How and why Avenues got started with wawa

How Avenues uses wawa to improve the experience for fertility patients

We sat down with Rufus Morgan, Head of Hospitality at Avenues Fertility Clinic in London, to talk about his role, the clinic, and how they use wawa to improve operations and patient care.

At Avenues, Rufus oversees the patient journey, as well as the administrative and finance teams. His primary focus is ensuring that patients go through their fertility treatments with as little stress as possible.

Avenues Fertility Clinic stands out from other clinics because of its commitment to integrating new technology into every step of the patient experience. They are among the first fertility clinics in the UK to use AI throughout the patient journey and take pride in running one of the most high-tech labs in the country.

For Rufus and Avenues the goal is simple: provide patients with the best experience possible while navigating what can be an emotional and complex process.

What Avenues wanted

At Avenues, creating a personal connection with each patient is a top priority. They wanted to ensure that no patient ever felt like just another number.

One of the decisions Avenues have made to achieve this is by assigning every patient a dedicated Patient Coordinator. This person follows the patient throughout their journey, providing support, answering questions, and building a strong relationship that makes the process feel more personal and less overwhelming.

However, achieving this level of personalization takes time and requires a well-structured system. Avenues needed a solution that:

• Kept everything organized in one place.
• Was customizable to their unique needs.
• Made it easier to manage the patient journey while maintaining a personal touch.

On top of that, because patients often enter the fertility process with many questions, Avenues wanted to close those knowledge gaps by providing clear, human and transparent communication.

How wawa supports the patient experience at Avenues

Since early 2024, Avenues has been using wawa as their full Electronic Medical Record (EMR) system. Wawa connects everything, from patient intake and appointment booking to cycle management, invoicing, and lab functionality.

This means the entire patient journey, from first landing on Avenues’ website, booking the first appointment, signing consents, starting the cycle, prescribing medication, tracking results, communication with doctors and nurses, billing, taking payment, generating reports - everything is connected in one system.

As Rufus said:

“I can do the full cycle in wawa and never have to leave—I like that a lot.”

One example of how the connectedness stands out is for wawa’s chat function. Firstly, it enables patients to reach the care team directly via the app in a less formal way than on email. And it allows different teams to collaborate in real time. For example, a doctor can quickly request a blood test, the patient team can schedule the appointment, and the nursing team can update the medication dosage—all by having access to the same information on the patient overview in wawa. Everything is visible, ensuring smooth communication between teams and reducing back-and-forth delays.

The system also routes specific questions to the right department. If a patient has a medication query, it goes straight to the nursing team. This efficiency ensures that no question gets lost, and patients receive timely responses.

Avenues integrates the data from multiple solutions into one place

Another way wawa supports the connectedness and completeness is via integrations to other systems which improves the workflows of clinics further:

• Pathology Providers: Automated test orders and result tracking.
• Cryo Storage: Instant visibility into stored embryos without needing to manually check tanks or spreadsheets.
• Finance & Invoicing: Ability to generate and track invoices, see payment statuses, and integrate with Stripe and Yappily for seamless transactions.
• Analytics & Reporting: Insights into patient numbers, wait times, and conversion rates, helping to refine processes and improve service.

For Rufus and Avenues, wawa’s openness and way of integrating with other systems makes a huge difference:

“Seeing a patient’s profile, their past tests, results, and invoices in one place—it sounds simple, but it makes such a difference.”

Results & Impact

In the first year since Avenues started using wawa, here’s what we have achieved together:

• A complete overview of each patient: Everything—messages, invoices, notes, consents and much more—is stored in one place, supporting Avenues’ goal of providing personalized care.
• More time for patients: Less manual admin work means staff can focus more on 1:1 interactions with patients.
• Enhanced patient experience: Patients receive relevant information at the right time, such as doctor bios before appointments, medication descriptions and appointment reminders.
• A flexible, evolving system: Wawa constantly adapts, offering new integrations and updates to meet Avenues’ needs and help them continue the innovation.

For Rufus, wawa’s completeness is what truly stands out:

“The most ‘wow’ thing about wawa is just how complete it is. Everything a patient needs throughout their fertility journey is there. We can take them through the entire process—whether it’s one cycle or ten—without ever having to leave wawa.”

Wawa’s customer support is one of the best elements

Building a complete system that enables clinics to run their entire clinic is no easy feat. And it requires tremendous trust from clinics. We take that responsibility extremely seriously and do our best to give clinics the service they deserve.

Here’s what Rufus says about working with the wawa team:

“You guys must hate me! If I notice the slightest thing, I’m straight on Intercom. But I can’t applaud your team enough. Two minutes later, I get a response—‘I’m on it.’ Then two minutes after that, it’s fixed. The support is probably one of the best elements of Wawa.”

Partnerships, such as those with Avenues and Rufus help us push the boundary of what’s possible for fertility clinics. With their feedback and ideas we keep iterating and honing the solution to provide patients with a better experience and clinics with a more effective system.

Over the next year we will continue to roll out additional features and collect and use data that in time will help Avenues improve both patient outcomes and their experience with treatment.

Final Thoughts

Avenues Fertility Clinic is committed to giving patients the best possible experience. By integrating Wawa, they have streamlined their operations, enhanced patient care, and created a more personalized and stress-free journey for every patient.

For Rufus, Wawa isn’t just a tool—it’s an essential part of making sure every patient feels supported, informed, and valued throughout their fertility journey.