So administration is wondering, if there's no in-hospital name recognition, no
discharge packs, no pens, sticky notes, et cetera, then
what exactly is the benefit to the formula manufacturer?  It's the STATUS of
PREFERRED.

The phrase "preferred formula" has a bad stink to it.  Smells a lot like an
endorsement.  Even if the hospital never took a dime of money, and
never took pens, donuts, or whatever else might be offered, don't the admin people
realize that the minute that contract is signed, the sales
reps are going to be told to go to all the peds offices and say "Brand Fake-O-Mil is
'preferred' at County General!"

So, no, the formula company isn't looking to market to new mothers in this hospital
-- they want to market to the docs.  And they want the
hospital's endorsement of their product.

It's not like other purchasing agreements, because other manufacturers and
distributors are seeking gain market share in exchange for price
concessions.   They don't turn around and use that information to gain more sales.
In fact, they oftentimes jealously guard information such
as which hospital buys how much of their product.  Not so with the formula
company...  they want bragging rights.

Debbie McCallister
Louisville, KY

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