The majority of top businesses have stemmed from personal experiences. Ideas tend to emerge from different ways but the one that is connected directly to the experience is important. Having a business based on personal experience offers you the advantage of knowing what the customers actually want. The communication with the customers is seamless and ultimately positions the company on top as compared to its competitors in the same space.
Inception Fertility is one such company that stemmed from the personal experience or struggle of the couple Mr. and Mrs. Farnsworth. After a two year infertility journey, TJ Farnsworth and his wife welcomed a baby, but the process left them frustrated. Due to the experience, Mr. Farnsworth was able to recognize the gap in the industry and was determined to reshape the industry and improve the patient experience—which led to the foundation of Inception in 2014.
Under Farnsworth’s leadership, Inception is the largest provider of comprehensive fertility clinics and services in North America and one that bridges together the latest science and technologies with a commitment to enhancing the patient experience.
Inception’s family of brands include The Prelude Network™ , the largest provider of comprehensive fertility services in North America; MyEggBank®, one of the largest donor egg banks in North America, and Bundl Fertility™ (Bundl), a multi-cycle fertility service bundling program.
Largest Provider of Comprehensive Services
Inception Fertility, and its family of brands, is one of the largest providers of comprehensive services in North America. These services range from reproductive healthcare that is rooted in the latest science and technologies to financial services that will help aspiring parents navigate the financial aspect of treatment. Inception’s ecosystem of care and services is the largest patient benefit. Its growing portfolio of companies include:
- The Prelude Network™, the fastest-growing network of fertility clinics and largest provider of comprehensive fertility services in North America
- Pathways Fertility, clinics that provide affordable, individualized, and high-quality care. Currently, there is only one Pathways Fertility clinic and it’s in Atlanta
- MyEggBank®, the largest frozen donor egg bank in North America
- Bundl Fertility™ (Bundl), a multi-cycle fertility service bundling program –Inception is working to deliver on its promise to push the envelope of what is possible for exceeding patient expectations.
- HavenCryo™, a long-term reproductive tissue and cryopreservation storage solution that offers a unique experience for fertility providers and patients.
Team of Experts and best-in-class Practices
“We are ever-growing the Family and all of our Family Members must have a passion for serving the patient—regardless of their role within the organization,” asserts Mr. Farnsworth. Being a serial entrepreneur, Mr. Farnsworth has been able to combine his professional and personal experiences to lead the team. His personal insights from fertility care are what has made Inception Fertility most notable for combining state-of-art technologies with compassionate care. Inception Fertility practices a culture of collaboration. The leaders and physicians share best-in-class practices across the network of clinics. The team is made of medical experts who are leading pioneers in fertility care. These experts are the first to use breakthrough assisted reproductive technologies (ART) – including in vitro fertilization (IVF), pregenetic implantation testing (PGT), and fertility preservation services – and they continue to lead the industry by building on these technologies through development, research and thought leadership.
Enhancing Patient Experience
With the advent of COVID-19, leaders around the world faced new challenges. While keeping the company afloat was a challenge, keeping the team motivated was one of the major tasks for the leaders. Similarly, COVID introduced Inception into unchartered waters where decisions were evolving alongside the pandemic. It allowed Inception, and its family of brands, to showcase its leadership in the industry. When the American Society of Reproductive Medicine (ASRM) recommended that all non-essential fertility treatments pause for a period of two weeks, Mr. Farnsworth quickly formed the Fertility Providers Alliance (FPA). Through the FPA, Mr. Farnsworth brought together more than 400 reproductive endocrinologists to address these guidelines and reiterate to the ASRM that these decisions need to be made between the providers and their patients. Shortly thereafter, the ASRM changed its position and gave physicians the autonomy to decide how fertility care should proceed in the face of the pandemic.
Inception was able to demonstrate its commitment to the patient experience by working collaboratively across its networks of clinics to ensure optimal patient care and outcomes. Throughout 2020 and 2021, the company embarked on new ventures to help answer patient needs by expanding its service line offerings that addressed accessibility to fertility care and enhancing the patient experience. This included the launch of Prelude Connect, a first-of-its-kind industry app exclusive to Prelude Network practices that helps patients manage all aspects of their fertility care more efficiently. Inception also addressed the financial burden of reproductive treatment by expanding its multi-cycle fertility service bundling program, Bundl Fertility (Bundl).
Focusing On Growth and Fertility Care
Over the last four decades, data suggests that the fertility rate has declined and this is due in part to more women delaying childbirth. Inception is anticipating that this trend will continue and in order to meet the growing demand, the team will continually look for opportunities to grow its locations and service line offerings to provide more accessibility to top-quality fertility care. Inception Fertility has always focused on growth and has been one of the leading fertility care from a technology standpoint. Mr. Farnsworth concludes, “For us, internally, within the organization, 2022 will be the year of the exceptional patient experience.”
“Our common purpose is to achieve the highest bar in experience, technology, science, and medicine—no exceptions. This purpose informs and inspires every decision we make at every level of the enterprise.”