As social distancing becomes the norm and hospitals across the country are overwhelmed with coronavirus cases, a stark, anxious reality is sinking in for thousands of Americans hoping to have a family someday, as well as companies whose business models often rely on smart time management for aspiring parents.

The American Society for Reproductive Medicine issued recommendationslast month essentially halting egg freezing, IVF, and other procedures considered to be elective. The industry organization reasserted the same guidelines as of March 30, noting, “It is unclear how long the COVID-19 pandemic will continue.”

The coronavirus pandemic is already upending the fertility services industry—estimated at $27 billion by CB Insights—and impacting a range of patients, clinics, and fertility services, including surrogate pregnancies, egg freezing, and IVF. Since a lot of fertility treatments are time-sensitive, it’s only going to get more taxing emotionally and financially with each passing month.