that process.

[00:06:40] Griffin Jones: So you're physically in Houston to Houston area, right? I am. And I remember in 2015, 2014, 2016, when egg freezing really started to. I wouldn't even say it really took off, but really started to get buzz in New York, LA San Fran was like, okay, it's here now in just a handful of years, it's gonna be in Atlanta, Dallas, Houston.

And then after that probably your Cleveland's Buffalo, Detroit, I could say that I'm from one of those areas. And so did that happen in that way? Did you see a big increase and then start to flatten off. Did you see a continuing maybe not a hockey stick, but an upward into the right curve?

What has growth been like or not been like since you've, you've been practicing in this area?

[00:07:28] Dr. Janet Bruno-Gaston: Yeah, I think that's interesting. I can't say if it's been growth from a geographical standpoint, but certainly what I am seeing is different iterations of fertility preservation. Right now I'll say there is a huge push or advocacy mission to extend fertility preservation to the trans community.

And even having discussions about that and what that looks like as people are performing gender reassignment, surgeries hormonal therapy. And I think as a REI we have to now embed ourself in that conversation because a lot of that is happening with Pediatricians or primary care physicians, depending on where they are in life when they decide to make that transition.

But I think an important part of that conversation and something that was missing from that dialogue is whether or not they want. Children or how they want to build a family. Because for a long time, I think the assumption was a part of making that transition was letting that goal go. And certainly fertility preservation does not require that.

And it provides very unique options for that particular patient population to consider family planning.

[00:08:40] Griffin Jones: So that's one demographic that is increasing in utilization of fertility preservation. I wonder if you're seeing it this way, where we think of fertility preservation is for those that want to extend their family building window and they it's like an extension of their plans.

And I wonder if as the generation's grown a more useful way of thinking about it is maybe not even an extension of plans, but an option for people to change their mind. Right. Like, I really wonder if the, if the birth rate just continues to decline and doesn't stop. So I think part of what we're seeing in REI right now, part of the reason why everyone is so busy is because the median age of childbirth has gone up.

Right. And so I wonder if, that's just, okay, it's gone up until it's gotten to the point where the trend just continues, that people don't want to have children, but fertility preservation is an opportunity to say well, but if you change your mind, do you think people are starting to think, do you think about it that way or do you think it's very much the extension of a plan?

[00:09:57] Dr. Janet Bruno-Gaston: I see both and I'm smiling because as you were describing that maybe I might change my mind. I mean, I've been across the room, had a patient say that to me. Hey, I don't even know if I want kids. This is something my job is covering and I hadn't thought about it before. And maybe I will in the future.

So that's why I'm here today. So certainly patients are starting to look at and think about their reproductive years and say, Hey, what do I want to accomplish here? And if family planning is not a part of that immediate goal. Certainly fertility preservation can be an option to say, Hey, I may be interested in this later on.

So yes, I do agree that there is a subset of patients that strictly want to not close the door on that option of building a family in the future.

[00:10:55] Griffin Jones: I wonder if it just like becomes what we do as a field. Like I really believe this is total speculation. I have no data to support. This is just crazy old Griff, throwing out a fastball for everybody.

I was talking with a friend at the association reproductive managers meeting last week and. She has a child in early teens and I said do you think so generation will, do you think more than 50% of them will have children? She said no. And I said, I totally agree again, speculation.

And I was like, well, what percentage do you think? And we're like, ah, I don't know, 25% again. No, no to data whatsoever, but it's seems to me that this is the direction that we're going in. And so we're what we offer part of. Of what you all offer as the clinicians in this field is the opportunity for someone to not lock that in.

[00:11:50] Dr. Janet Bruno-Gaston: Mm-hmm mm-hmm

Yeah. I mean, I completely agree. And while we don't have data to look at that long term regrets, things like that, those studies are just kind of gathering information because as you said REI in general is in its infancy still when you compare it to other disciplines of medicine and certainly fertility preservation is so we're still gathering data on what that looks like in terms of utilization regret in terms of what, or they did not, or did not did, or did not use fertility preservation.

I don't know if I think there will be a huge paradigm shift in terms of the decision to build families certainly finances and, and just the structure of our society have changed the way people look at the amount of children they want in their household. And when they decide to start their family but I do agree that having fertility preservation does change the sense of urgency particularly for women obviously in that they can and consider other things in life and when they start considering other things in life differently, I, I think.

There will be a shift in value system. I don't know how long that will take and if we're just seeing that evolve. But yeah, those are my thoughts.

[00:13:12] Griffin Jones: Well, I just think for all the people listening that have like preteens and teenagers, it's like, I doubt the ability. I doubt the ability of that cohort to be able to raise children.

It'd be nice to be wrong, but I really, but I they're gonna have the metaverse. I say that somewhat in tongue and cheek, but, but honestly, Janet, you say that kind of joking, I'm dead serious about the metaverse and we look at in this, I think the metaverse is at now. I'm really gonna go off on it too.

She's gonna be like, why did I go on this guy's podcast? I came to talk about fertility preservation and I got him down a rabbit hole of the metaverse. I think it's as possible of a paradigm shifter as genetic testing and CRISPR for childbirth that it could. So if the value prop behind CRISPR and genetic testing is.

Look at all of these awful diseases and traits that could be avoided. Well, doesn't the metaverse have that to offer at least once it gets to a point where it feels as viscerally real as the world that you and I are in today. And at that point it's like, well well in the metaverse I don't have to be short.

I don't have to be chubby or scrawny. I can be ripped. I could be six, five. I can change my eye, color, hair, color, skin color, whenever I want.

[00:14:30] Dr. Janet Bruno-Gaston: Yeah.

[00:14:30] Griffin Jones: And I don't even need to maintain this physical form. I can go to another one. I could have children in the metaverse and so.

[00:14:38] Dr. Janet Bruno-Gaston: It's scary.

[00:14:39] Griffin Jones: I don't have a question there. I don't, I just. You can respond to my.

[00:14:43] Dr. Janet Bruno-Gaston: You can go, you know, AI is infiltrating every, every aspect of our society. We're not gonna be able to evade that. It's interesting to see it in medicine and that's changing our field as well.

But I mean, you're right. I don't even think we can fathom right now, what that's gonna look like. For, for the younger generation growing up, it's just gonna be so foreign. But I imagine as the technology improves, like you said, and they can address all senses so that you truly feel like are existing in this virtual world then yeah.

[00:15:22] Griffin Jones: Well, let's get back on solid ground and you gave me a good segue. You set me up well, which is that artificial intelligence is changing every aspect of everything much, certainly our field. How about fertility preservation in particular? How has AI changed it in the last three or four years or are most of the changes still to come?

And if they are mostly still to come, what do you see on the horizon?

[00:15:47] Dr. Janet Bruno-Gaston: I think most of the changes are still to come. I don't know if it's specific to fertility preservation, but I will say that there's a, a lot utility. And research going into the use of AI in the lab. And that's because a lot of what we do, a lot of what the embryologists do to their credit is monitoring and picking up and looking for non-invasive markers of embryo viability.

And I think AI just as it has done in radiology and pathology has been shown to be more active, obviously we need to program it. So the system only works based on what you put in, but I think over time a lot of what happens in the lab will be taken care of by AI. And it may lead to better surveillance of embryos.

It may lead to new markers of embryo viability, new ways for us to assess viability to your point about a specific example in fertility preservation, one of the things that's difficult in counseling patients is. What is a good number and yes, we have studies looking at the outcomes from women who do oocyte cryo preservation, but at the time of a cryo, we really know very little about the health of the egg outside of morphology and maturity level.

Well, there are a lot of studies looking at metabolic competence. Right. So what is happening from a developmental standpoint to suggest that this egg is healthier than the other, and they're using microscopy and fluorescence imaging, and all of that can be streamlined with AI to kind of help better counsel patients on what this means at the time of cryo preservation and preparation for future family planning.

So I do see a lot of work there.

[00:17:37] Griffin Jones: Is it mostly to come because the technology's not there yet, or the business model isn't there yet? Or is it because clinics and labs are slammed and they might not be as adopting the newest possible technology as quickly as possible because they're so busy.

Which of those is it?

[00:18:00] Dr. Janet Bruno-Gaston: I think a little bit of both. I do think the technology is there it's being used in other fields. I think we have been slow to adapt a little behind in that sense and, and part of it and to their credit embryo ologists, they are very particular, there's a very type a personality and there's ownership in, in what they do.

And obviously as a clinician in debt, because I can only do so much what happens in the lab impacts my patient's outcomes profoundly. And so I think that would be a bit of a culture shift for them taking away what they have been doing primarily for, since the inception of this field.

So I think that may be a little bit. Uncomfortable for them and perhaps for us too. So I think the technology is there. There's not enough data to support it yet. But it's coming.

[00:18:52] Griffin Jones: It's coming well, embryologists are so busy right now that even if they're, even if they became the case manager of more cases, but their own, or at least that part of their workload is reduced.

I don't see them going out of work in the next 10 or 20 years. I think we're we're, I believe David Sable when he says we're only doing. 200 to 250,000 cycles of the 2 million that we should be doing in the United States. And for years it really seemed like the clinic was the bottleneck.

And it was like, okay, well, we can't a lot of, at least maybe since 20 17, 20 18, a lot of clinics were busy, but they could still do more cycles in the lab, if they could convert more patients to treatment. Now it's probably three quarters of labs are slammed too. And so I don't see that going out of, out of work and I wonder what what I wanna talk more about the oh, LA and artificial intelligence are adopting it from your vantage point, because probably a couple times a month, Janet, I get.

Hit up from startups in the IVF space that are in AI mm-hmm and some of them have way too much homework to do. It's like, go prove your concept first and then gimme a, but some of them it's like, this is legit. And they're having as hard of a time as anyone getting their product to market.

And seems to me like this could solve a big problem. So can you talk a little bit more about I don't know if you can think of any examples or Or just maybe why we haven't included AI in fertility preservation as much as perhaps it should be.

[00:20:28] Dr. Janet Bruno-Gaston: I think there's still a, a bit of fear of not about how this will replace me. But just some fear about trusting that what we do and the stakes that we take with patients as much as possible, we strive for perfection. And so committing a patient to a, that you're not comfortable to. It's a very difficult transition for both clinicians, theologists and researchers, and we should be critical and we should be hesitant to adopt things. Because our field, all of the iterations of that with developmental and how that impacts offering in generations, like we have to be steadfast and holding to a certain standard because we are the gatekeepers that ultimately this technology could impact an entire generation. So I think a bit of it is fear. A bit of is anxiety with change and not feeling comfortable yet. And I think the data is still lack.

I think, I think there's still room for us to have more robust. Data to support that science, but the technology is certainly there. The technology is certainly there and it's being used in other fields. And I think it will just take time before we feel. Comfortable with that. I mean, even onsite cryo preservation was experimental until 20 12, 20 13.

We've had the technology of, of how to do that and it's evolved and improved, but it still took some time. It still took some time for us to be comfortable with that.

[00:22:02] Griffin Jones: So you were, you were talking about Using AI for embryos a little bit earlier. Is there bigger opportunity for oocytes? And I know someone who's doing that, I don't know that I can, or that I will, I won't say their name right now, but if people are interested, they can email me privately.

But one what , the value they purport to bring proposed to bring is that there isn't a way of being able to grade oocytes other than just theologist, examining EEG, but that there's an opportunity for artificial intelligence simply by compounding all of the possible learning that it can do.

Is that an area that you've seen or, or is most of the AI that you've seen been geared toward the embryo?

[00:22:46] Dr. Janet Bruno-Gaston: Most has been geared towards the embryo. But I brought up just the fluorescence imaging because I did a lot of research with PCOS and looking at mitochondria and mitochondrial health and how that translates into embryo health.

And one of the things we came across in partnering with the core microscopy at Baylor is just that they have a lot of fluorescent imaging techniques to look at without getting too scientific, but redox potentials and just markers of metabolic competence. And that could be potentially something that is another marker of oocyte viability and does, and can be used at the time of cryo preservation to more objectively counsel patients about what they have at the time of freezing. And that's something that can be trained through AI, once you start to figure out algorithms and track outcomes so.

[00:23:46] Griffin Jones: When do you feel like we became ready for prime time or do some people still have a way to go?

Does it depend on the lab? Does it depend on the clinic becoming ready for prime time for fertility preservation in the field? Because I'm not a clinician sometimes that makes me ask dumb questions, but sometimes, it gives me a perspective of looking at this from someone who is not educated about it, which is the majority of patients, their first.

Go around and one concern had been that, well, we, we know how well these eggs freeze, but we don't know how well they thaw and so when do you feel like we became ready for prime time for fertility preservation to market it, to offer it to the majority of patients who could benefit it from it?

Or does it still depend on the lab? Are there still people who aren't ready for prime time?

[00:24:37] I just got back from the Association of Reproductive Managers Meeting in Atlanta. And you know what everyone was talking about? Every embryologist, every nurse, every manager, every practice owner that was there was talking about burnout. That's what everybody's talking about everywhere, by the way. And every aspect of the workforce. Everyone's talking about burnout and we can keep trying to replace people who also seem to be burnt out. The people that we're bringing in are burnt out from something else. So that's one solution. We can also do things to make the log lighter because when you take 10 people, on a log and you take four of them off those six people are burnt out.

So if you can't put four more people back on the log, or you can't put six more people back on the log, you have to make that load lighter. And one way of doing that is using Engaged MD. And I'm at a point now where I feel like it could be a real disservice to your staff, to not be using Engaged MD at the point where so many of your staffs are overworked.

So many of your labs are slammed, but also your managers, your nurses, your billing team. That anything that we can do to take things off of any of their plates, especially we're not just taking something off their plate in the moment, but we're also using that to make their interactions and lives with patients easier and better beyond those tasks, we should be using it. And that's what Engaged MD does.

