1. Physician Engagement & Baby Friendly Designation June, 2015 “Improving Maternity Care Practices in Wisconsin” Baby Friendly Hospital Panel Discussion

2. Objectives Participant will be able to: Identify 3 provider related barriers to achieving Baby Friendly designation Describe importance of physician engagement in becoming “Baby Friendly” Describe educational requirements for designation

3. Patient education Benefits of breastfeeding Importance of skin to skin Positioning & attachment Hand expression (including NICU moms) Avoidance of supplements Rooming-in Cue based feeding Frequent feeding to build milk supply Avoidance of pacifier use Exclusive breastfeeding for first 6 months Continuation of breastfeeding after baby given solids

4. Staff training requirements Feeding Policy 15 training hours 5 hours supervision Within 6 months of hire

5. Provider training requirements Breastfeeding/infant feeding policy Patient educational requirements Documentation of prenatal education Formula logos & promotional items Avoidance of promoting formula unless medically indicated

6. Barriers Fail to Communicate Importance of Exclusive Breastfeeding Education & Practice Don’t Align Buy In

7. Crucial conversations OB Provider ◦Prenatal—benefits of breastfeeding ◦Prior to first feed—documentation of choice ◦Rooming in & skin to skin Newborn Provider ◦Risks of supplementing ◦Medical indications for supplementing ◦Keeping moms & babies together:  Nursery evaluation/assessment  Circumcision, labs, hearing screen, car seat testing

8. What works? Communication Consistency in provider education & updates to practice guidelines ◦Contraindications to breastfeeding ◦Mom-baby separation Accountability for consistent practice: ◦Promoting exclusive breastfeeding—office scripts & clinical documentation requirements ◦Pumping when baby separated—pumping within 2 hours of birth—including in PACU for Cesarean Delivery ◦Use of artificial nipples

9. Questions