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Image by Nick Adams

STL Fertility

Building Trust, Visibility, and Growth in a Sensitive Space

The Client

STL Fertility was founded in 2020 by Dr. Molina Dayal and Dr. Maureen Schulte with one goal in mind: to provide inclusive, compassionate fertility care to individuals and couples from all walks of life. As a 100% women-owned and operated practice, STL Fertility remains deeply committed to the belief that everyone—regardless of background, lifestyle, or history—deserves the opportunity to become a parent. The clinic is recognized not only for its high success rates and personalized care but also for its strong commitment to equity, support, and transparency throughout the fertility journey.

The Challenge

Despite offering world-class care and boasting excellent patient reviews and above-average clinical outcomes, STL Fertility saw a discrepancy between the quality of its services and the volume of new patients walking through the door. With a solid marketing budget in place, the team turned to HALCON Marketing for answers—and results.

The Strategy

When STL Fertility partnered with HALCON, they were already investing in advertising and working with a previous agency and consultant. Despite a solid marketing budget and strong clinical outcomes, their efforts weren’t translating into meaningful growth. The quality of care was exceptional, but their brand and messaging weren’t breaking through.

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HALCON approached the challenge differently. We began by immersing ourselves in the heart of the organization, conducting stakeholder interviews, in-depth competitor analysis, and comprehensive industry research. Instead of simply amplifying what they offered, we focused on uncovering why it wasn’t connecting.

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What we discovered was a gap between the services STL Fertility provided and the emotional connection their audience was seeking. Their messaging wasn’t reflecting the empathy, support, and inclusivity that defined their care.

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We developed a brand strategy rooted in emotional resonance, positioning STL Fertility not just as a provider of advanced fertility care but as a deeply supportive partner in the family-building journey. This strategy became the foundation for a full funnel marketing overhaul.

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The Results

Brand & Strategy Deliverables:

  • Actionable Insights from Brand Immersion

  • In-Depth Competitor & Audience Analysis

  • Refined Brand Positioning Statement

  • Updated Mission, Vision & Purpose

  • Core Messaging Tailored to Key Audiences

  • Audience Journey Mapping & Brand Storytelling Framework
     

Marketing Results:

The refreshed brand strategy and integrated marketing efforts translated into both measurable growth and stronger patient engagement across platforms.

PPC Advertising

  • Over a four-month span, the average click-through rate (CTR) for Google Ads reached 12.20%, far surpassing the healthcare industry benchmark of 3–5%.

  • This exceptional CTR reflects highly targeted ad messaging and keyword alignment with what prospective patients are actually searching for.
     

Website Performance

  • Since launch, the new website has consistently attracted an average of 4,003 unique monthly visitors, indicating strong visibility and sustained interest.

  • Within the first 90 days of launch:
     

    • +118% increase in new leads
       

    • 450% increase in clicks to the website
       

    • 162% increase in impressions
       

  • In one month alone, sessions from Google increased by 15%, a clear signal that paid search campaigns are driving meaningful traffic.
     

Lead Generation

  • In the first three months, STL Fertility consistently increased new patient contact form submissions per month.
     

  • This shows not only high traffic, but traffic with real intent—visitors are converting, not just browsing.
     

Business Impact:

  • Launched a brand-new website to reflect the refreshed strategy
     

  • Significant increase in patient leads, leading to practice expansion
     

  • Hiring to meet rising demand
     

  • Expanded marketing mix to include native ads, social ads, and CTV campaigns—ensuring STL Fertility is top-of-mind across platforms and moments

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With a strong foundation in brand strategy, a user-friendly website, and well-optimized paid media, STL Fertility isn’t just growing their audience—they’re attracting the right people and guiding them confidently through their fertility journey.

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