WILLARD EALON OGDEN
A “Specialist in Proctology” and His “Clinics”
Within the past few weeks a number of inquiries have reached The Journal from physicians in Ohio, Indiana and Pennsylvania. Those that follow are typical:
“I am in receipt of literature from H. L. Roberts, 1126 Masonic Temple, Chicago, advertising clinic in Cleveland by Dr. Willard E. Ogden who claims to be a member of the Chicago Medical Society and the A. M. A. What can you say of this man and his methods?”
“I am enclosing a folder received a short time ago. I would be glad to know if Dr. Ogden is a member of the A. M. A. as he claims to be.”
“The enclosed folder has been sent to many doctors in Indiana. The purpose is plain. The attached post card on this one was returned to him for further literature.”
Photographic reproduction of one of Ogden advertisements in Chicago newspapers at the time he was at 36 W. Randolph Street.
In each case the correspondents send in a four-page folder bearing the title “Proctology, A Clinic. Who? Where? Why?” Three of the four pages purport to answer the interrogations given on the title page. Under “Who?” we read:
DR. WILLARD E. OGDEN
Chicago, Ill.
SPECIALIST IN PROCTOLOGY
Member Chicago Medical Society and A. M. A.
Author of “Improved Method of Treating Rectal Diseases”
Formerly associated with Drs. Burleson & Burleson
Grand Rapids, Mich.
Under the question “Where?” there appears the statement that “Dr. Ogden Will Hold a Clinic for The Treatment of Rectal Diseases” and the name of the city and the dates of the “clinic” are inserted with a typewriter.
Under “Why?” we read:
“Dr. Ogden does not use the usual surgical methods. His many years of experience in the treatment of Rectal Diseases (during which time he has been associated with the leading Proctologists of America) have enabled him to develop a system of office treatment which is not taught by any other practitioner.
“Tear off, sign and mail attached postcard and I will send you a booklet giving you full particulars as to the course.
Yours truly,
H. L. Roberts, Business Manager.
“Eighty-three per cent. of the people have some Rectal trouble. THIS IS THE DAY OF SPECIALISTS. Why not fit yourself to specialize in Proctology?”
The fourth page is a post card addressed to “H. L. Roberts, Room 1126, Masonic Temple, Chicago.” On the reverse side there is a printed statement which the recipient is expected to sign to the effect that he is interested in “Dr. Ogden’s Clinic” and wishes to have “full particulars of the course.”
A visit to Room 1126, Masonic Temple, failed to disclose the name of H. L. Roberts, either on the door (or doors, for there are two rooms having this number) or on the office building directory board. In fact, Rooms 1126 seem to contain a somewhat miscellaneous assortment. The signs, either on the door or on the directory board, show that there is a public stenographer (who operates a “Mailing Service,” and does “Addressing, Mailing, Multigraphing, Mimeographing”), a bookstore, a chocolate company, a publishing company, a lumber company, and one or two other concerns; but the name of “H. L. Roberts” does not appear. Incidentally, no “H. L. Roberts” is to be found listed in the Chicago telephone directory.
A few yards away from Rooms 1126 and on the same floor there appears the name, “Dr. Willard E. Ogden” on Room 1102.
According to our records, Willard Ealon Ogden was born in 1866. Before taking up the study of medicine he seems to have been a preacher. In 1899 he was graduated by the Saginaw Valley Medical College, Saginaw, Mich. He was licensed in Michigan in 1900, in Illinois and Indiana in 1913, and in Wisconsin in 1921. From 1900 until 1904 he practiced in Lyons, Mich.; from 1906 until 1911 he was at Ionia, Mich.
In 1911, he was in Grand Rapids, Mich., and was associated with Burleson and Burleson, an advertising pile cure concern. From some of the voluminous Burleson advertising on file, we learn that they “cure all diseases of the rectum (except cancer);” and claim to have “the most successful method ever discovered,” and to have cured “many desperate cases that have been given up to die.” Furthermore, they “guarantee to cure in every case or make no charge.”
On Jan. 1, 1914, Ogden was sending out a card to physicians in which he stated that he had removed from Grand Rapids, Mich., and LaPorte, Ind., to 36 W. Randolph St., Chicago, and that he would limit himself “exclusively to the treatment of diseases of the rectum.” Later, Ogden was sending out an advertising booklet filled with testimonials.
