Cost per enquiry
What a channel charges to produce one real enquiry, a form, call or message from a person. Not a click. It varies by country, language and treatment, so record it by market.
Fertility and medical-tourism clinics · Patient acquisition
Plan the international patients your budget can really bring.
For clinics in Cyprus that treat patients from the UK, Israel and across Europe. Work back from what a patient is worth to what you can afford per enquiry, by channel and by source country. Then check how many enquiries slip away before the first consultation.
5%Of fertility care in Europe estimated to involve cross-border patients, ESHRE fact sheet 20176
28%Of UK IVF cycles NHS-funded in 2024. Most UK patients pay privately, HFEA 20264
80%Of cross-border patients from Germany cited legal reasons for travel, ESHRE survey 20105
41Markets linked to Larnaca and Paphos by air in 2025, on 160 routes, Hermes Airports12
Tool 1 of 3 · The main tool
The patient acquisition planner.
Enter your monthly budget, how you split it, what an enquiry costs in each channel, and your own conversion rates. The planner shows how many patients that buys, what each one costs, and the most you can pay for an enquiry before a patient costs more than they are worth to you.
Patient acquisition planner
Runs in your browser. Nothing you type leaves this page.Budget and patient value
€
€
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Channels cost per enquiry: typical market range, not a Clickhouse quote
Search ads
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€
Social ads
%
€
Partner clinics and agents
%
€
Patient referral programme
%
€
Events and webinars
%
€
Source countries share of enquiries
%
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Verdict
Close to the line
A new patient costs a little more than you set aside. Small gains in reply speed or consultation booking usually close this gap faster than cheaper clicks.
- Enquiries a month
- 190
- Consultations
- 47
- Patients starting treatment
- 14
Cost per enquiry€63
Cost per consultation€253
Cost per patient€844
Affordable per enquiry€56
A patient is worth €5,000 to you, and you set aside 15% of that, so you can pay up to €750 per patient. With 25% of enquiries booking a consultation and 30% of those starting treatment, that is €56 per enquiry.
By channelCost per patient
- Search ads€4,800 · 69 enquiries · 5.1 patients€933Over limit
- Social ads€3,000 · 67 enquiries · 5 patients€600Within limit
- Partner clinics and agents€1,800 · 16 enquiries · 1.2 patients€1,467Over limit
- Patient referral programme€1,200 · 30 enquiries · 2.3 patients€533Within limit
- Events and webinars€1,200 · 8 enquiries · 0.6 patients€2,000Over limit
By source countryEnquiries · patients a month
- United Kingdom 40%76 · 5.7
- Israel 25%47 · 3.6
- Germany 10%19 · 1.4
- Other EU 15%28 · 2.1
- Rest of the world 10%19 · 1.4
Over a year at this pace: about 2,275 enquiries and 171 patients, €853,208 of treatment revenue before clinical costs, from €144,000 of marketing.
Assumptions. Enquiries per channel are that channel’s budget divided by its cost per enquiry. Consultations are enquiries times your consultation rate, and patients are consultations times your treatment-start rate, the same in every channel and country unless you change them. The cost per enquiry defaults (search €70, social €45, partners €110, referrals €40, events €150) are editable starting points: typical market range, not a Clickhouse quote. We found no published, traceable benchmark for fertility clinics, so replace them with your own figures. The €5,000 treatment value and the 15% acquisition share are an example clinic, not a market price. The affordable cost per patient is treatment value times that share. The affordable cost per enquiry is that figure times both funnel rates. Verdict bands: a cost per patient at or below the affordable figure is “within”, up to 125% of it is “close to the line”, and above 125% is “paying more than a patient is worth”. Shares that do not add up to 100% are scaled to 100%. A channel with a budget share but no cost per enquiry is left out of the totals. Inputs are capped at €5,000,000 a month, €50,000 per enquiry and €500,000 per patient, costs per enquiry below €1 count as €1, and rates run from 0 to 100%. The result says so whenever a cap or floor applies. Revenue is treatment revenue before clinical costs. The planner says nothing about clinical outcomes, and none of its figures is a success rate.
