Challenge
CARE Fertility is one of the UK’s leading fertility clinic groups, known for its clinical excellence and outcomes. However, its digital estate had not kept pace with its ambitions. Patient journeys were fragmented, operational processes relied heavily on manual touchpoints, and existing systems limited CARE’s ability to scale efficiently or expand internationally. Leadership recognised a clear risk: without action, growth would slow, costs would increase, and competitive pressure would intensify. CARE needed to become a truly digital healthcare provider, offering a connected, empathetic patient experience while improving conversion, retention, and operational efficiency.
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Solution
Equator was tasked with defining the digital strategy and roadmap to support CARE’s next phase of growth.
The ambition was clear – develop a seamless, end-to-end patient experience that is digitally led, while future-proofing the organisation for expansion.
Our strategy focused on:
- Becoming a leader in targeted, personalised and empathetic inbound marketing using an omni-channel approach
- Digitising the full patient journey through online triage, paperless workflows and virtual consultations
- Reducing in-clinic friction through contact-light, digitally enabled experiences
- Creating a scalable, modular platform capable of supporting international expansion
To deliver this, we defined a set of priority initiatives:
- Move to a single, unified brand
- Overhaul the core website to digitise the patient journey
- Introduce patient portals designed around real user needs
- Build a modular, service-based patient experience platform with workflow automation
- Enable third-party integrations through plug-in services
- Transition to cloud-first infrastructure
- Introduce enterprise-grade CRM to unify marketing, sales and service data
Results
Equator delivered a clear, prioritised strategic roadmap, organised by initiatives, timelines, investment, and expected outcomes. This roadmap offered CARE a practical, board-level blueprint for transformation, balancing experience enhancement with commercial return. Key outcomes included:
A defined modular patient platform designed to improve experience while reducing operational cost
Digitised patient journeys that support higher conversion and retention
A data foundation enabling business intelligence and insight-led decision-making
A cloud-based architecture capable of supporting global scale
A clear path to CRM-led optimisation across marketing, sales and patient services
Outcome
This programme positioned CARE Fertility to protect existing revenue, unlock new growth opportunities, and build long-term enterprise value through a world-class, digitally enabled patient experience.