Abstract
Breastfeeding Guidance Practices In Community Pharmacies: Results of a Mystery Shopper Study
Nutrition & dietetics, Vol.65(Supplement 2), p.A3
Dietitians Association of Australia National Conference, 26th (Gold Coast, Australia, 29-May-2008–31-May-2008)
2008
Abstract
Breastfeeding promotion is universally recognised as a public health imperative with significant impact on health, social and economic outcomes. Amongst a complex array of determinants that effect breastfeeding initiation and duration, inconsistent advice and support from health professionals is recognised as an unacceptable feature of health service delivery. The role of community pharmacy as a setting for breastfeeding promotion has received limited attention, despite widespread accessibility, utilisation by women and trust amongst consumers. In order to assess the quality of guidance practices relating to breastfeeding, a pseudo-customer (mystery shopper) study was conducted amongst a randomly sampled group of 62 pharmacies on the Gold Coast. A mystery shopper (a female dietetic student) was trained to act as the sister of a mother with a 7 week old baby who was experiencing sore, red and cracked nipples, who was seeking guidance from the pharmacy. Detailed notes of the guidance provided by pharmacy staff were made by the student immediately post-exchange and were compared with observational notes made by a second observer. Analysis of these exchanges indicates almost universal absence (58/62) of proactive breastfeeding advice and a range of dubious infant formula recommendations that reflect formula company marketing more than the evidence-base. This study highlights the need for pharmacy staff continuing education in infant feeding guidance if the full potential of pharmacy services in this field is to be realised.
Details
- Title
- Breastfeeding Guidance Practices In Community Pharmacies: Results of a Mystery Shopper Study
- Authors
- Judith Maher (Author) - Griffith UniversityRoger Hughes (Author) - Griffith University
- Publication details
- Nutrition & dietetics, Vol.65(Supplement 2), p.A3
- Conference details
- Dietitians Association of Australia National Conference, 26th (Gold Coast, Australia, 29-May-2008–31-May-2008)
- Publisher
- Wiley-Blackwell Publishing Asia
- Date published
- 2008
- DOI
- 10.1261/j.1747-0080.2008.00283.x
- ISSN
- 1446-6368
- Organisation Unit
- University of the Sunshine Coast, Queensland; School of Health - Nutrition & Dietetics; School of Health and Sport Sciences - Legacy; Centre for Bioinnovation; School of Health and Behavioural Sciences - Legacy
- Language
- English
- Record Identifier
- 99450051502621
- Output Type
- Abstract
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