How I Started A Thriving Fertility Clinic As The Co-Founder And MD Of SCRC

Kris Ruby

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Published: August 19th, 2023

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Kris Ruby

Founder, Dr. Mark Surrey

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Dr. Mark Surrey

surreyivf.com

from Beverly Hills, CA, USA

started July 1999

Founders

120

Employees

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Hi, I’m Dr. Mark Surrey MD, the co-founder of Southern California Reproductive Center (SCRC). As a pioneer in the field of assisted reproductive technology, I continue to be at the cutting edge of new technologies & it’s clinical applications.

I have been referred to as one of the most well-respected doctors in fertility and reproductive medicine, especially when it comes to leadership in reproductive surgery and in vitro fertilization (IVF).

I am board-certified in reproductive and endoscopic surgery. Past leadership positions include president of the American Association of Gynecologic Laparoscopists and of the Pacific Coast Reproductive Society.

I am passionate about staying on the cutting edge of reproductive research and I am a widely recognized expert in the field and regularly published in leading medical journals. In addition to my work at SCRC, I am a clinical professor for the Department of Obstetrics and Gynecology at the David Geffen School of Medicine at UCLA.

I received my medical education at prestigious institutions across the globe, with a bachelor’s from the University of Pittsburgh, an M.D. from George Washington University, an internship and residency at UCLA, fellowships in reproductive endocrinology and infertility at the University of London, Hammersmith Hospital, and additional training in IVF at Monash University in Melbourne, Australia. I am regularly chosen for the Southern California Super Doctors list, and have also been selected as one of the “Top 100 Health Professionals” and “Best Doctors in America.”

I am a board-certified reproductive endocrinologist and infertility specialist with extensive experience in the field of fertility medicine. I am the Founder and medical director of the Southern California Reproductive Center, one of the largest and most respected fertility clinics in the United States. I have a reputation for excellence among patients and colleagues for world-renowned expertise in fertility.

Staying ahead of the curve is necessary to be the absolute best at what you do.

What’s your flagship product or the main products you sell and who are your patients?

SCRC provides fertility treatments and reproductive solutions for individuals and couples. Deploying the most innovative technologies, SCRC optimizes the chances for success in creating a family.

My patients are looking to have children and are typically facing issues around infertility and need expert guidance. My services include IVF, embryo/sperm/egg freezing, surgical fertility treatments, IUI, genetic testing, assisted reproductive technologies, and more.

Our fertility specialists utilize the most advanced techniques in IVF, including ICSI (intracytoplasmic sperm injection), PGT (preimplantation genetic testing), and egg freezing. We also use the latest fertility medications for the induction of ovulation.

By remaining at the cutting edge of fertility technology, we provide patients with the widest range of options for the highest chance of reproductive success. Our fertility center offers more than fifteen different methods of assisted reproduction, matching each patient with the right treatment plan for their unique situation and goals.

Patients will typically find this level of advanced technology in major medical centers. We are the only clinic in the Santa Barbara region with access to this kind of technology.

By utilizing top-of-the-line fertility technology, we boast some of the highest success rates in the world.

Today, my clinic’s pregnancy success rates are significantly higher than the national average. Tens of thousands of happy patients have trusted us on their fertility journeys. SCRC has higher pregnancy rates vs. the national average, and our live birth rates are 3x the national average in women over 40. This is reported by the Society for Assisted Reproductive Technology (SART).

Fertility Expert Dr. Mark Surrey

What's your backstory and how did you come up with the idea?

I decided to co-found SCRC because I saw a need to provide the best technology to patients in a private setting. I wanted patients to be comfortable and assured they were in the best hands with access to the best technology.

These fertility services were not available through hospitals or university medical centers, so I saw a real need for them. I now provide these services for hospitals and medical centers.

Before co-founding SCRC, I was in private practice, and we utilized hospitals for the procedures. Those hospitals were not interested in spending the funding necessary to perform the genetic testing of the embryos, which I believed was essential for IVF. So, I took it upon myself to create my clinic that mirrored my values.

I knew this was the right path because of my extensive background and experience in reproductive health and fertility, and my desire to help people grow their families.

Technology is critical to our success. Our ART lab is state-of-the-industry.

Advancements in fertility treatments and technologies, such as in vitro fertilization (IVF), have improved success rates and made fertility treatments more accessible.

My clinic has state-of-the-art assisted reproductive technologies (ART) facilities located in-house at our Beverly Hills, Los Angeles office. This is a significant advantage to patients looking for a private and exclusive experience. The laboratory facilities comprise the ART Reproductive Center.

At the ART Reproductive Center, our mission is to advance global research in fertility technology and to utilize that exceptional research to benefit our patients.

Our cutting-edge research across the fertility field is highlighted in each of our procedures, from new advanced methods of cryopreservation to exceptionally detailed monitoring practices. You can learn more about cryopreservation of embryos for future IVF cycles on my website.