Figures · 16 rows, 12 Sourced, 4 Confirm
The rules and the numbers, traced to the people who wrote them.
Much medical-tourism writing online is vendor copy repeating vendor copy. Every row below goes back to the law, the regulator, the original survey or the platform’s own policy page. Where we could not confirm a figure at source, the row says Confirm and says why.
| Rule or benchmark | Value | Status |
|---|---|---|
| Cyprus law and regulator | Law 69(I)/2015, Ο περί της Εφαρμογής της Ιατρικώς Υποβοηθούμενης Αναπαραγωγής Νόμος, amended in 2015, 2016, 2018 and 2023. It sets up the Council of Medically Assisted Reproduction (CMAR), an 11-member body (section 5), and names the Ministry of Health as the competent authority.116 | Sourced |
| Age limit and clinic licensing: in force? | The consolidated text sets 53 in section 21(2) as the upper age for a woman and has CMAR license clinics (section 36). But transitional section 51(5) suspends sections 21(2) to 21(9), 36(1) to 36(5) and 36(7) until a Council of Ministers decision is published in the Gazette.1 In July 2024, Cyprus Mail reported the change from 50 to 53 as awaiting House approval.17 We found no such decision. Check the current status with CMAR. | Confirm |
| Advertising rules in the Cyprus law | Section 27 makes advertising surrogacy arrangements an offence and bans advertising to recruit donors or surrogates. Information on finding donors may come only from licensed units, CMAR or tissue establishments, with no mention of financial gain beyond lawful compensation. Penalties reach six months in prison or €35,000. We found no section on general clinic advertising.1 | Sourced |
| Donor identity in Cyprus | The donor’s identity is not disclosed to the people receiving treatment (section 33). Since an amendment, a clinic may disclose it to a child aged 18 or over who asks, if the donor consents.1 | Sourced |
| The HFEA and clinics abroad | The HFEA only regulates UK licensed clinics and says it has no powers overseas. Its guidance lists questions UK patients should ask a clinic abroad, including language barriers, a costed treatment plan and how success rates are calculated.2 | Sourced |
| Donor identity in the UK | Since 1 April 2005, people cannot donate sperm, eggs or embryos anonymously in the UK. At 18, a donor-conceived person can ask for the donor’s name, date of birth and last known address.3 | Sourced |
| Who pays for IVF in the UK | 28% of IVF cycles were NHS-funded in 2024, 25% in England, down from 35% in 2019. About 53,000 patients had IVF. HFEA, June 2026, with some figures marked preliminary.4 | Sourced |
| Scale of cross-border fertility care in Europe | A minimum of 24,000 to 30,000 cycles a year, involving 11,000 to 14,000 patients, extrapolated from a one-month survey of 1,230 forms (cycles) at 46 clinics in six countries (ESHRE, 2010; the paper’s discussion gives 44 clinics). The extrapolation assumes a factor of two, as the authors note.5 ESHRE’s 2017 fact sheet puts it at around 5% of all fertility care in Europe.6 | Sourced |
| Why fertility patients travel | ESHRE lists legal restrictions at home, long waiting lists (for example for egg donation in the UK), lower cost, and a more suitable framework such as donor anonymity.6 Share citing legal reasons in 2010: Germany 80.2%, Italy 70.6%, France 64.5%, Sweden 56.6%, the Netherlands 32.2%, the UK 9.4%.5 | Sourced |
| Egg donation in Germany | The Embryo Protection Act makes it an offence to transfer another woman’s unfertilised egg to a woman, section 1(1) no. 1, which rules out egg donation at home.7 | Sourced |
| Ad targeting on health | Google lists treatments for pregnancy and infertility under its sensitive Health category for personalised ads: advertiser-curated audiences such as Customer Match and your data segments are not supported.8 Meta removed detailed targeting options that reference health causes from 19 January 2022.9 | Sourced |
