A global medical research and manufacturing company with an interest in reproductive health seeks to build a foundational understanding of the experiences of Filipino women with fertility challenges. The research aims to inspire innovation for new programs and interventions that can help improve the patient’s journey in seeking fertility treatment.
Because of the sensitive nature of the research topic, online in-depth interviews were conducted to draw out personal stories from a diverse pool of women who have had successful and unsuccessful ovulation induction, intra-uterine insemination (IUI), and in-vitro fertilization (IVF).
User Personas classified women into distinct profiles with respect to their knowledge and attitude toward fertility treatments, influenced by psychographics and sociocultural factors
Jobs to be Done Framework explored the deeper meanings of bearing and raising a child
Fertility Treatment Journey uncovered the thoughts and feelings of women as they go through the course of discovering their reproductive limitations and undergoing treatment
Female reproductive challenges are discovered late in life. There is a need to elevate awareness of women’s health issues, and to educate young, single women to have reproductive health check-ups so interventions can begin long before they plan to conceive.
Fear or embarrassment of undergoing invasive medical check-ups and treatments are among the reasons why women put seeking professional help on hold. Designing reproductive health facilities and patient care training can help ease the anxiety of patients.
Consumer brand awareness of reproductive health products is low and the brand choice is often prescribed by the doctor. Focus efforts to stimulate awareness and preference among doctors whose opinions and recommendations patients rely on.
Today, the stigma of childlessness may not be as pronounced, but still exists. The burden is heavy on women—especially if they experience fertility issues—hence, interactions must be handled with extra care. Sensitivity is also required in managing male egos before undergoing any medical examination.
Culture, folk traditions, and faith play a significant role in the formation of attitudes and behaviors toward medical fertility treatments and must be considered when designing programs for reproductive health.
Undergoing fertility treatment is a huge investment for a couple, sometimes taking years before they can afford it. Medical facilities must be transparent in laying out the different costs involved, as well as caveats on the success rate.
There is fear and anxiety about the development of the baby in the womb, and even after birth, because of third-party intervention. Provide statistics of successful treatments that produced healthy and normal offspring to abate anxiety.
