Sanja Jovanović – Founder & Director, Family By Choice | Fertility Advocate & IVF Entrepreneur

About Sanja Jovanović

A Journey That Changed Everything

Eleven years ago, after four emotionally exhausting IVF cycles filled with hope, fear, and tears, Sanja Jovanović’s dream finally came true: she became a mother. That transformative journey didn’t just give her a child; it gave her a calling. She understood, firsthand, the isolation, confusion, and emotional toll of fertility struggles. And she made a decision: no one should walk this path alone.

Building an Ecosystem of Support

What began as a personal mission has evolved into a comprehensive support system for families worldwide. Sanja founded Link4MED, which has become the regional leader in coordinating all types of IVF programs across Southeast Europe, guiding hundreds of families through egg donation, sperm donation, embryo donation, and surrogacy with expertise and compassion.

Recognizing that fertility support begins before treatment, Sanja launched BabyLab at the end of 2022 – a scientifically-developed line of fertility supplements for women and men, created in collaboration with fertility specialists and pharmacists to naturally support reproductive health and optimize the body for conception.

Over the past four years, Sanja has collaborated closely with international surrogacy expert Olga Pysana, coordinating complex surrogacy programs and helping create families through this unique path to parenthood. Their shared values, deep compassion, and complementary expertise led them to launch Family By Choice, a platform dedicated to supporting every family, no matter how it is formed.

More Than Work: A Calling!

Today, as Founder and Director of Family By Choice, Sanja brings together her personal experience, business acumen, and 8 years of professional expertise to create a space where empathy meets excellence. With over 15 years in leadership and management positions, she combines strategic vision with heartfelt support, ensuring that every individual and couple receives not just services, but genuine care, transparency, and hope.

Education & Credentials

• MBA – University of Kurt Bosch, Switzerland
• Certificate in Coaching Skills – Koučing Centar
• 300+ families or individuals supported in creating families through assisted reproduction
• 8 years of specialized experience in international IVF, egg donation, sperm/embryo donation, and surrogacy coordination
• 15+ years of experience in leadership and management positions
• Founder & Owner of Link4MED, leading coordination agency in Southeast Europe
• CEO & Creator of BabyLab fertility supplements
• Regular media expert on fertility, IVF, and surrogacy topics

Professional Experience & Focus

Founder & Director – Family By Choice (Current)

• Visionary leader and founder of comprehensive fertility education and support platform
• Oversees strategic direction, member experience, and expert network development
• Integrates personal patient perspective with professional expertise
• Champions inclusive, compassionate approach to all paths to parenthood

Founder & Owner – Link4MED (8 years)

• Built regional leader in IVF program coordination across Southeast Europe
• Coordinates all types of assisted reproduction: IVF, egg donation, sperm donation, embryo donation, and surrogacy
• Developed trusted partnerships with fertility clinics and specialists across multiple countries
• Provided end-to-end support for 300+ families through complex international treatment journeys
• Established reputation for transparency, ethical practices, and personalized care

CEO & Creator – BabyLab (Launched End of 2022)

• Developed comprehensive line of fertility supplements for women and men
• Collaborated with fertility specialists and pharmacists to create evidence-based formulations
• Focused on natural reproductive health support and preconception optimization
• Bridged the gap between lifestyle preparation and medical treatment

Surrogacy Program Coordinator (4 years, in collaboration with Olga Pysana)

• Coordinated international surrogacy programs across multiple jurisdictions
• Supported intended parents through legal, medical, and emotional aspects of surrogacy
• Built ethical framework for surrogacy support in Southeast European context
• Facilitated cross-border collaboration between clinics, agencies, and legal experts

Specialties / Key Interests

• International IVF coordination and clinic partnerships
• Egg donation, sperm donation, and embryo donation programs
• International surrogacy program coordination
• Preconception health and fertility supplements
• Patient advocacy and fertility coaching
• Southeast European fertility landscape and access
• Cross-border fertility treatment navigation
• Fertility education and public awareness
• Leadership in fertility entrepreneurship
• Building ethical, transparent fertility support systems

Approach / Philosophy

Because Family Isn’t Just Biology! It’s Love, Intention, and the Decision to Never Give Up!

