Pam mentioned: << Is Medela making this more of a reality?  No.  The reality
has been there all along. Medela just markets to that subset of mothers
along with those who are working, expressing for babies in hospitals, etc.>>

And Fleur contributed: << I think that another part of the big picture is
why so many moms need pumps to begin with! There is so much that needs to be
done in terms of educating moms about the fact
that a pump is *not* a necessary part of breastfeeding>>

By marketing directly to parents and potential customers (instead of
through/to doctors, LCs and other health care providers) it becomes
attractive. The marketing works to increase the subset, to increase the
need, the desire. "Joan has a "really good" pump, and I want one just like
that. She really likes it. Look, here it is in this magazine. This is the
one I want!" Many moms are envious at the amount of freezer milk some moms
seem to accumulate, almost as if it's a badge of honor.

When "everyone" has a pump, it is an odd feeling to be the only one without
a very expensive piece of baby equipment. "Oh, you have just a hand pump? I
got the XXX double-piston multi-function solar powered pump. It is
FANTASTIC! I wouldn't leave home without it!"

Look at the way car seats and strollers/buggies are marketed. Now, car seats
have expiration dates, you're only supposed to use it for one child, never
buy in a yard sale/second hand, more and more expensive models out on the
market every day. Does anyone else see car seat envy? The fabric with the
cow pattern was the most expensive model a few years ago, and many of my
friends would glance wistfully at the couple of moms who had them. This
sounds a little familiar to the pump rules, don't you think? One user only,
seals might go bad after a few years, never buy second-hand, more and more
expensive models available...

Medela is contributing to the culture that every mom needs a pump. Since
breastmilk is the gold standard, when you have a pump, you can give the very
best to your baby. Marketing works. 

Best wishes from someone who drives a 1985 BMW and frequently gets
Toyota/Honda-envy...
Sam Doak

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