transparency of hope

What is it about?

This paper examines the marketing communication tactics used in the clinic websites of cross-border reproductive care (CBRC) providers and analyzes what ethical implications exist when targeting the vulnerable consumer group of infertility sufferers.

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Why is it important?

Marketing practitioners have a specific responsibility to recognise vulnerable market segments; therefore this initial study seeks to add to the understanding of consumer vulnerability through an intersectional view of global reproductive service consumption. A global standard of marketing guidelines specific to CBRC clinics needs to be implemented across all regional/countries in order to communicate ethically, improve credibility, reputation and trust among consumer and international bodies. Counselling services need to be integrated within all assisted reproductive technology services. Service-country to home-country continued care protocols should be created for patients travelling home in order to collect data on CRBC experiences.