Veya Fertility, a Track client, went from about one free consultation booking a week to around 1.5 a day. The work made the clinic easier to find, to trust and to book. People now find Veya through Google and ChatGPT answers, each kind of patient lands on a page written for them with every price published in full, and booking works inside Instagram and Facebook’s in-app browsers.
Veya Fertility is a family-run London fertility clinic with Nigerian roots and thirty years of fertility care behind it, first in Lagos and now in London. Its founder, Dr Richard Ajayi, and his family had spent those years caring for African, Caribbean and South Asian families, the people mainstream fertility care was rarely designed around.
In a London market full of similar-looking clinic brands, that difference didn’t show, and about one person a week booked a free first consultation. The clinic asked Outfly to rebuild it from the ground up: a brand strategy, a new name and identity, a new website, the tracking to measure it and the marketing to launch it.
The work started with a Brandscape workshop at the clinic with its leadership team, which became a brand strategy built around five audiences: couples for whom parenthood carries real cultural expectation, couples weighing every decision against cost, solo mothers by choice, younger people thinking about egg freezing or a fertility check, and LGBTQ+ families who need specific pathways. Each one hesitates at a different point on the way to treatment, so the strategy sets out what each needs to hear to take the next step.
Outfly then scored London’s fertility clinics on the two things the workshop showed mattered most: cultural competence, and care across the whole path to treatment, beyond a single cycle of IVF. None of them scored highly on cultural competence. That open space became Veya’s position, fertility care built for you, not adapted for you, with the sign-off “With you, all the way”. A go-to-market strategy followed, covering market sizing, competitor pricing, keywords, channels, offers and the launch campaigns.
Outfly named the clinic Veya, from the Latin via, the way: a route walked with someone who knows it. A small terracotta dot inside the “a” of the wordmark returns across the brand as a seed, a sun and a full stop. A warm palette, a serif paired with a humanist sans and two illustration styles, one emotional and one medical, make Veya warm first and clinical underneath, from the website to the clinic’s reception wall and street gates.
Every treatment has its own page, from fertility assessments and IVF to egg and sperm freezing, IUI and donor and family-building, each walking through the steps involved, roughly how long each takes and what it costs. The website was designed in Figma and built in Webflow on a full design system, so the clinic’s team can add pages and content without a developer.
Fertility prices are hard to compare, because headline figures often leave out medication and fees, so every Veya price is published in full on its own page. So that search engines and AI assistants can read the site, the pages carry structured data for a medical clinic and FAQs marked up for search and AI answers, and the old domains redirect so earlier links still land. Cookie consent works with Google Tag Manager and Google Analytics, and every enquiry and booking form passes the clinic’s CRM the channel that brought the person in.
Veya Fertility, a Track client, went from about one free consultation booking a week to around 1.5 a day. The change came after the rebrand launched, and the growth work runs on Track month to month. Track by Outfly is a six-month, fixed-price growth programme from Outfly, a London strategy, brand and marketing company founded in 2010.
Paid social ads land on a page made for each audience, from a simpler IVF pathway to egg freezing for people planning ahead and a plain-English page on what IVF costs in London. Each one leads to the same first step, a free 15-minute consultation with a Fertility Specialist, with the price of everything after it already published. Other bookings arrive straight from the site, from Google and from ChatGPT answers. The booking calendar was tuned to work on iPhones and inside Instagram and Facebook’s in-app browsers, so a booking started from an ad can be finished there.
| Measure | Free consultation bookings |
|---|---|
| Before | About one a week |
| After | Around 1.5 a day |
| Period | Since the rebrand launched, 2026 |
| Where bookings come from | Paid social landing pages, the website, Google and ChatGPT answers |
Outfly also filmed Dr Ajayi answering the questions people ask before treatment, and cut the shoot into 30 short videos now publishing on TikTok and YouTube, with Instagram and Facebook to follow, alongside the regular organic posts. Appointment emails confirm, reschedule and remind every booking.
For the clinic, the CRM now shows which route each booking came from, so spend can follow the routes that work. If people find you but don’t book, start with where they leave. See what Track costs.
This is one client's result, and results vary.
Outfly took thirty years of caring for our families and made it visible. The brand and the website finally say who we are for, and ten times as many people now book a first consultation with us.
Outfly took thirty years of caring for our families and made it visible. The brand and the website finally say who we are for, and ten times as many people now book a first consultation with us.
Outfly rebranded Veya Fertility. It ran the Brandscape workshop, wrote the brand strategy, named the clinic Veya, created its identity, designed and built the website in Webflow, and set up its analytics and lead tracking. Outfly now runs the clinic’s marketing month to month on Track. Track by Outfly is a six-month, fixed-price growth programme from Outfly, a London strategy, brand and marketing company founded in 2010.
Veya is a family-run fertility clinic in London, built for the African, Caribbean and South Asian families that mainstream fertility care has tended to overlook. It offers fertility assessments, IVF, egg and sperm freezing, IUI and donor and family-building care.
Veya Fertility, a Track client, went from about one free consultation booking a week to around 1.5 a day after the rebrand launched. This is one client's result, and results vary. Outfly ran the work as a Track engagement, covering the brand, the website, campaign landing pages, booking tracking and content.
Make the clinic easy to find, easy to trust and easy to book. At Veya, that meant a page for every treatment and for each kind of patient, every price published in full, structured data and FAQs so Google and AI assistants can read the site, and one free first step with booking that works on phones and inside Instagram and Facebook’s in-app browsers. Bookings went from about one a week to around 1.5 a day. This is one client's result, and results vary.
Start from what a new patient is worth, then set the most you can afford to pay for one booked consultation and track it by channel from the first week. Spend follows the channels that come in under that figure. Veya’s own budget is not published here. Track by Outfly costs £5,000 a month plus VAT on Co-pilot or £10,000 a month plus VAT on Pilot, for a six-month minimum. Ad spend is paid on top, directly to the platforms.
Free 30-minute call with our senior team. A growth plan within a week, yours to keep.
