PR activity is targeting fertility experts and people with fertility problems in both Northern Ireland and south of the border.
The campaign will be further supported by a public affairs campaign surrounding the sensitive issue of fertility services in Ireland.
The purpose-built centre, which opened two years ago, provides services ranging from semen analysis and ovulation induction to donor insemination.
Hsd won the contract after an uncompetitive pitch and has a rolling 12-month contract. The hsd team is led by account director Cerys Evans, who reports to scientific director Jenny Hall.