TL;DR
Evaluate a fertility agency on the acquisition work and administrative events its evidence can establish. Keep inquiries, confirmed consultations, attendance and clinical outcomes separate. Require an evidence-boundary worksheet before accepting a dashboard that calls pregnancy outcomes marketing conversions or credits a campaign for them.
Ask what the agency's conversion actually means
A report labeled “success” may combine a submitted form, an attended consultation and a clinical outcome. That label prevents the owner from seeing what the agency delivered and what remains outside its evidence.
The commercial problem is not solved by replacing an outcome label with a different attractive label. Require an event definition, a source and a limit beside every reported measure. A button click can be useful evidence of interaction without becoming evidence of a consultation.
Google Analytics defines a session as a period of interaction with a website or app. Google's session documentation. A session count alone therefore cannot establish a consultation event. Use that narrow distinction when inspecting a report that substitutes visits for prospective patients.
Use a clinical-versus-marketing boundary worksheet
This is an original reporting specification. It does not define clinical reporting or authorize a data connection. Have practice operations verify scheduling events and keep clinical information within the appropriate clinical governance process.
| Proposed report label | Evidence that could support a narrower statement | Boundary the owner should preserve |
|---|---|---|
| Campaign delivered | Approved assets and actual delivery records | Delivery does not establish a person's decision |
| Website response | Defined interaction under the actual tracking setup | A visit or click is not an inquiry |
| Inquiry received | Approved system confirms receipt under a stated inclusion rule | A repeat contact is not automatically new acquisition |
| Consultation requested | A request for the defined appointment exists | A request does not confirm a time |
| Consultation confirmed | Practice scheduling evidence supports confirmation | Confirmation does not establish attendance |
| Consultation attended | Practice verifies the attendance event | Attendance does not establish treatment or outcome |
| Clinical outcome | Qualified practice reporting under its actual definitions | Do not relabel it as agency-generated acquisition |
Ask for the unshortened definition if a dashboard uses “converted.” The label should say whether it means a platform event or a practice-verified administrative event. If the agency cannot substantiate the intended interpretation, publish the narrower event and state the gap.
Keep outcome context outside the acquisition score
CDC cautions that clinic success-rate comparisons may not be meaningful because patient populations and treatment methods differ. CDC's interpretation guidance. That caution does not provide a way to adjust an agency report into proof of clinical impact.
An agency can help present properly reviewed practice information. That is a content deliverable. It is different from demonstrating that marketing caused a pregnancy, and it does not justify assigning clinical outcomes to a media campaign.
Do not request patient histories to make the dashboard feel complete. Start with the approved administrative summary needed for the purchasing decision. If the proposed analysis requires additional sensitive information, have the responsible practice reviewers assess the actual purpose, fields and recipient before expanding scope.
Rewrite the proposal before buying the report
Return ambiguous deliverables as specific questions. For “improve conversion,” ask which event, how it is recorded, which records qualify and what evidence will be available to the practice. For “prove return,” ask which actual costs and financial events the owner has approved for analysis and what attribution limits remain.
Use the measurement dictionary for upstream discovery and booking definitions. This fertility boundary worksheet adds the purchase restriction: clinical outcome reporting cannot silently become the marketing agency's acquisition claim.
A strong proposal may include content accuracy, functioning inquiry paths, inquiry handling and independently verified scheduling measures. It should distinguish work within the agency's control from practice operations and personal decisions. Assess those measures against the actual scope rather than demanding an outcome promise.
Choose a response to missing evidence
If the scheduler cannot verify attendance for the agreed report, leave attendance unavailable. Do not infer it from a calendar invitation. If source attribution is incomplete, preserve the unknown category and avoid distributing it among the channels that happen to be measured.
If a campaign's inquiries include administrative questions the practice cannot answer, commission a message or handoff repair. That is a concrete decision even when later outcomes remain unknown. If the agency's principal value claim depends on clinical results it cannot substantiate, request a revised scope before comparing the price.
GetPatients has a commercial interest in healthcare visibility services. Require the same boundaries in its proposed reporting. This worksheet supplies no claim about its capabilities or results.
Frequently asked questions
Can a report include practice clinical information at all?
Only through the practice's appropriately reviewed reporting process for the intended purpose and recipient. Keep its definitions separate from the agency's acquisition measures and do not imply marketing causation.
Is an attended consultation a useful acquisition measure?
It can be useful when operations verifies the event and the cohort and source limits are clear. It still does not establish treatment, clinical outcome or incremental profit.
Does removing outcome claims make an agency impossible to evaluate?
No. Evaluate the agreed deliverables, truthful public information, working inquiry paths and verifiable administrative events. Match the evidence to the commercial decision.