How Tufts Medical Center Revitalized a Dormant Fertility Program
Tufts Medical Center recruited renowned reproductive medicine pioneers Dr. John E. Buster and Dr. Sandra Ann Carson to revitalize its reproductive endocrinology and infertility program within one of the nation’s most competitive healthcare markets.
Howbridge partnered with department leadership to reposition the program, strengthen patient acquisition, and build a modern marketing and communications platform capable of competing against Boston’s leading fertility centers and hospital systems.
Dr. Buster was internationally recognized for leading the team responsible for the first successful embryo transfer resulting in a live birth at UCLA Medical Center in the 1980s.
How Howbridge Helped:
Howbridge worked directly with Dr. Buster, Dr. Carson, and Tufts Medical Center leadership to develop the department’s branding, digital strategy, patient communications, physician positioning, and growth initiatives.
Together, we helped transform the program from a dormant department into a recognized and competitive fertility center capable of attracting patients, increasing market share, and delivering measurable ROI to the hospital system.
Key Growth Results:
Tufts Medical Center
The Challenge:
Revitalize a dormant department in a highly competitive market.
Boston was rapidly emerging as one of the country’s leading fertility and reproductive endocrinology markets, with nationally recognized hospitals and private fertility groups aggressively competing for patients and market share.
Tufts Medical Center recruited reproductive medicine pioneers Dr. John E. Buster and Dr. Sandra Ann Carson to revitalize and modernize the department. While the clinical expertise and leadership were in place, the department lacked the branding, digital presence, patient acquisition systems, and communications infrastructure needed to compete effectively within the market.
Leadership needed a partner capable of moving quickly within a highly bureaucratic institutional environment while building a modern growth strategy around patient engagement, physician visibility, and market positioning.
Key Deliverables
Guided by our Core 4 Operating System™, we worked alongside leadership to address the organization's most pressing growth challenges. The following key deliverables were implemented across people, process, performance, and market engagement to improve efficiency, strengthen customer experience, and position the company for long-term success.
FOSTER A CULTURE
OF GROWTH
- Leadership Collaboration
- Strategic Planning Support
- Physician Positioning Support
- Organizational Alignment
OPTIMIZE FINANCIAL
DRIVERS
- Patient Acquisition Strategy
- Growth Planning
- Marketing ROI Optimization
- Revenue Growth Support
DRIVE HIGH-VALUE
ENGAGEMENT
- Practice Website Development
- Digital Advertising Campaigns
- Patient Marketing Communications
- Physician Outreach Communications
- PR & Awareness Initiatives
OWN YOUR
MARKET
- Department Brand Development
- Market Positioning
- Physician Personal Branding
- Competitive Differentiation
- Strategic Messaging
Key Initiatives (5)
Solution:
Align clinical excellence with modern market strategy.
Howbridge helped Tufts Medical Center bridge the gap between world-class clinical expertise and competitive market positioning by aligning branding, digital strategy, patient acquisition, communications, and physician visibility into a unified growth platform.
By helping the department move faster, communicate more effectively, and strengthen its market presence, Tufts was able to dramatically increase patient volume, establish itself as a respected fertility center within the Boston market, and generate meaningful institutional value.
The program’s growth and market strength ultimately contributed to its acquisition and continued operation by a leading private women’s health organization.
From the Client
“We have been working together for years building this practice, with results that speak for themselves.
As physicians, we can focus on providing the best care for our patients, while Howbridge operates as our marketing department that continues to focus on growing our practice.”