Your nurses and your care staff should not be doing things like telling the same thing to the same patients over and over again, when the patient has too much information to absorb, but time anyway, when they could be talking to really educated patients, meaning that you've educated them by using Engaged MD's platform ahead of time having a, a smaller window where they're repeating things and not having to do things like track down consents because Engaged MD does all of that for you.

Burnout is it's the worst that I've seen since I've been in the field. If you can replace all of your people and, and overstaff, 'em great. Most of us can't. And so when we have to use technological solutions. And for those of you that are listening, Engaged MD is already in more than half of practices out there.

And if you are not there, you're now on the wrong side of the bell and it could be at the expense of your staff. And so I hope that you'll use the opportunity to go to engagedmd.com/irh. They'll give you 25% off your implementation fee. If you use my name or you use Inside Reproductive Health mentioned that you heard it on the podcast, but don't do it for me.

Do it for your staff, engaged md.com/irh. Now back to my conversation with Dr. Janet Bruno.

So when do you feel like we became ready for prime time for fertility preservation to market it, to offer it to the majority of patients who could benefit it from it?

Or does it still depend on the lab? Are there still people who aren't ready for prime time?

[00:27:51] Dr. Janet Bruno-Gaston: I don't think so. I think most people are very comfortable fertility preservation, I think once ASRM removed the experimental label. And we had all of the studies looking at long-term outcomes, most people were very comfortable.

Now I will say that there's certainly an increase in to see, because you have a lot more celebrities talking about fertility preservation. It has infiltrated social media. And so it has a bigger platform primarily through the work of the patients. They have been advertising this more for us than we have.

If I wanna be honest about that and through that need, I think is what has drawn our attention to say, Hey, this is something that they value. This is something that's important to them. And so, because it's important to them, it has to become important to me.

[00:28:39] Griffin Jones: I was gonna ask about the, the advertising part coming from the people are seeing celebrities talk about it and, and.

And following them on social media of their journeys. Is this an area that is still under referred from other provi even before let's even before we get to the elective side, even on just the ENCO side, is this still under referred from other providers?

[00:29:03] Dr. Janet Bruno-Gaston: I'm so glad you said that I embarrassingly so, embarrassingly so, it is difficult to create a network that geographically spans a large region outside of a metropolitan hub, like Houston or big cities that you mentioned. So that really creates a disparity for patients on what they're able to be offered. If they're offered in what they're able to receive it in a timely manner.

And to me, that's just uncomfortable. Because this is a standard part of REI that, , any group should be able to perform for patients. And the fact that there are these disparities that exist one city outside of here is, is just very disheartening. But to your point, this is not even entering into the elective space.

This is speaking in just medically indicated. I can't tell you how many patients I see after chemotherapy and they say to me, well, No one told me, they said that I should kind of check it out after, or they mentioned it briefly, but in the midst of everything that was happening, that was difficult.

So I really tried to prevent myself as a resource. I reserve spots so that if patients need to be seen immediately, they can come in. I've assembled a team that we kind of get things started in a very streamlined way. I partner with local pharmacies to be able to get medications delivered within 48 to 72 hours, if we need to do random starts.

So those are things that I put in place, so that if I can make this process easier for them, both their provider and the patient, then they will be more receptive to referring to me and allowing their patients to go through a treatment before they come back.

[00:30:56] Griffin Jones: It seems to me again, this is coming from a non-clinician, but it seems to me almost negligent to not refer to an REI as if, especially if someone was about to go through chemo. And I probably wouldn't have believed that happened at any kind of scale, but I was in my home city. I was talking to an oncologist at a social event, had nothing to do with work, told her about what I do for a living.

She had no idea of the REI's in our town. She had never referred out and she said, oh, maybe, yeah, I should start doing that. It's like, yeah, maybe you should.

Why don't you go ahead and do that. So is it because, I mean, do they think that they just have, so, I mean, they do, they cancer of course is life and death in many instances.

And so maybe I'm asking you to speculate, but I'm asking you to speculate why do you think that It's not as broadly toted of a message.

[00:31:55] Dr. Janet Bruno-Gaston: Yeah. I mean in their defense, there is a lot going on. There is a lot going on even emotionally for the patient and the provider. And so in the midst of this long discussion that they have to talk about, they then have to remember also bring up fertility preservation.

And so I think in the long list of things that are a priority for them to get through with the patient, fertility preservation may be somewhere on the bottom or doesn't exist. I also think that there is an assumption as providers we have our own bias as much as we try to ,exclude them that one, this process is expensive.

It's timely. You may not be able to afford it. So what is the purpose of going through all these hoops just to say, well, I'm not gonna do it anyway. And so I've had patients come back and say, well, providers said, Hey it's expensive. It's out of pocket. You're probably not gonna wanna do it.

And when you present the option like that that really isn't counseling the patient in a very neutral way. And so I think a lot of what I try to do is even if it's just a quick fact sheet that I'm like, Hey, you can pick this up and take in your office so that they can save their visit to do their counseling.

And the patient can then read about this and contact the clinic as they need to is a compromise between us both. I'm just really too trying to make their job easy without taking up much time from the primary counseling that they wanna do.

[00:33:26] Griffin Jones: Is it the same with elective fertility, press for OB GYNs. Do you suppose that they're not doing, and maybe this is an assumption, but from what I'm gathering, they're not doing a whole lot of family building counseling. They're treating people who need to be treated. They're referring to REI's once they, once they encounter infertility or once they encounter something like endo or, or P C O S.

But just from a oh, you're 32 and this is what you want next in life. I don't know that's happening. What education needs to be bridged for the fertility preservation side for referring providers?

[00:34:04] Dr. Janet Bruno-Gaston: So to your point with generalists, I actually do think they do quite a bit of family planning and family planning in our world is always expansion, growth, wanting kids, but family planning in their world also includes contraception.

So they do have very clear conversations with patients about what are their family planning go OS and what I will say for the elective for fertility preservation. I would say the patient leads that referral. So most times when I get patients coming in for elective, fertility preservation, it's truly something that they advocated for themselves.

They said, Hey, I heard about this. I wanna know this can I see someone? And that's how they come 'em to me. Or if they come on their own accord directly to REI. They come in, well read about, about the process and, and kind of have an idea of what it looks like. So it's interesting. There there's a little more initiative there because they have a very clear goal versus from the uncle fertility perspective, this may not have been something you were even ready to think about.

And now I have to pose this question to you. So the that's my thought there. And then in terms of just how do we improve referrals from, from, from providers across disciplines? I think like you said education making them aware that this is accessible, this can be done in a timely manner.

We're welcome to collaborate, to help coordinate care with patients so that we don't create treatment delays and that compromise their cancer diagnosis or their treatment outcomes. So a lot of what I do is just education and lending myself as a resource. And like I said, creating as simple as a.

A patient fact sheet with your card and your clinic's information is an easy way to walk into an oncology office. Maybe it's Heon or , surge on. And you just come in and you're like, Hey, I'm an REI in the area, I have a strong interest in fertility preservation. If you come across patient patients feel free to refer them.

This is a patient fact sheet. They can read this in the waiting room while they're waiting to see you. And if they have any follow up questions, they can contact me directly. That makes their job easy. I haven't taken up counseling time from what they need to, to get across to the patient so for them that works.

[00:36:32] Griffin Jones: So we talked about referral patterns. We talked about referral tactics. We talked about some Terminator, two stuff. We talked about your interest in fertility preservation as a practice area. I wanna go more into practice areas in general, because there are younger docs listening and thinking of, of what that will be.

So how do you delineate those duties among a group of so I think we can say now that you're, you're part of the center of Reproductive Medicine in Houston, which was a, a six, seven doc group.

[00:37:03] Dr. Janet Bruno-Gaston: It was prior to me joining, there was four. I replaced one physician and one retired. So there's four of us now, but we're kind of like acquiring more.

So we're getting there.

[00:37:14] Griffin Jones: You got some more docs coming and I even know one of them. And then you also have a big announcement as joining one of our bigger groups, the Shady Grove group and so when one's doing that, and in your case, we're talking about fertility preservation, but for other people it's gonna be recurring pregnancy loss.

It might be, and might be endometriosis. It might. How does that work within a practice? Or how could it work? Because I imagine the way it works varies differently from practice to practice at some places, it's probably just a title at other places, it really is a practice area. And so what does it mean to actually have that practice area?

[00:37:51] Dr. Janet Bruno-Gaston: Yeah. So I definitely agree that can manifest differently depending on the business model and practice you join for me, I knew that I wanted fertility preservation to be a part of my practice. And so I made that very clear on my interview. So for the fellows and recent grads, if there are something that you want to continue to pursue, perhaps it was in line with your research, your thesis from fellowship.

Be clear about that on your interview, because oftentimes the practice is excited about that because that becomes an area that they can then advertise and market and tap into that they probably are doing a few fertility preservation cycles here and there, but if you're, you're passionate enough about it, and you're thinking about becoming a center for that I think that's actually a selling point on, on an interview for you.

And so I talked very candidly about my interests on my interview and set some for myself and I'm happy. To be able to be achieving those goals and creating partnerships that improve access and more importantly coverage for fertility preservation. And from a business side, those partnerships are important because that becomes another pipeline for you to get referrals for patients.

So that has been helpful for me. And that has been my approach in, in kind of carving a niche for myself and getting to know clinicians in the area that you work. I mean, medicine is always a small community, but it can be joining local societies going to meetings just so that they have a face with the name.

And that could be the way that you start getting referrals from an office persistently. So I say definitely network make sure that you partner that you're partnering in line with your career goals and, and be consistent with that.

[00:39:50] Griffin Jones: So I see the selling point for you, Dr. Bruno guest honored you, the physician, you, the fellow whoever's listening as a different differentiator and a way to build your practice pretty quickly.

What about though, making sure that you are not sold by the clinic, by the practice owner, by whoever fellows are scarce right now, Janet, there's 44 of 'em. They're always scarce, but maybe only maybe only 20% of people would've hired 10 years ago. I don't know. But now it's like anybody is trying to get a doc right now. And so oh yeah, you wanna have a fertility preservation pregnant? Of course. Sure. We'll name it the Janet Bruno guest on fertility preservation consult room. You have any deceased grandparents? We'll name the garden for them. So like, most people, I believe in our field, I do believe the vast majority of people in our field are ethical. Really good people. There's probably a couple that aren't, but it, but they're they're I do believe they're the exception. Most people are here with great hearts very often though even the people with great hearts. Sometimes they just want to, they just wanna get the deal done. Not cuz they're bad people, but they're just like, oh yeah, Jan

sure. Yeah. That's what you wanna do because they don't really have a clear picture of it. In their mind and they're willing to put whatever placeholder there without firmly checking it against the, what, the picture that the candidate has in their mind so.

[00:41:14] Dr. Janet Bruno-Gaston: Yes.

[00:41:15] Griffin Jones: So I'm cautioning people right now. This is advice that I may or may not be qualified to give, but for the people listening if they have a practice area in mind and what that entails that they should be getting that clear picture from the hiring group mm-hmm and, and making sure they're in accordance and, and probably making sure that it's in writing simply because again, not because most people are unethical, but because writing just helps to really firm up X expectations.

Yeah. And so what did that have to look like for you or, and what does it have to look like for someone that's really serious about a practice area?

[00:41:49] Dr. Janet Bruno-Gaston: No I definitely agree with you. You wanna know that they're gonna be able to support that, that they respect that and they understand that that's something that is a part of your career goal.

For me, I kind of laid out a plan. I said, this is what I want to achieve by year one, I had a goal of working with some specific organizations. The mission is a nonprofit that provides grants to fund fertility preservation cycles. They do require a contract with the clinic. And so I told them very candidly, Hey, this is an organization that I would profit with partner with, how do you feel about that?

Have you done that in the past? They very receptive to that. And I kind of, because I worked one of my mentors, Dr. Woodard at MB Anderson, I had a sense logistically of how she had things set up. And so meeting with my nurse, I said, Hey, , what's my nurse's experience. ? Who would she be open to, I mean, I met everyone during the interview process you can take as many visits as you want.

That's something like, I didn't know either. I had a lot of people that said, Hey, I went back to the practice and like kind of just shadowed a day to work with them, to get a feel for the culture. So when your interview and considering practices. Yes, reviewing the contract and, and having a lawyer look over that is important, but there's also just a sense of culture that you want to assess.

And that's hard to get that from just reading black and white. And so a lot of times, I just came back up there and was like, Hey, I'm gonna kind of shadow today. I wanna see, the feel, the flow of clinic and those things. And I was asking the nurse would you be open to that?

What are your thoughts about that? Just getting a sense of how hard was this gonna be for me to build? Yeah.

[00:43:31] Griffin Jones: You could see how is she fighting? Yeah, because they'll say whatever, but the nurse, if the nurse is like, yeah, yeah. Then I'm doing that. You can get a little bit of an indicator.

That's a good idea. It's really good idea.

[00:43:41] Dr. Janet Bruno-Gaston: We talk to them, the people, the support staff around you like everyone from the front desk to the ma, because you really get a sense of perspective from everyone's everyone's job. So that to me, made a difference. I'm someone that has a strong instinct. And that means more to me than a lot of things.

[00:44:01] Griffin Jones: I'll let you have the final thought, whether you want it to be on fertility preservation on building a practice area within a practice there aren't dystopian futures would, how would you like to. On the better coating remarks on the metaphor.

Yeah.

[00:44:17] Dr. Janet Bruno-Gaston: No, I mean, thank you for having me on, I mean, this is a great afternoon for me to, to talk about fertility preservation.

