In a notoriously image-conscious society, the launch of First National Bank’s (FNB) plastic surgery loan last year in Lebanon made sense. Though some social controversy initially surrounded the idea of a bank facilitating cosmetic enhancement procedures, Lebanese consumers were quickly won over as their inner vanity saw new opportunities.
FNB’s corporate strategy is to offer customized products for the Lebanese market, keeping in mind the consumer as well as the behaviors and needs of Lebanese society. Perhaps FNB was en pointe with the world’s first plastic surgery loan — hailing it as a way to “have the life you’ve always wanted,” however, may have been a bit of an exaggeration.
Despite the sensationalism of that tag line, FNB has made its point: it is in the business of offering the Lebanese life-changing opportunities. Most recently, FNB introduced another new product to Lebanese consumers. Though it is not “the first of its kind,” as the website claims, FNB’s fertility loan will facilitate individuals and families to have the life they’ve always wanted.
FNB’s fertility loan stands to accommodate those who would otherwise be unable to finance fertility therapy. The loan covers costs related to fertility operations, stem cell collection and preservation, delivery, and even baby accessories. Loan seekers maintain the freedom to choose their own doctor, and can borrow up to $7,000 for three years.
Worldwide it is estimated that one in seven couples have problems conceiving. Medical treatment of infertility generally involves medication, surgery, or both. The high cost of treatment means that for many, fertility therapy remains out of reach. Or, at least, it used to. FNB’s fertility loan offers a real chance for those who have difficulty conceiving.
