Madison (WKOW) -- from UW Health: UW Health Reproductive Endocrinology and Infertility (REI) will open a new clinic with the latest programs and technology to help infertile couples overcome the challenges of conceiving a child.
Generations Fertility Care will open at Highway 14 and the Beltline in Middleton in 2010.
The facility will offer state-of-the-art lab testing, procedures, and counseling.
"The couples of Wisconsin deserve to have the best," said Dr. Laurel Rice, chair of UW Health obstetrics and gynecology. "UW Health is committed to maintaining an outstanding fertility program serving the region and even the country."
This year, the department added two specialists experienced in reproductive techniques.
Dr. Dan Lebovic is the REI program's medical director, and Dr. Charles Bormann serves as the lab director.
Both came from the University of Michigan.
In a unique approach to improve chances for conception, REI offers a Couples' Clinic in which men and women are tested simultaneously so solutions can be developed more quickly.
"Infertility is commonly thought of as a female problem," said Dr. Dan Willliams, UW department of urology. "Yet, upwards of 50 percent of the time, something is going on with the male."
Infertility is defined as the inability to conceive after 12 months of unprotected intercourse.
For couples in their mid-30s or early-40s, the window of time is reduced to six months or fewer.
Julianne Zweifel, PhD, REI clinical psychologist, helps couples with social and emotional issues related to infertility, including the sadness and frustration of not being able to conceive.
"You just don't know what the outcome is going to be, and that's the most difficult part," she said. "The hope is to resolve the crisis and help provide more control for couples."
Until its new clinic opens, the UW REI program will continue to see patients on the sixth floor of the main hospital.