The sales rep for Similac was at my hospital last week handing out tri-fold
brochures to promote their helpline for feeding questions.  It is called
"Feeding Expert from Similac".

The cover of the brochure shows a shield-shape that contains the wording,
"Get live, one-on-one help with your baby's feeding issues 24/7."   Below
the shield is a picture of a sleeping, naked newborn held on the hand and
forearm of a woman.  Under the photo it says, "FeedingExpert from Similac.
24/7 live help . Nurses & lactation consultants available  800-986-8800 .
FeedingExpert.com"  The baby photo and wording is also a magnet that can be
removed from the brochure.

Inside the brochure it says, "You and your baby are both still new to this
whole feeding thing, so it can be hard to know what's normal - and what's
not.  Whether breastfeeding or formula feeding, you'll probably have a lot
of questions early on - and probably in the middle of the night, when your
doctor's office is closed."

There is some information about "tummy" size, spit-up, and average feeding
amounts.

It says, "Feeding Expert is designed to give you one-on-one, personalized
support over the phone.  Our nurses and lactation consultants* follow the
Barton Schmitt telephone protocol used by children's hospitals nationwide to
help answer your questions, and are available day or night-24 hours/day, 7
days/week."

On the very back of the brochure is the message, " *Lactation consultants
provided by LifeCare, Inc."

So, I called the number to find out what it is about.  The person who
answered the phone said that she had information for mom's and nurses who
had questions about Similac products and how to use them.  She was not a
professional, nor had any certifications - either nurse, or dietitian, or
anything.  She had training and references that allowed her to answer
questions and give information about Similac products.  If I wanted to speak
to a lactation consultant, she would refer me to another number, but the
lactation consultant may not be available and then I would have to call back
another time.

I'm sure that this "service" is being promoted to OB and Pediatric offices,
as well as in discharge formula bags given by hospitals.  You can be sure
that it will be promoted in their advertising and with the formula products
as they are sold.

How many breastfeeding moms are going to be "helped" to abandon
breastfeeding and start formula by this "service'?

I am shocked and furious and I am sharing this information so that all of
you will be aware.

Barb Berges BS, RN, IBCLC
near Cleveland, Ohio

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