It is something I am extremely passionate about, and as you can see it. The fact that we are not getting appropriate access to care, the healthcare disparities that exist across so many different communities. It is important for us as Reis to really champion that cause and make sure that we are constantly trying to advocate for those patients and provide betters opportunities for future family planning.

Because that is really important both for medically indicated patients. And for those who decide to choose fertility preservation, electively there are great organizations out there who are invested in, in helping practices, improve access. So for those of youngs musicians or anyone who decides, Hey, this may be an interest of, of, of mine.

Please check out the chicks mission, Baby Quest Foundation. These are great nonprofits that are strictly looking for clinics to partner with, and they are on the ground. They are lobbying for legislation to improve access and coverage to care. And they're just looking for REI clinics to partner with so that they can and have patients come through so.

[00:45:40] Griffin Jones: We'll link to those organizations in the show notes, Dr. Janet Bruno Gaston. Thank you so much for coming on Inside Reproductive Health.

[00:45:48] Dr. Janet Bruno-Gaston: Thank you.

Thank you.

Don't Lose New Fertility Patients Before the First Visit: 9 Steps of IVF Center Lead Conversion

By Griffin Jones and Stephanie Linder

“Marketing throws the ball, but the practice has to catch it,”--Rita Gruber.

Digital marketing and physician referrals lead prospective fertility patients to contact you. Then what?

They move into the second phase of the Fertility Patient Marketing Journey, Leads (New Patient Inquiries) to Initial Consult. And just because prospective patients have submitted a web form or called the clinic, doesn’t mean they actually book. Let’s look at how to fix that.

You may use the term new patient inquiry instead of lead. They are the same thing. A lead is any phone call, web form, fax or chat requesting a new appointment or seeking information prior to scheduling. 

The way in which your staff responds to the first prospective patient interaction, determines the conversion to initial consultation.  If you don’t have the right processes and properly trained people, you lose new patients before they even schedule. 

And the point isn’t just to get them in the door, either.

Positive and negative patient experiences start at the first point of contact - often a phone call or the response to a web form/chat.  Expectations and rapport are built and broken from the very beginning. 

Fertility Bridge estimates that as many as 20% of negative fertility center reviews come from people who haven't yet had a consult. Patient dissatisfaction is often a result of unmet expectations that weren’t set early in the process.

MEASURING CONVERSION % FROM FERTILITY PATIENT INQUIRY TO INITIAL CONSULTATION

Two key performance indicators (KPI) measure how well your fertility center converts leads.

1)  Total # New Patient Appointment

2). Lead conversion % 

Lead Conversion % = New Patient Appointment / Total Leads 

One individual must be accountable for these KPIs.

The Lead Conversion System 

At least 50% of your leads should be converted to appointments.  If it’s less than 50%, you must analyze and revise your system immediately.  This is the system to increase that percentage. 

  1. Dedicate a new patient line

  2. Have a specialized new patient scheduling team

  3. Unify scheduling across offices and providers

  4. Answer the Phone

  5. Offer the appointment 

  6. Book shortest wait list 

  7. Respond to voicemails and web forms within specified time 

  8. Record Lead Interaction

  9. Clearly identify next steps 

1) Dedicate New Patient Line and Form

Current fertility patients and prospective fertility patients have different needs. Having a phone line and an online request appointment form that separates new patient inquiries from current patient call backs allows your staff to better manage both patient types. 

2) Specialized New Patient Scheduling Team

Multi-tasking is detrimental to both lead conversion and patient satisfaction. It can cause frustration when a front desk person has to schedule a new patient call, fetch a medical record, and check in a consult simultaneously.

A dedicated role or team also decreases voicemails, unanswered phone calls and hangups. It reduces the time required for your staff to play phone tag and increases new appointments booked.

3) Unify Scheduling across offices and providers

When prospective patients have to be transferred from (or worse, hang up and call) one office to another, they often do call…another fertility center.  Your new patient call center is responsible for booking every office equally based on availability without preference to an assigned office or doctor.   

4) Answer The Phone

Missed calls are a great source of new patient appointments...for another fertility center. They are also as good for your patient’s experience as your cable company’s phone tree is for you.  Make a plan to hire the adequate number of staff and use data to ensure coverage during the busiest days/hours. 

5) Offer the appointment 

When prospective patients call with questions, most staff members answer the question at face value and go no further.  In order to increase conversion, mandate your staff “ask for the appointment” at least once with every prospective patient, regardless of the question being asked. Consistently offering and asking for the appointment makes an immediate impact on your KPIs, costs $0, and is a process that can be implemented today.  

6) Book Shortest Waitlist 

The longer the wait, the higher the risk of lost appointments, cancellations, and no-shows.

In a multi-physician group, when your waitlist is longer than 4 weeks it is the role of the call center to suggest a doctor with a shorter waitlist. 

Your call center won’t offer earlier slots with a different physician than requested without your blessing. Some docs cringe at this idea. Make sure your staff knows it’s OK and that the most important part is that the patient stay in your clinic ecosystem.  Do you want to be a single provider or do you want to be a practice owner? 

7) Respond to all voicemails and digital inquiries

Avoid being nailed by a negative review that comes from people who’ve never even seen you for a consultation.  Set specific expectations of call back time on your online contact forms’ thank you pages and voicemail. The sooner you respond the better, but you must be able to exceed the expectation. It’s far better for their perception of you to say “you will hear back from us in 72 hours” and get back to them in 48 than to say “you will hear back from us in 24 hours” and get back to them in 36.

You should always follow up more than once, but the cadence of lead nurturing is a topic for another article.

8) Record Lead Interaction

Document your interactions in a customer relationship management software (CRM). Using this data will help you identify drop off, automate follow up, and nurture prospective patients with helpful information.

9) Clearly Identify Next Steps

Before ending the interaction, your new patient team should set three clear expectations about what happens between now and the appointment:

  • Welcome Sequence Correspondence

  • Medical records and patient portal

  • Appt time, correct patient info and acknowledgment of next steps 

CONVERT MORE INQUIRIES TO NEW PATIENTS

We’ve given you an actionable process for converting new fertility patient inquiries to new consultations, but we didn’t talk much about what your team needs to deliver concierge service. How your team responds to these patients is likely even more important than when they do it. 

If you would like Fertility Bridge’s help in improving your fertility center’s lead to new appointment percentage, or how to implement the steps listed above - book a Goal and Competitive Diagnostic meeting below. 

115: Exploring the Role of Obesity in Fertility Medicine with Evan Richardson

Evan Richardson on Inside Reproductive Health.png

Obesity plays an important role in the worlds of many struggling with conception, and in recent years the field of Obesity Medicine has grown substantially. Weight loss makes the fertility journey so much easier while increasing the quality of life for the patient.

Today’s episode features Evan Richardson, CEO and Founder of Form Health, a modern obesity practice that remotely connects their patients to dieticians. He speaks with Griffin Jones about a wide range of topics relating to obesity and fertility, from their complicated connection all the way to the future of subspecialties and medical health as a whole.

You can find the episode anywhere you stream podcasts or at our website.

Today’s Episode Focuses On:

  • The role Of BMI in fertility

  • The importance of medical subspecialties

  • The difficulties behind sustained weight loss

  • The future of subspecialty practices

  • The relationship between obesity medicine and fertility medicine

Social Links:

Evan’s Linkedin: https://www.linkedin.com/in/evrichardson/

Form Health Website: https://www.formhealth.co

FH Facebook: https://www.facebook.com/formhealthofficial

FH Instagram: https://www.facebook.com/formhealthofficial


To learn more about our Goal and Competitive Diagnostic, visit us at FertilityBridge.com


Transcript

[00:00:00] Evan Richardson: We're a fully virtual program. So everything happens through an app. Then those patients are talking with us almost every day.

We talked to on average, we talk to our patients every day, and that's just not a sustainable model for a traditional primary care practice.

 

[00:00:55] Griffin Jones: Today on Inside Reproductive Health. I hosted Evan Richardson, who is the CEO and founder of a new tech health startup called FormHealth. Before I get into my show with Evan today, my shoutout goes to doctors, Adam Griffin, and Mike Sullivan from Buffalo IVF, who are the reasons that I got into this field more than seven years ago now, starting from a small rural village in Bolivia for $500 a month, doing organic social media to now something that is unrecognizable to that venture. And so a shout out to those guys. I don't know if they listened to the show, but you have been telling people have been getting the shout outs because you've been texting them.

So if you call on those guys or if you're friends with them. Please text them, let them know that they were in this shout out today show with Evan. I know some people are going to be grumpy with me because they want to come on the show. I've got to be real protective of who I have on the show, because this is the media platform for REI and business people in the field and practice owners.

So I've got to be really careful most of the time, I don't let industry, side folks on, although sponsorship is a different option available, but I thought it was important to talk about the ways that tech can help us. If not triaged patients, at least help you treat the patients that you need to be treating, doing the things that you need and want to be doing.

And then letting more efficient solutions help with that, which you don't. So if I sound incredulous in this interview with Evan, just because I was trying to be a good steward of how you might be combing through their value proposition. I'm not a clinician. I did my best. So you can take a listen to this show with Evan.

He's been in the tech space for a while. The health tech space for awhile. He was an early employee at Castlight health. He's a member of the board of directors of bicycle health. He was part of the founding management team at grand rounds, which is also a telemedical concierge. And so he is now in this VC startup world very much.

And I hope you enjoy the show.

 Mr. Richardson, Evan. Welcome to Inside Reproductive Health. 

[00:03:25] Evan Richardson: Very happy to be here. Thanks for thanks for making time here. 

[00:03:28] Griffin Jones: I've got to tell you that I'm a little bit not looking forward to when this episode comes out for a reason that we've gotten, I've gotten very protective of the audience of this show in the last couple years, because now we're sort of the only media outlet for the business side of fertility, which has a lot of people asking me like, hey, can I come on the show?

Can I pitch this, or can we talk about this topic? And now, like, I also want to get to the point where we're in sponsorship mode. Didn't think that was the realm that you were in, but I just know that people that have asked me to come on are going to be like, what the heck why'd you let that guy on you didn't let us, I do have an explanation, but I, and I want to go back into the I want to start backwards a little bit before.

We'd talk about what form health is, but if we could start. Why fertility, what is the relationship to fertility? Then I'll get my answer and then we'll work back and then forth again. 

[00:04:29] Evan Richardson: That makes, that makes a lot of sense. So I feel like that, to answer that question, I can tell a little bit about form, which is that we are a concierge telemedical weight loss services.

So we work within the realm of medical support. We are we are a medical practice. We treat patients and we work with those individuals to meet their broader healthcare goals within the context of helping them to lose weight. And it turns out that weight loss can be really important for fertility for a number of reasons for a number of practices folks have a BMI cutoff and patients would come in above that cutoff can't receive certain services because risks because risks around sedation for other folks, there's a, you know, a real demand for surrogates. Sometimes the surrogates don't meet a BMI threshold that's required.

And then for the broad population you know, risks around risks around becoming pregnant and then carrying a child to term all go up as BMI goes up from from the sort of obesity level, which is a BMI of 30. We've worked with fertility practices now for for quite awhile to help them to bring patients into the realm of being treatable from a fertility perspective, BMI down below any sort of hard ceilings, they may have to increase. The number of surrogates that they have available. And then also just to improve sort of all of the outcomes related to fertility all by helping their patients reduce their body mass index. And it turns out that, you know, the relation between the relationship between fertility.

And BMI is fairly clear, right? All risks to becoming pregnant or to carrying a child would turn to come down as a patient brings their BMI back towards the sort of clinically normal threshold below a BMI of 30. And that's really where we help. That's where we work with fertility providers to help, to improve not all of their outcomes and broaden the base of patients and surrogates they can work 

with.

[00:06:29] Griffin Jones: What other subspecialties of healthcare, if any, are you working with? 

[00:06:34] Evan Richardson: Yeah, well, so that's a really great question. The answer is is all so, you know, we work with primary care providers. , we work with folks in the orthopedic space and then, you know, kind of everybody else, I would say those are the big the big four with fertility kind of leading the way for the sub-specialties that we work with today.

But we do have referring providers that come from, you know, the broad. Medical subspecialties, because there really is no area of care that at wherein outcomes and patient outcomes are not improved by helping those individuals with a BMI over 30, to bring that BMI down below the obesity. 

[00:07:15] Griffin Jones: Well, I don't really give a crap about those other subspecialties, but what I am interested is a little bit more on how you partner with clinics, but the reason why I was okay with having you on the show is because there a tremendous bottleneck in fertility right now there's simply more patient demand than there are providers to be able to treat them.

And we need other means to help. I dunno if triaged is the right word, but to help with some of the treatment that doesn't need to be going on at a fertility specialist so that the fertility specialist can do what only the fertility specialists can do. And so talk a little bit, but I also brought John because it didn't seem like, you know, you were necessarily.

That you had like this really, oh, I don't know deep monetized partnership with fertility centers. Maybe I'm wrong. How do you partner with fertility center? Yeah. 

[00:08:12] Evan Richardson: So great question. Yeah. And I think, look, you're right. The challenge for fertility centers in a lot of cases is how to be as efficient as possible at delivering the care that they deliver to as many patients possible.

When you have somebody coming in, who doesn't meet one of your sort of basic requirements around care. That's a challenge to you know, to sort of work with that person, especially over a period of time. If they continue to not sort of be within that BMI limited require. What we do in partnering with fertility centers is we try to work as closely as possible with them in support of the patient's goal of fertility.

That means that we try to make the burden. In terms of getting patients to us as light as possible for those referring fertility clinics. And then we try to make sure that when that patient is ready to come back we make that process of coming back to the fertility center as easy as possible. So I would broadly kind of group our partnership into two kinds of patients.

