179632 Beyond ‘breast is best': Breastfeeding peer counselors and WIC clients' economic assessments of infant feeding options

Wednesday, October 29, 2008: 1:00 PM

Caitlin Cross-Barnet, MA , Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD
Marycatherine Augustyn, PhD , Department of Population, Family and Reproductive Health, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD
Angie Ting Wai Wong, BA , Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD
Amy Resnik, MS, RD, CSP, LDN , Maryland WIC Program, Maryland State Department of Health and Mental Hygiene, Balitmore, MD
Susan M. Gross, PhD, MPH, RD , Food Supplement Nutrition Education, University of Maryland Cooperative Extension, Columbia, MD
Dr. Joy P. Nanda, DSc, MS, MHS, MBA , Department of Population, Family and Reproductive Health, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD
David M. Paige, MD MPH , Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD
     
Introduction The Maryland WIC Breastfeeding Peer Counseling Program is designed to increase breastfeeding initiation, duration and exclusivity. Many WIC clients, however, formula feed despite Peer Counseling (PC). We report qualitative analysis results regarding clients' economic assessments of infant feeding options. Design All PCs and a convenience sample of PC clients with infants less than or equal to 1 year is being interviewed at 3 geographically representative Maryland WIC agencies. Formula feeders (FFs), exclusive breastfeeders (EFs) and partial breastfeeders (PFs) are included. Preliminary Results Most clients (including all FFs) were prenatally counseled by WIC PCs. BFs and PFs were postnatally counseled. All clients profess knowledge that “breastfeeding is best” acquired from WIC PCs, healthcare providers, and/or reading. However, as reported by clients and PCs, clients receiving formula perceive the value of WIC formula packages to exceed the value of breastfeeding's benefits and WIC-provided breastfeeding support and breastfeeding supplies. Breastfeeding “costs” include breaching family preferences and community norms and concerns about inconvenience or pain. FFs and PFs believe these short-term values and costs override proven long-term benefits of exclusive breastfeeding. Discussion Multiple economic issues affecting WIC clients' feeding choices have not been fully addressed by current education and counseling. Identified perceptions among clients indicate that PCs should translate knowledge that “breastfeeding is best” into economic terms. PCs should increase focus on breastfeeding's benefits for the client and her household, counsel family members, identify the value of WIC's breastfeeding services and supplies, and emphasize breastfeeding's immediate and long term economic benefits.

Learning Objectives:
Describe WIC clients’ economic assessments of breastfeeding and formula feeding Identify costs of breastfeeding and benefits to formula feeding that are specific to WIC clients Apply identified additions and changes to how peer counselors should focus their efforts in the MD WIC Peer Counseling Program

Keywords: Breastfeeding, Peer Counselors

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am a primary researcher on the project, wrote the abstract, and have no conflicts of interest.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.

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