UAE's 'Fertility Your Way' Campaign: Normalising Conversations Around Reproductive Health

Women in Dubai and Abu Dhabi took part in the "Fertility Your Way" campaign, a collaboration between UAE-based femtech startup Ovasave and German healthcare giant Merck Gulf, supported by Dubai Investments and Fakeeh University Hospital. The initiative included a mobile screening bus that travelled to key locations from September 16 to 25, providing over 500 free AMH tests directly at workplaces. It’s part of a broader effort to normalise conversations about fertility and empower women to take charge of their reproductive health.

Addressing a Growing Need and National Policy

Female health in the UAE is a national priority, made clear in the National Policy for Empowerment of Emirati Women 2031, and fertility plays a critical role in women’s health and wellbeing. Ahmed Aboel Fadl, General Manager at Merck Gulf, highlighted the reasons behind the launch of the "Fertility Your Way" campaign and how it aligns with the UAE's national objectives. He noted that the UAE has seen significant changes in its fertility landscape, including the legalisation of egg freezing and improved access to reproductive health services, empowering women to make informed decisions about their reproductive futures.

At Merck Gulf, our vision is to offer innovative solutions that enhance the journey to parenthood for couples, which starts with fertility – a conversation that some families may tend to avoid. However, we are truly fortunate to be living in a country such as the UAE which has set expectations to combat infertility concerns and create an open and empowering conversation around the path to parenthood.

The Importance of AMH Testing

The Anti-Mullerian Hormone (AMH) test is crucial for understanding ovarian health, indicating the number of remaining eggs and providing insights into a woman's reproductive potential, according to Aboel Fadl. “It can reveal how well someone may respond to injectable fertility drugs to stimulate her ovaries ahead of in vitro fertilisation (IVF).”

Aboel Fadl also pointed out that AMH tests can help diagnose and monitor problems that cause high AMH levels, such as polycystic ovary syndrome (PCOS) and certain types of ovarian cancer. He further explained that while AMH testing is very valuable for guiding fertility assessments and treatment plans for families, it does not predict the likelihood of natural conception. It is also important to understand that the test results should be interpreted alongside other factors to gain a fully comprehensive understanding of reproductive health.

Empowering Women through Accessibility

The "Fertility Your Way" campaign aims to make fertility testing accessible and convenient. Participating women were invited to take a free-of-charge Anti-Müllerian Hormone (AMH) test, which usually costs Dh350, with screening taking no longer than five minutes for each participant. The women also had the chance to discuss their fertility journey with experts in a supportive environment that suits their busy lives. The campaign proved a great success, with over 300 women being screened on the first day alone, according to Aboel Fadl.

By creating awareness and providing state-of-the-art solutions, we can enhance treatment outcomes and help women know more about their own fertility, and plan potential paths to motherhood. This initiative is part of Merck Gulf’s wider commitment to improving fertility treatments for couples looking to start, or grow, their family.

Campaign Data Summary

• Total AMH Tests Provided: Over 500 free tests
• Initial Response: Over 300 women screened on the first day
• Standard Cost of Test: Dh350 (Provided free during campaign)
• Screening Duration: No longer than five minutes
• Primary Target: Workplaces in Dubai and Abu Dhabi