Objective: To assess the relevant factors affecting patients' decision when choosing a clinic for private, self-funded IVF treatment. Design: Prospective anonymous closed questionnaires. Setting: Single tertiary-care private IVF center. Patient(s): New patients attending primary consultation in a period of 7 months from September 1999 to March 2000. Intervention(s): None. Main Outcome Measure(s): Primary knowledge about the clinic, source of referral, knowledge of, availability of information pack, and familiarity with the clinic's success rates and treatment's price. The last question assessed the relative importance of each factor in the decision-making process according to the SERVQUAL model, modified version. All items were measured as perceptions on a 5-point Likert scale. 1 = not important, 3 = neutral, and 5 = very important. Result(s): One hundred seventy-five patients completed the questionnaire. They were well informed and investigated the market before making their final choice. Patients collect information from many sources, including new channels such as the Internet. Up to one third of patients do not consult their doctor before treatment. By far the most relevant factor in decision making is the success rate (i.e., delivery rates) of the clinic, followed by recommendation by general practitioner (GP) or consultant (respectively. Likert scale score, 4.6; 95% confidence interval [CI], 4.5-4.7; and Likert scale score, 4.0; 95% CI, 3.9-4.2; P<.01). Other factors. such as cost of the treatment, friends and relatives' opinions, and distance from home were not relevant. Conclusion(s): Units that wish to thrive and increase their market share should deliver high-quality service acid concentrate their efforts on excelling in performance. (Fertil Steril(R) 2001;75:893-7. (C)2001 by American Society for Reproductive Medicine.).
