Abstract Generating translatable evidence to improve patient care has proved challenging in reproductive medicine, with many “add-on” treatments in routine assisted conception clinical practice, which have not been reliably tested. This has consequences for patient care; specifically, IVF pregnancy rates have not improved. A change of culture is required in our profession, from indiscriminately applying the latest “add-on”, to whole-scale participation in generating reliable translatable evidence.
Generating translatable evidence to improve patient care; the contribution of human factors.