In a discussion of diaper bags, Judi mentioned how her nurse manager would
never pay for formula. Well, she does not have to. Infant formula is a food
for patients and would be purchased through the same channels as mashed
potatoes and jello. Maternity units do not pay for the food fed to their
mothers, why would they pay for food for the babies? This is an old dodge
used to defend the bribes taken by hospitals to accept free formula and give
out those diaper bags. The diaper bags are an extremely effective marketing
tool that the hospitals are paid to give out. This is called sampling -
getting a sample of the product in the hands of the consumer to create brand
recognition and brand loyalty.

The formula-containing discharge packs are of no therapeutic value, place the
nurse in a conflict of interest situation, and allow commercial interests to
dictate health care. Marketing products to patients violates most conflict of
interest forms signed by employees. Do nurses also market Tupperware to
patients on the cardiac unit?

The goal of these diaper bags is to sell formula. These are given to
breastfeeding mothers to encourage them to supplement early. This creates a
market that the companies would not ordinarily have. If they can pressure
mothers to add formula to their babies diet early, it gives them a new
customer for a year. If mothers are duped into thinking that follow-on
formula and toddler formula have a use then they will buy those uncecessary
products too.

Time for a masters degree in marketing.

Marsha Walker, RN, IBCLC
Weston, MA

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