Oh, she may be weary
There has been a lot of discussion in the news in the past day or so with Mumsnet calling for sales reps from Bounty to stop targeting vulnerable new mothers on maternity wards. The issue is one of government policy, and this being the only area within the NHS where sales reps are allowed access to wards to effectively sell services to patients; new mothers.
Firstly, Mumsnet’s call is something I wholeheartedly support. Whilst I don’t think I was even with it enough to compute who this strange woman was who was coming to bring me a carrier bag full of leaflets which soon ended up in the recycling bin at home, I think it is wholly wrong to allow representatives of commercial entities access to anyone receiving care in hospital – let alone those just getting to know a new life.
You know she’s waiting, just anticipating
Like many mums-to-be, when I found out I was pregnant, I signed up to the many and varied parent and baby clubs. Each one offered free gifts, coupons or access to special events in exchange for my personal details and weekly advisory emails telling me what vegetable my growing bump resembled each week.
Now, as a marketing professional (non-practicing) I completely understand the value of customers’ personal details. But in the c.40 week period of pregnancy and the similarly-timed period since, I don’t think I have ever experienced such misuse and mishandling of personal data.
Aside from Bounty, my other main beef was with Emma’s diary – a very similar commercial entity for whom the main promoters seem to be the community midwife at the initial booking in appointment. Again – how can those who work for the NHS be seen to promote companies?
But the soft words, they are spoke so gentle
When not out having coffee and cake, my early pregnancy was spent at home watching what some might consider to be far too many US crime drama series. That was when my viewing pleasure wasn’t being interrupted by incredibly pushy salespeople from all manner of random companies. In looking into how these companies had got my details – it was all from signing up to Emma’s Diary and missing the very small print hidden somewhere deep in their site that they will basically give your details to anyone who will pay them. That may be a great commercial model for them, but surely not something that should be endorsed by the good old NHS?
Having signed up for the Bounty Packs I have to say the collection of each one led to increased disappointment. It was like being given a party bag when leaving a child’s party, with mouldy cake in and a broken whoopee cushion. The sense of disappointment was palpable. The only good thing in any of them was the Child Benefit application form and a handy nappy bag sized pot of Sudocrem!
Also, the quality of the weekly emails from Bounty and Emma’s Diary was terrible. Those from the other companies I signed up for (supermarkets and baby formulae) were well written and mostly contained useful advice and information. On the other hand, those from Bounty and Emma’s Diary read like a poorly put together newsletter with useless and irrelevant information – and that was in the 30% of space that wasn’t taken up with adverts.
Try a little tenderness
Maybe we’re a nation gone mad – one that wouldn’t normally give out personal details to any Tom, Dick or Harry…unless pregnant and / or there is the promise of free stuff. Maybe we should look to Finland where the government and expectant parents are much more in tune; where expectant parents are issued with a maternity box containing all manner of useful and practical items – and with no hard sell for nonsensical items within 24 hours of a traumatic birth.
What do you think? Did you sign up with Bounty? Did you think someone visiting you within hours of birth was intrusive or were you happy with Bounty’s service?
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