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Subject:
From:
Jon Ahrendsen <[log in to unmask]>
Reply To:
Lactation Information and Discussion <[log in to unmask]>
Date:
Thu, 1 Mar 2001 08:50:53 EST
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I have a love-hate relationship with the Market company.  As a red blooded
American investor, I see it as a company poised to 'strike it rich'.  As a
common layperson, I see the addition of DHA to formula as something that
should benefit children.  As a physician BF advocate I see them as a huge
issue that we must deal with while we do our work promoting BF to mothers and
families.  We all know that BM is more than just cows milk with additives,
but the general population is only going to hear the future marketing push
that formula now has this wonderful other added ingredient DHA/ARA and that
is now better than ever.  The public is going to think that formula is more
close than ever to BM, heck most of the population already put formula and BM
on the same level, after this 'new and improved' version comes out the many
more of the public will think formula is 'just as good as' or even better
than BM.

I think we have to prepare for this onslaught of future advertising, we have
got to learn to place our own spin on the BM message so that our small voices
will not be lost in the multimillion dollar advertising promotions that the
formula companies are going to put behind this latest addition.  I would be
willing to bet good money that the formula companies are already spending
huge sums of money developing focus groups, advertising messages and
promotional campaigns to get the message of DHA/ARA to the consumers and
professionals once this is approved as an additive to formula.

I think the one issue the FDA and companies are having to deal with is; are
they going to make it a requirement to add DHA, or are they going to market
it as another type of formula to their product line.  This presents a huge
ethical dilemma for them.  If the addition of DHA to formula makes it that
much better, but increases the cost of it, can they ethically still sell
another version of the formula that does not have the additive and there fore
is a lower cost.  If the cost of DHA formula is more, will all the WIC
clinics not use this higher price formula as their stock formula and
therefore deny a potential benefit to the very population of kids that
probably needs it the most.

I predict this DHA additive issue will be a huge one in the future.  We are
going to have to work to develop OUR DHA message just like the formula
companies are working at developing theirs.  Of course I [and everybody else
of Lactnet too] know that BM is more than just milk with DHA that there are
all the WBC and immunity factors in BM that are not in formula, but our
patients still don't comprehend this message as well.  The non-BF mother
doesn't understand the difference of closeness and bonding that BF gives the
BF dyad. These are some of the items that we must use to educate the public
and our patients that BM still is by far the Best Food for infants.

That just gave me an idea for a marketing idea:
Breast Feeding = BF = Best Food

too bad I can't copyright this.

Jon Ahrendsen, MD FAAFP
Clarion, Iowa

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