Breastpump manufacturers

Every year, about eighty million babies take birth around the world. Out of this, four million are born in the United States alone. Couple this with the attitude of a highly health-conscious society, that is now fully convinced of the need for feeding the new-born baby with mother's milk; further add the fact that majority of women return to work post-partal; and a quick, back-of-the- envelope arithmetic of the business of breastpumps and accessories shows the amount of business available to breastpump manufacturing, year every year.

Research over the years, along with continuous hammering via television advertisements and soap-operas and newspapers, leave parents with no doubt that the best first food for babies is breast milk. Diseases such as ear infections, diarrhea, rashes, allergies, and even higher mortality rate, that confront bottle-fed babies, do not bother much the babies that are breastfed. Why is that so? Surprisingly, with all the strides that science and technology has made today, the exact chemical constitution of breast milk is still unknown.

Businesses that entered the segment of breastpump manufacturing earlier have the advantage of first-to-the-tape; and do benefit from easier brand recall. However, the industry is always in a constant state of evolution, driven by new technological innovations. Customers, as usual, demand less costly and more efficacious products and services. This scenario leaves no room for complacency for any one, and if one is not on one's toes all the time, it is quite possible for an established market leader of today to become a has-been tomorrow. Newer startups, with revolutionary and path-breaking technologies manage to not only get funds from venture capitalists, but also create a niche for themselves. A most notable such startup is Whisper Wear, headed by Kevin Myers, an engineer, and Ellen Lundy, a registered nurse and lactation expert. This company has, as recently as in August 2003, succeeded in securing USD 1.4 million in a round of Series B financing, which is a clear signal that cost-effective technologies are always cheered and betted upon in today's mature investment climate.

The depth of the American market has attracted big ticket corporates from other parts of the world. Avent, a U.K. company, launched their U.S. operations with their ISIS pumps. Medela AG,
a Swiss corporate and leader in the healthcare segment in most of Europe, set up base in the U.S., and have already made a name for themselves with a very complex range of products. Whittlestone breastpumps were brought to the U.S. all the way from New Zealand, and have managed to further heat up the race for the customer's attention.

Every manufacturer seeks to reinforce relationships with distribution partners, and no stone is left unturned to ensure that their flock of distributors and retailers are happy and satisfied with their profit arrangements. As part of a holistic, pre-sales to after-sales strategy, full time attention is given to fostering close tie ups with lactation consultants, and building and sustaining network of lactation experts and specialists who come in direct contact with the ultimate consumer - the lactating mother. Free or nominally-charged seminars and workshops are organized by the manufacturers to train the consultants on the product-operation. A close liaison with groups such as the La Leche League is always
maintained.

Breastpump manufacturers are required by law to follow stringent regulations laid down by the Food and Drug Administration whenever a new product is launched in the market. Manual pumps are let off leniently by the Federal Food, Drug and Cosmetic Act (FDCA), but all electronic variants come under the scanner. Prior to launching a new pump in the market, the manufacturer is required to submit a premarket notification to the Department, giving full details on the various parameters as laid down by the latter. Only after the premarket notification is approved, that manufacturers can sell the product. Violation of this precondition may lead to serious repercussions that any manufacturer worth their salt would do best to avoid - seizing of product inventory, court injunctions against further marketing of the product, and / or monetary penalties; all of these actions pale before the enormous loss of face that the company's brand name faces in the media and the market.

Breastpumps are sold with a host of accessories - items such as collection bags, coolers, sterilizing equipment, bra pads, carry bags, pillows, special-purpose blankets and what-have-you- that automatically get picked up when breastfeeding mothers walk in the store. A huge ancilliary industry has flourished, who earn their daily living through the outsourcing of the major players. This ancilliary industry, incidentally, is not localized only to the United States; but is spread far and wide - workers in China, Hong Kong, Malaysia and other Asian countries work eight to ten hour shifts to give the mother that ultimate comfort in expressing her milk!