SCOPING REVIEW: MARKETING STRATEGY OF IN VITRO FERTILIZATION (IVF)

IVF or In Vitro Fertilization (IVF) is a new service program so to increase consumer or patient interest, a marketing strategy is needed that can increase the number of consumers themselves. This research uses the scoping review method to determine the marketing of test tube babies or IVF by formulating questions using the concepts P (Indonesia and Overseas), C (Marketing Strategy), and C (IVF). The results show that the promotion of In Vitro Fertilization (IVF) services is more efficient by using promotions on social media, distributing brochures, collaborating with ob-gyn doctors, and placing advertisements on websites related to IVF or IVF services. Promotion of IVF or IVF services is carried out to increase the number of users or patients who use these services. Several promotional media are considered capable of attracting customers to use IVF or IVF services, including promoting on social media, distributing brochures, collaborating with ob-gyn doctors, and placing advertisements related to IVF or IVF services on websites.


INTRODUCTION
In Vitro Fertilization also known as IVF is a process of fertilizing a woman's egg cells by male spermatozoa.In Vitro means outside the body.So in vitro fertilization means the process of fertilization of a woman's egg cells by male spermatozoa which occurs outside the body.In Vitro Fertilization (IVF) is a new technique or method that can provide importance for infertile couples.IVF can change the paradigm of thinking about family life for the better so that mothers can get pregnant.IVF is the cultivation (culture) in the laboratory of the results of sowing (insemination) of male germ cells (spermatozoa) into egg cells (oocytes) which are taken by suction (aspiration) of mature egg sacs (follicles) from the ovaries (ovaries) to form embryos, which will be followed by a transfer of the embryo into the uterus through the cervical canal (Wulaningsih, 2021;Zahrowati, 2018).
The results of Yesica, et al's research say that to market the IVF program, which is considered a new program, hospitals need to apply the 7Ps in marketing IVF products, namely products where the hospital needs to provide inpatient and outpatient services for the test tube baby clinic.The price is determined by the party.hospitals are adjusted to the services provided and hospitals must be ready to serve cash and non-cash payments.Places where the hospital marketing must think of strategic locations for new programs that will become superior services so that they can also be accessed via Google Maps.Promotion must be carried out through social media such as Facebook, Instagram and directly, for example by conducting outreach to the community, quality of service by improving service providers by attending training to improve the quality of human resources, physical evidence such as infrastructure to support this program must be available following the latest quality, and finally, the quality of the service process, where the patient asks questions again if there is information that is not clear, so they can immediately ask the officer on duty (Devis et al., 2021;Winarta & Darma, 2018).
The growth of the IVF market in the United States is characterized by both exclusion and inclusion.IVF markets by developing desirable values in United States culture, such as academic achievement, artistry, male height, and male attractiveness to women.American IVF emerged in the scientific context of contraceptive and fertility research.America is also one of the pioneers in spreading IVF for older people, lesbians, gays, bisexuals, and transgender people as well as pioneering egg freezing.IVF has attracted media attention, and access and pricing of reproductive devices based on gender, race, and class-based technology has also driven the development of IVF in the United States (Thompson, 2016).
The results of the research show that the marketing of IVF in fertility clinics is affiliated with those who have registered their promotions on the website.The number of therapies performed at the website's fertility clinic ranges from (74%) to placing promotional advertisements on the website (Stein & Harper, 2021a).IVF units that are being developed and increased in market share must provide high-quality services and focus their efforts on excellence in performance, availability of information packages, and attention to treatment prices (Lass & Brinsden, 2001).
Based on the description above, the IVF or In Vitro Fertilization (IVF) program is a new service program so to increase consumer or patient interest, a marketing strategy is needed that can increase the number of consumers themselves.So the author is interested in writing this article using a scoping review approach to find out more about marketing strategies for IVF.

METHOD
This research is a scoping review carried out to determine marketing strategies for IVF.The framework used is Arskey and O' Malley (2015) which consists of several stages, namely: (a) Identifying research questions, (b) Identifying relevant articles, (c) Carrying out thorough article selection, (d) Carrying out data mapping using tables, compiling, summarizing and reporting results (Tricco et al., 2016).

Identify The Question
Research questions were formulated using the concepts P (population), C (concept), and C (contact) recommended by the Joanna Briggs Institute for Scoping Reviews Test Tube Baby (IVF)

Identify Relevant Articles
The literature search used 5 databases, namely Google Scholar, Pubmed, Springeropen, Elsevier, and BMC.

