Into the Unknown:
The Ethics of Story-Based Marketing

1 E-CERP + 1 CEU

Attract lactation clients without triggering trauma

It’s marketing, not gaslighting.

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

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.

🎉 BONUS Resource! Workshop Your Website Copy

Into the Unknown: The Ethics of Story-Based Marketing (1 E-CERP + 1 CEU)

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


  • Define marketing and branding
  • Learn ethical conflicts related to marketing
  • Identify fear-based 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)
Into the Unknown: The Ethics of Story-Based Marketing (1 E-CERP + 1 CEU)

Meet Your Instructor

Annie Frisbie MA, IBCLC

Annie Frisbie is the author of Paperless Private Practice for Lactation Consultants and Lactation Private Practice: From Start to Strong. She is the creator of the Lactation Private Practice Essential Toolkit and a self-professed privacy and technology nerd.

This presentation gives me a chance to bring another passion of mine to lactation work: storytelling. I’m a produced screenwriter (Speak and The Good Witch’s Destiny) and taught college love screenwriting for many years. Also, I have it in for Fed is Best, so buckle your seatbelts!

Annie Frisbie, MA, IBCLC
Into the Unknown: The Ethics of Story-Based Marketing (1 E-CERP + 1 CEU)