Behind the billion-dollar fertility industry: A bouquet of hope

For a moment, I panicked. Am I dreaming?

I was standing at the entrance of a massive Exhibit Hall—the kind I'd navigated throughout my software career. Bright lights. Towering booths. Free swag. Coffee stations designed for "drive-by networking."

Some people thrive in this environment. I never did.

But this time, I wasn't here to sell anything.

I was here as a former patient. Now an author and IVF advocate.

This was the American Society for Reproductive Medicine (ASRM) Scientific Congress, held in San Antonio this week—the epicenter of research, innovation, and business in fertility medicine.

𝗔𝗻𝗱 𝗺𝗮𝗸𝗲 𝗻𝗼 𝗺𝗶𝘀𝘁𝗮𝗸𝗲: 𝗶𝗻𝗳𝗲𝗿𝘁𝗶𝗹𝗶𝘁𝘆 𝗶𝘀 𝗯𝗶𝗴 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀.

The global fertility market was valued at $36.5 billion in 2024 and is projected to reach $85+ billion within a decade. The U.S. accounts for roughly a third.

I walked the aisles, passing vendors showcasing donor databases, AI embryo selection, cryogenic storage, medications, benefit providers, and clinic software.

It struck me how similar the landscape felt: Instead of optimizing client data or supply chains, the mission here is optimizing family building.

The stakes could not be more different, but the environment felt the same. Sales. Promotional Videos. Games. Demos.

𝗧𝗵𝗲𝗻 𝗼𝗻𝗲 𝗯𝗼𝗼𝘁𝗵 𝘀𝘁𝗼𝗽𝗽𝗲𝗱 𝗺𝗲 𝗶𝗻 𝗺𝘆 𝘁𝗿𝗮𝗰𝗸𝘀.

𝗜𝘁 𝘄𝗮𝘀 𝗮 𝗳𝗹𝗼𝗿𝗮𝗹 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗽𝘂𝘁 𝗼𝗻 𝗯𝘆 𝗙𝗲𝗿𝗿𝗶𝗻𝗴 𝗣𝗵𝗮𝗿𝗺𝗮𝗰𝗲𝘂𝘁𝗶𝗰𝗮𝗹𝘀, 𝗰𝗮𝗹𝗹𝗲𝗱 𝗕𝗹𝗼𝘀𝘀𝗼𝗺𝘀 𝗼𝗳 𝗛𝗼𝗽𝗲. Flowers arranged by color encircled stations where attendees could build a bouquet.

We were invited to select stems from each color group and write a message of support on a paper vase.

Messages of grief. Messages of resilience. Messages of encouragement.

The bouquets were displayed together on a massive wall.

As a marketer, I recognized instantly how powerful this was: A tactile, visual, emotionally resonant brand experience—simple, intentional, unforgettable.

As someone who spent ten years trying to become a mother, it hit me differently.

Behind every new technology at this conference… Behind every clinical innovation and groundbreaking study… Behind every statistic, every patent, every pitch deck…

Is someone suffering with infertility.

Women and men navigating the most painful journey of their lives.

Couples grieving what they thought their story would look like.

Single mothers by choice summoning the courage to take their next step.

Families hoping. Waiting. Trying again.

It reminded me that while the industry is enormous, the experience is deeply personal.

And that's why events like this matter. It’s not just about the science or the emerging technologies. We need to remember why any of this exists in the first place.

𝗕𝗲𝗰𝗮𝘂𝘀𝗲 𝗶𝗻𝗳𝗲𝗿𝘁𝗶𝗹𝗶𝘁𝘆 𝗶𝘀 𝗮𝗻 𝗲𝗽𝗶𝗱𝗲𝗺𝗶𝗰.

So yes, infertility is a global market with billion-dollar exhibitors.

But it is also a quiet bouquet of hand-picked flowers pinned to a wall.

A moment of recognition.

A moment of solidarity.

A moment that whispers: There is hope.

I brought one beautiful rose home with me as a reminder of their stories. This is the message that will stay with me.