Primary IVF welcomes new name, Adora Fertility

Primary IVF, Australia’s leading provider of low-cost fertility services, has welcomed a fresh new look and name, rebranding to Adora Fertility.

The name Adora means ‘gift’ in Ancient Greek, reflecting the organisation’s mission to provide Australian couples with the precious opportunity to start a family. Combined with soft colours and a new logo, the brand was chosen to reflect the organisation’s passion for making IVF services accessible to more Australian couples.

Since opening its first clinic in 2014, Adora Fertility has helped more than 3000 couples start a family. Importantly, patients can typically expect out-of-pocket expenses of under $1,000 per cycle, less for individuals with private health insurance with all Medicare-eligible expenses, such as consultations, blood tests, fertility tests, ultrasound scans and fertility procedures, bulk-billed.

Jaime Simpson, Chief Executive – Adora Fertility, stated: “The Adora Fertility name and logo embody our empathy-led values and underscore our mission of being a family that helps create other families.

“It is important that our brand reflects the feeling that couples get when they walk into one of our clinics, meet our staff and pursue their dream of starting a family. We provide hope to couples who are struggling to conceive, particularly if cost is a barrier to them accessing fertility services.”

Dr Paul Atkinson, National Medical Director of Adora Fertility, believes Adora’s approach to low-cost IVF treatment, backed by quality embryology labs, has helped make a high standard of fertility care more accessible.

“We do not subscribe to any simplified or standardised approach to IVF treatment as a way of reducing costs. All couples at Adora Fertility receive a personalised approach to treatment that aims to give couples the best chance of creating a family.

“What’s more, Adora Fertility utilises modern treatment techniques and technology, with each clinic housing a network of multidisciplinary medical support services, an expert team of fertility nurses and scientists, and state-of-the-art laboratories,” commented Dr Atkinson.

Patients can access Adora Fertility’s services at one of four clinics, located in Sydney, Melbourne, Brisbane and Perth.

Find out more about affordable IVF at https://www.adorafertility.com.au/