Concepta (AIM:CPT)  said today that it has relaunched its rebranded home-use personalised fertility tracking and pregnancy self-testing system, MYLO, previously known as myLotus. 
 
MYLO, which is being launched today via the Concepta's new fully optimised consumer website www.myloworld.com, has been described as ‘the UK's most accurate fertility tracker.’ 
 
MYLO uses quantitative LH (luteinizing hormone) testing through the cycle, a reliable method of determining the moment of ovulation which is critical in targeting human conception. 
 
A new version of the MYLO tracker, which is to be enabled by Bluetooh, is also already in its advanced stages of development and is on track to launch before the end of the year.  
 
From Monday 13 July, Concepta said it will launch paid-for digital marketing campaigns and a fully optimised search engine strategy to drive commercial sales of MYLO in the UK. 
 
The company’s main focus is a new marketing strategy that can increase brand awareness while providing educational information for women and couples who are looking to conceive.  
 
This morning’s statement outlined that the group’s commercial efforts in the UK will aim to establish a clear marketing footprint that can then be replicated in new territories. 
 
Shares in Concepta have improved around 30% over the past three months to open flat following today’s news. 

Commenting on the news, Concepta’s CEO Penny McCormick, said “As part of our marketing efforts we will invest in customer acquisition and seek to take a leading role in influencing ability to conceive in the pre-IVF space,” said CEO Penny McCormick. 
 
We are now moving towards 5,000 App downloads and aim to invigorate awareness of our product and help inform those who are currently considering conceiving or who are already on that journey. 
 
Just this week we heard from a new HFEA report that the NHS funded less than 30% of IVF treatments in parts of England than in 2018, with many areas cutting funding.” 
 
The group said that it is also developing a new complementary fertility testing product as part of its strategy to build a wider portfolio of innovative fertility products on a connected platform. 
 
Concepta recently relocated its headquarters to Cardiff, resulting in a 50% cost reduction of its head office overheads and halved the company's facilities outgoings. 
 
The savings will allow the redeployment of funds associated with operational overheads into commercial activities and R&D investment into the wider product portfolio, the group said. 
 
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