Ferring Pharmaceuticals: FertilityOutreach.com Launch
FertilityOutreach.com was Ferring’s first direct-to-consumer digital health initiative. It is an SMS-based fertility coaching service designed to support aspiring parents navigating IVF. I was brought in as the project lead to orchestrate the end-to-end launch in under eight months, ensuring readiness for a live demo at the American Society for Reproductive Medicine’s annual conference in 2022.
My Role
Project Manager
Team
Marketing Operations
Timeline
Feb 2022 - October 2022
My Responsibilities:
I led strategic timeline consolidation across seven external agencies and Ferring internal stakeholders, created a centralized project WBS using Microsoft Project, organized creative, UX, and dev feedback loops, and managed scope creep through phased implementation plans. I also implemented a stakeholder governance structure using RACI matrices and coordinated MVP requirement documentation.
Tools and Methodologies Used:
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​I began by aggregating agency timelines from different tools (Smartsheet, Monday.com, internal trackers) into a unified Microsoft Project framework.
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From there, I created a feedback cadence that guided content approvals, development or milestones, and user testing checkpoints.
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We used a hybrid Agile-Waterfall approach to balance fixed deadlines with iterative improvements.
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Stakeholder engagement was sustained using weekly updates, structured decision trees, and surveys from Ferring’s strategy team to validate partner performance.
Challenges & Solutions
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One challenge was integrating seven agency timelines, each with their own processes and dependencies. I solved this by implementing mandatory progress checkpoints and funneling updates upstream to the master timeline.
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A second challenge was managing agency competition for ownership of future work, which resulted in scope creep. I tackled this by clearly defining MVP goals, documenting functional requirements, and routing all feature expansions into post-MVP phases.
Key Outcomes & Metrics:
FertilityOutreach launched 5.75% ahead of schedule. The project successfully debuted at ASRM with full functionality, and the phased planning prevented technical delays. A governance model for agency collaboration was introduced that reduced partner conflict and clarified strategic alignment for future initiatives.
Lessons Learned:
This engagement taught me that when managing overlapping vendor relationships, clear scope control and stakeholder alignment are more valuable than speed. Structure enables trust and coherence—especially when timelines are aggressive and expectations high.
Project Artifacts
