Every year, around 180 million aspiring parents experience fertility issues – that’s one in six couples. And globally, male fertility is declining. Sperm counts have decreased by 50% over the past 40 years. Despite this trend, less than 1% of the global population currently has access to fertility care.
Often, couples struggling to conceive turn to assisted reproductive technology such as in vitro fertilization (IVF), which can be expensive, inaccurate, slow and stressful. Ultimately, it still has a 75% chance of ending in disappointment.
Poor quality sperm causes conception problems. But traditional sperm count tests are only 30% accurate. Until now, there has been only one way to get a sperm test – via a lab. But the traditional testing process is outdated: a technician looks through a microscope and counts them.
Mojo Fertility’s co-founder Mohamed Taha experienced this personally, finding that three different labs returned different sperm count results – an experience he describes as “terrible.”
So, in 2017, Taha, Daniel Thomas, Fanny Chesa and Tobias Boecker founded Mojo Fertility to offer a better experience and eradicate human error from the testing process.
The company created a new piece of AI-based technology that can count sperm with 95% accuracy and compute sperm count, sperm motility and the integrity of the sperm’s DNA. But they needed help articulating the value proposition to clinics.
An EY team in Stockholm met Mojo’s founders, and together they began a brand development process and communications campaign targeting fertility labs in the Nordics.
But the EY team saw an opportunity to go much further – and target men directly.
Research showed that men only get a fertility test when they have problems conceiving. Mojo’s mission needed a pull as well as a push because only when men are worried about their own fertility will they explore it. Why not find a way to get them interested much sooner?