Generative engine optimisation for fertility clinics.

The record moves while the patient is deciding

A fertility decision runs for months rather than minutes. During that time the regulator's published record about your clinic updates, inspection outcomes appear, and patient ratings roll over.

Your website, meanwhile, is usually edited once a year. So the source an assistant reaches for is changing and the source you control is not.

That asymmetry is the whole of fertility GEO. Managing the record that moves matters more than polishing the one that does not.

Ratings roll, which most clinics do not plan for

Where the regulator counts patient ratings over a rolling window, feedback gathered in a burst expires together. Across a six month decision a meaningful share of the window can turn over.

The operational consequence is that gathering feedback is a continuous obligation rather than a campaign. A clinic that ran a push last spring may look quieter now than it did, without anything having gone wrong.

Inspection outcomes are published about you

Inspection reports and committee decisions are published on the clinic's own regulator page, which means an assistant summarising your clinic can reach material you did not write and cannot edit.

The workable response is to publish your own governance material before you need it, so the independent record has context alongside it rather than standing alone.

How we measure it

Scheduled assistant testing across the decision questions a patient asks at different stages, because the answer changes over the months they are deciding.

Plus monitoring of the regulator's record itself, so a change is something you hear from us rather than from a patient.