For more than two decades, Fertility Centers of New England has partnered with Raka to evolve its digital presence, attract prospective patients, and make it easier for those patients to move from their first interaction with the practice through treatment.

What began as a website and digital marketing relationship has grown into a comprehensive digital partnership spanning website strategy and development, HubSpot, marketing automation, SEO, paid media, analytics, custom application development, and ongoing digital strategy.

Fertility Centers of New England is a fertility practice serving patients throughout New England with multiple locations and a team of reproductive endocrinologists and fertility specialists.

Raka’s relationship with FCNE spans more than 20 years. During that time, both the fertility landscape and the way patients research and choose fertility care have changed dramatically.

Raka has worked alongside FCNE throughout that evolution, continually adapting its digital strategy, technology, and marketing to meet patients where they are and help the practice grow.

The relationship has expanded to encompass nearly every aspect of FCNE’s digital presence, including website strategy and development, search engine optimization, paid digital marketing, HubSpot implementation and optimization, patient nurturing, analytics and reporting, and custom technology development.

Choosing a fertility provider is not a typical healthcare purchasing decision. The patient journey can be long, emotional, highly personal, and nonlinear.
Prospective patients may research treatment options for months before scheduling an appointment. Others may begin the process but pause before completing their next step. Patients arrive through search engines, physician referrals, advertising, social media, and other sources, making it essential to understand not only where inquiries originate but what ultimately turns those inquiries into patients.

FCNE needed a digital ecosystem capable of supporting that entire journey while providing its marketing and operational teams with better visibility into what was working.

Over time, that meant addressing several interconnected needs:

Attracting qualified prospective patients through organic search, paid media, content, and other digital channels.
Creating websites and digital experiences designed around the needs of fertility patients.
Converting website visitors into inquiries and appointments.
Nurturing prospective patients who were not yet ready to schedule or move forward.
Giving patients convenient digital tools for interacting with the practice.
Connecting marketing activity with downstream patient behavior and outcomes.
Maintaining patient privacy and HIPAA compliance throughout the digital ecosystem.
Incorporating newly acquired practices, locations, providers, and digital properties into the broader FCNE organization.

Website strategy, design, and development

Raka has designed and developed multiple generations of FCNE’s digital presence, including websites built on both WordPress and HubSpot.

Our work has included UX and information architecture, design, development, content strategy, SEO, conversion optimization, physician and location content, landing pages, and ongoing website enhancements.

As FCNE expanded, Raka also helped incorporate new physicians, locations, and acquired brands into its digital presence while preserving search visibility and creating a consistent patient experience.

HubSpot implementation and marketing automation

Raka built and continues to optimize a robust HubSpot environment for FCNE, providing the practice with a centralized platform for managing and understanding prospective patient engagement.

HubSpot workflows automate portions of the patient journey, allowing FCNE to nurture prospective patients with relevant communications based on their interests, actions, and stage in the decision-making process.

Raka has also used HubSpot to help FCNE improve marketing attribution, organize and segment contacts, support email marketing, manage campaigns, track conversions, and provide chat functionality that assists prospective and existing patients.

The result is a marketing platform designed not simply to collect leads, but to help move prospective patients toward care.

Custom patient portal development

Raka designed and developed a custom patient portal to give FCNE patients a secure digital experience for interacting with the practice.

The portal integrates with FCNE’s broader digital ecosystem, including HubSpot, allowing information and patient activity to support appropriate marketing and operational workflows while maintaining HIPAA compliance.

This integration bridges a key gap between marketing technology and the patient experience, creating a more connected journey from initial interest through treatment.

Patient nurturing and conversion

Not every prospective fertility patient who requests information or begins scheduling is ready to move forward immediately.

Using HubSpot automation, segmentation, email, and behavioral data, Raka developed nurturing strategies designed to reconnect with those prospective patients and guide them toward the appropriate next step.

That includes identifying points where prospective patients commonly disengage and creating targeted communications designed to bring them back into the process.

SEO, content, and digital marketing

Raka provides ongoing digital marketing strategy and execution designed to keep FCNE visible when prospective patients are actively researching fertility care.

This has included SEO, content strategy and development, paid search and digital advertising, landing-page optimization, local search, physician marketing, and campaigns designed to increase appointments with specific providers or at particular locations.

The strategy evolves continuously based on search behavior, competitive conditions, patient demand, and FCNE’s business priorities.

Analytics, reporting, and ongoing strategy

Each month, Raka analyzes performance across FCNE’s digital ecosystem and provides reporting, insights, and strategic recommendations.

Rather than simply reporting traffic, clicks, and leads, the goal is to understand what those numbers mean for the practice: which channels generate meaningful patient activity, where prospective patients are dropping out, which campaigns are performing, and where new opportunities exist.

Those insights inform the next cycle of website improvements, content, campaigns, automation, SEO, and conversion optimization.

Build around the patient journey, not individual marketing channels. FCNE’s website, CRM, automation, patient portal, advertising, SEO, and analytics work together as parts of a larger digital ecosystem.
Marketing automation is particularly powerful when the decision cycle is long. Fertility patients do not always move directly from inquiry to appointment. Thoughtful nurturing allows FCNE to remain helpful and relevant throughout that process.
Technology and marketing work better together. Integrating HubSpot with custom patient-facing technology gives FCNE greater visibility into the patient journey and creates opportunities to improve both marketing and patient experience.
Continuous optimization compounds over time. Monthly reporting and analysis allow FCNE and Raka to identify opportunities, test improvements, and continually refine the strategy rather than treating digital marketing as a series of disconnected campaigns.

How Fertility Centers of New England Built an Integrated Digital Patient Journey With Raka

Background

The challenge

The solution

Website strategy, design, and development