Comfort and privacy of families is our priority
Commentary
The hours and days after having a baby should be spent bonding with the new arrival, celebrating with family and friends and acclimatising to the reality of being a parent – especially if it’s the first time.
New parents have a right to rest and recuperation in the safe environment of an NHS maternity ward.
However, for some this precious time is interrupted by sales representatives who disturb the privacy of a new mother and her baby to hand out free nappies and attempt to flog photography packages.
Representatives from Bounty and other companies may well be a valuable source of information for new mothers on cot deaths, safe car seats and state benefits, but their approach can sometimes be a little “off”.
Mumsnet and other mother and baby groups have brought to light cases where sales representatives are intrusive, ask inappropriate questions and pressure women into giving away personal details at what can be a vulnerable time.
Clearly, this is unacceptable. Respecting the privacy and dignity of all women should be the priority of anyone who visits a maternity ward. NHS Trusts must ensure they have the best guidelines and practice in place to ensure mothers and their families and friends are not placed in an uncomfortable situation during this time.
That’s why I was delighted to hear about Ipswich Hospital’s change of policy towards Bounty sales representatives. Following letters written to the Trust from a local mother who had given birth there, Nick Hulme, chief executive of Ipswich and Colchester Hospitals, announced that cards will hereafter be placed on mothers’ bedsides so that they can indicate whether or not they are happy to be approached by a Bounty rep.
This easily implemented approach places a woman’s choice at the heart of the service and avoids the potential for ambiguity, embarrassment or offence.
I’m pleased to say guidance and processes are already in place to help NHS providers protect the best interests of new mothers by managing the access of private company representatives to maternity and neonatal wards.
In 2014, we asked the Care Quality Commission (CQC) to explore how best practice could be shared between NHS Trusts. As a result, the CQC Inspection framework now includes a question specifically relating to this issue – meaning that maternity units are assessed on their regulation of the access of commercial representatives and that action can be taken if they fail to protect the privacy and dignity of the families they care for.
I would urge other Trusts to review the current guidance and follow in the footsteps of Ipswich to safeguard the well-being of all women who have given birth.
Guaranteeing a safe and comfortable environment for all new mothers and babies is the priority. The sales pitch can wait. Caroline Dinenage is minister for care