No
Data Base Keyword 1.
BMC "Marketing" IVF, "Promotion" IVF The selected articles are those that meet the inclusion criteria, namely 1) research articles in Indonesian and English, 2) articles published in 2013-2023, 3) qualitative research type, 4) articles that can be accessed in full text, 5) research location in Indonesia and Abroad.Exclusion criteria are articles that do not match the population, concept, and context.

RESULTS AND DISCUSSION
The research results can be seen in the following Based on the analysis carried out, it is known that there are several types of promotions carried out in promoting IVF or in vitro fertilization (IVF) services in Indonesia and abroad, including promotions through social media, promotions by distributing brochures related to IVF or IVF services, carrying out promotions. on the website by placing advertisements and collaborating with ob-gyn doctors so that ob-gyn doctors can provide recommendations to their patients.The type of promotion that is most widely used is promotion by placing advertisements on websites where 50% of the articles analyzed state that promotions are carried out on websites by placing advertisements related to IVF or IVF services, then there are promotions by collaborating with ob-gyn doctors where 25% the articles analyzed stated that patients or customers who chose IVF service programs received information from their doctors or referrals from their doctors.Another type of promotion is by promoting via social media where 12.5% of the articles analyzed stated that promotion via social media was considered quite effective, such as distributing brochures where 12.5% of articles also stated that the promotional steps were by distributing brochures related to IVF or IVF services.

Social Media and Brochure Distribution
The results of analysis of several journals show that 12.5% of research carried out promotions via social media.The use of promotions via social media has an influence of 83% on consumer purchasing decisions for products (Diyatma, 2017).In the first article, it is said that promotional media is carried out by hospitals through social media and distributing brochures (Methods et al., 2020).

Promotion on the Website
Based on the analysis of all articles, it is known that as many as 50% use promotional media by placing advertisements on websites.The effectiveness of a website as a promotional medium is influenced by the completeness of the information and being able to attract attention from respondents so that they buy the services offered (Adhanisa & Fatchiya, 2017).Article two states that using promotions in web advertisements and the results obtained are that patients who choose to use IVF services come from doctor recommendations and web advertisements placed.Advertisements on the website help patients or people who need information related to IVF without having to come to a busy clinic just from the website.Likewise, article six states that clinics that advertise on unique websites in the UK state that advertising on add-on websites is very effective and has a positive impact on fertility clinics.Placing IVF advertisements on websites provides valuable information for patients seeking fertility treatment with complete and accurate information (van de Wiel et al., 2020).

Establishing Collaboration with Ob-Gyn Doctors
Based on the analysis of the entire article, it is known that as many as 25% carried out promotions by approaching ob-gyn doctors and collaborating so that ob-gyn doctors would provide recommendations regarding IVF or IVF services to their patients.Likewise, articles four and five stated that 30.3% of patients knew information about IVF or IVF services from their doctor's recommendation because the promotions carried out on the website did not include the information clearly so that the doctor's recommendations were considered more effective (Lass & Brinsden, 2001;Winarta & Darma, 2018).

CONCLUSION
Promotion of IVF or In Vitro Fertilization (IVF) services is a key element in efforts to increase awareness and accessibility of this service.IVF has become a hope for many couples who have difficulty achieving a natural pregnancy, and therefore, promotion has become an important tool in connecting them with the medical solutions they need.One effective way to reach potential patients is through social media.Platforms like Facebook, Instagram, and Twitter have enabled IVF clinics to interact directly with their audience, provide relevant information, and share the success stories of previous patients.Social media also enables interactive dialogue with patients seeking guidance and support on their journey.
Apart from social media, using brochures is a traditional method that is still effective.Informative brochures can be distributed at various strategic locations such as medical centers, clinics, or hospitals.This provides potential patients with a more detailed overview of the IVF procedure, costs, as well as success statistics.The brochure can also be used as a reference by patients for discussions with their partners, family, and friends.Collaboration with Obstetrics and Gynecology (Obgyn) doctors is a valuable collaboration.Ob-gyn doctors are often the first to interact with patients seeking help with fertility.By building relationships with these doctors, IVF clinics can get important recommendations and refer patients accordingly.This also helps patients to feel more confident in choosing the IVF service that is right for them.
Placing advertisements on websites is also very important in promoting IVF services.Patients often search for information about IVF online, and targeted advertising can help IVF clinics reach the right audience.This advertisement can provide brief information about the clinic's advantages, a direct link to the clinic website, and make it easier for patients to find further information.To achieve the main goal of IVF, namely helping couples realize their dream of having children, careful and varied promotion through social media, brochures, collaboration with Obgyn doctors, and website advertising is the key to achieving success in providing this service to those in need.

Figure 1 .
Figure 1.PRISMA Method Flow Diagram for Searching and Selection of Articles