Running a fertility clinic means managing one of the most complex and emotionally sensitive patient journeys in healthcare. Every step - from initial registration and HFEA consent through to treatment scheduling, test result processing, and outcome reporting - involves multiple participants, strict regulatory requirements, and a patient population for whom delays, errors, and poor communication carry a particularly heavy cost.
In this HTN Now webinar, OX.DH CEO and founder John Kosobucki gives a live demonstration of OX.ar, the company's end-to-end fertility clinic management platform. He walks through how the platform handles the complete patient pathway, how it connects with external appointment booking systems, how test results flow automatically into the clinical record, and how the Microsoft-based architecture delivers enterprise-grade security for sensitive patient data. An international success story from Monash IVF in Australia rounds out the session.
Webinar Summary: Key Themes and Demo Highlights
1. Why OX.DH Built OX.ar: The Research Behind the Platform
John began by explaining how OX.ar was developed from the ground up, starting not with existing software assumptions but with direct research into the fertility clinic ecosystem. The team interviewed clinicians, clinic directors, patients, and partners; observed day-to-day workflows; and mapped the pain points of legacy systems - including excessive transcription, siloed data, poor integration, and administrative overload.
From this research, five guiding principles shaped OX.ar's design: improving patient experience and clinical outcomes; reducing burden on the healthcare workforce; giving people the tools to access information and services directly; keeping patient data safe and secure; and improving health and care productivity through automation and integration. "With healthcare today, there's often a lot of transcribing, duplication, and information stored on different islands that don't necessarily tie together," John explained. "With the right technology, we're able to give people the tools to access that information quickly and easily, as well as safely and securely."
2. How OX.ar Structures the Fertility Patient Pathway
OX.ar divides clinic activity into three broad areas that map directly to the clinical journey:
- Onboarding and assessment - patient registration, identity verification, partner linking, GP referral processing, and initial information gathering via digital forms
- Treatment planning and personalised plans - initial consultations, treatment pathway selection, scan and medication scheduling, digital HFEA consent, and coordination across internal and external labs
- Monitoring, care, and reporting - ongoing test result integration, folliculogram updates, pregnancy monitoring, regulatory reporting, and outcome recording
The pathway is flexible by design. OX.ar adapts dynamically to different treatment types - heterosexual, same-sex, single patient, egg donation, and sperm donation - modifying the forms, workflows, and data capture requirements accordingly. Patients can self-register via a clinic's website or be referred from a GP or another clinic; the registration process then automatically triggers the appropriate digital workflows, including HFEA form generation, pre-population with patient data, and digital signature collection.
3. The OX.ar Dashboard: A Live Platform Demonstration
John walked through the OX.ar dashboard using a test patient environment to illustrate the platform in practice. Key features highlighted during the demo included:
Patient Overview and Partner Linking: The dashboard displays a patient's complete record, including their linked partner. If a patient is being seen at a satellite clinic but has treatment scheduled elsewhere, their record can be shared across locations at the click of a button. The system maintains full relationship history - including any changes in partnership status during treatment - with all links automatically updated.
Graphical Folliculogram: One of OX.ar's most clinically distinctive features, the folliculogram automatically populates as hormone test results are received from external or internal laboratories — eliminating the need for manual data entry and giving clinicians an immediate visual overview of a patient's stimulation cycle.
Treatment History and Storage: Clicking into a patient's treatments reveals their full history, current and previous cycles, storage samples for both the patient and their partner, clinical notes, and all received test results in one consolidated view.
Document Library and Shared Mailbox: A dedicated document library allows documents to be dropped in and made immediately visible to the patient. Outgoing communications are handled via a shared mailbox with email templates auto-generated for common scenarios - and all inbound and outbound communications to and from the patient's email address are automatically tracked and logged against their record. "One of the great time savers of this," John noted, "is that instead of having emails coming and going from individual mailboxes, anything sent to and from a patient's email address will automatically get tracked and logged."
Donor and Embryo Traceability: OX.ar maintains complete traceability for egg sources, sperm sources, embryos, and donors - with search functionality and the ability to trace back to original sources. Anonymous and known donors are both supported, with appropriate access controls for each.
4. Appointment Booking Integration and API Connectivity
John was asked during the Q&A whether external online booking systems could be linked to OX.ar. The answer is yes - and OX.DH has already implemented this for a number of clinics, including The Male Fertility Clinic. The integration allows appointment bookings made through a clinic's external booking system to flow directly into OX.ar without manual re-entry.
Multiple booking models are supported: a fully patient-driven approach where authorised patients book their own appointments directly; and a clinician-initiated approach where a clinician sends an individual patient an SMS with a link to available appointment slots. Because OX.ar is built as an API-first platform, the same APIs that power its own user interfaces are available for integration with clinic websites, allowing patient registration forms to create new lead records automatically in the system for staff review and qualification.
5. International Success: Monash IVF and the Path to 50,000 Fewer Paper Forms
John shared the Monash IVF success story as a concrete illustration of what OX.ar delivers at scale. Monash IVF, one of Australia's largest fertility service providers, went live with OX.ar's digital patient onboarding platform in 2024. The expected outcome: the elimination of approximately 50,000 paper forms annually - a transformation that simultaneously reduces administrative overhead, eliminates transcription errors, accelerates patient processing times, and contributes to Monash IVF's environmental sustainability commitments.
The Monash IVF implementation also demonstrates OX.ar's international adaptability. While regulatory requirements differ between the UK (HFEA), Australia (TGA/RTAC), and other jurisdictions, OX.ar's configurable architecture accommodates these differences as clinic-specific adaptations layered onto the core platform.
6. Security on the Microsoft Ecosystem
John concluded the technical content by addressing cybersecurity - consistently among the first questions fertility clinics raise. OX.ar operates entirely within the Microsoft ecosystem, leveraging Microsoft Sentinel for perimeter monitoring and impossible-login detection, and policy-based controls for data exfiltration prevention. "The great thing about everything being on the Microsoft ecosystem," John said, "is that they're probably the industry leaders in providing cybersecurity for data stored in their environments."
All patient data is stored in Microsoft Azure, with access controlled through Microsoft Active Directory. Clinic staff authenticate with their existing Microsoft credentials, eliminating the need for separate login management and reducing the risk of credential-based security incidents.
Related OX.DH Resources
- OX. Assisted Reproduction: Product Overview
- Automation and Modernisation Delivering Great Results in Fertility
- OX.DH Safety & Security
- Our Partners
See OX.ar in Action at Your Clinic
Whether you're managing a single fertility clinic or a multi-site group, OX.ar is designed to go live quickly, reduce your administrative burden substantially, and give your clinical team the tools they need to focus on patient care rather than paperwork. Book a demo or contact our team to arrange a guided walkthrough tailored to your clinic's specific needs.
About the Author
John Kosobucki is CEO and Founder of OX.DH (Oxford Digital Health). With close ties to Oxford University and Microsoft, he has led OX.DH from a UK fertility technology specialist to an internationally recognised cloud-native digital health company with clients across the UK and Australia. Learn more about OX.DH's founders.