| Health details in an enquiry | Data concerning health is a special category under GDPR Article 9. Processing it needs one of the listed conditions, such as explicit consent for specified purposes.10 | Sourced |
| Official medical-tourism figures for Cyprus | None found. CYSTAT’s monthly release splits purpose of visit into holidays, visiting friends and relatives, and business. Arrivals in 2025: 4,534,073. In December 2025, Israel (19.1%) and the UK (19.0%) were the largest sources.11 Larnaca and Paphos handled 13.75 million passengers in 2025, on 160 routes to 41 markets.12 | Sourced |
| Non-stop flight times to Larnaca or Paphos | About 1 hour from Tel Aviv, 3.5 to 4 hours from Frankfurt, 4.5 to 5 hours from London. Read from flight trackers and timetable aggregators, not from airline schedules, and some routes are seasonal. We are checking them against airline timetables. | Confirm |
| Reply speed and lead qualification | A 2011 Harvard Business Review study of 2,241 US firms is widely quoted: an average first reply of 42 hours, and leads contacted within an hour about seven times as likely to qualify as those contacted even an hour later.15 We could not read the full article at source, and it measured business sales leads, not patients. | Confirm |
| Cost per enquiry for fertility clinics | No published benchmark that traces to a named study, for Cyprus or for fertility clinics. The planner’s defaults are editable starting points, labelled typical market range, not a Clickhouse quote. | Confirm |
Sources
- Republic of Cyprus, Law 69(I)/2015 on the application of medically assisted reproduction, consolidated with amendments 194(I)/2015, 92(I)/2016, 113(I)/2018 and 166(I)/2023, sections 2, 5, 21, 27, 33 and 36, Greek text. Cyprus Bar Association, CyLaw. cylaw.org/nomoi/enop/non-ind/2015_1_69. Checked 20 Oct 2026.
- Human Fertilisation and Embryology Authority, “Fertility treatment abroad”. hfea.gov.uk/treatments/explore-all-treatments/fertility-treatment-abroad. Checked 20 Oct 2026.
- HFEA, “FAQs for donors, donor-conceived people and their parents”, updated October 2025. hfea.gov.uk/donation/donors/faqs. Checked 20 Oct 2026.
- HFEA, “Fertility treatment 2024: trends and figures”, 16 June 2026. hfea.gov.uk, fertility treatment 2024. Checked 20 Oct 2026.
- Shenfield, de Mouzon, Pennings, Ferraretti, Nyboe Andersen, de Wert, Goossens and the ESHRE Taskforce on Cross Border Reproductive Care, “Cross border reproductive care in six European countries”, Human Reproduction 25(6), 2010, Table IV and discussion. doi.org/10.1093/humrep/deq057. Checked 20 Oct 2026.
- ESHRE, fact sheet 1, “Cross border reproductive care”, January 2017. eshre.eu, fact sheet 1. Checked 20 Oct 2026.
- Federal Republic of Germany, Embryonenschutzgesetz (Embryo Protection Act), section 1. gesetze-im-internet.de/eschg/__1.html. Checked 20 Oct 2026.
- Google Ads policy help, “Health in personalized advertising”. support.google.com/adspolicy/answer/16701855. Checked 20 Oct 2026.
- Meta for Developers, “Updating Meta’s detailed targeting options”, 8 December 2021. developers.facebook.com/blog, December 2021. Checked 20 Oct 2026.
- Regulation (EU) 2016/679 (GDPR), Article 9, read in the consolidated text at gdpr-info.eu. gdpr-info.eu/art-9-gdpr. Checked 20 Oct 2026.
- Cyprus Statistical Service (CYSTAT), “Tourist arrivals and returns of residents of Cyprus from trips abroad: December 2025”, press release, 19 January 2026. library.cystat.gov.cy, December 2025. Checked 20 Oct 2026.
- Hermes Airports, “Cyprus airports reach all-time high passenger traffic in 2025”, 16 January 2026, on its Routes Online profile. routesonline.com, Hermes Airports. Checked 20 Oct 2026.
- Office for National Statistics, “Language, England and Wales: Census 2021”, 29 November 2022. ons.gov.uk, Census 2021 language. Checked 20 Oct 2026.
- European Union, country profiles, “Official EU language(s)” for Germany, France, Italy, Sweden, the Netherlands, Poland and Cyprus. european-union.europa.eu, EU countries. Checked 20 Oct 2026.
