About Me

Hi there! My name is Annie Frisbie and I’ve been a lactation consultant in private practice in New York City since 2011.

And I spend a lot of time figuring out how run my practice more efficiently, more ethically, and more enjoyably.

When I’m not seeing clients in Queens, New York City, I create products and run conferences specifically for private practice lactation consultants like me.

I’m an expert on technology, privacy, business development, avoiding conflicts of interest, marketing without coercion, healthcare policies, insurance for lactation services, client self-efficacy and collaborative care.

nerd = me.

I’m not here to sell you a boilerplate method for making a quick buck.

I’m here to help you nurture your private practice so you can expand the circle of care you’re creating for families. 

I wrote the book on private practice. (3, in fact).

But I’m only an expert on a few things. I became a long term CERP provider because I love learning from other people.

I’m always pushing myself to do better on every level, and there’s nothing more fun than having other people around me who want the same thing.

I’m in this for the long haul, and my tools and trainings are designed so you can be, too.

Inside the Paperless Lactation learning platform, you’ll find charting templates, consent forms, CERPs, and so much more. Plus I’m always dreaming up something new.



Annie’s Professional Bio

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 had a lifelong interest in technology, productivity, and privacy. She was the Senior Editor of Zoom In Online, of Magnet Media Inc, where she created, produced and project managed written and video content for media professionals on both the training and editorial sides. Additionally, she produced trainings for film production and screenwriting software.

Annie’s writing career has spanned more than twenty years. She is the writer and producer of three produced films (Speak, The Good Witch’s Destiny, and Dirty Little Secret) and has written about film for Time Out New York, New York Magazine, and Christianity Today, among others. She served as the photo editor for The Art of the Documentary by Megan Cunningham (published by New Riders).

In her tenure working for film producer Fred Berner and later as a freelancer for New Line Cinema, the Independent Feature Project, the Nantucket Film Festival and various independent producers, she covered books and screenplays and advised on their market potential. She also participated in creating business plans, project proposals, marketing collateral, and contracts.

Annie’s interest in legal intricacies springs from her experience working as a clearance and product placement coordinator for films and television shows including Pollock, Far From Heaven, and The 25th Hour. She has carried that passion into her work as a healthcare provider, becoming HIPAA certified and an expert on insurance coding for lactation.

In the last several years, Annie has spoken about private practice, virtual healthcare, insurance coding, marketing, business, privacy, and healthcare technology at top lactation conferences, including ILCA, GOLD, LCinPP, iLactation, and USLCA.

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.

Annie’s Past Speaking Engagements

Hold On For One More Day: Case Coordination for Lactation PracticeNYSSLHA Annual Conference, 2023

From “Breast is Best” to “Fed is Best”: Motivation, Persuasion, Coercion and Infant Feeding Advocacy — USLCA Annual Conference, 2022

“Anatomy of a Consult Part 2” + “Using Technology for Your Practice.” GOLD Lactation Academy.

Collaboration over Competition: Improving Health Outcomes by Working TogetherMichigan WIC Training and Educational Conference, 2022

Hold On For One More Day: Case Coordination for Lactation Practice & Online Privacy and the Ethics of Lactation PracticeDallas Lactation Consultants Summer Seminar, 2022

Nurture Your Private Practice, Build Sustainability (with Leah Jolly) — USLCA, 2022

Nurture Your Private Practice, Expand the Circle of Care — Clinical Complexities in Private Practice, 2021

How To Run an Outpatient Lactation Consult — The Lactation Private Practice Essential Course, 2021

Creating Your Policies and Procedures — The Lactation Private Practice Essential Course, 2021

Panelist, “Equity-mindedness and Cultural Responsiveness in the Health and Lactation Space Panel” — USLCA DEI Learning Series, 2021

Collaboration Not Competition: Improving Lactation Outcomes Together — ILCA 2020

“Into the Unknown: Branding your Lactation Business with Storytelling” — USLCA Virtual Workshop 2020 “So, You want to start a Lactation Practice?”

Repairing the Leaks in the Boat: Privacy Risk Assessment and the Lactation Workflow — iLactation 2020

The Ethics of Digital Privacy and Lactation PracticeGOLD Lactation Online Conference 2020

Ask the Expert: Best Practices for Intake, Documentation, and ReportingGOLD Lactation Online Conference 2020

The (Small) Business of Lactation During the COVID-19 Pandemic and BeyondUSLCA Webinar

How NOT to Negotiate Against Yourself: Hollywood A-List Strategies Made Simple: for Lactation Consultant Who Find it Difficult to Talk About Money — LCinPP 2020

The Lactation Corporation: Creating the Structure for Optimal Function (with Leah Jolly) — LC in Office, 2019

Expanding Your Private Practice (with Leah Jolly) — LC in Office, 2019

Your Practice as a Brand (with Leah Jolly) — LC in Office, 2019

Group Practice Workshop (with Leah Jolly) — New Jersey, 2019

Insurance Coding, Billing and Reimbursement for Lactation Services. —LILCA 2019

Repairing the Leaks in the Boat: HIPAA Risk Assessment and the IBCLC Workflow — USLCA 2019; NYLCA 2019

Demystifying Tech for the IBCLC: Incorporate Digital and Online Tools in your Lactation Workflow and Meet Your Ethical Obligations — LCinPP 2019

Looking to book me as a speaker?

I’m available to speak to lactation consultants and perinatal professionals on topics such as:

  • Entrepreneurship

  • Compassion Fatigue and Burnout

  • Ethical Marketing

  • Medical Charting

  • Privacy Protection

  • Informed Consent

  • Client-Centered Care

  • Lactation Insurance Billing and Coding

  • Technology for Private Practice

What Annie Frisbie IBCLC, Inc Stands For

The IBLCE Code of Professional Conduct states that the IBCLC is to “Treat all clients equitably without regard to ability/disability, gender identity, sexual orientation, sex, ethnicity, race, national origin, political persuasion, marital status, geographic location, religion, socioeconomic status, age, within the legal framework of the respective geo-political region or setting.”

To me, ethical integrity means implementing policies and procedures that not only meet my obligation to provide equitable care to families, but also to center equity in all of my professional and clinical communications and relationships.

As the owner of Annie Frisbie IBCLC, Inc, I commit to:

  • paying a fair and living wage to employees and subcontractors
  • offering equitable access to services, products, and continuing education for those identifying as Black, Indigenous, AAPI, and/or LGBTQIA+.
  • pursuing education and trainings to dismantle my own biases
  • supporting nonprofits and initiatives that aim to eliminate racism-based disparities in infant and parent mortality rates and that focus on queer and trans rights
  • advocating for a trauma-informed, consent-based, privacy-minded approach to clinical care that centers the autonomy, dignity, and worth of the individual seeking support
  • taking responsibility for harm I cause because of my own privilege and bias
  • making reparations for the harms caused by my ancestors that have benefited me materially


Annie Frisbie IBCLC, Inc actively supports the World Health Organization (WHO) International Code of Marketing of Breast-milk Substitutes and subsequent World Health Assembly (WHA) resolutions. Therefore, Annie Frisbie IBCLC, Inc is not a company, inclusive of manufacturers, distributors, or marketers, whose products fall within the scope of the World Health Organization (WHO) International Code of Marketing of Breast-milk Substitutes (1981) and subsequent World Health Assembly (WHA) resolutions (e.g., infant formula, bottles, and teats).