We met with Sandra Siney from Fitzrovia Fertility to talk about her experience starting a brand new fertility clinic from scratch and to learn what was important to the team when choosing the right systems to build their clinic on.
Check out the video above or read on for the full story in Sandra’s words.
Meet Sandra Siney
First, meet Sandra Siney, Director and co-founder of Fitzrovia Fertility. Sandra has worked in finance for 30 years, with the last 13 of those spent in senior finance roles within leading fertility clinics across the UK and Ireland.
From brand new clinic to leading name in personalised fertility care
In summer 2025 full of excitement, Sandra, Dimitrios Mavrelos and Shirin Khanjani opened the doors to Fitzrovia Fertility. A brand new independent fertility clinic based in the heart of London.
“Starting a new clinic has been incredibly challenging but immensely rewarding. We've been navigating regulatory compliance, establishing robust operational systems and basically building a brand from the ground up. We have a really fantastic team and the dedication of everyone has been phenomenal so it's a really exciting time”
Sandra and the team’s vision and ambition for the clinic is clear:
“We aim to establish Fitzrovia Fertility as a leading name in personalised fertility care. We want to be renowned for our exceptional patient experience and of course our success rates.”
Building the clinic on the right foundation
However, Sandra and the team also knew from experience they had to get important choices right to build the clinic on the best possible foundation. From prior experience Sandra had seen how legacy systems were hard to maintain and often involved heavy manual work and data entry. And once in place, they were hard to integrate into or switch.
Particularly, they wanted their system to grow with that support two key aspects of running a fertility clinic:
One, they wanted a system to support their empathetic communication with patients who are on a highly emotional journey.
“Fertility treatment is, I guess, inherently emotionally charged [...] so managing these emotions empathetically is crucial. I think that patients are often overwhelmed with the amount of information that they are presented with during their treatment cycle. I think the sheer volume of appointments, consents, results and payments really does add a lot of stress to patients which can really detract from their overall experience if it's not managed correctly.”
Second, they wanted to make sure the clinic’s internal processes are efficient and streamlined which also deeply impacts the experience for both patient and staff:
“A great experience is also the clinic having efficient processes to minimise stress on the patient, to minimise waiting times and for patients to have an overall more relaxed experience.”
wawa fertility OS is the backbone for Fitzrovia Fertility
Fitzrovia wanted a system that could directly improve the patient journey while providing operational strength from the beginning:
“It was great fun having a blank canvas and I think it really did present a unique opportunity to build our clinic's operational backbone from the ground up and obviously an enhanced patient experience was top priority for us.
Sandra and her team chose wawa fertility after extensive research.
“wawa consistently stood out. We were particularly impressed by the integrated EMR, the patient portal capabilities, the patient app, which directly addressed our primary need for a better experience.”
“We realised quite quickly that it perfectly aligned with Fitzrovia's vision and values. It's a really patient-centric design. I think the ability for patients to manage their journey from communication and appointments to consents, results, reminders and payments all in one place is a real game changer. We needed a system that would directly improve the patient journey, making it smoother and more transparent and ultimately less stressful for the patient”.
Supporting the patient journey from end-to-end
The team now use the wawa fertility platform as an end-to-end solution supporting all parts of the patient journey and treatment process:
“I think that our entire clinic workflow from initial inquiry to post-treatment follow-up is designed with the patient at its core. So we've managed to streamline a lot of these processes with wawa. And this is where having the integrated EMR system allows patients to manage their appointments, their consents, their results, and payments all in one place. And this really does, I mean, it significantly reduces administrative stress on the patient and obviously enhances efficiency.”
Just 5 weeks from first meeting to go-live
Sandra and the team implemented wawa fertility faster than any previous partner clinic: just 5 weeks after they first met us to go-live.
“The onboarding experience with wawa has really been exceptional. We were assigned Eske, who basically helped us with all of our onboarding and configuration. It's a very intuitive system. It's very easy to use.”
“All of our staff feel confident and competent in using the system,” Sandra shared. “The training was comprehensive, thorough and practical.”
Becoming a leader in personalized fertility care
Fitzrovia is now running their clinic entirely on wawa fertility’s platform. This helps streamline internal workflows and improve the experience for patients:
“The integrated EMR system allows patients to manage their appointments, consents, results, and payments all in one place. This significantly reduces administrative stress on the patient and enhances efficiency.”
With her CFO background, Sandra also highlights the operational benefits from a billing and payments perspective:
“One of the best features about the wawa system is the invoicing and billing. When an invoice is raised, the patient receives a notification on the app with a payment link… the patient clicks on the link, the invoice is paid, and that's updated straight away in the system.”
Other than providing a good payment experience for patients billing and payments become a simpler lift for the team
Looking ahead, Sandra envisions wawa fertility as an integral partner in their clinic’s growth:
“I think they have a really amazing product… My vision for wawa over the next few years is for it to evolve beyond just an operating system, to become a truly integral partner in our clinic's growth and innovation – to support the delivery of world-class compassionate fertility care.”