- Oldroyd, McElheran and Elkington, “The Short Life of Online Sales Leads”, Harvard Business Review, March 2011. Abstract read, figures from secondary reports. hbr.org, March 2011. Checked 20 Oct 2026.
- Council of Medically Assisted Reproduction (CMAR), “The Law”, listing Law 69(I)/2015 and its amendments to 166(I)/2023. cmar.org.cy/en/law_eng. Checked 20 Oct 2026.
- Cyprus Mail, “Cabinet approves updated fertility plan”, 3 July 2024: upper age to rise from 50 to 53, subject to House approval. cyprus-mail.com, July 2024. Checked 20 Oct 2026.
Original evidence · Clickhouse synthesis, October 2026
The international patient’s journey, and what the clinic must publish at each stage.
Seven stages, from the first search at home to follow-up after treatment abroad. For each one: the question the patient is asking, what the clinic needs to have published or ready, and where that requirement comes from. It is our synthesis of the sources on this page, not a study of patients.
- 1
First search at home
“Can I have this treatment abroad, and am I eligible?”
Publish
- One answer-first page per treatment, in each source market’s language
- Eligibility in plain words. Check any age limit with CMAR first: the law’s limit of 53 is suspended until a Council of Ministers decision is published1
- The regulator’s name, CMAR, and the clinic’s standing with it
Why
ESHRE’s list of reasons to travel starts with the law at home.6 Patients check eligibility before anything else.
- 2
Shortlist and compare
“What will it cost in total, and can I trust their numbers?”
Publish
- Price ranges with what each includes, not a headline price
- If any outcome figures appear, how they are calculated and for whom
- The donor-identity rules, stated without spin
- 3
First enquiry
“Will someone answer me, in my language, today?”
- 4
Remote consultation
“How do I book, and what do I send beforehand?”
Have ready
- Online booking for a video consultation, in the patient’s time zone
- One secure way to send test results and records
Why
Every extra step between enquiry and consultation is a place to lose a patient you have already paid to reach. The planner shows what that rate is worth.
- 5
Plan and decision
“How many trips, how many days, and what exactly am I paying for?”
Send
- A written, costed treatment plan
- The number of trips and days in Cyprus
- How embryos are stored, and for how long
Why
These are on the HFEA’s list of questions to ask a clinic abroad: a costed plan, how often you must travel, and embryo storage.2
- 6
Travel and treatment
“Who meets me, and who do I call if something worries me?”
Have ready
- The same named coordinator from enquiry to departure
- Practical travel notes for Larnaca and Paphos arrivals
Why
Cyprus is well connected, with 160 routes to 41 markets in 2025,12 so the trip is rarely the barrier. Uncertainty is.
- 7
Home and follow-up
“Who looks after me now, and what will my child be able to know?”
Publish and send
- An aftercare letter the patient’s own doctor can read
- What donor information exists and how a child aged 18 can ask for it
Method. We read the Cyprus law, the HFEA’s guidance for patients going abroad, ESHRE’s cross-border survey and fact sheet, and the GDPR article on health data, and mapped each requirement to the moment in the journey where a patient meets it. Where a stage rests on our own judgement, the “why” says so.
Limits. This is a synthesis, not a survey of patients, and real journeys loop back and skip stages. It is marketing guidance, not legal or medical advice. Check what CMAR requires before you publish anything about treatments or donors.
Explained
Six things that decide what an international patient costs.
Most clinics know their monthly budget and little else. These are the figures that turn a budget into a plan, and the ones to start recording this month if you do not have them yet.
Consultation rate
The share of enquiries that book a consultation. It is the number a clinic controls most directly, through reply speed, language and an easy booking path.
Treatment-start rate
The share of consultations that go on to start treatment. Clear pricing and a written plan move it. Pressure does not, and has no place in fertility care.
Treatment value
The average revenue per patient from your own accounts, for patients who start treatment, including any further cycles you can reasonably expect. Not a figure from a price list.
Affordable cost per enquiry
Treatment value, times the share you will spend to win a patient, times both funnel rates. Above this line, a channel costs more than its patients are worth to you.
