Some suggestions I have for marketing of a private practice LC:
First thing that comes to mind is to get a line listing, or even an ad if
you can afford it, under the topic of "Breastfeeding Information" in your
local yellow pages directory.
Secondly, some pediatrician and ob offices welcome good information that
they can give out to mothers. It depends on where you live -- I have seen
it happily accepted in other cities that I have lived, but where I live now
the office staff generally don't want to be bothered. Some medical offices
have bulletin boards or display places where you could put up business
cards or fliers. Maybe offer to do an in-service on breastfeeding for free
for the ped. or ob staff. Give them a reason to feel comfortable referring
mothers to you.
Thirdly, it might help to contact your local La Leche League Leaders.
Consider joining LLL through their Group ($30 a year as a goodwill effort
plus you get a wonderful magazine). Maybe attend meetings as an interested
party -- don't promote your business or take over the meeting with your
expertise. Just visit to be friendly and supportive and offer to give out
their LLL meeting notices to your clients. This helps build bridges with
other breastfeeding counselors who might then refer mothers to you. Don't
try to make sales from your contacts with the mothers in attendence as LLLI
doesn't allow this. If you can't go just to be friendly and meet the
Leaders, then skip attending the meeting.
Fourth, figure out what need you might meet that no one else is meeting.
Like maybe doing home visits (go to the mother's home), as hospital LC's
generally don't do those. Look around and see if out in the suburbs or
rural areas there is no breastfeeding help. Advertise in those yellow
pages, too.
Fifth, if there is a local paper, see if they put "articles" about new
businesses in their paper. Our little local one does and I suggest you
write the story up yourself!
Sixth, is there a local breastfeeding organization for LCs, WIC people,
midwifes, doulas, doctors, nurses, pump rental people, Leaders, etc., -- if
not start one! Great way to network.
Seventh, give breastfeeding classes for pregnant mothers. Maybe get
together with a childbirth educator, doula, or a midwife, etc. and combine
efforts.
Lastly, if you have excellant writing skills, maybe writing up a one or two
page newsletter on breastfeeding that you could mail off to doctor's
offices each month. Something short, well written, and interesting. Short
enough to be read in a few minutes while on break or between patients.
Kathy Eng
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