The Detroit times. [volume] (Detroit, Mich.) 1903-1920, 1910-11-12
ADVERTISING TALKS
WRITTEN BY
WILLIAM Q. FREEMAN.
No. 57s


r. Irving Fletcher, a clever ad-
vertising writer as well as a much
sought after contributor to pub
locations because of his ability to
write short stories, is intensely in
terested in the subject of adver-
Using.
He comes to my home oc-
casionally and we discuss adver-
tising from every standpoint. I
asked him TIE ether day to write
me a story on why Doctors
Should Advertise" Here is what
he sent me:
Should doctors advertise? Emphat-
ically yes! The day is passing when
a single and a smattering Of Latin
will suffice. Think OF the doctors
who, outside OF a speaking acquaint-
ance with materia medica, don't know
any more about the science or medi-
cinH Broadly applied. than a wood
peek6f does about the rule OF three.
Get It out OF your head that the
medical profession has not the same
proportion of incompetents as any
other profession. There are good
plumbers and bad. good doctors and
bad. And don't overlook the fact
that, whilst a man can survive a bad
piece of plumbing, a bad piece of doc
toring is liable 10 finish him altogeth-
or.
II Is a profession in which there is
no, comeback THIS IS REASON
ENOUGH WHY A MAN SHOULD
BE CAREFUL IN HIS SELECTION
OF A DOCTOR, AND REASON
ENOUGH WHY A GOOD DOCTOR
SHOULD BE ADMIN D
ENOUGH 10 TAKE THE PUBLIC
INTO HIS CONFIDENCE.
II want to insure the title to my
house, employ a reputable title COM
pany II I want to insure my life.
I buy protection from a reputable In
surance company. | know that such
and.such q title company advertises
and Is pledged to make good. know
the same of the insurance company.
Now, on the other hand, II my
diaphragm slips cog or my liver isn't
on schedule time. what protection
have I? The first doctor available is
called in. I don't know him. l don't
know whether he intends to expert
ment on me or not. don't know
whether he will keep me In bed as
long as he can, first because he needs
experience, and second because he
needs the money.
When a mans appendix develops a
tendency to be fashionable, is 1t not
natural that he should want TO en-
ploy the best talent available? Now,
there must be a number OF excellent
doctors who have removed a large
percentage of appendices - without
removing their owners. Who are they
and where do they live?
UNIDENTIFIED for doctors to advertise
Nonsense. 4. IS A DUTY. II l were
doctor would be ashamed to keep
my mouth shut in face OF the day
columns of obituaries.
And n Il be argued that a doctor
wants only n limited number OF pa
irons. why should not half dozen
doctors. resident in one building, as
they often are, undersign plain, un'
vanished statement OF their records,
methods, experience, hours and fees1
Some day, of course. when good
doctors advertise, instead OF Dead OF
pneumonia at 43. the acreage obituary
will run like this: Died Unexpectedly
at discusses unknown"
A GOOD DOCTOR is A NECES-
SITY, II only to show us the error OF
our ways OF living. But, why. instead
. of hiding behind a shingle and foR
4 of Latin. doesn't he come into the
open and advertise?
DOCTORS OF REPUTE in
the different munitie s
WOULD FIND IT TO THEIR
CONTINUED on Page TweIveJ