Language coverage
Whether each source market can speak to someone in its own language. A market without it pays full price for enquiries that rarely become consultations.
The rules
What Cyprus law says about fertility advertising, and what it does not.
The Cyprus law on medically assisted reproduction, Law 69(I)/2015, has one article on advertising, and it is narrower than many clinics assume.1 Section 27 makes it an offence to advertise a surrogacy arrangement, and since a 2023 amendment it bans advertising to recruit egg or sperm donors or surrogates. Information about finding donors may come only from licensed clinics, CMAR or tissue establishments, and it must not mention any financial gain beyond the compensation the law allows.
The law does not say how a clinic may advertise IVF itself. That silence is not permission.Clickhouse reading of section 27, October 2026
Section 27 also refers clinics to the medical registration laws and the code of medical ethics, which we have not reviewed for this page. Two other limits come from the ad platforms, not the law: Google treats infertility treatment as a sensitive health category for personalised ads,8 and Meta removed health-cause targeting in 2022.9 Plan on reaching people by what they search for and read, not by who the platform thinks they are.
Guidance, not legal advice. Ask your own lawyer and CMAR before publishing donor or surrogacy material.
UK patients
What a UK patient brings to the first conversation.
Among all tourist arrivals to Cyprus, the UK and Israel led arrivals in December 2025.11 UK patients arrive with expectations set by their own regulator. Most of them pay privately at home: only 28% of UK IVF cycles were NHS-funded in 2024.4 So they are comparing you with a UK private clinic, not with a free option.
What they are used to
A regulator that publishes clinic data and licenses every UK clinic.
Donors identifiable to the child at 18, since April 2005.3
The HFEA gives UK patients a list of questions to ask any clinic abroad. Treat it as your brief: answer each question on your site before the patient has to ask. A clinic that has already answered the regulator’s questions looks like a clinic that expected them.
Honest framing
When more marketing is not your priority.
A bigger budget multiplies whatever the clinic already does with an enquiry. If that is a slow reply in the wrong language, more budget buys more of it. Hold the spend if:
- Replies take a day or more, or nobody tracks how long they take. Fix the first reply first. The speed check below shows where.
- A source market has no coordinator in its language. Pages and a person come before ads.
- You cannot say what one patient is worth, because enquiries are not logged by country and channel. Log three months first.
- Your treatment capacity is full. Enquiries you cannot treat this year cost money and goodwill.
- Your pages promise outcomes. Rewrite them first. Patients compare claims, and the HFEA warns them about figures presented in flattering ways.2
For everyone else, the cheapest patients usually come from fixing the funnel, not from cheaper clicks.
Worked examples · Run through the planner
Three Cyprus clinics, three different first moves.
Illustrative composites, not clients. The cost per enquiry figures are example inputs, and every result comes from the planner and speed check on this page.
The budget was fine. The split was not.
€1,047to €632 per patient
€8,000 a month: 60% search at €85 an enquiry, 30% social at €50, 10% referrals at €35, partners and events at 0%. 20% of enquiries book a consultation and 30% start treatment. Treatment value €4,800, with 15% for acquisition, so the limit is €720 a patient. The planner shows 127 enquiries and 7.6 patients a month at €1,047 each: over the line.
The moveShift to 35% search, 45% social and 20% referrals, and publish price ranges and a costed plan so 28% book a consultation. 151 enquiries, 12.7 patients, €632 each, within the limit.
Cheap enquiries, slow replies.
76to 26 on the leak score
€6,000 a month: 30% search at €40 an enquiry, 70% social at €25, other channels at 0%. That brings 213 enquiries, the most of the three. But replies come next day, nobody covers weekends, coordinators speak English only, booking needs a phone call and enquiries go to a shared inbox (other speed-check answers as the example). Only 12% book a consultation and 25% of those start treatment. Treatment value €4,200 with 15% for acquisition, a €630 limit. 6.4 patients at €939 each.
The moveSame-hour replies, a Hebrew-speaking coordinator on a weekend rota, online video booking and one named contact (the best answer on questions 1 to 5) take the leak score from 76 to 26. If the consultation rate reached 24%, the same budget would bring 12.8 patients at €469 each.
