F.I.R.M. infertility IVF doctors are board-certified reproductive medicine physicians who provide personalized care at an affordable cost in Jacksonville, Daytona Beach, Tallahassee, FL, Valdosta, , Brunswick, GA

Drs. Winslow and Erb 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 2005 we were named one of the top ten infertility programs in the nation by Child Magazine. 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.


All of our physicians are board-certified reproductive medicine subspecialists who endeavor to see their own patients. We have one very experienced nurse practitioner who works in our Tallahassee office. If your physician is not available on any particular visit you will see one of our other physicians. All of our physicians have received “Best Doctor” and “Compassionate Care” awards. Our infertility nurses average over eight years of infertility care experience. We have three doctoral and, one masters level embryologists. Our extensive staff allows us to offer several services not provided by most reproductive medicine programs, i.e., in-house epididymal/testicular sperm extractions, a cryo egg bank, donor embryo bank, gestational surrogate services as well as in-house pre-embryo genetic testing.  We have two highly experienced robotic laparoscopic surgeons who regularly perform difficult myomectomies, endometriosis as well as tubal reanastomosis surgeries on an outpatient basis.  We have a dedicated center for the care of polycystic ovarian syndrome patients not trying to conceive. All our services including IVF are offered year round. We maintain a comprehensive website and social media to update our patients on the latest advances in reproductive medicine. We are completely transparent about our program results and costs – these are posted on our website and updated regularly. 


Infertility treatment is expensive and often is not covered by insurance. In the United States only fifteen states have a mandate to cover infertility care, Florida and Georgia do not. Only a handful of larger employers offer infertility insurance coverage. Clearly a major barrier for most patients seeking care is cost. Florida Institute for Reproductive Medicine has always tried to keep costs to a minimum for all services. Our cost average approximately 20% less than the national averages for all services. Our goal has always been to allow more people to access care. We offer patients in the military, teachers, policemen and fireman a 10% reduction in costs for IVF – our way of saying “thank you”. We have several cost sharing and guarantee IVF programs designed to help patients with poorer chances for success. We have an in-house “pharmacy” for patient convenience and cost savings. We accept all major insurances as well as TriCare. Financing for all types of infertility is available.


Our primary facility is in downtown Jacksonville where our embryology lab/andrology lab is located. We have satellite offices/andrology labs at our South Jacksonville offices as well as in Daytona. We have seven locations in total to see patients, two in Jacksonville, one in Daytona, one in Tallahassee and three in South Georgia. Infertility often requires multiple visits these offices minimize travel time for our patients. Our downtown Jacksonville office is open seven days a week, 365 days a year. If services are not available seven days a week pregnancy rates will be compromised. Our IVF program is closed for two weeks during December to go over incubators and do quality assurance.

We take our mantra of care, cost and convenience seriously. At the Florida Institute for Reproductive Medicine it is not solely about making babies it is about providing the highest level of care – the babies will come, over 15,000 to date!

Nondiscrimination Policy

Florida Institute for Reproductive Medicine (FIRM) does not discriminate in the provision of services to persons with disabilities, including persons with HIV or AIDS, or persons who are associated with or have a relationship with a person with a disability.

FIRM will treat all patients and visitors receiving services in a welcoming manner that is 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 basis prohibited by federal, state, or local law.

We will make reasonable modifications in policy and procedures when necessary to provide services to individuals with disabilities unless the modifications would fundamentally alter the nature of the services. FIRM will provide auxiliary aids and services when needed to ensure effective communications with individuals with disabilities.

friends of F.I.R.M.

Dear Dr. Erb, Happy Holidays! Hope you enjoyed time with your family. We have been doing well, our daughter is 2 years old and loves to swim, cook and play. She has become very independent and talkative.  We returned to RHS last fall, they followed your protocol that blessed us with our daughter. It worked […]

Read Full Testimonial »

Skip to content