The Massachusetts baby-friendly collaborative: lessons learned from an innovation to foster implementation of best practices.

Collaborative efforts among hospitals can facilitate the exchange of ideas, provide a forum for discussing the development of new policies or practices or changes to existing policies and practices, and increase the implementation of best practices. In November 2008, the Massachusetts Breastfeeding Coalition formed a collaborative of maternity facilities wishing to pursue Baby-Friendly designation. Members provided insights from experiences and shared models and examples from outside. We describe highlights from the first 15 months of the Collaborative and present 4 recommendations for overcoming barriers: (1) manage expectations of patients, family/friends, and staff; (2) restrict access to materials that can undermine breastfeeding; (3) adopt the appropriate perspectives to creatively implement change; and (4) bundle, reframe, and harness larger forces. The strategies can be applied across diverse hospital settings.