Magazine content is available exclusively for TIME subscribers.Can You Make My Kid Smarter?
Just as their marketing consultant had predicted, a simple name change spawned an explosive growth in the customer base of the St. Genevieve fertility clinic. Only 10 months earlier, in April 2024, the clinic had begun its new advertising campaign for "Organic Enhancement" on websites frequented by women with babymaking on their minds.
"Why not give your child the best possible start in life?" was the tease. A few seconds of eye focus on the ad automatically brought viewers to St. Gen's home page, where they could see the full pitch:
"Consider using our patented Organic Enhancement protocol to provide your...
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