Arcster

Arcster is a reproductive medicine clinic in Mestre. It was founded in 1987 and in 1991 performed the first assisted fertilisation in the Veneto region. It is owned by the doctors who work there every day, and the person who decides the protocols is the same one who sees patients and works in the lab. None of this showed on the website. The site was a WordPress build that had grown in layers, with dozens of pages and no hierarchy, and outside the Veneto the name was little known.

In healthcare, communication can only inform. The law bans discounts, urgency and promises of results, and it also bans the techniques that make an e-commerce site sell. We took that constraint as the direction for the work. A centre that genuinely explains, with clear costs and results accompanied by the context needed to understand them, is credible precisely because it makes no promises. We built identity, website, press office and campaigns on that.

We kept the long-standing logo and cleaned it up, then wrote the rules that were missing: palette, typography and a tone of voice set down in black and white, professional and empathetic, without sentimentality. The new site has been live since 27 July 2026 on DeepCMS, with eight pages instead of dozens, twenty-two blocks designed for Arcster, photos taken at the clinic in July and every old URL redirected to the right page. The main prices are published, from egg freezing to an assisted reproduction cycle. The clinical results sit next to the national averages of the Istituto Superiore di Sanità, with an explanation of what each percentage measures.

A detail visitors don't see, and one that matters a great deal: the contact form sends the message to the centre without storing it, because in a fertility clinic free text is almost always health data. Tracking only starts after consent.

In the first weeks the site received thousands of visits and more than a hundred contact requests, between forms and phone calls. People who arrive from Google stay and read. Almost half go beyond the first page, compared with fewer than one in ten among those arriving from Instagram and Facebook.

We pitched newspapers the topics readers are looking for, with Arcster's doctors as the voice: when it makes sense to freeze your eggs, why so few children are born in Italy, how to recognise miracle promises. For each outlet we chose the angle and prepared the materials with the doctors.

In August and September 2026, 20 articles came out in 13 outlets, four of them also in print, from Il Messaggero to Corriere del Veneto. The same space bought as advertising would have cost more than ten times the centre's investment, at the outlets' rate-card prices. It measures the space obtained, not revenue, and it puts a number on something usually described by feel.

• Corriere del Veneto, August 2026: social freezing in the Veneto, how it works and what it costs
• Il Messaggero, August 2026: never so few births since the post-war years
• Secolo d’Italia, August 2026: prevention and miracle promises
• Il Mattino, August 2026: freezing your eggs, the choice and the awareness
• Sanihelp, September 2026: assisted reproduction beyond treatment pathways

Since August a Google Search campaign has reached people looking for a fertility centre or egg freezing in the Veneto. The ads inform and lead to the right page. With a budget of a few dozen euros a day, in seven weeks it produced dozens of contacts between calls from the ad and forms from the site.

Sessions, enquiries, ad spend, press coverage with clipping and value, and every week the question that matters for a medical centre: what ChatGPT, Gemini and Perplexity tell someone looking for a fertility clinic in Mestre. It all sits in Deep Intelligence, and the centre adds on its side the bookings the website cannot see.