The first one is patients whose BMI precludes them from one kind of treatment or another. So we'll hear frequently that, you know, a center has a BMI cutoff of 35 or 40 or so around IVF as a broad category. And the reasons for that, I have a lot to do risks from sedation and risk of airway collapse.

It's certain a higher BMI and the threshold depends a lot on the facilities that are available and just the, the policies that practitioners are put in place for those patients who have who have a BMI that precludes them from receiving care. We partner with the facility.

Take that patient understand their fertility goals, understand the fertility path forward for them understand the weight target that they need to achieve in order to receive in order to receive fertility treatment and work with that patient over the course of weeks and months, independent from the fertility practice.

And about the only thing that happens during that process is we update the fertility center on a regular basis and that. Frequency depends really on the fertility centers preference for those updates. Usually it's about once a month, we give them an update on sort of the patients that we're working with for them.

And then when that patient hits that BMI threshold, we then with the right amount of notice, cause then in many cases, you know, it takes you know, four to six weeks to get an appointment with a treating provider. We'll say to those patients who were ready, Hey, you hit your threshold or you're about to hit that threshold.

You're ready to go back. Let's get you set up with that care. We a ll work with the fertility, the referring fertility practice to make sure that person who previously was just not eligible for care and previously could not have received treatment. Now it gets back into their practice in a pretty seamless way.

And, and is able to get care. Typically we continue to work with those patients because now they're in the second category of care, which is patients who are eligible for fertility services, but who would but, and who are already sort of receiving those, but who would like to continue to lose weight.

And for those folks, typically we are treating alongside the referring provider. And again, you know, we make that pretty, pretty seamless to the referring provider. There is no change. 

[00:11:25] Griffin Jones: Referring provider in this case, being the REI? 

[00:11:28] Evan Richardson: That's correct. Right. Isn't the fertility is the fertility specialist. It's pretty seamless to their fertility specialists.

They don't have to do anything to change their path of treatment because is actively losing weight. We always are making sure that we're up to date on the path of treatment forward patient, and that we're practicing in line with those care needs. And the patient often, you know, continues to lose a meaningful amount of weight as they go through treatment.

We will stick with those patients oftentimes through pregnancy and then afterwards continue to help them to lose weight when it's appropriate to lose weight again, which of course it's not appropriate during break. 

[00:11:58] Griffin Jones: So while we're on the topic of referring providers. When we say referring providers, we typically talk about OB GYN, sometimes PCPs.

And one thing that I've heard from REIs for as long as I've been in the field is there's often a trepidation of disrupting their referral patterns. They don't want to they don't wanna, they don't want OB-GYNs to perceive that they're taking their patients who have always send them. So that they'll keep getting referrals.

Some, there's probably some threads of this concern that are valid often. I think it's probably not valid. OB-GYNs are just as busy if not busier than REIs. And so our PCPs and very often we're talking about low margin insurance patients which is why I'm interested in exploring this telehealth idea, but I can hear a couple people, a couple REI's in the back of my head saying, well, why would we refer these patients out to a platform like this and piss off the, you know, the, when we could be sending them back to their PCP? Sure. That's a 

[00:13:04] Evan Richardson: great question. Look, I think, you know, For some patients the PCP is a perfectly appropriate place to treat their obesity.

And in many cases, the PCP has already been a part of the discussion, right? So most patients that have obesity are counseled by their PCP, that they should be losing weight. They'll ask that BCP, hey, what should I do? And that BCP will have sort of, you know, taken them through their, their frontline treatment.

I think the reality is. In the vast majority of cases, those that mode of treatment doesn't work. And so just like we work with BCPS and, you know, different side of our business, we work with PCPs is the referring provider, as opposed to fertility as the referring provider. And we do that because the PCP say, all right, I understand that there is this new area of medicine called obesity medicine and that's our subspecialty. That's a specialty in which form health practices, our physicians, our obesity medicines board, they have they typically come from an endocrinology or primary care background, but they've all passed their ABOM. The American board obesity medicine boards.

And they just have a, just like, you know, , cardiologist has advanced experience within their area of specialty. Our physicians have advanced experience for these harder cases in the field of obesity. So while an REI might say, gee, why wouldn't I just send this back to the PCP?

Who by the way, sent me the patient the first place. I think the, the short answer is. Oftentimes those PCPs have already done the work that they're able to do and haven't gotten effective results. And in many cases, when it comes to actively treating these patients for for obesity many PCPs don't feel that they're sort of the right set of folks to deliver that care, which is why we work them as referrals as well.

[00:14:44] Griffin Jones: What evidence supports your idea that the treatment is very often unsuccessful. Obesity treatment is very often unsuccessful with the primary care. 

[00:14:54] Evan Richardson: Well, so, I think the biggest piece of evidence would simply be the continued upward climb of the rates of obesity in the United States.

Even though everybody's PCP who has a BMI over 30, we'll sit them down. You really need to change? 

[00:15:10] Griffin Jones: What are we talking? Numbers wise. And I know that you probably have this like memorize for VCs. So like numbers wise, what are we talking about obesity and that you're 

[00:15:20] Evan Richardson: discussing today, the obesity rate for adults in the U S as close to 45%.

And it depends on what what statistic you want to look at. There's a few, they're not suggesting. The pandemic and the folks that being home there've been some pretty substantial increases in that number, but, you know, here, as recently as 1982, the rates in the us were 10%, right?

This is a this is a health challenge that up until January of 2020, along with opioids was, you know, one of the two major problems at the US phase. And I think, you know, we haven't seen sort of any change there that is despite a lot of healthcare focus in the area and a lot of counseling from BCPS.

I think the challenges that for for many doctors you know, that there is a there's a sense of, Hey, know, what to deliver the right care for obesity medicine to deliver, you know, the right kind of accurate around weight loss. We need to have a very active set of interactions with a patient.

Perform health, for example, meets with our patients once a month with their physician twice a month with a dietician so they're seeing somebody from form health almost every week, and then we're a fully virtual program. So everything happens through an app. Then those patients are talking with us almost every day.

We talked to on average, we talk to our patients every day, and that's just not a sustainable model for a traditional primary care practice. In addition to that for some patients, and then there's an asterisk here because for patients who are maybe pregnant or working to get pregnant, many of the medications in the space, aren't always appropriate.

But for many physicians there's a world of medications that are helpful to. And they're not comfortable in prescribing those for a variety of reasons that have to do with training and history and all this stuff. And so, that's why you know, a lot of physicians today are excited to refer out to specialty focused obesity medicine.

[00:17:13] Griffin Jones: What kind of results are you seeing now? And if you're still in forecast mode, how will you be measuring the results? 

[00:17:19] Evan Richardson: Yeah, that's a great question. So, so, you know, we've seen results that are best in class for obesity clinics. You know, we have our specialty, as I mentioned is obesity medicine.

And so there's a fair amount of research that looks at. The rate at which folks are able to lose weight, you know, for us patients that are doing great can lose up to 25% of their body weight over the course of six months those are the results that we have seen. So very very substantial weight loss.

Typically a patient is losing about a pound a week and, you know, for some patients they'll stop and they'll say, hold on a pound a week. You know, I shouldn't, I be able to lose it faster with a medically engaged program. And the answer is. No, and you're losing weight much faster than that then it's not sustainable weight loss, and you're much more likely to stop.

And you're much more likely to see rebound after that. And so lots of studies today show that you know, about a pound a week is sort of the upper threshold for how fast somebody it's a little, it's a little faster than that when you start weight models. But the sustain rate is about a pound a week and we see that.

And I think the thing that's really important for our field is how long does somebody stay in. This kind of program. So for a lot of more traditional weight loss either self guided or guided through a program, like a weight Watchers, et cetera, people retain on those programs for a very short period of time.

Right? We're talking 20 days, right? 22, 23 days, and sort of average retention there. And if anybody's tried it themselves, you've probably had a similar experience. The first two weeks you're really motivated. Third week you started adding up. I want to keep doing this. By the end of the third, we get a couple of reasons not doing he.

Didn't what we see is that about 75% of our patients are still with us at 6, 7, 8 months. That's a lot. Right. And when somebody sticks around with you for that time, you're really able to help them make material changes in their life, lifestyle, and health. And you're really able to see those folks go from you know, from a very high BMI down to something that's more you know, more clinically help them.

[00:19:10] Griffin Jones: Have you done any abstracts yet? 

[00:19:11] Evan Richardson: We've done a couple of posters. We did a poster at the at the obesity society here last year. And we did one at ASPM, American Society of Pediatric Surgeons here this year.

[00:19:22] Griffin Jones: Summarize a couple of those findings for us. 

[00:19:25] Evan Richardson: Yeah. I think, you know, in line with what we just talked through.

So, you know, typically patients are losing about a pound, right? and that we see that retention that is, you know, very substantial during the forecast period, I think, you know, the results that we're the most proud of you know, are actually coming out of some of our work with fertility centers where, you know, we had just this month two patients who became pregnant who had been having, you know, real challenges or.

Eligible to be getting fertility services because of their weight. And after working with form, went back to their REI and are now working on building a family. So that's the kind of thing that we get really charged up about. 

[00:20:02] Griffin Jones: That's what the audience gets charged up about too. A pound a week and a longer enrollment in the program for the intervention.

What compared to baseline, I guess, what is the average intervention yield? 

[00:20:22] Evan Richardson: The average intervention, self-guided intervention doesn't yield anything. And so I think that's a really important thing to think about. So, you know, the alternative to referring to obesity medicine provider is the tele patient, hey, you know, you should maybe join a weight watchers. You should you know, you should work on this yourself self guided interventions because they don't last long. Don't tend to show great results, you know, weight watchers and others have some good clinical studies where they will show that their population is able to lose weight.

But the live reality of somebody on Weight Watchers is very different from a lot of those studies. And the reality is most patients don't stick around on those studies for very long. And so, I would suggest to folks that are listening to think about their patient population and think about those people who they've said, Hey, you know, if you want to have better outcomes on agent lose and weight and think about sort of what percentage of those folks were actually able to achieve that weight loss in our experience and, you know, sort of more broadly looking at the broader population data, it's very unusual for someone to be able to under sort of self-guidance or under.

A purely behavioral program to lose a significant amount of weight. We're not talking about 10 pounds, you know, but lose 30 plus pounds. And keep that off that's fairly rare. 

[00:21:32] Griffin Jones: Yeah. Well that was going to ask how do you stratify that a little bit more? Because I imagine some people will say, well, these programs work excellently?

And so to say like self intervention doesn't work, it could be, right, but how do you, what are some of the parameters that, show us that's true? 

[00:21:53] Evan Richardson: Yeah. So I think, you know, one of the biggest one is just the overall gain in BMI, across population. And again, that's been, you know, that the rate of obesity has been taking up you know, very substantially over the course of the last decades was really no pause right there, there is not a year in the last in the last 20 where the obesity rate in the country in the U S has gone down and that's generally the case globally. And so, you know, I think that again, if a person is not able to stay on a plan for more than a handful of weeks, they will not be able to achieve results. You know, you can think about a weight gain, typically takes a while. So for many patients, they're, you know, gaining a, you know, a couple of pounds a year on.

And they may have a year or two when they gained a substantial amount of weight. But if you asked them kind of, what was the trajectory of your weight gain over time? Typically it's, you know, it's a couple of pounds a year and just like weight gain can take a while. You know, that weight loss often can take awhile, even when it's medically assisted, right?

The fastest that you can go is about an hour a week. And so, for a lot of patients, what they find is, you know, gosh, if you're staying on that program for 14 days or 20 days, that might be fine. If you want to lose five pounds to go to the beach or for an event or something like. But when you're talking about sustained weight loss, most patients, the vast majority of patients benefit from that intervention. 

 

[00:25:38] Griffin Jones: How does the formhealth get paid? Is there a partnership from the fertility? Is there a referring fee?

[00:25:46] Evan Richardson: It's a great question. And the answer is no. So no cost to the referring provider and, you know, we look at this partnership as working to help the we're gonna help the individuals, our mutual patient to achieve their broader health goals in the context of fertility, the number one goal at the top of the list is I want to have a baby. And that's the goal that we are working towards together, but just like the fertility, especially just like the REI is not is not paying and is not able to pay. their referring provider. Fee to the provider who refers patients to form.

And you know, we think of this in terms of, you know, what value can we provide to that provider? So that's why we are keeping them updated in an effective and pretty efficient way for their time in terms of how these patients are working. That's why we're making sure that we're treating inline with that provider sort of needs for that patient when we work with them.

And really at the end of the day, this is just about us helping these patients. Together to achieve that fertility goal. 

[00:26:42] Griffin Jones: So is it a monthly subscription from 

[00:26:46] Evan Richardson: the great question? How do we get paid for? So, so, so there's two parts to how how our economics work. We are a we are a reimbursed.

Service. So when a patient sees their physician that service is submitted to their insurance, just like any other physician interaction would be. And then and then that sort of adjudicated through their insurance coverage, et cetera any cost to the patient for labs, any costs, the patients for medication all of that sort of runs through the insurance just like it would for any other medical interaction. And then in addition to that, we have a monthly fee that's $99. And that really covers the cost of the dieticians that patient works with. So there's two parts to that team. One is the physician two is the dietician. And so those dietetic services are covered by the $99 a month fee, which is paid for by the patient.

[00:27:34] Griffin Jones: I want to talk a little bit about the insurance and telemedicine, and that will make this tangent make sense because in February, 2020, I was at a small fertility conference. Very cool. Intimate fertility conference in Colorado. And we were starting to talk about this novel virus that was developing in the east, but.

[00:27:56] Evan Richardson: I haven't heard of it. 

