Why do mothers purchase a breast pump from the internet? With the new policy from Medela we wonder why?
Why is Medela implementing this policy?

Why are people buying from the internet?

How has this affected everyone involved - Medela, Retailers and Customers.

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In order to maintain Medela’s premium brand image, effective January 1, 2005, Medela has unilaterally adopted the policy that it will not conduct business with anyone who resells or lists a price for Pump In Style® Original models #57040 and #57042 on the Internet. Effective February 1, 2005, this Policy will include all Pump In Style Models.

Medela’s Distribution Policy applies to all Medela customers, except that, a select group of Medela dealers will not be included in the Internet Sales portion of this policy.

We have heard from several frustrated Medela dealers about how this policy seems unfair. They wonder if Medela will allow a few favorite sites to continue to sell online or none at all? How to become a favorite dealer? And many more questions were being shot at us over the last few weeks. It seems that these questions are even more frustrating because, according to every dealer we have spoken with, Medela customer service will tell them NOTHING. Not a word will be spoken about the new policy. Nice.

According to the Medela distribution policy, not selling on the internet will increase their "premium brand image". It is just a short step to say that Medela belives that by increasing the RETAIL PRICE of the Pump In Style models, they will also increase their premium brand image.

So, you as a customer are responsible for this new policy. If you didn't think Medela to be a better company when they sold their $180 pump for $300+ we wouldn't have this mess (tongue was in cheek).

Look for our Op Ed article on this subject soon.