Start-up fertility establishments are a popular alternative to traditional fertility clinics — so much so that Wall Street is taking notice. But some physicians say they're concerned clients may not get all of the information they need.
On a recent Tuesday night, a crowd of at least 100 women in their 20s and 30s gathered in a yellow-splashed loft space in Manhattan. Scented candles and tastefully potted plants filled the room. Relaxing music, the kind you might find in an upscale bar, played in the background. Laughter broke out when a pair of prosecco bottles were popped and glasses of bubbly were poured and passed out.
"Our events always sell out," said Rebecca Silver, director of marketing for Kindbody and the brain behind its slick campaigns, which include Instagram posts often generating tens of thousands of clicks and female empowerment-themed slogans like"Own your future" and"Plan your path." "Just looking at the numbers, I think egg freezing as an industry is here to stay," Santemma said."The market's growing 25 percent a year."
"I'm a graduate student. I haven't even started my career yet and I'm very single," said Alex Yoss, 28, at a recent egg-freezing informational session hosted by Kindbody."I'm trying to take over what I want with my life." Silber said he's concerned women who turn to profit-driven egg-freezing boutiques are not necessarily getting all of the information they need, especially when that information is being provided at cocktail party-themed informational sessions, like the ones Kindbody hosts.
Dr. Pasquale Patrizio, director of the Yale Fertility Center finds the fear-inducing marketing strategies many of the studios employ problematic, particularly by suggesting that women may never become mothers if they don't freeze their eggs. A self-described"serial entrepreneur," Bartasi has no medical degree, but has been involved in the fertility industry for more than a decade. She launched Fertility Authority, a platform aimed at sharing fertility information, in 2008, and then its egg-freezing offshoot EggBanxx in 2014.
The ad is part of what Extend Fertility's new CEO, Anne Hogarty, calls Extend's"Let's Chill" campaign. Hogarty had been at BuzzFeed for four years, where she oversaw its international revenue-generating strategy, before segueing into the fertility industry. "We started with doctors and an embryologist, and only from there did we go out to the world and not the other way around."
As part of Kindbody's"pop-up events" strategy, the company slapped its logo on a bright yellow van similar to a food truck — what it calls the first mobile fertility lab — to court potential patients. Ads announcing where the van will be parked next have attracted crowds of hundreds of women, Silver said.
"At the end, you're not freezing success," Patrizio said."You're freezing a chance. It's not the same as when you buy insurance for your house or a car. There's no guarantee that you'll be able to use the eggs — there's no guarantee there's a baby at the end, and you need to know that." How many babies will ultimately be born from all of the eggs the studios freeze remains the big question.
The leaders of the egg-freezing boutiques NBC News spoke with insist they're giving women all of the information they need and they are upfront about the risks.
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