[00:27:57] Griffin Jones: When people didn't really know what was going to happen yet so this is like the first week of February. And at that conference separately. We were also talking about the future of telemedicine, but also kind of how it was a pain in the neck because if you practiced it, if you hadn't, let's say you're in oh, Erie, Pennsylvania, and you're seeing patients.

Just across the border in New York state that you would have to have a law in some states. I don't know if this is true for Pennsylvania, New York, but at least in some states you'd have to have a license to practice in multiple states and. 

[00:28:28] Evan Richardson: That's the case in the majority of states. 

[00:28:30] Griffin Jones: Okay. And so, and then all of a sudden a month later, a lot of these regulations were put on hold and health and human services and office of civil rights I believe is, are the two agencies that that enforce HIPAA. And so they said, you know, you can use zoom, you can use FaceTime, you can use Skype. And so how did that affect or not affect you all at that time? 

[00:28:54] Evan Richardson: Really good question. You know, we have been a purely telemedical business since we got started and so we have been working within the sort of fairly complicated telemedical regulatory regime that exists. And so for us, in some ways, you know, we were already really prepared for everybody to get pretty excited about telemedicine. We didn't change the way that we work with patients.

We already had tools that were HIPAA compliant that were in place. I think some of the benefit to some providers was that, you know, some of the interstate licensing requirements or were waived or otherwise loosened for a period of time. I think, you know, for us that didn't have a big impact either because our providers, you know, were already sort of licensed in these states where they practice, you know, for us as a growing business, our perspective was we never know how long these waivers are going to last.

And they are really important for some of the emergency or near emergency medical treatment that had to happen around around COVID. But we didn't want to build our business on some of those sands that could shift pretty quickly. And so by and large, you know, everything that we did was highly compliant with the pre waiver world of telemedicine. 

[00:30:09] Griffin Jones: Your explanation of how you get paid from patients and from insurance companies and not from centers is part of the reason why I had you on the show. People sell to centers, then they're going to be more likely in that sponsorship category. I know that some other people are still going to say to me, oh, that's me too.

Why can't I come on show? Listen, sometimes I'm in a good mood, keep trying me. And but I am really interested in the idea that we just have to be doing, we have to be getting people to other solutions that are found in tech and do you think that we need to be propagating that for the triage aspect?

One concern that I've seen is, we've seen people come in and there's been a couple of them that thought, oh yeah, they're going to be great. They're going to stick around. And then it's like what? They burnt through that money pretty quickly. I didn't know you could burn through $60 million that quickly, but apparently you can and  VC is a cutthroat world. 

[00:31:07] Evan Richardson: Great parties. 

[00:31:08] Griffin Jones: So what challenges are you on the lookout for? 

[00:31:13] Evan Richardson: Yeah, look, I think, you know, we think that not surprising the world of obesity medicine, the specialty of treating treating folks in BMI north of 30 or in some cases be north of 27 with certain comorbidities. We think that is a big growth area in healthcare broadly today only about 1% of individuals with a BMI north of 30 are receiving medical treatment for their weight.

If you look at any other major medical condition type two diabetes, high blood pressure depression. Typically treatment rates settle out for reimburse services at about two thirds. And and I think, you know, we are entering a world with AMA recognizing here about seven years ago, that obesity was a medical condition with the creation of the American board of obesity medicine in a world where treatment of obesity will be more the norm. It is the exception today. It's absolutely the exception and, and I think, that's part of why, fertility, for example, has been a big growth area for us because patients weight so directly impacts their ability to to, to conceive and to carry a child.

And so I think, you know, we are headed over the next 10 years towards a world where treatment is more than normal, where we start to see treatment rates north of 50. For individuals with a BMI of 30. And that doesn't mean that all those people go to obesity sessions, right? Primary care will start to treat this more frequently, et cetera, et cetera.

But you know, in that world, what we are really looking at over the next 10 years is an incredible period of growth. And I think, you know, for us as a result, some of the biggest areas of concern are really just, you know, how do we grow effectively? How do we support that? In a way that matches with our very high level of standards for the care that our patients receive.

And how do we continue to do that as we scale out larger and across more states. So I think, you know, the the question for folks in our space is you know, as awareness grows, as referrals grow, as practitioners start to say, well, I'd refer out. If I saw high sugars, I'd refer, you know, for treatment, for what looks like it might be, know, a case diabetes.

If I saw high blood pressure, I'd probably refer out for that for treatment as well. I'm seeing somebody coming in with a BMI of 30, that is a medical condition. Of course, I'm going to refer out for that. But then as that becomes more of a norm of thinking, you know, I think the real questions are, you know, how do we as a.

As a specialty of medicine, how do we make sure that we support that growth in a way that's going to be effective and high quality for all of our patients?

[00:33:47] Griffin Jones: So what are some of the obstacles look like? Like you as the visionary of this burgeoning company, when you are thinking that six months to a year, what are the things that you're saying, this is what we're getting over as a company in the next half a year so? 

[00:34:01] Evan Richardson: Yeah, well, look, I think you know, I think supporting demand is always a big challenge as a growing company, right? So, you know what we have seen in working with and working with fertility providers and other physicians more broadly is the impact we've been able to have not really has been positive for their patients and as a result we, you know, we'll often with a as an example with a fertility provider and they'll say, great, I'm going to refer you. The folks that come in and their BMI is over 45. I can't do anything with them unless we bring that BMI down. And within a couple of months, we're seeing everybody with a BMI. 30. And they're actively treating those patients between 30 and 45, but they've seen such great results with the patients that have a very high BMI that may start to say to everybody else along the path, Hey, let me just toss these folks over to form because they know the support is there and they know the results are going to be there.

And this is something that the patients want to achieve along with their fertility. And so I think, you know, for us, we look to growth and we look to making sure that we continue to support those patients in the best darn way that we possibly can. I think, you know, the world of COVID is an interesting challenge for us as well.

Are, as I mentioned, purely tele medical patients never come into an office. That's really comfortable for patients because now they don't have to leave their home. And even as they go back to work, they don't have to leave the office. They can sit in a conference room like I am now and have that conversation with their with their practitioner receive treatment and go on about it per day.

But I think that, you know, we're going to see what changes in people's expectations, you know, w what we've seen across our business is a lot of folks have had some pretty material unplanned weight gain during COVID. And so I think that is you know, an opportunity and a challenge, because there's more folks that need help, but at the same time there's a lot more obstacles in their way that are causing the gateway to.

So I think, you know, there's some challenges from the medical side there's some challenges.

[00:35:51] Griffin Jones: I thought of two more questions that the audience will be grumpy with me. If I let you off the hook, then I've got it right. Then I've got a selfish question for myself that is of zero value to the audience.

And then lastly you can conclude with however you want. So, but I know that some people. There is sometimes a referral paranoia in this. And again I think most of it is unwarranted most of the time because of how busy we all are, but some people may see you've had luck, at least building the beginnings of relationships with a couple of groups.

They see another group on they're like, well, yeah, Person is two miles away from me. If I refer patients to form health, they're going to refer them back to this other group. 

[00:36:35] Evan Richardson: That's interesting. So, so, you know, I think all of these are things that we work really hard to just make sure for our referring physicians, when we receive a referral from a from a physician, you know, we mark that down.

 And we are working with that physician at the very least, keeping them updated on their patient's progress. And then sometimes if that patient's actively receiving treatment, then we'll kind of get the the note from the from the referring provider to make sure that our treatment path is still in line with their path of care for that same patient.

And when it comes time to send that person. We are already queued up with that. with that the referring physician, the one that sent us the patient in the first place, and we just sort of naturally send them right back and we keep we keep pretty good records on that internally, mostly. So that weekends stay in line with that physician's path of treatment.

But this isn't something where, you know somebody sends a patient. And we said, okay, well, who do we like in, you know, in the city of Boston to that referring provider? I do think, you know, we, we do have growing relationships with a number of providers nationwide and you know, we have been excited to support our relationship with those providers.

So, you know, we have a bunch of providers and say, great, know, we, help generate some content with you. We're always happy to, you know, lend or medical experts out to a little bit of content with them. We've got, you know, mutual, a webpage that we stand up. There's the opportunity to do you know, some, some joint work in building sort of practice volume.

And we're always supportive of that you know, I think we want to do whatever we can to help differentiate our practice partners, our referring partners, and help make it clear to patients that, you know, incoming to this specific REI. It's not just, Hey, you're here for one thing and one thing only, but it's a holistic solution that can include weight loss that can include all the things that patient needs to make sure that they can have the best chance possible of fertility 

[00:38:26] Griffin Jones: Hopefully, that's the more superficial concern, the more sincere concern that they will not let me off for letting you off is what are you doing with the data and what are you going to do with the data? 

[00:38:38] Evan Richardson: Good question. What we do with the data now is make sure that we're treating our patients appropriately and effectively.

I don't think that we have any plans around you know, looking at referral patterns or selling that data to other to other, you know, sort of like larger data entities or anything like that. I think, you know, there are opportunities, the things that we are really interested in with that data is publishing and making sure that the ways in which we are working with patients and the centers that we are working with you know, are really able to show the difference between those patients that, you know, that they worked with and help bring the BMI down. Some success rates they had there versus those patients who, for whatever reason were appropriate to referral or what there asking.

So we are actively working on a couple of paths now to start to publish with some of these larger opportunity groups. And if any of your viewers out there want to be part of something like that, where we can really take a look at the impact of of weight management around fertility treatment, you know, that's something where we're looking to add additional practitioners in groups into some of that work that we're doing.

[00:39:38] Griffin Jones: Okay. I think I've poked you to the extent that most of them would I think most has been filled. This is totally just for me. My two favorite influencer docks outside of the fertility field everybody's this is outside of the fertility field. My two favorite influencer docs outside the field are Jason Fung and Peter Attia and for their research and work on longevity.

And specifically with fasting protocols. This is just me. This is just me really curious how much of your protocols involve fasting or is that in your purview at all? 

[00:40:15] Evan Richardson: So not really. And I guess the first, the first thing that I'd put next to that, I think Fung and Attia are often working with folks that have very different health challenges than those people who are dealing with obesity.

Right. You know, to the extent that I've read some of their stuff. And I think they're pretty interesting, but they're really working on folks that are, you know, kind of already, you know, pretty far down the road of hitting all of the basics of helpfulness and are trying to kind of tweak and do a little bit of biohacking and really make sure that they're squeezing the most they can out of their know, out of their lives and their physical bodies.

And I think that's pretty interesting. We certainly do work with patients on multiple different protocols that help them to control calorie intake. And so, know, there's two big pieces of our care one is working with that physician. Two is working with a dietician intermittent fasting is absolutely one of the tools that our dieticians use, not so much for, you know, some of the outcomes that Attia and Fung might be you know, really focused on, but just because there's a lot of data around IF that suggests that for some people it's really helpful with controlling caloric intake. I think we're a little bit more skeptical on data suggesting that your body is burning more calories when you're doing intermittent fasting or that you have sort of increased metabolic activity when you're on IF.

But we absolutely see that it's super effective for a lot of people and helping them to control which helps them to control calorie intake. So given that, the reason I said that it's not really part of our program, this is not a required part. What we do is we try to work pretty pretty carefully with each patient to make sure that the dietetic approach we take with them is built for them.

And for some people IF just as ineffective for other folks. You know, they want to try, they want to try a different kind of restriction and I want to try, you know, meal replacement, or we may believe that's going to be highest impact for them. And so we work within those within those protocols, but there are a number of our patients that do IF and many of them find it to be pretty, pretty impactful, but they apply it and it is applied a little bit differently than what Attia and Fung are typically doing up.

[00:42:22] Griffin Jones: Well, we got to do is get you a show so that you can have those guys on your show and then they can see if they see it the same way. But that's just for me, this audience is mostly REI is mostly execs in the fertility field, a lot of practice owners. So how would you like to conclude with, to that audience Evan?

[00:42:41] Evan Richardson: Yeah, I think, you know, first it's been fun to have the opportunity just to chat with you. I think to those folks that are listening form is a practice that is really built to support your patient's outcome. And we work today with with dozens of practices across the country to help their patients to achieve better fertility outcomes, to achieve more pregnancies and carry more pregnancies to term.

And we strive to do that in a way that has as little friction to their practices as possible. What helps them to work with more patients and deliver better outcomes. And so I think, you know, to the extent that is something that folks are are excited about, and at least in our experience, a lot of practitioners are excited about working with more patients and improving outcomes for all their patients.

We're ready. And, and we'd love to hear from you and you can track us formhealth.co 

[00:43:36] Griffin Jones: I mean, I think this is the trajectory that we need to. At the very least look a lot more into, in the field to help expand text's use of applying the rest of the health treatment that we might not do. And thank you very much for coming on Inside Reproductive Health.

Thank you.

114: Fostering Better Communication Standards in the Workplace with Lisa Duran

Lisa Duran on Inside Reproductive Health.png

In this week’s episode Griffin Jones and Lisa Duran talk about the challenges that leaders face in the ever-growing infertility field as their clinics’ needs change and develop. They discuss consistency and coaching methods that can help make a professional team stronger.


Lisa Duran is a consultant who has worked with a multitude of organizations with the focus of bringing teams and customers to the forefront of care. She has worked as the Chief Experience Officer for Inception, Reconceived,  the DiJulius Group, VP of Patient Experience with Vivere Health, and was Formerly Chair of the Association for Reproductive Managers through ASRM. She is an experienced public speaker that has spoken at a range of fertility and health conferences. 



