Customer-Oriented Pricing CASE Medi-Cult, a biotech company based in Denmark, has developed a new alternative to In Vitro Fertilization (IVF) called In Vitro Maturation (IVM). IVM significantly reduces the time needed to mature an egg from 30 days to just 2 days. Importantly, it is a hormone-free treatment thus sparing women a number of psychological and physical side effects. IVF has 4 steps: Hormonal stimulation: This increases the number of eggs that are matured, lasts for 30 days, and can require up to 50 self-administered injections. The injections of hormones is often accompanied by side effects such as nausea, mood
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