Family By Choice was created from one deep belief: everyone deserves the chance to build a family, no matter their path.

Sanja knows intimately how emotional and complex fertility journeys can be. Four IVF cycles taught her about resilience, vulnerability, and the desperate need for genuine support. That’s why empathy, transparency, and trust are at the heart of everything she does.

Her mission is simple but profound: to guide and support every woman, man, and couple with knowledge, honesty, and warmth. She believes that informed patients make empowered decisions, and that no one should navigate fertility challenges without expert guidance and emotional support.

For Sanja, this work transcends business. It’s a calling born from her own journey. She understands the sleepless nights, the financial pressures, the emotional roller coaster, and the fierce determination it takes to pursue parenthood. She built Family By Choice to be the support system she wished she’d had: comprehensive, compassionate, and completely dedicated to helping every family succeed.

Her philosophy is grounded in three pillars:

1. Personal Experience Matters
   Having walked the path herself, she brings authentic understanding to every interaction
2. Comprehensive Support
   From supplements to coordination to education, families need support at every stage
3. Never Give Up
   Every family deserves unwavering support, creative solutions, and renewed hope when challenges arise

How She Can Help Our Members

As Founder and Director of Family By Choice, Sanja provides visionary leadership and ensures every member receives comprehensive, personalized support. She brings together her personal fertility journey, her expertise in international IVF coordination, her knowledge of preconception optimization through BabyLab, and her extensive network across Southeast Europe. Members benefit from her strategic partnerships, her commitment to transparency, and her unwavering belief that every path to parenthood deserves respect and support.

Community Impact

• Founder & Director of Family By Choice, creating inclusive platform for all paths to parenthood
• Founder & Owner of Link4MED, regional leader supporting 300+ families across Southeast Europe
• Creator of BabyLab, making evidence-based fertility supplements accessible to couples preparing for conception
• Pioneer in Southeast European fertility access, breaking down barriers and building international partnerships
• Extensive media presence educating the public on fertility, IVF, and surrogacy:
  • Television: TV Prva, TV Newsmax Balkans, RT Balkan, RTS, TV Nova, TV Blic, TV N1
  • Podcasts: Ivan Kosogor Podcast
  • Regular expert commentary on fertility legislation, international treatment access, and surrogacy
• Advocate for fertility awareness and ethical treatment practices in Southeast Europe
• Champion of patient-centered care, combining personal experience with professional excellence
• Mentor to families navigating complex international fertility journeys
• Builder of ethical partnerships between patients, clinics, and fertility professionals

Socials:

LinkedIn
Instagram page
YoutTube Channel

Email: sanja.jovanovic@link4med.com

What Families Say:

“Dear Sanja, I just want to let you know that we received our passport today! Thank God everything was finished quickly at the embassy. They are really wonderful women who work, we especially have words of praise for Mrs. Bojana” – Intended parents, Croatia

“Dear Sanja, my little girl was born this morning, 3600 grams, 54cm long, at 39 weeks. Everything is in the best order. The pregnancy went without any problems, the delivery, even though it was a caesarean section, was just as easy. Thank you Sanja for everything, I can never forget your patience and support. And there were many times before giving up. Best regards and many thanks to everyone at Link4Med. For you, Sanja, the biggest hug.” – Ivana, Serbia

“17 years of defeat, 17 years of anticipation, 17 years of disappointment, tears, temptations, 17 years of struggle but we never gave up. Thank you Sanja and Link4MED for all the moral, psychological, organizational support and encouragement. This struggle would have been in vain if it weren’t for you, your support and your encouragement. You were our support throughout the whole struggle and I can say that together we won.” – Rabina, Austria