In 1914, Ogden was carrying display advertisements in Chicago papers reading, in part, in large back-faced type: “Piles Cured Absolutely Without Knife, Anesthetics, Pain or Loss of Time.... Cure Guaranteed or Money Refunded.”
In March, 1918, he became a member of the Chicago Medical Society and qualified for Fellowship in the American Medical Association, August, 1918.
In 1921, Ogden had a copyrighted mail-order course on the “Treatment of Rectal Diseases by Improved Method.” This “course” consisted of thirty-eight pages of foolscap printed on one side in imitation typewriting. The material abounded in typographical errors. Among the proprietary products recommended in this “course” as “essential” to those taking it, was “Mecca Ointment.” This nostrum, made by a Chicago concern, was declared misbranded in 1916 because of false and fraudulent claims made knowingly, recklessly and wantonly. The “course” was divided into ten parts, and with it, apparently, came ten consecutively numbered sealed envelops, and the purchaser was instructed to open these envelops, one at a time, as he completed the corresponding part in the “course.” He would there find questions which were to be answered and returned to Ogden. This, according to the description, was to enable Ogden to determine whether it was necessary to “enter more into detail upon that particular subject,” which, he stated, he would gladly do if necessary.
Photographic reproduction (reduced) of the first page of a booklet Ogden was sending out in the latter part of 1914.
Furthermore, the purchaser had the privilege of asking questions of Ogden relative to symptoms, diagnosis and treatment for a period of six months after the purchase of the “course.” Although, in Ogden’s opinion, “you should have the subject well understood long before that time.”
The charge for this course and “services as outlined” was $200, but in order to show his confidence in the ability of those who purchased it, Ogden was willing to take $100 down and the other $100 paid in “five per cent. of monies received from CURED patients” until the balance was paid.
Reverting to the present “post-graduate course” and “clinic”: Those who send in the postal card to “H. L. Roberts” receive a form-letter, signed “H. L. Roberts” in facsimile handwriting, stating that information was enclosed “regarding THE OGDEN METHODS” and stating that Dr. Ogden would be in Indianapolis or Cleveland or Pittsburgh, as the case might be, on a certain date and that the fee for the “clinic” would be $100. With this letter is an eight-page pamphlet entitled “Some Facts Concerning the Ogden Method of Treating Rectal Diseases.” The first page is headed in black-faced type: “About References and Endorsements.” It then states that the “usual references and endorsements are omitted from this booklet.” Further:
“As to Dr. Willard E. Ogden: The professional and social standing of Dr. Ogden is such that he does not need to offer any.
“As to ‘THE OGDEN METHOD’ and its value to you in your professional work: What others say or think has little if any weight. You are your own man. You do your own thinking. You decide for yourself—Do you not?”
Photographic reproduction (greatly reduced) of an advertisement of the Burleson concern with which Ogden was connected previous to 1914, and which connection he is capitalizing in his present advertising.
The booklet gives an outline of the “Course of Instruction,” which is almost identical, word for word, with the outline given in the letter advertising the mail-order course previously referred to.
The booklet further states that “THE OGDEN METHOD has entirely eliminated the use of cautery, the ligature or any injections, in the treatment of hemorrhoids,” but that “the use of the electric current has proved to be the very correct method in such cases, as will be demonstrated at the clinic.” The booklet reiterates the statement that Ogden’s association with the Burleson and Burleson concern at Grand Rapids makes him “eminently well qualified to instruct members of the medical profession in this important branch of the medical science!”
In addition to this booklet there is a four-page advertising leaflet illustrating and describing the “Ogden Rectal Cabinet” and also the “Ogden Rectal Table and Stool.” There is also a little postcard—addressed, of course, to “H. L. Roberts”—for the physician to fill in stating that “you may enroll me as intending to attend Dr. Ogden’s Clinic in Proctology, to be held at——.” Should the recipient not fill in and mail this enrolment card he gets another form letter calling attention to the fact that the enrolment card has not been received and stating further that “available hotel facilities make it necessary to limit our enrolment to twenty students.”
Careful search fails to disclose that Dr. Willard Ealon Ogden has ever distinguished himself in the practice of the specialty in which he now wishes to instruct physicians. Equally careful search fails to show that Dr. Ogden has ever published a paper either on any proctologic subjects or on any other phase of medicine or surgery. Neither does there seem to be any evidence for the claim that Dr. Ogden “has been associated with the leading Proctologists of America.”—(From The Journal A. M. A., Feb. 4, 1922.)