The starting point.
Arcster is a reproductive medicine clinic in Mestre. Founded in 1987, in 1991 it carried out the first assisted fertilisation in the Veneto region. It is owned by the doctors who work there every day, and whoever decides the protocols is the same person who sees patients and works in the lab. Of all this, the website showed no trace. The website was a WordPress that had grown in layers, with dozens of pages and no hierarchy, and outside the Veneto the name did not travel.
The constraint that changes everything.
In healthcare, communication can only inform. The law forbids discounts, urgency and promises of results, and it also forbids the techniques that make an e-commerce sell. We took that constraint as our working direction. A clinic that genuinely explains, with clear prices and results shown with the context needed to read them, is credible precisely because it does not promise. On that we built identity, website, press office and campaigns.
First the identity and the website.
We kept the logo they had always used and cleaned it up, then wrote the rules that were missing: palette, typography and a tone of voice set down in black and white, professional and warm, with no sugar. The new website has been live since 27 July 2026 on DeepCMS, with eight pages instead of dozens, twenty-two blocks designed for Arcster, photos taken in the clinic in July and every old address redirected to the right page. The main prices are published, from egg freezing to an IVF cycle. Clinical results sit next to the national averages of the Italian National Institute of Health, with an explanation of what each percentage measures.
One detail the visitor never sees, and it matters a lot: the contact form sends the message to the clinic and does not store it, because in a fertility clinic free text is almost always health data. Tracking starts only after consent.
In the first eight weeks the site received 8,699 sessions and 102 contact requests, 74 through the form and 27 by phone. People arriving from Google stay and read. Almost half continue past the first page, against fewer than one in ten of those arriving from Instagram and Facebook.
Then the press.
To the newspapers we pitched the subjects readers look for, with the Arcster doctors as the voice: when it makes sense to freeze your eggs, why so few children are born in Italy, how to recognise miracle promises. We prepared the material together with the doctors, then chose the angle for each outlet and took the stories to the newsrooms.
In August and September 2026 there were 20 placements across 13 outlets, four of them also in print: Il Messaggero, Il Gazzettino, Il Mattino, Leggo, Corriere del Veneto, Secolo d'Italia, L'Identità, Vero, Mondo Sanità, Sanihelp, Mamme Magazine, Quotidiano di Puglia and Corriere Adriatico. The clinic invested €4,950. The same space bought as advertising would have cost €60,700 at the outlets' rate cards, which is 12.3 times the investment. It measures the space obtained, not revenue, and it puts a number on something usually told by feel.
- Corriere del Veneto, August 2026: social freezing in the Veneto, how it works and what it costs
- Il Messaggero, August 2026: the fewest births since the post-war years
- Secolo d'Italia, August 2026: prevention and miracle promises
- Il Mattino, August 2026: freezing your eggs, the choice and the awareness
- Sanihelp, September 2026: assisted reproduction beyond treatment paths
And advertising, where it is allowed.
Since August a Google Search campaign reaches people searching for a fertility clinic or egg freezing in the Veneto. The ads inform and lead to the right page. With a budget of a few dozen euros a day, in seven weeks it produced dozens of leads between calls from the ad and forms from the site, at under €25 each.
All in one place.
Sessions, enquiries, ad spend, press placements with clipping and value, and every week the question that matters for a medical centre: what ChatGPT, Gemini and Perplexity answer to someone looking for a fertility clinic in Mestre. It all sits in DM Intelligence, and the clinic adds on its side the bookings the site cannot see. Next month's decisions get taken on those numbers.
