The Fargo forum and daily republican., 1909-05-25
MEDICAL ETHICS.

The question of medical "ethics" has
always been more or less a joke. The
physicians have had the reputation
whether right or wrong-of having
more professional jealousy than any
other class of people-with the pos
sible exception of the musicians. This
feeling has frequently resulted in
charges and counter charges OF the
violation of medical "ethics.7 =
But 1t is connection with the press,
especially in advertising--that the code
OF ethics of the medical profession has
been shown up in it's most tdiotic and
hypocriticaI form. There are so many
royal good fellows in the profession
that 1t seems almost incredible they
should be victims of prejudice and
customs reaching back to the dark"
ages. Just why a decent, thoroughly
equipped, honorable member of the
medical profession cannot advertise
his ability to aid the suffering and cure
diseases seems humorous to most peo-
pie. .- ...... :...s... -,. -.....s
That an effort is being made by some
physicians to get out of the present
rut is shown by the following from
The Chicago Record Herald:
In recent medical conferences the
need OF closer relations between the
medical profession and the general
public formed one of the leading topics
for discussion. The consensus of
opinion now Is that the era of mystery
Is past and that the physician should
be the public's guide, counselor and
friend. Medicine today is largely pre-
ventive, and the war on contagious
diseases, registration and wide obser-
vance of reasonable rules of right liv-
ing.
This recognition of the need and
value of publicity not unnaturally
leads one to a consideration of the
"ticklfsh" question of what is indis-
criminately called advertising" The
old fashioned idea Is that all forms of
advertising are prohibited by medical
ethics, and that the physician who
directly appeals to the public writes
himself down as commercial prac-
titioner Of low ideals. A candid treat
ment of the subject, such as is found
| in the address of DIR. Petit president
OF the Illinois state Medical society,
at the Quincy meeting of that body.
| shows that the old So called ethical
principles are honored In the breach
rather than In the observance. There
are many indirect forms OF advertising
which the profession tolerates and
which are really objectionable on the
score of good taste. There are forms
OF direct, honest, truthful advertising
which are irrationally tabooed. Com
mon sense, In these days of publicity
and the al-powerful popular news
paper, cannot but insist on thorough
restudy OF the ethics OF advertising
and on proper distinction between the
legitimate use OF the press, the dis
semination of beneficial information
and the abuse OF publicity through
fraud, exaggeration and famboyant
sensationalisr1
There is evidence that the progress
sive men of the medical profession are
clearing their minds of prejudice and
cant. and that the relations between
the public and the physicians are un-
dergoing significant change. As DR..
Petit testifaes. more has been done for
the anti-consumption crusade through
the press than could have been accom-
plished In fifty years by unaided efforts
OF health boards and private praeti-
TONERS.
ETwith the common stock of tht
lU. 8. steel corporation selling at tn.
| highest price in it's history there ar.