"If You Go Out Without Removing It, the Swelling Becomes Flesh"... Mothers Even Scratched During Massage [Heotdari Economy]

⑭Additional Costs Incurred at Postpartum Care Centers

[Image source=Yonhap News]

Editor's NoteMany people thought they were engaging in smart economic activities to get better outcomes, but it often turned out to be misguided. When consumers are deceived by corporate marketing or blinded by momentary gains and make wrong decisions, they end up suffering the consequences. We aim to examine economic activities where people misjudge everyday situations and make mistakes, or "take a wrong step."

Postpartum care centers that assist mothers and newborns vary widely in price and often engage in additional cost marketing through partnerships with cosmetics and formula companies, studios, and more, requiring caution. Although mothers enter postpartum care centers to recuperate, various "education" programs sell childcare products and use services as bait to take commemorative photos and then demand contracts.

Education Programs within Postpartum Care Centers... Hidden 'Additional Payments'

To compare and analyze, we visited several postpartum care centers. Prices vary greatly from several million to tens of millions of won for a two-week contract, depending on region, interior, and programs. According to the Ministry of Health and Welfare's data on postpartum care centers, the average two-week usage fee for postpartum care centers in Seoul (as of June 2022) is about 3.2 million won. The highest average fee for two weeks reaches up to 25 million won.

Discounts are available if you sign a contract on the consultation day or pay the full amount in cash at once. Mr. A, a representative of a postpartum care center in Jung-gu, Seoul, hinted, "There are events such as discounts from affiliated companies or obstetrics clinics. Depending on the payment method, you can get a discount of 500,000 to 1,000,000 won off the list price." However, each postpartum care center has different application rules, and there may be disadvantages regarding refunds, so careful consideration is necessary.

Upon admission to a postpartum care center, mothers receive basic meals such as breakfast, lunch, dinner, and snacks, as well as various training necessary for newborn care. These include education on managing heat rash and atopy (skin), bathing education, breastfeeding and formula feeding education, and mobile making. There are many optional items that are not mandatory, such as umbilical cord stamping, baby photo shoots, baby footprint stamping, and umbilical cord souvenirs, but mothers with many childcare concerns tend to participate in most of the education.

The problem arises after the education ends with "product selling." Most products are labeled with "postpartum care center provided price." Sometimes, these are more expensive than purchasing online separately, and there is a risk of being swept up by the atmosphere and buying unnecessary items unintentionally. Another issue is that those conducting the education are not professional instructors. Salespeople often conduct the education and then explain and sell the products. Mr. B, a representative of a postpartum care center in Dongdaemun-gu, Seoul, said, "It is difficult to have in-house education at the care center. If we invite professional instructors, the postpartum care center prices inevitably become more expensive, so we provide free education through companies and introduce products."

Postpartum massages can also cost a large amount of money. Massages, including body shape correction, back, lower body, abdomen, and full-body detox, vary from 1 million to 3 million won for 10 sessions. The more sessions you have and if you pay in cash, discounts are offered, so there is a possibility of spending more than initially planned. Persuasive remarks such as "If you don't remove it at the postpartum care center, swelling will turn into fat" also open mothers' wallets.

Postpartum care center massage cost. Photo by Jinseon Kim

Free photo shoots for maternity photos, newborn photos, and 50-day photos linked with studios are also likely to lead to additional payments. It is common to demand contracts under the pretext of original photo fees or video production. Mother Kim Yujin (36) said, "I wanted to keep the photos taken during the newborn period as memories, but they asked me to pay an additional 200,000 won," adding, "After much consideration, I said I would only accept the service products, but they did not even allow me to select my favorite photos from the originals." She added, "If they had told me about this in advance, I wouldn't have fallen for the word 'free' and would have asked an acquaintance instead."

Exact Amounts Including Additional Costs Must Be Clearly Stated

A representative from the Postpartum Care Center Association drew a line regarding sales within postpartum care centers, saying, "Since it is a free market, it is not a problem for postpartum care centers to sell whatever they want."

Professor Eunhee Lee from Inha University's Department of Consumer Studies said, "Most mothers want to go to postpartum care centers, but the additional costs can be a heavy burden," and criticized, "This is undesirable behavior, especially given the serious low birthrate problem." She added, "The Fair Trade Commission should also strive to prevent rampant additional spending marketing in postpartum care centers." She advised, "Postpartum care centers should inform in advance that additional costs may be incurred, and detailed information about mandatory and optional items should be accurately posted on websites, including clear indication of prices."