Every year, approximately 180 million individuals face fertility challenges, affecting one in six couples globally. Male fertility, in particular, has seen a dramatic decline, with sperm counts dropping by 50% over the past four decades. Yet, less than 1% of the global population currently has access to comprehensive fertility care.
Couples often turn to assisted reproductive technologies like in vitro fertilization (IVF) to overcome conception difficulties. However, IVF can be costly, imprecise, and stressful, with a 75% chance of not resulting in a successful pregnancy. The issue of poor sperm quality is a major contributor to these challenges, yet traditional sperm count tests are only 30% accurate. Currently, sperm testing involves manual analysis under a microscope in a lab setting, a method that is both outdated and prone to human error.
Mohamed Taha, co-founder of Mojo Fertility, encountered this firsthand. After receiving varying sperm count results from three different labs, Taha described the experience as “terrible.” This led him, along with co-founders Daniel Thomas, Fanny Chesa, and Tobias Boecker, to establish Mojo Fertility in 2017. Their goal was to modernize the sperm testing process and eliminate human error.
Mojo Fertility developed a groundbreaking AI-based technology capable of achieving 95% accuracy in sperm counting, while also assessing sperm motility and DNA integrity. Despite its technological advancements, Mojo needed to effectively communicate its value to fertility clinics.
An EY team in Stockholm collaborated with Mojo’s founders to craft a brand development and communications strategy targeting fertility labs across the Nordics. However, the team saw an opportunity to extend their reach by directly engaging men.
Research indicated that men typically seek fertility tests only when experiencing conception issues. To address this, the EY team aimed to spark early interest in male fertility. Initially focusing on the 18–25 age group, they found limited engagement due to this demographic’s lack of immediate family planning concerns.
Shifting their focus to men aged 25–35, who show increased interest in health metrics like DNA testing and preventative care, the team aligned the concept of sperm testing with the growing “quantify me” trend. They positioned sperm count monitoring as a routine health check similar to cholesterol levels.
The result was the Mojo Home Kit, a convenient home testing solution. Men can now collect and send samples directly to the lab for analysis. Addressing the challenge of sperm viability during transport, the team designed a packaging solution resembling a sleek thermos flask, ensuring optimal sample preservation without complicated mechanisms. A user-friendly digital platform facilitates seamless sample pickup and delivery.
The EY team’s efforts encompassed visual identity, packaging design, digital product development, customer experience, and copywriting. For the launch, a targeted ad campaign in Stockholm and London was designed to normalize discussions about male fertility.
Launched within six months, the Mojo Home Kit has received positive feedback, such as: “Very well packaged to ensure the sample stays viable for analysis. An overall fantastic service. I even got my results the same day!” The company’s valuation has since doubled, reflecting the high demand for innovative fertility solutions.
Available online in Sweden and through pharmacies in London, the Mojo Home Kit promises to make fertility testing more accessible and less stressful. Beyond aiding family planning, Taha envisions the potential for sperm health testing to offer broader insights into overall health and genetic factors. As technology and data science advance, the implications for understanding sperm quality and its impact on reproductive and genetic health are profound.
Related topics:
