1 E-CERP + 1 CEU

Into the Unknown:
The Ethics of Story-Based Marketing

Annie Frisbie, MA, IBCLC
Course description
Many current marketing practices are inappropriate for private lactation practice because they may prevent you from your duties to:

  • Present information without bias
  • Ensure that commercial considerations do not influence professional judgment
  • Behave honestly and fairly as a health professional
  • Provide only accurate information to the public and colleagues concerning lactation consultant services offered

Bonus Resource! Workshop Your Website Copy
Meet the Instructor

Annie Frisbie, MA, IBCLC

Annie Frisbie MA, IBCLC has been a lactation consultant in private practice in New York City since 2011. She is also the creator of the Lactation Private Practice Essential Toolkit and the accompanying Lactation Private Practice Essential Course, and is the co-host of the Lactation Business Coaching Podcast. In 2018 Annie was honored with the US Lactation Consultant Association's President's Award, "awarding those that demonstrate extraordinary service to the association and profession." 

Annie has a BA from Franklin and Marshall College with a double major in American Studies & Theatre, Dance, and Film, and an MA in Cinema Studies from New York University. She lives in Queens, New York with her husband, their two children, and their two cats. 
Patrick Jones - Course author

Learners say 

It was lovely having my own unexpressed thoughts about fear based marketing brought to a conscious and clearly expressed level. Annie gave me words to describe that awful feeling of being manipulated by marketing. I am grateful for her shining a light on the potential of marketing in an ethical fashion. She altered my association of marketing with manipulation, showing that it is possible to market to clients in a manner that is empowering for everyone.

Laura Spitzfaden, IBCLC

It takes a lot of time and trial and error to unlearn what we think marketing should be. Annie’s courses help us grow and learn and become better people, per usual! She has insightful guidance and gives great examples to help understand ethics of marketing!

Melanie Horstman, IBCLC, CPST

Start learning now!

Knowledge Gap
Too many entities such as Fed is Best use fear-based marketing to manipulate their audience to a desired action. This is not in the best interests of our clients or in breastfeeding/chestfeeding advocacy. There is a fine line between marketing and gaslighting when it comes to healthcare, and it’s important to use to stay far away from that line.


Define marketing and branding


Learn ethical conflicts related to marketing


Develop strategies for ethical story-based marketing
IBLCE Content Outline
VII. A. 7 Communications Technology 
VII. A. 8 Website        
VII. B. 9 Empowerment  
VII. C. 3 Code of Professional Conduct (CPC)
VII. C. 4 Principles of Confidentiality 
VII. C. 5 WHO Code - advocacy and policy 
VII. E. 1-4 Public health & advocacy (all)

Course Lessons

Guaranteed Security using one of the most advanced encrypted systems on the market.
The information in this page is being processed and encrypted securely using industry-leading encryption and fraud prevention tools.