A donor programme in two languages.
€1,132to €1,021 per patient
€10,000 a month: 40% search at €90 an enquiry, 40% partner agents at €140, 20% events at €180, social and referrals at 0%. 30% book and 35% start treatment, at a treatment value of €7,500 with 15% for acquisition, a €1,125 limit. 84 enquiries and 8.8 patients at €1,132: just over.
The moveDrop the events and split the budget 55% search, 45% partners, and publish German and Swedish pages that state the Cyprus donor rules plainly. 93 enquiries, 9.8 patients at €1,021 each. The market table below shows why those pages matter for these two countries.
Tool 2 of 3
Source-market fit: what each country needs before it gets budget.
Pick the countries your patients come from. Each card shows the language you need to cover, the flight, how many patients from there cited legal reasons for travelling in ESHRE’s survey, what they tend to compare, and what to publish for them.
Source-market fit table
Facts stamped Sourced or Confirm, card by card.Flight times are approximate and marked Confirm: check current airline schedules, since some routes run only in summer. “Patients typically compare” is Clickhouse synthesis, marked Confirm, with a footnote where a point rests on a source.
3 markets selected
3 languages to cover: English, Hebrew, German.
Every market needs pages and a coordinator in its own language before it gets budget. English alone reaches the UK, and only some readers elsewhere.
United Kingdom
LondonLarnaca · Paphos
- Language
- English. English (or Welsh in Wales) is the main language of 91.1% of residents aged 3 and over in England and Wales, 2021 Census13 Sourced
- Non-stop flight to Cyprus
- About 4.5 to 5 hours Confirm
- Cross-border patients from here citing legal reasons, ESHRE 2010
- 9.4% of patients5 Sourced
- Patients typically compare
- Price against UK private clinics, since only 28% of UK IVF cycles were NHS-funded in 20244
- Donor identity: UK donors since April 2005 are identifiable at 18, Cyprus donors are not named by default3
- How any success figures are calculated, the way the HFEA tells patients to ask2
- Publish for this market
- A costed plan in pounds and euros, the donor-identity difference in plain words, and the number of trips
Israel
Tel AvivLarnaca · Paphos
- Language
- Hebrew. Hebrew is the state language. Arabic has a special status under the 2018 Basic Law Confirm
- Non-stop flight to Cyprus
- About 1 hour Confirm
- Cross-border patients from here citing legal reasons, ESHRE 2010
- Not in the survey
- Patients typically compare
- A short trip against treatment at home
- Hebrew-speaking coordination before and after travel
- Donor programme availability and waiting times
- Publish for this market
- Hebrew pages for the main treatments and a Hebrew-speaking coordinator named on the site
Germany
FrankfurtLarnaca · Paphos
- Language
- German. Official EU language14 Sourced
- Non-stop flight to Cyprus
- About 3.5 to 4 hours Confirm
- Cross-border patients from here citing legal reasons, ESHRE 2010
- 80.2% of patients5 Sourced
- Patients typically compare
- Egg donation, which German law prohibits at home7
- German-language medical consultations
- Laboratory standards and how embryos are stored
- Publish for this market
- German pages on donor programmes that state the Cyprus rules plainly, without comparing laws as a sales point
Assumptions. Languages for EU countries are the official EU languages in each country’s EU profile. For the UK, the 2021 Census figure covers England and Wales. Israel’s entry is read from a translation of the 2018 Basic Law and marked Confirm. The legal-reasons share comes from ESHRE’s 2010 survey of 1,230 forms (cycles) from cross-border patients at clinics in six other European countries, not in Cyprus, so it describes why people from each country travel, not why they choose Cyprus. Israel and Poland were not reported in that table. Flight times are rounded ranges for non-stop flights from the capital or main hub. The comparison notes are our synthesis of what patients from each market ask about, and should be checked against your own enquiry log.
Tool 3 of 3
The enquiry-handling speed check.
Twelve questions on what happens after an enquiry arrives. The leak score runs from 0, nothing slipping through, to 100, most paid enquiries lost before a consultation. The answers start preset to a typical clinic, so a result shows first.
