Finding Ways to Trick Lactation Care Providers

If you are getting into the field of lactation care, you need to be ready for the trickery. Be prepared.

The marketing deception, the lies, the outright bribery - it’s all coming at you. They’re just waiting to capture your attention and divert you from the science.

Marketing works; that’s why companies spend money on it. It works on everyone. Works on me, that’s for sure. It’s why I drink a certain kind of sparkling water and wear a certain kind of tank top. Maybe for you, it’s about the car you drive or the shoes you wear. Maybe it’s the phone you’re reading this on - you’ve got brand loyalty somewhere.

With lactation, it’s not ONLY about brand loyalty. It’s about the product mentality itself. Companies know the “motherhood market” is ripe for profit, so the goal is to ensure that everyone thinks people need tons of stuff when they have a baby. Free baby registry? Sure. Free samples of baby products? Yep. Free prenatal vitamins and supplements? You got it.

And… they’ve got you. If you’re an aspiring lactation care provider, they’re working really hard to capture you, too. You’ve got to know that. You’ve got to see it.

Remember when I said that marketing works on me? Well, there’s an exception. There’s a little switch you can turn on and off. It comes from education and evidence-based information and a commitment to truly helping and serving people.

I know and accept the science of human lactation as demonstrated through the evidence base and the concept of physiological plausibility. I can see when a product is being marketed that has a potential influence on human lactation, and I can run it through that filter. Is it really needed? Why? What happens if someone can’t get it - are they destined to fail at breastfeeding? The company sure wants everyone to think so, but is that really possible?

Here’s where they try to capture you: you probably already know how companies prey on the lack of information new parents may have, giving them tidbits of truth couched in confusing, out—of-context ideas. They’re ALSO hoping this will work on you as a lactation care provider. They want to take advantage of any doubt you might have about your education or knowledge in the science of human lactation.

They’re counting on their slick marketing campaigns, catchy slogans, and your tiny bit of wondering if you really understand everything about how lactation works to convince you that maybe their product is kinda necessary for everyone. They’re definitely hoping that if they can get you to take a sample and try it (or give it to one of your clients to try), or if they can join you for a Live on Instagram or get you to talk about their product in a social media post or video, that they will benefit from your reputation and your clients will believe in their product and buy it.

The key to resisting marketing when it comes to products which make claims about babies is this: adopt a mindset of scarcity.

Is it possible that this product is actually necessary? Well, yes, but for one person at a time, not for everyone. How would they know if it is necessary for them? By having their situation evaluated by a professional, someone in whose scope of practice it lies to recommend the use of a product.

If it is not in your scope of practice to evaluate and assess an individual or a dyad AND to understand AND be able to explain the potential positive and negative effects of a product, technique, or service, you should not be talking about products. Period. Refer to another model of care.

No breastfeeding product is right for everyone and not everyone needs breastfeeding products. That’s why it’s imperative that we collectively get a handle on this now. There is NO REASON that anyone should be out there endorsing products that can impact lactation (in positive or negative ways!)

If you are approached to receive a free sample, do not accept it.