Today’s Episode Focuses On:

  • Efficient Delegation Practices

  • Consistency in Behavioral Standards

  • Navigating Through Negativity in the Workplace

  • Utilizing Different Personality Types Effectively

  • Healthy Communication Strategies


Lisa’s Social Media Links:


Linkedin Handle: 

https://www.linkedin.com/in/lisa-d-4025494b/?trk=public_profile_browsemap_profile-result-card_result-card_full-click


Transcript

Griffin Jones: [00:00:40] On today's show of Inside Reproductive Health. I've got Lisa Duran back with me and we talk about leadership and the struggles that leaders are facing in the fertility field right now -  being so insanely busy, crying out for help. We talk about some of the things that they can do and the tools that they need for support. Before I get into today's show with Lisa. I know who I'm going to give today’s shout out to. It’s to  Terry and Ed Malanda from Mandell’s Pharmacy. And the reason why is because if you ever hear, when I welcome somebody onto the show and I say, Hey, Dr. Smith, welcome Joe. And I do it in that order. It's partly because of Ed Malanda. I did it like one time and Ed commented that he liked it, that it was the right mix of formal and familiar. And so because of that positive encouragement, that became the tradition for the show. So if you think that super annoying, you've got Ed to blame from it. But today’s  shout out is for Ed and Terry at Mandell’s Pharmacy.. Today's show with Lisa is about leadership. We talk about how sometimes there's mutual mystification between partners.

You know what I'm talking about  - sometimes there's negativity. People complaining that management level and that seeps through because somebody is allowed to get away with it and talk about change, not being enacted because sometimes it's just a conversation with no follow ups. So we talk about the resources for what leaders need to impact that positive change.

 Lisa has been in this field in different corners in solid stints for a while. She was the chief experience officer at Inception. She's been a consultant for the DiJulius Group, she was the chair of the association for reproductive managers, which is how I met her so many different years ago. She's been an individual consultant, so if you want her help, she has that experience and I recommend reaching out. And so I hope you really enjoy this episode with Lisa Duran.

Ms. Duran, Lisa, welcome back to Inside Reproductive Health. 

Lisa Duran: [00:02:47] Thank you. I'm so happy to be back.

Griffin Jones: [00:02:49] By the time this airs it’s going to be like episode 114, somewhere around there. And I looked just for giggles of when you were on last, and it was episode 24.

So you were on  90 episodes. It was pretty early on into the show. The audience has grown a lot since then.  Overdue to have you back and glad you're here again.

Lisa Duran: [00:03:11] Wow. Well, thanks so much for having me. What an honor it is to be back. And after so many episodes, you clearly are doing something right and something well, so thanks Griffin. 

Griffin Jones: [00:03:19] Well, you too, because you had different tenures around the field and not just like a short little stint here, but you've done good yeasts multi-year blocks in different roles as a consultant in house for a clinic at the executive level of a larger company. And so you've gotten into so many different clinics.

You've probably seen the insides of more than I have, and you have also done it in very different business models. So I'm curious as to, if you could even come across commonalities being that some of them are so different. What are some of the biggest challenges that you're seeing leaders face in fertility centers?

Lisa Duran: [00:04:05] Yeah. That is such a good question. And such an important question that we ask right now. It's interesting because when I started consulting again, I wasn't sure if I would be consulting more on the patient experience side or more on the team member experience side and and the consistent ask is for the leadership experience really, and equipping the leaders because what's happening is that pretty consistently across the board? What an amazing time it is to be in the field of infertility? What we're seeing across the board of course is great. And people are realizing that they want to have a family. And so we're seeing, you know, great growth in the industry and that is, gosh, just such a blessing and such a great thing.

What has happened in the clinics is with great growth, comes different challenges. And you know, the clinics are trying to ramp up their staff. They're trying to hire appropriately. They're trying to onboard and train while navigating, you know, the explosion of growth that they're seeing.

And what we're finding is leaders are just asking to be equipped. Equipped to lead and to go from doing to leading and, you know, the challenges are pretty universal out there. It's navigating the growth. And while keeping, you know, your team morale up and keeping the standard of care where it needs to be.

Griffin Jones: [00:05:26] What are the differences that you're seeing between things that are involved in building the patient experience versus building the team or leadership experience. What are the differences? 

Lisa Duran: [00:05:37] Well, you know, certainly in the leadership experience, you know, you're equipping them with leadership skills and we'll talk a little bit about those probably in a little while, you know, you really are trying to influence one to influence the many, right?

And then with patient experience, you know, you’re really pouring into everybody, you know, typically at one time, and then the leaders would follow up, you know, with the standards and coaching and rewarding recognizing, and then coaching for behavioral change. So it's really teaching the skills to the leaders to do all those things.

And I've been really enjoying it. I, most of my consulting lately has really been in leadership and I'm really enjoying it. 

Griffin Jones: [00:06:21] What are the skills that they need help with? 

Lisa Duran: [00:06:24] Yeah. So pretty universally, there are three things that they are asking for. They're asking to learn how to delegate well. And again, it's going from doing to leading.

That's not an easy transition. So how do they transition that and not make their team feel like they're trying to shove work on them. Right. And we can talk about that a little bit more in a bit, but the second one is coaching for behavioral change because what's happening is they are so afraid of losing good people and losing people because it's hard enough trying to hire the right fit, you know?

So they're so afraid of losing people, what happens is that at times - it’s natural - sometimes we let behavior slide that, that, you know, the behavior that doesn't exactly meet our standards. Sometimes we let it slide or we make allowances or where we give special attention or circumstances, we allow circumstances to dictate what the decisions are and sometimes we'll give people a little bit more. And then you know, and not stick to the standard. And so what happens.

Griffin Jones: [00:07:29] What you just said, Lisa is the reason why there is a crabby office lady or crabby office, man, in so many practices across the world because of what you just said well, but he's really good with the, you know, he's really good with balancing the books. She's really good with billing and or they're the only person that knows this darn EMR as a super user. So we'll let this behavior, I see it all the darn time. And I got to tell you, even as hard as this job market is, we have had some conversations with people that we, you know, we use something called the people analyzer and it's saying like, Hey, this is where you're being rated on. This is where I'm rating you. They give their input and ultimately letting them say, okay, maybe this isn't for me. And even in a hard job market like this, it's been so worth it, even being a bit understaffed because even when you're understaffed, if everybody else feels like everybody else has their back, they're willing to put through the grime of being understaffed. But if you have somebody that even if they're good at the technical aspects of their job, then it's, they're saying, well, why the heck am I going the extra mile? If this person gets away with it, I think that's what you were pointing out.

Lisa Duran: [00:08:53] Yeah, very much. And when there's lack of consistency, on what is okay and what is not, you know, what one person can do versus another and what one person can get away with versus another, that creates resentment. And then with resent, you know, when there's resentment in a team, right, that's not exactly a positive environment.

And then we're asking those teams to deliver a great patient experience. And so that consistency and adhering to the standards and making sure that you're not giving special allowances to people because you're afraid of losing them. So that coaching for behavior change in a very positive way is very important.

And you, people will respect the leader more. And when you know what's expected of you and that's very clear it, people perform better, right? 

Griffin Jones: [00:09:39] I want to zoom into the delegating part of that, you mentioned, what trouble are they having with delegation?  

Lisa Duran: [00:09:45] Yeah. So, you know, the biggest thing with delegating is first of all, the stigma and delegating people think that delegating is pawning off my work to somebody right. And then, so that, you know, it's letting go of responsibility, it's assigning work and forgetting about it and so. 

Griffin Jones: [00:10:01] For some people, it is some people that's it. That's an earned stereotype. 

Lisa Duran: [00:10:08] Yeah. I have to tell you that. Being in the centers and being with the leaders, there is not a group of harder working individuals that truly have a heart, not only for their patients, but for their teams and their heart is to keep morale up. Their heart is to deliver a great patient experience. Their intentions are in the right place and they want to learn how to lead. And this is part of it. And they're so afraid to delegate because they don't want their teams to feel like they're giving them more work when they're already feeling a little overwhelmed and you know, so that's really the heart of it. And so it's really changing the mindset that really delegation is sharing work and it's really sharing authority, which can be very exciting to somebody. Who's possibly, you know, who has thoughts and ideas on things or who may want to move up, it's sharing that authority.

And it's also providing team development, right? What a great opportunity to pour into people and develop and raise up that, you know, that next leader. And so it's really changing the mindset and then giving them tools on how to do that. 

Griffin Jones: [00:11:15] Where are they getting caught up then? Is it that? Well, my team's already overworked and I just don't want to add more to them, is that the only place they're getting hung up?  Where else? 

Lisa Duran: [00:11:25] That there's a, yeah, that's a great question. Another place is that they're afraid to give it to them because they are fearful that if that person drops the ball, it's going to affect patient care and that's a valid concern, but done in the right way.

Yeah. With, you know, checking it as a leader checks in on the progress and making sure that before it's, you know, delivered that things are going in the right direction. It won't go there, but that's a big fear they have, you know, “I know how to do it, I can do it”. Right. You know, and I don't know that this person can do it like I can do it. You know, they all have such high expectations and standards for themselves. And that's why they're in leadership positions. 

Griffin Jones: [00:12:05] Sounds like that might be in the tool set that they need. What are the tools that they need to delegate? 

Lisa Duran: [00:12:11] Well, and I actually take them through some very simple steps that helps them to do that and it would certainly identify the things that you need to let go of and making sure that they're getting the commitment and the buy-in from the team member, but teaching them the process, sitting down with them, you know, a 10 to 15 minute conversation of teaching them the processes, if they need to learn it will be beneficial in the long run.

And so teaching them the process and then having regular check-ins is essential to making sure that again, that it's not going to affect the outcome and accountability. And then also it's an opportunity to encourage that person you're delegating with and, you know, give them encouragement and that they're really doing well and that's, and the teams need that right now. 

Griffin Jones: [00:13:02] How often is it that you see positions not having outcomes because I can't speak to the rest of the clinic, but at least in the marketing sales biz dev side, I'm so often seeing no outcome for the position. I think that's a problem. I wrote an article called should I fire my fertility center’s marketing director.

So if you're looking for outcomes, I break it down at each level of marketing. This is what this marketing role can be responsible for. In outcomes because I'm seldom seeing these are the outcomes that I'm expected to fulfill as a marker, which makes delegation a lot harder. Is that how common is that in the rest of the practice?

Lisa Duran: [00:13:43] You know, it really just depends on what they're delegating, you know, they can deligate, things from patient care to administrative tasks. And that is, and that's part of what I teach them is how to discern what to delegate and how you discern that is really knowing that team member that you're delegating to knowing their strengths.

Knowing their sweet spot, understanding are they detailed, are the big picture, right? Are they thinkers? Are they feelers? You know, really knowing them and discerning what you can and can't delegate to. So yes, if you delegate, you know, something very administrative and detailed to somebody, who's a big picture person, the outcomes aren't going to be there and it's going to backfire right and so, that happens.

Griffin Jones: [00:14:26] It happens all the time on the marketing side, where people are given responsibilities and in the practice owner's mind, they're thinking I want profits to increase by X, but the person has no authority over influencing X.

They are given a responsibility or a set of responsibilities that may or may not contribute to X. At all, but they probably do partly, but there are probably other things that are necessary to actually influence the outcome, but their responsibilities are, if not entirely divorced from. They're not entirely unified with those outcomes.

And so can you talk a little bit about the relationship between outcome and authority to affect the outcome? 

Lisa Duran: [00:15:16] Yeah, well, and again, that goes back to the responsibility of that goes back to the leader and being very clear on expectations and getting mutual, understanding on expectations and those constant check-ins.

If those check-ins aren't happening, if it's not going the direction that it should have, you will see it along the way. If you're not checking in then and, and the outcome doesn't happen, right the way you expected it to really, it's kind of a shame on you. You haven't checked in and making sure that, you know, the needle was pointing up or, you know, things were moving along the way they should have been moving.

And then you know, As you work with that person and can trust that person more, the check-ins become less and less, but that's essential and making sure that the outcomes are exactly what you are expecting and making sure that the person is very clear on the outcomes. 

Griffin Jones: [00:16:06] I think that's a huge reason for, well, just a lot of conflict between leaders is one, the outcome isn't spelled out too, even when it is the person doesn't necessarily have the ability to impact it. And you have to give somebody that seat to own that outcome. 

Lisa Duran: [00:16:26] That's right. They've got to have the authority, but you know, it's I think when I talking about delegating probably more in the centers probably it's more of those things that a leader can let go of more probably administrative things. Those things that, that really. Bog them down and stop them from being able to give them the bandwidth to lead and to develop, and rather than big outcomes of whether it be profitability or whether it be patient retention or things like that. You know, that's a whole different level of delegation and right now, these leaders are just are trying to function. They're trying to do so they're trying to be nurses and they're trying to be patient services, you know, advocates. And they're trying to, because they're still doing that as well. And they're trying to lead people and they're trying to hire and onboard and all those things, so really the delegation the tasks that we talk about are probably smaller projects that we'll just take some things off their plate that will allow them some bandwidth. 

Griffin Jones: [00:17:30] Do you find that resistance or if not resistance, just difficulty to delegate is more acute where it's an independent practice owner versus a group that is within a large network that supposedly, maybe does or does not have a lot of the corporate support?

What's the difference in the ability to delegate between those two different profiles? 

Lisa Duran: [00:17:58] Gosh, you know, that's another really great question. I, as you were saying that, I was thinking about that there really isn't a big network versus a single or practice or one practice owner,there really isn't a consistent I guess pattern, if you will or strength, if you will.

I think it really depends on the leader. You know, there are some leaders that are doers and really just have a hard time prying their hands off things, you know, whether they be in a network or in a smaller practice. And there are others that, you know, that are like, yes, come and help me and so it really just depends.

It really depends on the leader. It's not necessarily. A large network with maybe more support, more corporate support versus the smaller practices. It's really very individual. 

Griffin Jones: [00:18:42] So with those leaders, and I was thinking about what you said is that sometimes they may be smaller projects, but I think maybe sometimes they're not smaller projects.

