Gen Y Mother: Supporting Breastfeeding Needs Using Technology Solutions

OBJECTIVES: Research suggests that there are generational differences in attitudes and use of technology for healthcare services, particularly for patients in Generation Y (Gen Y). These differences suggest that healthcare providers need new strategies for assisting Gen Y mothers seeking to maintain lactation. The purpose of this study is to review those differences and to present preliminary data on the efficacy of an online support tool, “Ask the Lactation Consultant (ATLC).” METHODS: This is a retrospective, secondary data analysis of encounters captured by the ATLC online support tool (n=6000). This analysis examined the types of lactation questions mothers ask through the ATLC tool by maternal characteristics, symptoms, problems, or questions into categories, and the critical time periods when questions are asked. Maternal satisfaction with the use of the online tool is also reviewed. RESULTS: Preliminary analyses suggest that mothers are satisfied with the online tool and that mothers are able to seek assistance earlier than a traditional provider appointment. Analyses also suggest that Gen Y mothers are particularly likely to seek assistance through electronic media. CONCLUSIONS: The results from this study can be used to assist providers and policymakers in identifying effective strategies for online breastfeeding support. They also can be used to help guide the selection of anticipatory guidance for pregnant women and breastfeeding mothers during critical prenatal and postpartum periods.