Why Virtual Lactation Support Is Essential for Patient Well-Being
As a lactation consultant, I see every day how feeding journeys are about so much more than nutrition. They are tied deeply to a parent’s sense of confidence, identity, and mental health.
Too often, families leave the hospital with good intentions and a handful of handouts but without the accessible, ongoing support they need. That gap can quickly lead to anxiety, stress, and feelings of failure. And for health systems, those emotional struggles aren’t invisible. They show up as missed appointments, increased readmissions, and long-term health consequences.
Virtual lactation support changes that. And here’s why.
Reduces Anxiety Before It Escalates:
When parents can reach out quickly from home, we can answer small questions before they spiral into fear. A next-day virtual check-in about latch or pumping pain can make the difference between a family thriving or feeling defeated.
Supports Mental Health as Much as Feeding Health:
Breastfeeding challenges and maternal mental health go hand-in-hand. Parents who struggle with feeding often report higher levels of postpartum depression and anxiety. Virtual support gives them real-time reassurance: “You’re not alone. What you’re experiencing is common. Here’s how we can help.” That reassurance is powerful preventive care. Not to mention, virtual care means a window into a family’s actual experiences versus the mask so many of my patients put on when entering the doctor’s office.
Expands Access and Equity:
For many families, especially those in maternity care deserts, in-person lactation visits are also just not an option. Virtual care bridges that gap, ensuring support reaches the families who need it most, regardless of where they live or how they can get there. Additionally, I spoke to a provider just recently who had a 2 month wait list to see patients. The demand for support is so real, and yet our systems sometimes work actively against it. In-person care is essential and needed, but the wait to see someone cannot be 2 months. If we worked hand-in-hand with those systems consistently, the right patients would get the right care at the right time.
Improves System Outcomes:
Health systems that integrate virtual lactation see more exclusive breastfeeding, better patient satisfaction, and reduced complications. That means healthier babies, healthier patients and less costly interventions down the line.
But it seems like the market and administrators who hold the lives of families in their hands still don’t care. Why?
The demand for maternal health support is massive — and growing. Every year, millions of families start a feeding journey, and nearly all of them encounter challenges along the way. Yet, lactation support remains a severely underdeveloped, undersupported service line in most health systems.
That’s not just a gap in care — it’s a market opportunity:
Large, underserved niche:
Nearly 4 million births occur in the U.S. each year. Most families need feeding support, but only a fraction ever access it.
Mental health linkage:
Postpartum mental health is one of the fastest-rising costs in maternal care. Integrating lactation support is both a preventive intervention and a differentiator.
Patient retention:
Parents who feel supported in the early weeks are more likely to remain loyal to the health system that walked with them through the hardest part of the journey.
Offering virtual lactation support isn’t just ‘the right thing to do,’ it strengthens maternal health outcomes and reduces costly complications. It represents a scalable, high-impact niche in a sector projected to keep growing as families demand more personalized and accessible care.
Bottom line: When we offer virtual lactation support, we’re not just helping parents feed their babies — we’re safeguarding mental health, building confidence, and tapping into one of the most important and overlooked opportunities in maternal health.
Abrie McCoy is a dedicated mother of three, International Board-Certified Lactation Consultant (IBCLC), and a Certified Lactation Counselor (CLC) with a Bachelor of Science in Maternal Child Health, specializing in lactation. As a U.S. Army veteran and Military Spouse, Abrie brings a unique blend of discipline, compassion, and cultural competency to her work. She is passionate about empowering and supporting parents through their breastfeeding journeys, leveraging her extensive knowledge and personal experience to provide empathetic and expert care. Abrie’s commitment to maternal and child health drives her to make a meaningful difference in the lives of families she serves.
