Tuesday, September 30, 2014

Formula company marketing strategy

After attending the Northwests Biggest Baby Shower this past weekend I have a few observations to share. It was VERY exciting to see a mainstream convention style event in the heart of Bellevue, at the Meydenbauer Center, with so many alternative care providers and products being shared with a broad spectrum of families. It was cool to hear how many had traveled from Everett and Tacoma and Portland to participate. I enjoyed meeting the families and the vendors alike and appreciated the Bingo Game which brought people to each table, if only to gather a signature, opening to door to conversation and community. There were so many positives, that it seems silly to point out the one thing I wish could have been different, but I will anyway because it's kind of a big deal.  
Dear "Major Contributor Formula Company" who was giving away FULL canisters of formula to expecting couples: That is a sick and twisted marketing tactic. I know that you KNOW that if someone has a challenging night, or week of breastfeeding (which you claim to support "breast is best") that out of desperation, many people will reach for your "gift". I also know that you KNOW that once that happens, it becomes more and more and more difficult to get the baby back on the breast and over the course of a few days can impact the volume of breast milk, and the interest of the baby to the point of it becoming very challenging to get back to breastfeeding without considerable support from often pricey lactation support professionals. I also know that you KNOW that giving away a canister of formula (that you would normally charge $20-$30 for) is no accident, you believe that there will be return on that initial "investment" to acquire a new customer. Preying on the middle of the night insecurities of new parents by putting formula in their hands, knowing that there will likely be a moment of weakness in the initial days and weeks of breastfeeding is disgusting. Sincerely, Kristin
For anyone who took a canister "just in case", I strongly advise that you donate it to a local food bank or women's shelter, the risk of having it in the house (if you are planning to breast feed) is greater than the cost of the formula. For more information on setting yourself up for successful breastfeeding, find my childbirth education class schedule in the menu on the right, or if you are unable to attend classes, you can purchase my curriculum here: http://www.amazon.com/Expecting-Kindness-Kristin-Dibeh/dp/1939275040

P.S. I fully recognize and respect that there are situations in which bottle feeding becomes necessary, this post is a judgement on the unethical marketing practices of formula companies, not the use of infant formula for sustenance of a child.

No comments:

Post a Comment

Note: Only a member of this blog may post a comment.