Care Fertility has been shortlisted for the EFS Best Fertility Social Media Channel Award — recognition of a content strategy that goes far beyond clinic promotion. Our social channels have become a destination for patients navigating one of the most emotionally complex experiences of their lives, as well as a resource for professionals seeking to understand how digital engagement can build genuine community in healthcare.
Fertility treatment sits at the intersection of medicine, emotion, and identity. Patients arrive on social media not just for information, but for solidarity. They want to see their experience reflected back at them — the hope, the grief, the uncertainty, and sometimes the joy. Our approach is built around that reality.
Our content spans multiple pillars: science-led education (including our behind-the-scenes IVF lab series featuring Chief Scientist Alison Campbell); emotionally resonant awareness posts (such as our widely shared 'Sending Love To…' Christmas campaign, which reached over 293 engagements on Instagram alone); and patient stories that normalise a broader range of fertility experiences.
One of our most significant campaigns involved Tom and Charlie, a couple who shared their journey through male factor infertility. The Charlie & Tom series — which included a four-part YouTube series and a feature in The Telegraph — generated over 780,000 views on a single video and sparked a genuine public conversation about an under-discussed topic.
"Infertility made me feel like less of a man — and I was too ashamed to talk about it." — Tom Grigg, The Telegraph, January 2026
The campaign was boosted as paid media and featured in HuffPost, demonstrating how patient-centred storytelling can transcend clinic channels and reach mainstream audiences.
We also used our social channels to explain the technology that supports our clinical work — including our use of Caremaps AI, which analyses embryo development from Day 1 to Day 5 using time-lapse imaging. Posts on this topic drove strong community engagement, with patients sharing personal experiences of the technology in the comments.
For healthcare partners and press, our social media presence offers a window into Care Fertility's clinical culture and patient philosophy. It reflects the same values that underpin our partnerships approach: transparency, inclusion, and a commitment to meeting people where they are.
This is Blog 1 of 6 in our series celebrating Care Fertility's EFS Fertility Care Award 2026 nominations. Read the full series on the Care Fertility Partnerships Blog, or get in touch if any of these programmes or nominations are relevant to your work — whether as a partner, commissioner, educator, or journalist.