Curious about formula marketing practices in your hospital

Specialties Ob/Gyn

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Specializes in OB.

So this afternoon I finished a weeklong certified lactation counselor course. I took it 4 years ago and then decided to retake the course instead of submitting the CEUs to stay certified, because I felt like I needed a serious refresher. One of the final items we discussed was the International Code of Marketing of Breastmilk Substitutes, and how there are no consequences in the U.S. for facilities that do not adhere to this guideline. I've only worked at 2 hospitals, one which was Baby Friendly, and my current one which is (slowly) working towards this, so I haven't experienced it firsthand. But it got me curious for how common it is.

How many of you work in hospitals where free bags from formula companies containing coupons/samples are given out? How about just free items from the company, like measuring tapes or ID lanyards for nurses' use? Are formula company reps ever on your floor (shudder), offering free food or (really shudder) interacting with mothers? I assumed practices like this were almost at an end, but the presenters made it sound more common. What are your experiences, if you don't mind sharing?

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Specializes in Maternal - Child Health.

I took my first job in OB in 1986. Since then I've worked in all aspects of maternal-child health, in facilities ranging in size from 90 bed rural facilities to 1200 bed teaching hospitals, as well as working for a community health agency.

In all those years, I have never seen a formula rep interact directly with a parent in any setting whatsoever.

I can't remember the last time I saw a formula freebie in a hospital.

I think your program presenter may have over stated things just a bit.

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Specializes in OB-Gyn/Primary Care/Ambulatory Leadership.

My first OB job (2006-2010) was in a smallish community hospital (1200 births/year). We were not baby friendly. We did have different "gift bags" that we gave out depending on if the mom was breast or formula feeding. We did have a rep come out occasionally, but no freebies were given, and she only spoke to staff, not to patients. One of the 2 OB practices in the community used to give out a big jug of formula concentrate when the woman came in for her 20-week ultrasound (I only learned this because I was given one when I had my U/S with my last baby - I gave it back and said I didn't want it).

The other two facilities I've worked for longterm, both were teaching hospitals. One is trying to get BFHI this year. The other is not, but is still pretty progressive and evidence-based when it comes to breastfeeding. No reps, no formula gift bags. Formula kept put away, and only given on request.

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Specializes in Community, OB, Nursery.

Similar to what klone described. Teaching hospital, working toward BFHI certification.

We used to have formula reps but not anymore, not for several years now.

It may be that way in some places but (thankfully) not where I am.

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Specializes in Reproductive & Public Health.

I work at a small community hospital (250ish births a year), and the formula reps take us out to dinner and give us "breastfeeding support" bags filled with formula and coupons. I only give them to formula feeding moms or moms who request them. I hate it.

The other hospitals I have worked at as a student CNM do not allow any formula samples, coupons, or branded merchandise. Formula is signed out of the pyxis.

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Specializes in Maternity.

In in a London (UK) NHS hospial who are trying for the BFHI certification. Each year we have to do the same updates etc.

In practice breastfeeding support is very variable, some of my colleagues are fantastic and just have the knack, others like myself are just so so and often have more luck not interfering and letting baby figure it out by self.

We keep formula locked up and every time a couple want a bottle they have to sign for it and a sticker goes in the baby notes to say that we have explaned the benefits of exclusive breastfeeding.

Some other hospitals have dedicated milk kitchens so that if parents want to forumla feed they have to bring in their own suppy and make up each bottle as they want it, we can't do that as have no space.

As for advertisment there is no hard and fast rule but most of the Universitys actively discourage their students for using branded items around women, however one brand does an excellent VE trainer which has very little branding so I allow m students to carry it if they put their name sticker over the band.

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We stopped giving out formula sponsored diaper bags about two years ago. I still get patients asking for them all the time, and they're disappointed that we don't offer them anymore. I don't recall ever seeing a formula rep on the unit. We are not currently Baby Friendly but are moving in that direction.

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Specializes in L&D/Maternity nursing.

We're a BFHI facility, no no formula goodie bags/swag here.

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Specializes in Reproductive & Public Health.

Our formula reps takes us to dinner and brings us branded "breastfeeding support" bags (with formula samples of course) to give out to all our moms. I hate it and think it is unethical.

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Specializes in OB.
Our formula reps takes us to dinner and brings us branded "breastfeeding support" bags (with formula samples of course) to give out to all our moms. I hate it and think it is unethical.

Just curious, not trying to sound judgemental---do you go to the dinners? This is the sort of behavior they were describing to me that I was so shocked by.

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Specializes in NICU, PICU, PACU.

We only see the reps when something changes with the preemie formula or fortifiers. Working for a county hospital, always under scutiny, we aren't allowed to have the reps offer us food, etc. We have bags with our hospital logo on them, cold

packs and some little things like hand cream in them. No formula.

We do go to conferences sponsored by these companies but the topics don't fear towards formula. Sure they have their table set up, but they aren't pushing it.

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At the hospital I did clinicals at they kept formula in the baby's bassinet drawers regardless if they are breastfeeding. No goodie bags or indirect advertising other than that but at their pediatric office its despicable. Formula advertising everywhere. Especially similacs supplementation formulaformula for breastfed babies.

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