Enquiry-handling speed check
Weights 1 to 3. First reply and language count most.Leak score
56of 100, lower is better
Leaking enquiries
You are likely losing patients you have already paid to reach. Fix these before you raise the budget.
Fix firstPoints
- 1Let patients book a video consultation online, with time slots shown in their own time zone.8.7
- 2Give each main source market a coordinator who speaks its language, and say so on the site.6.5
- 3Reply to every new enquiry within an hour in working time, with a named person and a next step.5.2
- 4Cover evenings and weekends with an on-call coordinator or a staffed messaging rota.5.2
- 5Ask explicit consent before taking health details, and keep them out of personal phones and open inboxes.4.3
- 6Assign one named coordinator at the first reply and keep them through travel and follow-up.4.3
5 smaller fixes not shown. Points are how much each answer adds to the score.
How it scores. Each answer carries a leak value from 0 (no loss) to 1 (worst case): the best answer is 0, middle answers 0.4 to 0.8. Each question has a weight: 3 for the first reply and language coverage, 2 for out-of-hours cover, booking, a named coordinator, a costed plan, follow-up, tracking and consent, and 1 for trips and days, records transfer and published prices. The score is the weighted leak as a share of the maximum, times 100. Bands: under 20 is tight handling, 20 to under 40 some leaks, 40 to under 60 leaking enquiries, and 60 or more major leaks. The gate: if the first reply takes longer than a day or is not tracked, the score stays at 60 or above. The lift from the gate is not shown as points in the fix list. An unanswered question counts as the worst case. The fix list ranks gaps by the points they add. The weights are Clickhouse judgement, not a published standard. The reply-time evidence most often quoted measured business sales leads, not patients, and is marked Confirm in the figures table.
Process
From a budget to a patient pipeline, in four steps.
Measurement first, then the leaks, then the pages, and only then the spend.
Weeks 1 to 2
Baseline the funnel
Log every enquiry for the last three months by country, channel, reply time and outcome, and run the planner on your own rates.
If the log does not exist, start it today. Four weeks of real data beats any benchmark.Weeks 2 to 4
Fix the leaks
First reply within the hour, weekend cover, a named coordinator, online consultation booking and consent wording for health details.
Re-run the speed check when each fix is live.Months 2 to 3
Build each market’s pages
Answer-first treatment pages in each main language, price ranges, the regulator, the donor rules and the number of trips.
Have a native speaker review every page, and check donor material against section 27.Months 3 to 6
Fund what converts
Move budget to the channels and markets below your affordable cost per enquiry, and review the split every month.
Judge a channel on patients, not enquiries. Allow for the weeks between enquiry and treatment start.
Questions
What fertility clinics ask about international patients.
01How much should an IVF clinic spend to win one international patient?
Work it out from the patient, not from the market. Take the average treatment value, decide what share of it you will spend on acquisition, and that is your limit per patient. Multiply by your consultation rate and your treatment-start rate to get the most you can pay per enquiry. At €5,000, 15%, 25% and 30%, that is €750 a patient and about €56 an enquiry.
02What is a good cost per enquiry for a fertility clinic?
We found no published benchmark for fertility clinics that traces to a named study, so treat any figure you see quoted with care. A good cost per enquiry is one below your own affordable cost per enquiry, which depends on your treatment value and conversion rates. The planner on this page calculates it from your figures.
03Can fertility clinics in Cyprus advertise?
The assisted reproduction law, Law 69(I)/2015, does not set rules for advertising IVF in general. Its section 27 makes advertising surrogacy arrangements an offence and bans advertising to recruit donors or surrogates, with information on donors allowed only from licensed clinics, CMAR or tissue establishments. Other rules, such as the medical code of ethics, may apply. This is guidance, not legal advice.
04Who regulates IVF clinics in Cyprus?
The Council of Medically Assisted Reproduction (CMAR), an 11-member body set up under section 5 of Law 69(I)/2015. The law gives it the power to license clinics under section 36, but transitional section 51(5) suspends most of that section until a Council of Ministers decision is published in the Gazette, and we found none. The Ministry of Health is the competent authority. Check the current position with CMAR.