Assisted reproductive technologies (ART) involve the direct manipulation of eggs, sperm, and embryos for use in infertility treatment. Types of assisted reproductive technologies performed at SCRC include in vitro fertilization (IVF) and embryo transfer (IVF-ET), intracytoplasmic sperm injection (ICSI), and assisted hatching (AH) of embryos.

Newer assisted reproductive technologies include powerful techniques such as embryo biopsy and preimplantation genetic testing (PGT) for chromosomal and genetic evaluation.

Dr. Mark Surreys office in Beverly Hills, California

Take us through the process of building the first version of your product.

When deciding what fertility services to provide and how to structure the business, I kept in mind all the various aspects that go into making a pregnancy successful. I based these decisions on the technologies available that gave the best clinical outcomes. We have an in-house, state-of-the-art lab with the most cutting-edge technology the industry has to offer.

My clinic offers a wide variety of fertility services, taking an approach that sees infertility from all angles and addresses each individual’s unique situation. With fertility, there is no one-size-fits-all answer or solution, because everyone has different goals and needs.

When it came to choosing the equipment and products for my fertility clinic, I sourced information from peer-reviewed literature and conducted thorough research on the best-in-class technology. I sought out advice from people all over the world that specialized in the industry.

I was very careful about not utilizing any technology that hasn’t been clinically productive. I had all the numbers and proof to show me the technology was the absolute best, producing the highest outcomes – therefore up to standard.

Success is seeing my patients light up with joy at the news they are becoming parents. Success is also helping patients feel joy at every stage of their life.

Describe the process of launching the business (practice).

When it came to establishing the clinic, the first thing we did was build out an empty floor in the building it is housed in. The floor needed to have all the necessary rooms and features for the clinic, and also be welcoming and inviting in a visually beautiful way. It took several months, including closing off the street at times and using a crane.

Once the clinic was built, it was time to build the business. My colleagues and I gave lectures and published medical articles in trade publications to grow our visibility and expand our credibility in the field. This helped to increase our public recognition in the community.

We received most of our initial referrals from physicians and providers that recognized the importance of what we were accomplishing. Word of mouth became incredibly important for practice growth. Once a patient had a positive experience working with me, they would go on to recommend my clinic to their friends and family.

We built out the online presence of Southern California Reproductive Center by first creating an official website. The early version of the website included information about who we are as doctors and fertility specialists, the fertility services we provide, our location and contact information, and why someone should choose us. The website took several months to build out and is built with WordPress.

Since launch, what has worked to attract and retain patients?

Since the launch of our fertility clinic, we have deployed an in-depth communication strategy for attracting and retaining patients. Our success rates keep people coming back.

Patients get the outcome they have long dreamed of and know they are in the best hands. This leads to more referrals and recommendations from happy patients.

Our patients shared that they felt personally cared for by myself and my team and received individualized attention. This makes all the difference.

Aside from word of mouth, we worked hard to build a robust and active digital presence. My clinic’s fertility website is regularly updated with new information, videos, webinars, FAQs, articles, and more to keep people learning.

Our audience feels seen and heard and finds tangible value in our content. They learn more about SCRCs services, who we are as human beings, why we do what we do, and expert information on fertility.

Social media has been critical for us to spread brand awareness and build a positive brand experience for current and prospective patients.

Another way we provide value is through our online webinars. Our virtual webinars are free to attend and cover various topics related to fertility. Doctors in our clinic, including myself, speak on camera during the webinars and display charts and visuals to help people learn more about their fertility options.

People watch and learn and have a chance for their fertility questions to be answered in real-time. It costs them nothing to attend, and it helps us build trust with our audience on social media.

From left to right: Dr. Lina Akopians, Dr. Shahin Ghadir, Dr. Carolyn Alexander, Dr. Mark Surrey, Dr. Wendy Chang, Dr. Hal Danzer

How are you doing today and what does the future look like?

Today, my fertility clinic is thriving and growing every year. We have helped tens of thousands of individuals and families to fulfill their dreams of parenthood.

Since launching the practice, we have seen a steady increase in procedures performed, new patients, inquiries, exposure, traffic, and media recognition.

My goal is to continue running a thriving practice and continue to be a world leader in reproductive research. Ultimately this leads to more people being helped and supported on their fertility journeys.

Success is seeing my patients light up with joy at the news they are becoming parents.

Success is also helping patients feel joy at every stage of their life.

The definition of fertility success has changed over the years, as societal norms and pressures have changed. Success in fertility doesn’t only mean having children, it also means preserving the option to have children, too. For example, this could be a woman who just graduated from law school and froze her eggs to have more time to decide what to do next.

Success is the relief and joy my patients feel knowing they have options for taking control of their fertility. A weight is lifted off their shoulders when patients take charge of their fertility, whether it's for the present or planning for the future.

Helping my patients understand their options and helping them reach their personal fertility goals is the ultimate level of success for me.

Through starting the business, have you learned anything particularly helpful or advantageous?

Lessons learned:

From starting my own business and medical practice, here is my advice: You have to be detail-oriented in your work and remain current on cutting-edge research and new technology.

