This finding established in a forceful, indisputable manner the legal right of a physician to advertise his skill as a healer of mankind without affecting his ability. It was not to the liking of the sticklers for ethics who control the medical organizations. They would have the young medics believe—and up to the time the McCoy case was decided they had succeeded—that they were all powerful; that their word was law, not only as regards membership in the societies, but also as to who might, or might not, practice medicine. They succeeded because they controlled the State Board of Health. But the ruling of the court put an end to this impudent assumption of authority. It laid down and made clear the important fact that, in passing upon the competency of applicants for licenses, medical ability and good moral character were the sole and only points to be considered.
There is advertising and advertising, one kind respectable and dignified; the other outrageously bad. The author would not for a moment countenance the use of flamboyant “ads” like those with which the “weak men” and other quacks bombard the public through the daily press. Such advertising as a general thing is positively indecent and dishonest. The men who place it and the newspaper publishers who print it should be prosecuted into the penitentiary. It is a queer thing that so-called high-class newspapers which decline to accept lottery and get-rich-quick “ads” on the ground of morality (we’ll say nothing of their illegality) will openly solicit and publish the disgusting business advertisements of medical charlatans and fakirs.
No man who respects himself or his profession will “guarantee a cure or money refunded,” no matter how apparently simple or mild the ailment he undertakes to treat may be. Neither will he offer to take cases on the “no money until you are cured” plan. These are methods which belong exclusively in the realm of quackdom. They deceive only the ignorant, and are used with success only among that class of people. But baits of this kind stare one in the face from nearly every Sunday newspaper, and from many fences.
Then there is the fakir who calls upon you in loud type to “See Old Doctor Squeeze-em. He’ll do you good!” It’s a safe bet he will “do” you good if he ever gets you into his clutches; “do” you so good that you will be lucky to have carfare left to get home with.
These are not the methods employed by smart men who, through publicity, obtain a good practice, and put themselves in position to command large fees; men to whom patients will pay $100 for an hour’s consultation and advice without hesitation, while they would begrudge $5 to a physician of equally as much or more medical skill, but not so well versed in the art of self publicity.
How do these men get before the public? They pave the way according to well-laid plans. Their every move is part of a previously laid-out program. We are writing now of those who have not progressed to the stage of employing regular press agents, or have not become well-known enough to warrant regular advertising. They join some fashionable church and mix in its affairs; take prominent part in the sociables and other doings, and when the ladies come around with a grab bag, or “take a chance on a nice piano,” dig down deep into their jeans. They may have to get along on short rations for a day or two, but the money has been invested to better advantage than if it were expended for pork and beans. A short course of this kind gets all the women talking about what a charming man Dr. Swell is, and so liberal. Pretty soon they begin to boost him into prominence by insisting upon his taking charge of some of their social affairs, and then his name gets into the papers. This is the beginning. The oftener he is mentioned the more impressed the newspaper men become with the belief that he must be a man of importance, and the first thing Dr. Swell knows he is getting the most valuable kind of publicity by the column.
And the male part of the community? Well, it’s just as easy to “con” them as it is the women. Dr. Swell joins lodge after lodge, society after society, just as fast as he can raise money for the dues. He attends the sessions faithfully, and, so far as outward appearances go, takes a deep interest in the proceedings. He has a good word, and a warm, hearty hand shake for all the brothers. While modest, he always manages to have a word to say “right out in meeting” at the proper time, even if it is no more than to voice approval of something that has been done. Then, in time, it comes quite natural for the presiding Squeejicks, or whatever his title may be, to frequently say, “We would like to hear from Dr. Swell on this matter.”
Dr. Swell is coming on. If he keeps his head down to a normal size, treats everybody courteously, and goes along making friends at every opportunity, the first thing he knows is that he is nominated for the office of Worthy High Jinks. Of course he protests that there are others better fitted, etc., but he doesn’t mean it. He is elected, and again there is legitimate excuse for getting more publicity. All the papers announce that:
“At its annual meeting last night Cockalorum Lodge No. 37840, O.B.O.A.B., elected Dr. What A. Swell as Worthy High Jinks. Under his regime Cockalorum Lodge will make many advancements during the coming year. When Dr. Swell was asked to outline his program last night he said:”
And here follows a lengthy interview which Dr. Swell, knowing he was sure to be elected, had prepared in advance. From then on it is easy sailing—if he is a smart man. He manages to keep Cockalorum Lodge doing something all the time; not that he is so desperately in love with the lodge, but because it means more and more publicity to Dr. Swell. As with Cockalorum, so with the other lodges, or churches, or societies to which he may belong.