A leader in at-home hormone testing, partnered with NOHOLD and a local fertility specialist to bridge a critical gap in the patient journey: Turning hormone insights into immediate, actionable next steps.
By embedding an AI Assistant into the experience, patients can now move seamlessly from testing to understanding and taking action without delays or complexity.
The Challenge
Proov users receive valuable hormone insights, especially progesterone levels, but many were left asking:
- What do my results mean?
- Am I ready to conceive?
- Do I need support or treatment?
At the same time accessing fertility specialists can be time-consuming. Clinical teams face growing demand and administrative burden while patients want faster, clearer guidance without navigating complex systems.
The small business needed a way to:
- Deliver personalized guidance at scale
- Connect patients to the right next step
- Do it quickly, accurately, and without overwhelming clinical staff
The Solution: AI-Powered Guidance & Product Recommendations
The company deployed its first AI Assistant within the app to guide patients based on their progesterone scores. After completing a test, patients receive a score and can immediately engage with AI to understand what it means. The AI Assistant provides personalized recommendations, such as:
- You’re ready! (optimal levels)
- You may benefit from progesterone support
- Consider fertility counseling (for lower scores)
For patients needing support, the AI recommends relevant non-prescription products (test kits, supplements) and enables in-app purchasing. It also provides referrals to a fertility specialist for clinical next steps.
Results in the First Nine Months
- ~5,000 AI interactions with patients
- ~1,500 products added to cart, directly influenced by AI guidance
- 4.4 / 5 average patient rating for the AI experience
Impact
- Increased product engagement and sales
- High patient satisfaction and trust
- Immediate, actionable guidance based on real data
AI-Driven Prequalification for Fertility Care
Building on early success, the company expanded the AI Assistant to support clinical pathways in partnership with the fertility specialist. Today, patients can access the AI Assistant via a dedicated link after signing up.
What the AI Does
- Collects key patient information such as fertility score, BMI, health history, and allergies
- Evaluates eligibility for treatments such as: Progesterone, Metformin, and Letrozole
- Prequalifies patients before they reach the physician
All data is then securely shared with the doctor for final review and approval.
The Value
For Patients:
- Fast access to fertility support and treatment
- Clear, personalized next steps based on their data
- Reduced time to connect with a qualified physician
For the Testing Company:
- Reduced operational burden on staff
- Structured, complete patient data collected upfront
- Clear pathways from insight to outcome
For Clinical Partners:
- Only prequalified patients enter the consultation pipeline
- More efficient use of clinical time
- Better informed decision-making with complete patient profiles
The Outcome
By combining at-home testing, AI-driven guidance, and clinical expertise, this small fertility company has transformed the fertility journey into a seamless, data-driven experience.
What was once a fragmented process is now test, understand, act, treat, powered by AI.
As demand for accessible fertility care continues to grow, the company’s AI-powered approach demonstrates a scalable model for:
- Delivering personalized healthcare at scale
- Reducing friction between diagnosis and treatment
- Empowering patients with clarity and confidence during a deeply personal and often emotional time