A Place for Modern Miracles! Over 20,000 Babies Born.
Our Philosophy (The 3 C’s)
A Place for Modern Miracles! Over 20,000 Babies Born.
Drs. Winslow, Erb, Gentry, and Sundaram operate under the philosophy of treating others the way they would like to be treated – a credo that offers highly personalized care at affordable rates, with your convenience in mind. By focusing on the “3 C’s” (care, cost, and convenience) the Florida Institute for Reproductive Medicine (FIRM) has become the largest provider of infertility care in North Florida/South Georgia. In 2025, we were named one of the top fertility clinics in the country by Newsweek. Our program has been featured on NBC, CBS, BBC News and the Today Show as well as People, Self, Pink, Conceive, Child, and Woman magazines.
Our Philosophy
All of our physicians are board-certified reproductive medicine subspecialists who strive to personally see their patients. Our Tallahassee office is supported by a highly experienced nurse practitioner, and if your physician is unavailable, you’ll be seen by another member of our award-winning medical team.
Our infertility nurses average over 8 years of experience, with several having been with us for over 15 years, and our laboratory is staffed by three doctoral- and one master’s-level embryologists. This depth of expertise allows us to offer advanced services not typically found in most reproductive medicine programs, including in-house sperm extractions, a cryo egg bank, donor embryo bank, gestational surrogacy services, and pre-embryo genetic testing.
We also have two skilled robotic laparoscopic surgeons who perform complex myomectomies, endometriosis surgeries, and tubal reanastomosis procedures on an outpatient basis.
All services, including IVF, are available year-round. We maintain a comprehensive website and active social media channels to keep patients informed about the latest advances in reproductive medicine. Our program results and costs are fully transparent and updated regularly online.
Our Philosophy
Infertility treatment can be costly and is often not covered by insurance. Only 24 U.S. states mandate infertility coverage—Florida and Georgia are not among them—and few large employers offer it. Recognizing that cost is a major barrier, the Florida Institute for Reproductive Medicine works to keep care affordable, with fees averaging about 10–20% below national averages
We offer a 10% IVF discount for military personnel, teachers, police officers, and firefighters as a token of appreciation. Patients also have access to cost-sharing and guarantee IVF programs designed to support those with lower chances of success. For added convenience and savings, we maintain an in-house pharmacy, accept all major insurance plans (including TriCare), and provide financing options for all types of infertility care.
Our Philosophy
Our main facility in downtown Jacksonville houses both our embryology and andrology labs, with additional satellite offices in South Jacksonville, Daytona, Tallahassee, and South Georgia—five locations in total. Because infertility treatment often requires multiple visits, these offices help minimize travel time for patients.
Our downtown Jacksonville office is open seven days a week, 365 days a year—essential for maintaining the highest pregnancy success rates.
At the Florida Institute for Reproductive Medicine, we stand by our mantra of care, cost, and convenience. It’s not just about making babies—it’s about delivering exceptional care. The babies—over 20,000 and counting—are the result.
Our Philosophy
The Florida Institute for Reproductive Medicine (FIRM) is committed to providing equitable and inclusive care. We do not discriminate in the provision of services to individuals with disabilities—including those with HIV or AIDS—or to individuals associated with or related to a person with a disability.
FIRM welcomes and treats all patients and visitors with respect, free from discrimination based on age, race, color, creed, ethnicity, religion, national origin, marital status, sex, sexual orientation, gender identity or expression, disability (including HIV or AIDS), veteran or military status, or any other status protected by federal, state, or local law.
We will make reasonable modifications to policies and procedures when necessary to provide services to individuals with disabilities, unless such modifications would fundamentally alter the nature of our services. When needed, FIRM will also provide auxiliary aids and services to ensure effective communication with individuals with disabilities.