I try to write about where I really, think someone can walk away and where a leader can not walk away. Example in marketing is that I do not believe that the principal of a company can walk away from positioning Fertility Bridges positioning is set by Griffin Jones and I can bring it down to a level that my creative director then makes the brand guide with me.

And then beyond that, I can move out of some of the some of the things, but the positioning has to be set by the principal. That's an example in marketing. How do you help people determine where the leader must be involved versus what they can delegate? 

Lisa Duran: [00:19:34] Again, it's really, it's helping them to discern what the desired outcome is and knowing the people, knowing what they can delegate, you know what they can delegate into who, you know, the teams are. So yeah, every team is so different, you know, you walk into a practice and you've got a leader that's been there 20 years that, you know, does this in her sleep. And she's got a team of people that she can delegate those bigger projects to and be very confident in the outcome.

And then you've got a leader that is a new leader. That's really, frankly, is just buried in trying to, to keep their head above water and trying to function. And so, you know, it's, again, it's very individual and just really teaching them discernment that is so big on what the one with the desired outcome is and then and then two who they can delegate to. So, but, you know.

Griffin Jones: [00:20:26] It's a vicious cycle, aren't it?

Lisa Duran: [00:20:27] Yeah, it really is.

Griffin Jones: [00:20:29] If, when your time is so consumed, it is so difficult to step away to actually do the things that the leader needs to do like, you know, when we are in between hiring for positions, guess who's back in helping out in that creative director role Griff guess who's back into the senior digital role sometimes at least for parts of the things.

And that prevents me from building out more of the things that's just part of. Building a business. It's two steps forward. One step back, you get yourself back together and you keep moving forward as a leader. But it really is a vicious cycle that I think many people, I don't know if they've attempted to escape it.

My whole career is about attempting to escape that so that I can build these systems so that other people can do them. But if you can't, if you can't step away to be a leader, then you can't. To delegate those things, which in turn fulfills the prophecy. 

Lisa Duran: [00:21:27] Right it's the prophecy. Well, and you know, typically you would say you've gotta be okay to let some things fail.

Right because that's where the learning happens and that's where the accountability comes. And that is really where, you know, again, where the growth happens. And what's challenging in infertility is those, if some of those fails are results in patient care, of dropping the ball on patient care, right, that's not okay. And that's not okay with the leader. And that's exactly what I find is that leaders are so afraid and rightfully so that tells you, you know, about their heart, know, they really want patients to be well taken care of that. They're not willing to risk a patient, not being taken care of with the standard of care that they're wanting them to, or that they need to, right? And that their practice promises.

And so that is exactly why, you know, when you start to delegate, you delegate those projects that are not necessarily going to affect directly. Patient, perhaps it's something, you know, in the process of patient care, but it's not necessarily directly you know, the fail is not affecting a patient, you know, communication or care that and so those are the things that we talk about.

But one of my favorite things to do is when I'm working with like, I do a pre-assessment. I asked him, what are the pain points? Where are the, tell me some of the tasks that really prohibit you from giving you bandwidth to lead.  And then when I go in, I'll ask them to identify someone and together. We will sit there and we will go through the conversation of delegating that task and we will do it together. And so that she, or he can watch it in action and feel good about it. And then I will follow up with them. And how did that go? What results are you seeing? Are you doing your check-ins and things like that?

And I'm telling you when they see the results of that, and when they see, you know, how much they can start to let go and when they start to see the growth of their team and how it just really made people feel valued it's powerful.

Griffin Jones: [00:23:24] So you've got an assessment that helps people to measure them.

How else can we help leaders during this time of  growth? 

Lisa Duran: [00:23:31] Yes. So, you know, the second thing that I was talking about is that coaching for behavioral change. And so, yes, so I teach them, you know, how do you coach for behavioral change? How do you turn that around in a positive way, but yet holding them accountable and keeping consistency in what you expect from everybody.

So that's and that is a skill that is good in life. Right. And especially in leadership if you expect the phone to be answered like this, if it's not answered like that, right. It needs to be a quick one minute coaching you know, a redirect and making sure that the person understands the standard.

They've got their commitment, they've got the tools they need, and that they know that, you know, people don't do what organizations expect they do. What's paid attention to. And also that one minute coaching right away, all the way. Really powerful. And so that's the second tool that I teach them.

Griffin Jones: [00:24:23] That's something that you taught me six years ago, that I still think about people pay attention to what their managers pay attention to. And absolutely true for my team. If I'm not paying attention to it at a high level, it will go away. And if I'm firmly paying attention to it, then they are definitely making sure it gets done.

But some of that sounded like procedural change. When I first, when we were exchanging notes and we were talking about behavioral change, I was thinking skeptically to what degree is that even possible to change someone's behavior. So can you talk a little bit more about behavioral change? Because I often find, maybe it's, I don't know if that what evidence supports or is it against my presupposition? That many personalities are not so malleable. 

Lisa Duran: [00:25:10] Yeah. Well, you know, I think about it, I'm a parent that, you know, my kids are older now, but I think about how different my kids' personalities were and one was very malleable and the other one, you know, really pushed on everything that I, you know, that I tried to direct her on and and you know, I had to be much more intentional with her and I had to be much more diligent on not letting anything go by if I, you know, if I expected. You know, a tasks to be done and I didn't follow through with it. It's my fault again, that it didn't get done. And so I don't believe that the people can't change their behavior.

I think that there's, you know, there are two reasons why people complain and there are two reasons why people's behavior don't change typically why it doesn't change and that's, you know, they don't want to, or they don't know how to, it's just become. Right. And so, you know, so figuring that out now that I don't want to, and digging in the heels, that's not acceptable in a business and especially in a business of care.

And so that person should not be on your team. That person should not be working in a company. Right. And but the one that just doesn't know how to, or the one that's been allowed to get away with it for so long that it's just become habit or there's no consequence to it. That's changeable. 

Griffin Jones: [00:26:28] I remember you saying your daughter was a J on the Myers-Briggs J which means, which is judger on the Myers-Briggs scale, which means which, and I know because I'm a hard J which means like, we like a plan and that's a different index than like the detail.

I don't need a detailed level of planning. But if I, you know, if I'm making plans with somebody, I'll see you next Thursday at here at seven o'clock, you don't need to send me a text reminder. I'm going there at seven o'clock. And if something changes, you better let me know so I can adjust my whole schedule. And so that's something that you mentioned that you learned about your daughter, and I think that's what you're using for behavioral change.

How much are personality tests involved in the assessment? Are you using it for this purpose?

 

Lisa Duran: [00:29:45] Very much, absolutely in everything. Absolutely. You know, that, that is such a great tool of Myers-Briggs is such a great tool for teaching communication skills. Right. And for teaching understanding, and being able to delegate based on strengths and certainly in coaching for behavioral change, because if you know, you've got a J or a P, or if, you know, where you have to be a little firmer or, you know, where you can be a little bit more lenient or a little bit more broad.

And so, yes, those every clinic I go to, we start with those, we with those perspectives.

Griffin Jones: [00:30:18] I think I talked about it in episode 24. So, but people probably haven't listened to it in a while. And  just liked the story so much that I've got to say it again, but there was a year at, oh, it was at ASRM or something and you separated the group into two and you said, all right, all my big picture folks, if you described yourself as big picture, go over here.

If you described yourself as really detail oriented, go over here and then. Picture. And it was like a picture of Christmas and all of the big picture people were asked to describe it. And we said things like it's a snowy winter's night and Christmas. And someone is finally come home to, to lie against the fireplace.

And the rest of the group was like, there are 12 candles, there are four rings on the rugs. There are three logs in the fire. And I was like, oh my gosh, they really do see the world differently than we did. Yeah. Talk about that with regard to behavioral change, to getting people to use to see, okay, this is how this  personality profile might need to receive communication.  

Talk about that with regard to behavioral change, to getting people to use to see, okay, this is how this  personality profile might need to receive communication.

Lisa Duran: [00:34:09] Well, and again, it's, you know, leadership, I love quoting Spider-Man or a leadership with great power comes great responsibility. There's a responsibility as a leader to know your people and to know their strengths and to ask them, listen, are you detailed?

Are you big picture? You know, do you, or do you make decisions based on thinking or do you make decisions based on feeling so they can adapt their coaching if they don't already know. But it plays a big part in how you coach and it plays a big part in how the person receives it, most definitely.

I recently did a different exercise as it relates to communication with Myers-Briggs and it was the best one. And I thought I'm going to do this everywhere. I go now, where where separated the judgers and separated the perceivers so that remember the judges as, you know, want to make a plan and stick to it.

And that they typically yes, they're more organized and more structured where the peas are a little bit more spontaneous and typically a little bit more on big picture, but much more spontaneous. And I had each of the groups, they had to create a poster of a party invite, but they had to create the poster in the other person's language.

So the Js had to do a poster that would appeal to the Ps. And the peace had to do a poster that appealed to the J's. And it was so great because the J's poster was like, Party starts whenever,  ends whenever, you know, food is going to be great. We're going to swim sometime, you know, and you know, and we're going to have a guest, we're going to have a guest, a celebrity guest, and then the Ps how they made the Js invitation, the Js invitation was party starts at seven ends at 12, right? And here's the schedule 7 0 5. We mingle and we have cocktails. I mean, they went all the way through the schedule and at the very end, you know, 11:30 Ubers come and pick you up. And it was just such an eye-opening experience for the way people communicate differently and how they receive communication.

And that it, you know, again and as leaders, it's our responsibility to understand that with our teams. So that's part of this coaching. 

Griffin Jones: [00:36:12] It's funny because I described myself as well.  I am a big picture person and I'm also a J because I like to know when things are, because I want to move things around, but it sounds to me like the P’s poster would be more or it'd be more interesting to me. Or,  I don't know, but I know with Myers-Briggs either you take these four different combinations and then you ultimately end up with four times four, you have six, 16 different profiles and it's pretty remarkable how. When you have yours, that it really gets you, you know, one of the things that mindset is I do like to I sometimes get discouraged if I feel like I'm pushing people, because one of the talents that I have is I'm a motivator, but also I have found in my life that it’s sometimes led me to try to get people riled up about things that they don't really give a crap about. And so, and I'd sometimes get like, emotional about that, of like, well, why don't you want to conquer this? And so really strongly that profile hit me. How do you walk people through their profile. 

Lisa Duran: [00:37:22] Well, I deal with the entire team so I always do it with the entire team, including the doctors. That's, it's so much fun and to really be able to dialogue communication styles. And I hope we get to talk about physician support in this too, because that's really key in a lot of this and what's happening throughout the industry.

But I do it in the entire group. The ideal is get the entire team together and we do the profiles together and, and I have the table share their profiles, and then we take some common profiles and we stand up and we really. Then we dialogue them and then we do some you know, some different activities based on what some of the objectives are for that day but it's powerful.

Griffin Jones: [00:37:58] That personality finding might've been the reason that I started the goal diagnostic. Cause I was like, I just want to find out. Off the bat. Do I care about this person's problem more than they do? Because if I do, I'm not moving forward. If they don't care enough about it at this tiny little level, then I am not investing a darn thing left and it's been super helpful, it allowed me to totally emotionally divorced from that and run a much more profitable and well organized business.

But so you're doing this with the teams. You wanted to talk about the lessons and support, and I think I'm gonna set you up for that subtopic with a bit of a loaded question. When you were saying with great power comes great responsibility, a saying that I have is, ”the fish rots from the head”. So I wanted to ask where you see the most, where at what points of the leadership chain you’re seeing the most help.

But my view is that if it's not coming from the top. There's no hope so can you speak to that a little bit? 

Lisa Duran: [00:39:06] Yeah. And I'd like to touch on one thing before I speak to that, because it really feeds right into it, you know the which was the third thing that people are asking for, and it's positively navigating negativity in the workplace.

And you know, what happens is when everybody's busy, everybody gets, you know, of short and negativity happens. And then the physician is frustrated because, you know, they're sending attitude and, but yet the teams are frustrated because they're being asked to do things 5 billion, different ways.

And so that, you know, it kind of goes hand in hand, but I'm going to speak to the positively negative navigating negativity first. And then I'll answer the question on the physicians, because again, it really ties in,you know, I talked about earlier how there, you know, there are two reasons why people complain.

This is from the John Gordon book, the no complaining role, it's I absolutely love it. And he talks about how, you know, people complain because they feel helpless, hopeless, like things aren't going to change or it's become habit. And so, so I absolutely love whether it be with leaders or teams. And we talk about that and I have them write down all the things that you complain about, you know, no one's going to see it.

I give them little journals, write down all, everything you complained about. And then John, in his book, he goes through three steps and how to turn a habit or a mindset. And do you know how to change that just with very simple steps. And and so, you know, first of all, teaching the team, that concept, and then teaching the leaders, how to expect that from them and how to condition them.

You know, one of my favorite quotes from the book is complaining is like vomit. You feel better afterwards, but everyone else around you feels sick right and isn't that the truth. 

Griffin Jones: [00:40:52] A hundred percent and it spreads and it's very common in office environments. It might be even more common in, healthcare office environment.

So how do, so what, how do we support the physician in a way that? 

Lisa Duran: [00:41:09] Yes. And so what I found I've actually had some really amazing meetings with some physicians where they've, you know, I've had one on ones where they've said, gosh, I don't know what I'm doing wrong, but I feel like I'm complaining or I'm yelling at them all the time because they're not doing things.

And you know, my, because I'm a pleaser my first reaction is like, oh no, Fine. But I have found myself in, in, in these years, the older I get, I guess the more season I get, I find myself a little bit more bold you I, you I tell them, I said, you know what? You are such an amazing physician because you do things the way you do them.

