Fertility is front and centre in general practice
Fertility has become a routine topic in general practice according to the AusDoc survey “Navigating Fertility Discussions and Referrals: Do GPs have the tools and support they need?” (2025), with 88% of GPs reporting discussing fertility-related issues with patients on a regular basis.
This firmly positions GPs on the frontline of fertility care, often serving as the first touchpoint for patients navigating infertility, conception timing, reproductive concerns and more.
But while the conversations are frequent, confidence levels among GPs are not as strong. Many clinicians report a lack of clarity when it comes to referral pathways, treatment options, and clinic relationships. The result? A fragmented and inconsistent patient journey that can leave both doctors and patients feeling unsupported.
A market gap: 49% of GPs don’t have a preferred fertility clinic
Despite the importance of timely referrals, just 51% of GPs say they have a preferred fertility clinic or specialist they work with driven by factors such as:
- “Previous successful patient outcomes and patient feedback”
- “Readily available appointments, affordable, prompt letter back [to the GP]”
- “Has visited the practice, met him, good patient feedback and always available for advice”
- “Accessible location and cost”
The remaining 49% are operating without a clear referral pathway, a striking indicator of how disconnected many GPs feel from the fertility care ecosystem.
In fact, only 14% said they “… receive updates or other communication directly from fertility clinics or specialists about new treatments, research, or referral processes.”
For fertility clinics and specialist providers, this represents a major commercial and engagement opportunity. Nearly half the GP market remains undecided when it comes to fertility referrals, meaning there’s strong potential to build new relationships and earn trusted-referrer status.
“We need up-to-date guidelines and more communication from clinics.”
When asked “How do you decide where to refer a patient for fertility treatment?”, ‘Patient preference’ (75%) was the main factor, followed by ‘Specialist expertise’ (46%), ‘Previous successful patient outcomes’ (43%) and ‘clinic reputation’ (42%) all scored highly.
Challenges faced when referring patients for fertility treatments?
Cost is the biggest barrier: 90% of GPs say fertility treatment is too expensive for patients.
When asked about the key barriers in managing fertility care, 90% of GPs identified the ‘cost of treatment for patients’ as the top concern, far outweighing other factors like ‘long wait times’ (25%) or ‘lack of clear referral pathways’ (19%). This underscores a critical need not just for better GP education, but for clinic-led communication that also supports patients in navigating affordability and access.
Education is the bridge: A clear demand for practical, CPD-aligned learning
GPs aren’t just looking for referral options, they’re actively seeking knowledge. GPs are clear that their current level of support is insufficient, and they’re looking to fertility specialists to fill the void.
The survey highlights strong demand for ongoing, relevant education to help them stay current and confident in fertility care:
- “More contact time, single point of contact for specialists, and direct communication would help.”
- “Communication back from the specialist is crucial for patient care and also education purposes”
When asked how they’d like to stay informed about fertility treatment and referral processes, GPs identified four preferred formats:
- 58% want independent webinars or online training — self-paced, accessible, and CPD-relevant like those delivered across the AusDoc platform.
- 45% like in-person seminars / education events — interactive learning, and direct engagement with specialists.
- 43% prefer email updates directly from fertility specialists — focused, digestible insights delivered to their inbox.
- 41% are open to in-practice lunch meetings — more traditional, relationship-building sessions.
These preferences reveal a key opportunity for fertility clinics, with GPs actively seeking knowledge that is delivered in ways that are time-efficient, evidence-based, and relevant to general practice.
The opportunity: Fertility clinics as trusted educators and clinical partners
For fertility clinics, this is more than an engagement opportunity, it’s a chance to position themselves as trusted clinical partners. By investing in practitioner education, fertility clinics can:
- Build stronger relationships with GPs, increasing the likelihood of consistent referrals.
- Clarify their value proposition, ensuring GPs understand their approach to treatment, patient care, and communication.
- Reduce misinformation, equipping GPs with accurate, up-to-date knowledge that directly supports better patient outcomes.
“Writing back to GPs about the plan and progress of patients would be valuable.”
This lack of feedback creates uncertainty and erodes trust—two factors that could easily be remedied by proactive, consistent engagement from clinics.
Commercial upside: Trusted educators win mindshare
Clinics that step up as educators stand to gain more than goodwill, they build brand affinity and long-term loyalty. For time-poor GPs, the provider that educates them, updates them, and makes referrals easy is likely to become the provider they trust most.
“Need more consultants in the region and more updates about local services.”
In a market where educational access and professional trust are currency, fertility clinics that better meet GP needs will become the go-to names in fertility care.
Contact us
Looking to run a campaign and engage doctors with confidence? For further information, contact us to discuss how AusDoc can support you with the reassurance you need.
Source:
AusDoc survey: Navigating fertility discussions and referrals: Do GPs have the tools and support they need? 2025 (April) (n = 246)
This article was written with the assistance of AI