ABSTRACT
As an infertility care practice there may be some issues or problems in reconciling the differences between what a patient/customer may perceive as an expectation and what the fertility care provider can actually deliver by way of treatment or a care program. For example, a patient may expect that you can provide a ‘cure’ for a particular cause of infertility, whereas the known state of the medical knowledge on the particular cause of infertility may not be treatable. This may well apply where the best possible service was delivered but the expectations were not achieved, thereby producing a negative perception of the outcome. Handling such situations requires professionals to possess and demonstrate excellent communication skills.
