Marketing—a discipline used by business to convert people's needs into profitable company opportunities—is still poorly understood and appreciated by health workers; either they need to learn marketing techniques themselves or to seek assistance from marketing experts. Nurse/entrepreneurs can seek help from small-business centers at universities that help small-business people at no cost, attend marketing classes, and read books on marketing.

The following are basic marketing techniques that LCs may find useful:

• Collect data such as the number and percentage of women giving birth who breastfeed, and survey women who have used lactation services.

• Analyze strengths and weaknesses of competitors and focus on service needs not currently being met.

• Establish a small niche within the health-care market that is ignored by large health-care providers—for example, a postdischarge visit for a back-to-work consult.

• Promote the practice by advertising and public relations: brochures, newsletters, letterhead stationery, business cards, fact sheets, and radio and TV interviews all help to inform clients and other health workers about LC services (Gardner & Weinrauch, 1988).

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New Mothers Guide to Breast Feeding

New Mothers Guide to Breast Feeding

For many years, scientists have been playing out the ingredients that make breast milk the perfect food for babies. They've discovered to day over 200 close compounds to fight infection, help the immune system mature, aid in digestion, and support brain growth - nature made properties that science simply cannot copy. The important long term benefits of breast feeding include reduced risk of asthma, allergies, obesity, and some forms of childhood cancer. The more that scientists continue to learn, the better breast milk looks.

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