05Does the HFEA regulate clinics in Cyprus?
No. The HFEA says it only regulates UK licensed fertility clinics and has no powers overseas, so it cannot help a UK patient if something goes wrong abroad. It does publish a list of questions UK patients should ask a clinic abroad, and a clinic that answers them on its site makes the patient’s checks easier.
06Are egg and sperm donors anonymous in Cyprus?
By default, yes. Section 33 of the law says the donor’s identity is not disclosed to the people receiving treatment. Since an amendment, a clinic may disclose it to a child aged 18 or over who applies, if the donor consents. In the UK, donors have been identifiable to the child at 18 since April 2005, so explain the difference plainly to UK patients.
07What is the age limit for IVF in Cyprus?
It is not settled. The consolidated text of Law 69(I)/2015 sets 53 in section 21(2) as the upper age for a woman. But section 51(5) suspends that provision until a Council of Ministers decision is published, and in July 2024 the change from 50 to 53 was reported as awaiting House approval. Check the current status with CMAR before you publish an age limit, and do not target advertising beyond it.
08Where do fertility patients travel to Cyprus from?
There is no official count. CYSTAT’s monthly release splits purpose of visit into holidays, friends and relatives, and business. Among all tourist arrivals, Israel and the UK were the two largest sources in December 2025, and the island’s airports link to 41 markets. Your own enquiry log is the only reliable source for your clinic.
09Can I target fertility ads at people by health interest on Google or Meta?
Mostly not. Google lists treatments for pregnancy and infertility under its sensitive Health category for personalised ads, and does not support Customer Match or your data segments for them. Meta removed detailed targeting options referencing health causes in January 2022. Reach people through what they search for, the pages they read, and locations and languages.
10How fast should a clinic reply to an IVF enquiry?
Within the hour in working time, from a named person who can answer in the patient’s language. The study most often quoted on reply speed, from Harvard Business Review in 2011, measured business sales leads, not patients, and we mark it Confirm. The case for speed in a clinic is our judgement, not a measured fact: a patient who writes to several clinics is more likely to book with one that answers quickly and well.
11Should we publish IVF prices on our website?
Publish price ranges with what each includes. The HFEA tells UK patients to ask for a costed treatment plan and to compare whole packages, not headline prices, so a clinic that shows this openly answers the question before it is asked. Keep the full plan for after the consultation.
12Should we publish success rates to attract patients from abroad?
Be very careful. The HFEA warns patients that there are many ways to present success data and that a clinic’s patient mix changes its figures. Never promise outcomes. If you publish any figure, say exactly how it is calculated, for which patients and which years. This page makes no success-rate claims and its planner does not use them.
13How should we handle health details patients send in an enquiry?
Treat them as special category data. GDPR Article 9 prohibits processing health data unless a condition applies, such as explicit consent for a specified purpose. Ask for consent before taking details, keep them in a secure system rather than personal phones or open inboxes, and tell patients how to send records safely.
14When is more advertising the wrong first step for a fertility clinic?
When replies are slow, when a source market has no coordinator in its language, when you cannot yet say what a patient is worth, when treatment capacity is full, or when your pages promise outcomes. Fix those first. More budget multiplies whatever happens to an enquiry today.
Free playbook
The international enquiry playbook we use with clinics.
- Enquiry log template by country and channel
- First-reply script with trips and days
- Costed treatment plan outline
- Consent wording checklist for health details
- Language and coordinator plan per market
- Monthly planner sheet with your own rates
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Who built this tool
Clickhouse Media, Nicosia.
Clickhouse is a strategy-first marketing agency. Decisions before deliverables: we decide which patients a clinic should be known for, in which markets, then build the pages, the channels and the enquiry handling that bring them. We measure the result in enquiries, patients, revenue and margin, not likes.
Based inNicosia, Cyprus
Works withClinics in Cyprus and their patients’ home markets
LanguagesEnglish and Greek
Websiteclickhouse.media
MethodEvery figure traced to its source, the law read in the original Greek, re-checked each quarter