Hospital Hypocrisy on Sponsorship Must End

For many hospitals, corporate sponsorship is a way of life. It’s how they can afford to build that much-needed new wing or invest in a suite outfitted with new technology. But recently, hospitals have been coming under fire for taking their corporate ties too far.

Last week, a Huffington Post article scolded hospitals for hypocritically giving new moms free formula samples while also extolling the benefits of breastfeeding. 

“Giveaways of free samples directly undercut hospital efforts to support breastfeeding and sends exactly the wrong message to new mothers,” writes the author, Robert Weissman, president of public advocacy group Public Citizen.

He certainly has a point. To be fair, Weissman also notes that today fewer hospitals give out formula samples than ever. A Centers for Disease Control study found that about 35% of hospitals had stopped distributing infant formula samples in 2009, up from 27% in 2007.

While encouraging, those statistics are not good enough for Public Citizen, which has launched an initiative urging the 2,600 hospitals still dolling out formula samples to end the giveaways immediately.

This puts hospitals in a tricky situation, because while the medical community agrees about the importance of breast feeding, it simply isn’t feasible for all new moms and their babies. For those patients who for whatever reason doctors determine won’t be successful at breast feeding, a few free formula samples to get them started doesn’t hurt.

But the free samples should not be handed out to all new moms. Patient health comes first and for most babies that means breastfeeding.

If your organization is considering updating your formula sample policy, be as transparent as possible. Craft a press release, post an article on your website, and educate staff so that they are up to date if any patient asks. Even if you don’t want to change your policy, explain why you’re sticking with it. Patients will appreciate the honesty.

From Formula to Burgers
Hospitals have also taken heat for housing fast food chains like McDonald's in their cafeterias. Earlier this month NPR reported on the intensifying pressure for hospitals to only serve sensible, healthy food on campus.

Last year the AHA issued a call to action urging hospitals to eliminate unhealthy food in cafeterias as one way to create a culture of wellness, but for some organizations it’s not so simple. Ten years ago the Cleveland Clinic was unable to terminate its contract early with McDonalds, being forced to wait it out.

Twenty-seven of the 14,000 nationwide McDonald's restaurants reside in hospitals today, according to the fast food giant.

(By the way, a McDonald's spokesperson defended their hospital locations by stating, "Today, we offer more variety than ever in our menu and we trust that our customers will make the appropriate choices for them, their families and lifestyles.” To which I say, Ha!)

Fast food chains in hospitals is one of the most clear-cut conundrums in the history of hypocrisy. Unacceptable.

How can physicians preach preventative medicine and the importance of a healthy lifestyle when a patient can pick up a Big Mac on the way out? Or worse, what if a patient sees a fast food wrapper in their doctor’s or nurse’s trash can?

The photo posted on the NPR article shows at least three patient caregivers in line at McDonald's at Cleveland Clinic. Is that the message you want to be sending to patients?

The road ahead for hospitals and their corporate ties is not easy. Sure, corporate sponsorships are often a necessary evil. But when you cross the line from enjoying a beneficial corporate relationship to sending mixed health messages to patients, the necessary evil becomes a liability to your reputation.