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Hannah Wootton

Monash IVF disaster shows board’s market insensitivity

Giving a client the wrong embryo and not realising until well after the child is born seems like it should be a big deal to the board.

From “supporting you on your fertility journey” to “helping you achieve a family”, Monash IVF has a lot of marketing words it uses to pitch its services to clients.

At the end of the day, it has one job: to help clients conceive children. It isn’t an adoption agency – this is an ASX-listed firm firmly focused on people who want to have their own biological baby.

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Hannah Wootton is a Rear Window columnist, based in Melbourne. Connect with Hannah on Twitter. Email Hannah at hannah.wootton@afr.com

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    Original URL: https://www.afr.com/rear-window/monash-ivf-disaster-shows-board-s-market-insensitivity-20250414-p5lrkb