How much I agree with the comment of having a  "knee-jerk negative response
to the term 'marketing'"!  

In my childhood, there was NOTHING my parents, both educators, hammered
into my head more thoroughly than "be careful of sales..."  They just want
your money, ...not interested in you...  Sales people "took" me when I
bought an ENCYCLOPEDIA when I was just recently married (no kids
planned...) and when we bought a car, so this only proved their point.

But then I learned about the science of marketing and how it can be used
(like promoting the use of car seats, immunizations) or mis-used (like
selling you things you don't need such as a particular brand of detergent,
jeans, etc.).

I also was exposed to a wonderful marketer/breastfeeding mother who, as a
member of the breastfeeding task force in Puerto Rico truly taught me
things such as:

- if you want to promote breastfeeding you don't create a picnic just for
breastfeeding mothers (which if a great idea if your goal is to have fun
and celebrate your successes) - you go to where the public who is NOT AWARE
of breastfeeding and you offer them the opportunity to learn.
- if you want to have people change their actions, you need to learn what
they "value" - and in marketing terms this is NOT "mother, country, God,
etc." but rather what is important enough to make you change BEHAVIOR.

I have a lot to learn, and enjoy every oportunity to learn how to "market"
breastfeeding and the services that qualified people can provide - from
peer counselors to Leaders to doulas to IBCLCs to MD specialists in
breastfeeding.  

Jeanette Panchula, BSW, RN, PHN, IBCLC
Vacaville, CA

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