And you putting your personality into your spin, you know, fighting for what you feel is right. Whether it be a process or a protocol or a delivery, whatever it may be,  and I need you to understand what that does to the team, you know, can you imagine, I tell them, can you imagine starting a new job and saying, this is how you schedule an appointment and then you have four different physicians saying my patients, this is how it's done.

And you have four different ways of things and then you wonder why three months later, that person leaves and you're frustrated because now the ball's being dropped because your patients are being taken care of it's because there are, these teams are having to navigate not only how to, how to do everything and how to, how to give a great experience, how to give great care, but they're learning how to navigate different processes with each doctor.

And especially in those larger clinics, it is so challenging. I feel so bad, you know, I keep thinking, you would never hire me on patient services because you would fire me. I don't know that I could remember how everybody wants to do, how differently everybody wants to do it. So, I tell them you've got to let go of some stuff and, and, and the team of doctors need to come together and you guys need to try and create some continuity.

What are some things  that you can let go of to create some consistency, to help the teams out? That's how you can support them. 

Griffin Jones: [00:43:10] But that's a leadership issue in and of itself, iIsn't it of having, this is my way. This is our way. That's not a united kingdom. That is a different section of fiefdoms controlled by different warlords that allied together sometimes for certain resources that is not a United front.

That's where I really push people when I've had people like Dr. Eckstein on the show and I'm pushing people. And I'm saying like, how do you rule by committee and consensus? And there's some people that have good and like Dr. Washington has good thoughts on that, but I really am just skeptical of the whole thing. It's part again with like this little gold diagnostic thing that we do, what we're doing in the very beginning is can we get all of these people on the same page in the beginning? Because what I used to find, when we would get into agreements with people, we would find out three months, four months, That the other partner is a totally different idea and it would just,lik, throw a wrench in works and what the hell man.

Like if you're not successful, I'm not successful. And that affects my reputation. And so, that was an issue of leadership. It's like, okay, we have to get people in the same damn room talking about the shame. Damn.

How do you get that united front? 

Lisa Duran: [00:44:30] You know? So to be honest with you, Griffin. I I have just barely started having these conversations with physicians, but I will tell you that I'm dying to have them have me back because I, you know, I tell them, I'm like, look, you know what I will facilitate, you know, let's get the four of you in a room, let's first identify before we do that, let's get the team together and identify the top three things that are very inconsistent with all of you. And where consistency will make a huge impact. Once those are identified, then get the four of you in a room and let's look at those processes or those protocols and figure out where you can create some consistency, but having someone facilitate that again The out the objective being to make the lives easier for everyone to lessen their frustration as physicians and to, you know, for team retention.

So we're not turning our teams so much. And you know, in boosting them around and also having less things to have to be frustrated with them about, you know, let's do that together. And I've had a lot of, you know, a lot of physicians say, that's great. I'm willing to do that again. It's just, let's do it.

Right. Let's do it. Let's take that step now. It's going to be just a little, you know, I mean, that's it's a huge issue. Right? And so I'm not claiming that I, you know, that I can even begin to try to fix it, but I figured, you know, what, if we fix, you know, if we can fix three things and create some continuity there, then let's start there.

And then three months from now, let's visit another three, you know, or six months from now, let's visit another three and let's visit another three. And let's just try to make some progress because we've been talking about this for years, right? Right. 

Griffin Jones: [00:46:15] Yeah. There's a lot of mutual mystification between part.

I hear it all the time. Like, well, you know, I'm talking about selling to this group or I'm talking about hiring this person, but I don't want to tell Dr yet, because. They own X percent of the company. You might want to bring it up before the last minute. And I think of all the groups that we've worked with, there's been one where we have been like their mediator in this way, but I haven't a  hard conversations is a part of leadership, isn't it? Yes. Isn't it like the most important part of leadership, because otherwise you end up leadership is about getting all the boats to row in the same direction. If you can have hard conversations, you can't get the boat rowing in the same direction.

I have a key team member that within the last month or so we had to have an uncomfortable conversation and it was important because there was just a bud of resentment on each of our ends and we're able to nip it in the bud and come to, but if we didn't have that conversation and we had to have two of them, then just that little resentment would have grown more and more. And so  how.

Lisa Duran: [00:47:29] And that is exactly how it happens. 

Griffin Jones: [00:47:30] How do you facilitate  the, all I do is just get them in the same room and act like a dick. And they either team up against me or, or realize, oh yeah, maybe we should be doing this, but how do you do it more constructively? 

Lisa Duran: [00:47:45] Frankly, to be honest with you, a conversation is not going to do any.

I'm just being transparent with you. You know, we can, I can, you know, bring people into a room and have a conversation with them and say, Hey, you need to line up and you need to be, you know, whatever. Or I wouldn't say that, but I'd facilitate that conversation of how, you know, how are you feeling? How does this make you feel?

But really it's going to be in the action. So, and that's exactly what I'm talking about the, you if, if you've got buy-in to going, okay, let's look at the processes and then you walk away right. Then they don't have time, facilitate that, you know, that exercise and you know, the, again, the practice administrators and the leaders, they're the most hardworking, amazing people, I know, you know, they are trying so hard. And so, so it's really investing the time. It's really investing, you know, a couple hours, you know, every three or every six months. And to not just talk about it and not just get agreement, but, and maybe not even get agreement, but really just talk about it and big and not just talk about it, but figure out the solutions, take a very specific protocol or a process.

And do it right there. And then have it be, you know, when everyone walks out the door, whether you like it or not, you know, some things you’re gonna like some things you're not, and this is how we're going to do it. We've all done. This we've all worked on this together. And so, know, really it's gotta be a lot more than just conversation. 

Griffin Jones: [00:49:10] Because that's the solution to one of their two reasons for complaining, which is it's helpless, nothing's ever gonna change, or it's always but the other one has always been this way. That by changing it and reducing that negativity. And when you brought that up, it made me think that my people almost never complain about clients and it's because I almost never complain about clients. And that wasn't the case in the early days, I notice that my team would like, complain about clients a little bit.

And they were getting that from me. It's ‘cause I would make like a snide comment about something. How do they not have this together? And then I zoomed in and realized, well, it's one of two things - either I'm a know it all and I'm not appreciating what somebody else is going through in their business, or we have a saying in our company where there's no such thing as bad clients, there's only bad prospects and bad process. And I had to look at myself and be like, what is it about my process that is allowing these relationships to manifest in that way, and it wasn't easy to fix it. I really had to change how people come into the company, but once they do, like, we have a really good relationship with them and now I'm not complaining anymore, which means my team isn't complaining anymore, which is good because we should not be complaining about our clients who are working their fricking tails off.

But it was something that I had to fix at a fundamental level. So what are those to do's that you're giving people? They can take a while. 

Lisa Duran: [00:50:40] Yeah, they really can. And I'll share those to do's with you. But I want to tell you that this was a very personal journey for me as well. And I picked up that book because cOVID really got me in a funk. You know, I'm an extrovert on steroids and I love being in the clinics. And for me to be, you know, in my home office, by myself for 10 hours, I was like in the fetal position, you know, when people and I found myself chronically complaining and it just became habit. And that is not who I am.

And it was really ugly and I began to not like who I was. Right and I'm like, who is that? That's not you. And I love, you know, there's a, there's a saying that I absolutely love, and it says. Of your heart. So your mouth speaks and so, you know, I realized a lot of this was a heart issue and a head issue.

And so when I picked up the book, you know, I was like, okay, I gotta change my heart. And I got changed my head, you know? And so, you know, the hearts, one thing, the head is another. And so what are those tools? So those tools, there were three things, he gives you three things which were so great, number one is  you start with the they get two versus the half two instead of I have to do this by five, you know, I get to do this by five, right. Instead of I have to stay home in my home office, well, I get to work from home and you know what I can be in my yoga pants and a t-shirt all day, you know, replacing and changing the mindset. And so you replace half two with get to, and that's a very practical thing.

And so I did the exercise where I wrote down all the things that I typically complain about. And then I  crossed out half two and forgot two and so that became, you know, what I did. So step two was racing the butt and doing the and, you know, and not saying something great. And then saying the but right. But this really sucks so this really stinks, you know, replacing them and seeing him saying things like, you know, wow. I'm just, yeah, I've got so many projects right now. You know, and I'm, I'm going to get them done, not, but I don't know how I'm going to get these done. So, you know, again, replacing that and so changing some of the verbiage helped change my mindset, but the third one was the most  powerful. And that is the one where there are boundaries set in place that I had to get people on board with me, people that I would talk to all the time. Tsey-Haye, she's a good friend of mine from Inception. I'm gonna tell her, I'm like, you gotta help me keep these boundaries, you know?

And the boundaries, we're you know, you're not allowed to just complain any time. You're not allowed to vomit on me all day long and leaders. And that's why I tell leaders. I said, if you're walking across the floor and you're going to see a patient and you let one of your team members come up and vomit on you about something, and you're going to go see that patient unacceptable, they may not vomit on you while you're, you know, needing to go do something. So, so how do you know when can they, you know, people should be able to complain, but turning complaining into productive solutions. And so, you know, that is the key. So creating the boundaries on how they do it, and we've all heard the don't come to me with a complaint without being part of a solution, but he really breaks it down very nicely.

 And really holding people accountable for being part of the solution so one of the things I work on with leaders is how do you actively listen, validate their feelings of their complaint and saying that is, you know, those are some great points. And tell me what ideas do you have to fix this?

And what part are you going to play on this? I want to support you right. And then holding them accountable for that. I'm telling you when you make people be part of the solution, not just say it, but make them be part of the solution. You're good, they're not going to come back and complain to you very much.

Griffin Jones: [00:54:19] Yeah. My operations manager says you have something you want to do at Fertility Bridge, bust out the mirror because that's the person that's going to be doing it. But as you're talking, Lisa I'm seeing the reason of the importance. For this reason as connected to each other, meaning it's so important to not have complaints and be complaint driven only, and to be solutions focused, partly because of how sensitive the self-awareness has to be to improve as a leader. Like the things that you're talking about, I don't have to, I get to -  that’s counted all joy. That is a very difficult mindset to get in and there's just so much of a leader where you have to be brutally self-aware about everything that you've built.

It's like everything I’ve built like this still, is that good or this still needs to be improved, this particular part. And because you have to be so introspective. It can feel like salt in the wound when somebody just comes on like, well, why aren't you doing this? And we had somebody, we had a candidate, a job candidate last week that was like, well, why don't you have this type of social media post is like, oh, I don't know, because I'm busy making payroll from a company that I built from. Absolutely nothing. When I called Lisa Duran from a fricking orphanage in 2015, and I'm building all these systems and serving nineteen different clients and building a point of view for everything, because I never took a dime of that's why,

like just as you're talking, I think that they're reciprocal, the solutions orientedness has to be what makes. Wound not stinging so much when you are being introspective enough to actually pursue the change. 

Lisa Duran: [00:56:13] No you're so right about that. And it seems overwhelming to a leader, but, you know, I used the example of, you know, you've got, let's say you've got a group of team members that are gossiping or that are complaining about something.

How powerful is it? And, there's kind of a ringleader in it is when a leader takes that person aside in their office privately, and just saying, Hey, listen, I know I heard a lot of that going on. And you know, I know that we all want this to be a great workplace and you know, I know that I trust you and I want you to trust me.

And in order to trust you, I need to know that you're going to have my back on everything. And I want to have your back on that. Let's talk about that, to talk about that hard stuff, but the reward. Yeah, the relationship and the strength of the relationship, the reward, and that the leader walking away going.

I just taught somebody to, you know, to navigate some negativity, to possibly do that. And I just strengthened a relationship. I talked about something really hard and, and I got a partner. Right. And so intentional. It's hard, right but the reward is just so great. And  I would just, you know, when people do it and they feel it and they see it's powerful. 

Griffin Jones: [00:57:29] You've given us some you've walked us through personality assessments. You've given us the framework for getting leaders on the same page, how to support the leaders so that they can support the next leaders and to delegate. How do you want to conclude with supporting leaders in the fertility field?

 Lisa Duran: [00:57:47] You know, my heart really went when I go into a clinic, I just want to grab them and hug them and just say, you're doing amazing. You're doing amazing because again so many of the leaders out there are just really struggling with feeling like they're doing enough. And so, you know, part of, you know, what I love doing is inspiring them and equipping them first, inspiring them to them to know that they're doing enough and then equipping them to do the things that are going to make a difference in, you know, it's going to help give them bandwidth and help their teams just feel so good about, you know, what they're doing.

And so, I, you know, I think that's, I just want to conclude with I'd love to tell leaders out there. You're amazing. And you know, this time, this busy-ness and the craziness of the growth is just so wonderful. And the season will pass. They'll be some low leveling off, or you'll be able to breathe.

But the growth, you know, the hard times don't produce heroes, the hard times bring out the hero in you. And so I think that I love just watching the hero being brought out in people who've, who it's always been in fight of them. 

Griffin Jones: [00:59:00] I get to become a hero.

Lisa Duran: [00:59:02] Yes I get to become a hero, that's right.

Griffin Jones: [00:59:03] I get to become a hero. There's probably a lot of people that could use that right now. Thank you so much for coming back on us. 

Lisa Duran: [00:59:11] Oh Griffin, thank you for having me. I'm always so honored. I have to tell you, I was talking to a clinic today and I said, I've got to go. I said, I got to quit. I'm on a podcast with Griffin, from Fertility Bridge.

And they're like, oh my gosh, you get to do that. And I was like, yes, I get to do that. So I think you're kind of famous there Griffin so. 

Griffin Jones: [00:59:29] There really is full circle. Thanks so much for coming back on, Lisa. 

Lisa Duran: [00:59:32] Thank you. Take care.