I continuously discuss technological advances with my colleagues, I attend global conferences, I keep up to date with medical literature, and I am constantly sourcing new research and information. Why? It is necessary to stay ahead of the curve to be the absolute best at what you do.

Obstacles:

Something I had to learn the hard way is to keep a close eye on those involved with your business. When it comes to the finances of the business, you have to establish who you can trust.

People can be self-serving and take advantage. I have encountered scenarios like this throughout my career. It is necessary to uncover who has your best interest at heart versus who is only out to benefit themselves.

Retention. One major obstacle for the provider is retention because the field is highly competitive. The people who provide the technology are all highly compensated people who are well-trained and experienced. Personnel are in high demand.

We can train an embryologist and invest time and resources in the training and they can get offered five percent more as a salary with a competitor and leave. That is a problem in terms of retaining talent.

Unfortunately, there is nothing you can do to keep everybody forever. You have to keep training new people and have enough good people in your practice. There is a limit to how much you can increase your salary in any given year.

We have a high retention rate and a great environment and pay people very well. However, as with anything in life, there will always be someone who will offer them more. Do the best job you can to keep people happy and treat them well.

Learn from others' mistakes and don’t try to do it all yourself. To have an effective IVF lab that has the appropriate technology and personnel, you need a population based on a certain minimum number of people. The minimum is around a quarter of a million people. Smaller than that doesn’t work.

Stay current with technology. You have to remain current because our specialty like all specialties evolves and changes. If you don’t evolve and change with the times, you can become a dinosaur. You will fall by the wayside and be out of touch with technology advancements if you do not do this as a consistent practice. Always continue to learn about the newest technology and that becomes what you are known for.

Interact with people in your industry around the world. With the Internet, there is ample opportunity to network with colleagues. You don’t physically have to go to meetings. Online, you can read global research. Incorporate key learnings into your practice.

What platform/tools do you use for your business?

SCRC utilizes a variety of platforms and tools for increasing productivity and staying organized.

Our in-house CRM tool helps us keep track of our patient's medical status. We use our CRM to remain in consistent communication with them.

AirTable is a great platform for planning upcoming content for social media. We use AirTable to keep track of holidays and important dates and build out content calendars for the month. This ensures we remain true to brand messaging.

We also use Meta Business Suite to track our online activity, including ad spend, reach, audience analytics, and responding to all messages.

We also have an IVF app with a custom patient portal.

What have been the most influential books, podcasts, or other resources?

My work has been influenced by societal attitudes and needs in regard to reproductive technology. I have also been influenced by the important figures in the field I’ve had the honor of learning from.

In my fellowship training in London, I came to know a physician who was knighted in England named Sir Robert Winston. He was a role model to me. There was also a brilliant embryologist in Australia, where I did some of my training, named Alan Trounsen who taught me valuable insights.

Advice for other entrepreneurs who want to get started or are just starting out?

My best advice for entrepreneurs just starting out is don’t do it all yourself.

Understand that accepting support and help will be essential to establishing and growing your practice. You simply cannot do it all on your own. Even if you could, the quality would suffer.

There are experts and people who have been successful themselves to learn from. There are people to help with administrative tasks, legal responsibilities, human resources, and financing.

There are subject matter experts to do your sales and marketing. The list goes on. Learn to accept help.

Don’t skimp on quality.

A mistake I see people make is believing they can save money by hiring less expensive resources and using less expensive equipment. You have to understand that a lot of these outcomes are based on the individuals and their capabilities.

When it comes to talent and facilities, cutting corners will not yield the results you are looking for. You’re saving a few dollars initially, but at what cost in the long run?

For example, at my clinic, operations are more expensive than the average… but we have the best people running our labs.

“You get what you pay for” is the saying, and it’s true. I am results driven and know that successful results are worth the steeper initial investment. That’s how you come to be known as the best of the best.

As more people become aware of the availability and effectiveness of fertility treatments, the demand for fertility services increases. But the key is to reach people and let them know about their options.

The growing demand for fertility services is driven by several factors. Some of the reasons why there is a growing demand for fertility services include:

Delayed childbearing: Many people are choosing to delay having children until later in life, which can make it more difficult to conceive naturally and increase the need for fertility treatments.

Changing societal attitudes: As societal attitudes towards reproductive rights and family planning continue to evolve, more people are seeking out fertility services to help them achieve their family-building goals.

Medical conditions and infertility: Medical conditions such as polycystic ovary syndrome (PCOS), endometriosis, and male infertility can make it difficult to conceive naturally, increasing the need for fertility treatments.

The increased demand for fertility services is driven by a combination of social, technological, and medical factors that impact people's ability to conceive naturally. This shapes societal attitudes toward family planning and reproductive health.

My advice to aspiring entrepreneurs is that you need to know why someone needs what you have to offer. As the *why* changes over the years, you have to adapt your messaging to understand what has changed and why someone still needs what you can provide.

The second you lose track of this, you become disconnected from your own why as a practitioner.

Where can we go to learn more?

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