Fertility Outreach

Fertility Outreach was built in partnership with Ferring Pharmaceuticals as a scalable system that lets fertility coaches communicate with patients over text while keeping structured medical records in lockstep with each conversation.

The platform operates as a hybrid CRM and EMR, giving coaches a single workspace to run patient conversations, document clinical information, and track the lifecycle of every interaction from first touch through referral.

The service grew to support more than 20,000 users and became a core tool for guiding patients through the early stages of fertility treatment. Tot Squad later acquired the system as part of its maternal-health platform expansion.

Three constraints shaped the architecture from day one.

HIPAA compliance demanded secure infrastructure, tightly controlled access patterns, and careful data modeling so that protected health information never leaked across coach or patient boundaries.

Real-time communication mattered just as much. Coaches needed to see incoming patient texts the instant they arrived, which led to a WebSocket layer that pushes targeted updates to the right coaches without flooding the rest of the team.

The CRM/EMR schema had to capture long patient timelines, full message histories, and structured clinical notes while still letting coaches move between active conversations without friction.

Coaches now run conversations and follow-up campaigns from one system instead of stitching together separate messaging and records tools.

Automated workflows hold the team to strict one-hour response times, and the platform has successfully connected many patients with reproductive endocrinologists — directly supporting Ferring's engagement goals and earning consistently positive feedback from users.