Merck: Fertility Journey

The Challenge

IVF patients regularly report a lack of compassion during clinic visits, causing many to drop out of treatment. To increase the number of patients completing their IVF programme (and their chance of a successful pregnancy), they needed more empathy from their HCP.

The Solution

A film, shot in a single take and accompanied by a bespoke score, that compressed the emotional struggles of months of IVF into just three minutes.


We formed a deeper appreciation by physicians of the mental toll of infertility, leaving many viewers in tears. This led to an increase in treatment adherence and a 2% sales rise of Merck’s flagship product, Gonal-f®.





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