Money-Back Guarantees in IVF Clinics: Quality Signal or Marketing Ploy?
Featuring Madhu Viswanathan
Research finds IVF clinics with refund guarantees generally have higher birth rates and lower financial risk.
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Madhu Viswanathan
Associate Professor of Marketing. His research examines distribution channels, B2B relationships, salesforce compensation, and how these influence key marketing mix elements like pricing and product assortment.
Key Takeaways
- In expert-led services like IVF, where quality is hard to assess, MBG programmes help credible clinics signal assurance and accountability.
- The study offers the first robust evidence linking MBGs to better outcomes and meaningful risk-sharing, challenging the perception that they are mere marketing tools.
- MBG clinics achieve higher live birth rates and adopt safer, more equitable treatment protocols, highlighting their potential as both clinical and financial safeguards for patients.