Case Studies

Patients awareness program on Infertility

Course Educating Couples About IVF

malpani-infertility-clinic-case-study 2
Overview and Business Requirement

Dr Malpani is a leading IVF specialist in India, renowned all over the world for his progressive approach to infertility treatments. His approach to infertility treatments, especially IVF (In-Vitro Fertilization) begins with educating his patients with all options available and putting them at ease by answering all their queries. His team works with him to attain this goal, but with increasing number of patients and queries, it is a formidable task to educate them all. The doctor and his team realized that most couples visiting their website or even consulting with the doctors, needed to grasp the concept of IVF and that takes time. They wanted an online learning solution that would be available to their patients and their families at all times, explaining in simple terms what IVF is all about. For modern couples, who lead busy lives but are technology-savvy, e-learning seemed to be the perfect solution.

Dr. Malpani's Clinic launched an interactive social learning website with the purpose of creating a well-rounded awareness on IVF. G-Cube, with its extensive experience in the field of e-learning, has collaborated with Dr. Malpani and his team to build an engaging and informative e-course on IVF and other assisted reproduction treatments.

G-Cube developed an interactive learning module for them, the first ever e-learning course on IVF in India. The course aimed at educating couples who were considering IVF as an option. Built with attractive graphics and recurring human figures, the highlight of the course was that it was able to insert the element of conversation and use that as the learning tool. The learner was not given a didactic discourse only the benefits of IVF but taken on a three-part interactive module explaining 'when is IVF done', 'what is IVF' and 'how is IVF done'. This approach of creating a background for IVF before getting into the details was successful in imparting information as well as getting the learner comfortable with the idea.

The course was put up on the clinic's website, where patients search of information. The structure of the website is interactive, with a separate section for questions to the doctor, online consultation, blog and a rich article section. The patients are encouraged to become a part of the community and actively participate in various social activities of the website including sharing forums and games. The patients can also read-up and gain knowledge. For this informal reading material like small booklets and comics are available. The IVF course is part of the informal knowledge repository, which the patients can read for gaining insight into IVF. The course was made part of the social activity on the website, to instill in them the feeling that they are not alone and there is a solution to the condition of infertility.

Salient features of the Solution

  • Considering the sensitive nature of the course, the first concern for G-Cube as developers was that the language, tone and graphics should all converge to make the learner at ease and comfortable.
  • Audio played an important role in the course and voice-overs run through the entire duration of the course. In addition to text, it gave the course a much needed ‘human touch’. The inclusion of male as well as female voice kept in mind that learners of both genders should feel comfortable with the course. Though the option of muting the audio feature was kept open, it made a significant contribution in reaching out to the intended audience.
  • The course provided a background for IVF and helps patients understand if that is the best option for them. Click-able extras- like infertility chart and information booklets give the option of reading more, if the learners chose to.
  • The second and third modules are information heavy and extra care was taken to make sure that the learners did not have an information overload. Frequent summarization and charts are included from time to time to make sure that information is made available in simple language and in a way that laymen can understand.
  • Short videos are also included to impact the learners visually and explain by demonstration. This made understanding complex scientific procedures simple. For easy viewing, streaming the video was made possible. This helped in retaining the high-end graphics of the video, which due to their size, made the course very heavy. With the streaming option, the viewers could watch the video as it was being downloaded.
  • Practical aspects like costs and expenses are also tabulated along the course. A special section on common myths and misconceptions is given to counter the innumerable fears concerning IVF.
  • An infertile couple is also under tremendous pressure – emotionally as well as socially. In addition to providing information, the course also provides support for infertile couples to deal with the pressures of infertility. A special section suggests coping mechanisms to counter uncertainty and doubt that often accompany infertility.

Business Benefits

  • With the launch of the e-course, couples can now read up and prepare before the actual consultation. Practical aspects like costs and time can also be read. This creates a basic knowledge base, on which the doctor can further build on. It also forges a strong doctor-patient relationship which is necessary to embark upon the route of IVF.
  • Social pressures regarding IVF often bog-down infertile couples. This in turn, affects the decision-making time for them. The website provides the basics of IVF, in a nutshell, along with comprehensive lists on myths, misconceptions and the risks of IVF. Reading up on the basics, along with family and fellow decision-makers helps the couple decide quicker. This saves precious time, which can now be spent better in charting out further course of action.
  • In addition to a rich knowledge repository, the website is also fast becoming a resource-center that patients often re-visit to refresh, gain new insights or just interact and share experiences. Out of all visits in a month, about 73% are new visitors while the rest of 27% are repeat visitors.Since the IVF course can be read free of cost, visitors often refresh what they have read before.
  • The immersive nature of the course content makes sure that it holds the attention of the learner anytime that he or she accesses the content. The course is built in such a way that the learner has the option to choose from its modular structure the part of the course that he or she wants to read again. This provides a sense of control to the learner, and encourages repeat visits to the course – as and when necessary.



  • "Awesome job done by the team!!! It was a great job done by the team on the alpha versions till now. Looking forward to the similar support in other modules that are yet to be sent."
    Karen Arethina | Assistant Manager HR at Cavinkare

    Cavin Kare

  • "I just wanted to let you know that I am crying right now. Tears of joy! Sections 1-6 look amazing. You did a stellar job and there are only TWO OIL items! One requires an Xpaner to address first before you can proceed. The other is for GCube: Thank you so much! Fantastic work!!!"
    Rene Smid | Account Manager, Xpan


  • "The intermediate result is very good and it looks like a good support to learn risk assessment and management. You can encourage the team developing the course, it is yet quite impressive."
    Karthikeswaran Velayudam | Program Manager - Learning Solutions, Schneider Electric.


G-Cube is an award-winning eLearning services company that designs, develops and delivers technology-based learning solutions. Its solutions help organizations to improve their performance by using learning as a tool. Its Learning solutions are broadly categorized into e-Learning Design, Courses Development and Learning Delivery Solutions. G-Cube's elearning services include custom content development, mobile learning.

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