I have been following the discussion about ABM companies, their literature on
breastfeeding, and the use of discharge packs by hospitals (some of my
favorite topics!). Discharge packs are used in hospitals because they
represent a time-proven effective method of marketing ABM. Many hospitals
have a contract with an ABM company which states that breastfeeding mothers
are to receive discharge packs. In return, the company gives the hospital
cash ($50,000 is not unusual) to use the free formula, give out discharge
packs, accept equipment, etc. You and your patients will never see any of
that money. It is administered by the Chief of Pediatrics or Obstetrics and
used for "educational" purposes, not in direct patient care. If you are
frustrated about your hospital gicing out these discharge packs ask your
purchasing department iof they have such a contract. In New York and
Massachusetts, the perinatal regulations state that breastfeeding mothers are
not to receive these discharge packs unless the mother requests them or the
physician prescribes them. So---we see the little cards in the OB offices
reminding mothers to ask their hospital for a free gift or we see physicians
ordering these packs to appease formula reps.

Literature written by IBCLCs has a powerful purpose. It is done to improve
the corporate image. By aligning themselves with breastfeeding supporters the
companies hope some of the supporters credibility will rub off on them.
Industry hopes professionals and consumers will lose the capacity to
distinguish corporate interest from public interest. If the companies can
make themselves shine they feel it will take our minds off the otitis media,
diarrhea, allergies, and suboptimal brain development that their products
contribut to.

Industry purchases the silence of those who are supposed to be looking out
for the health of infants and their mothers. Reading these formula company
produced pamphlets dulls our critical thinking, neutralizes our messages and
is designed to cultivate good will.

This is marketing pure and simple. No company invests that amount of money
into something without expecting a significant return on their investment.
These booklets are still filled with strategic omissions, superficiality, and
oversimplification. And they have accomplished exactly what they were
intended to do. Make us think that the companies are good guys after all and
that we should condone the use of this literature. IBCLC after the authors'
names is the way industry fools us into thinking that they have accomplished
some type of public service and are now "green." Do not be pulled into the
marketing arm of industry.

ABM company marketing encourages families to feed their babies in ways that
can undermine children and women's health. It is time to stop falling for
this and start asking our hospitals why they insist on giving out discharge
packs.