Daily capital journal. (Salem, Oregon) 1903-1919, 1913-06-13
THE
AID. MANS
CORNER
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ADVERTISING VS.. ETHICS

sions of the Seattle Ad club, the ques-
tion of medical advertising was dis.
/ cussed. The ethical side was taken
by four of Seattles most prominent
lphysicians-and it was shown beyond
shadow of doubt that all medical ad-
vertising is fraudulent and that no
reputable practitioner can possibly ad-
vertise and retain his honesty. The
unfortunate feature of this discussion
is and was, it was one-sided:
TO THE MIND OF THE PROBES.
SIONAL AD.MAN NINETY PER
CENT OF THE ARGUMENTS PRE-.
SENTED BY THE PHYSICIANS
AGAINST ADVERTISING WAS IN
REALTY EXCEPTIONALLY FINE
ADVERTISING COPY.
One of the physicians said, "that
when a physician enters a home, the
only security that the people of that
home have against i'll advice or dis
honest treatment is the physician S per
sonal reputation for honesty and fair
dealing. In the doctor S opinion, man
would cut a sorry figure if he ad-
vertised the fact that he is an honest
and reputable practitioner, for the SIM
pie reason it is the habit of those
medics who are now advertising to
exaggerate, to promise impossible cures,
and to claim that their skill and equip.
ment are the best in the world. For
the honest man to make an honest
statement in the advertising columns
against the superlatives' of the trick.
ster would be, in his opinion, the height
of folly.
In the opinion Of the advertising
men who listened to this physician g
remarks, the presence of twO.column
advertisement in the daily newspapers
of Seattle every day for six months,
placed there by the King County Medi-
cal Society, as a society, and setting
out just the above facts would drive
the man who exaggerates out of bust
ness. The only imposition that can
be practiced on the public by an ad.
vertising doctor, whether he be an an.
gel or thief, is possible through the
general ignorance of the medical pro-
fession. A glance through the current
issues of the comic papers of the world
will show that the medical profession
reaps a greater number of quips than
any other profession. Because of the
fact that the doctor is not called nor
his services sought until the day of
trouble, there is popular feeling
against a physician in the rank and
file; were the physicians themselves
by the same process Of advertising
which has been used of late years by
financial institutions, by railroads, and
by life insurance companies-to talk
directly to the people and set them
selves right with them, they would re-
move this prejudice by removing the
ignorance that causes that prejudice;
and they would so fortify the reading
public against what they are pleased
to term the quack and the fakir that
any exaggeration or dishonesty in
medical ad. would be recognized at sight,
In many American homes the fam
lily physician is a welcome guest
counsellor and friend. The relation
ship is based on mutual understanding
the doctor and the family have seen
trouble together But in an hundred
homes there is dread and ignorance Of
the physician where there is a happy
understanding in one.
Again, the speakers brought out the
fact that the medical profession is
based on service to the people, that
the better the physician the quicker
he heals the sick, and therefore the
quicker he reduces his income, where
by trickery he might enlarge it. Also,
as it is his duty to proceed along that
line, it is improper for him to advertise
BECAUSE ALL ADVERTISING is
FOR FINANCIAL GAIN.
HERE AGAIN THE PROFESSION
AL AID MAN DIFFERS FROM THE
OPINION OF THE MEDICO. ALL
ADVERTISING IS NOT FOR FINAN
CIAL GAN.
Much Of the advertising that has
been done in the last five years BY
banking institutions has been to edu'
cate the people in the general princi'
pies of banking and thereby prevent
senseless and damaging runs on banks
in days Of trouble.
II the physicians are sincere in Their
attitude that it is their own duty 70
so serve the people that their incomes
shall be kept down, then I think there
is no one medium through which they
could teach the public to keep well
equal to two-column ad in the pres
Of their cities,-this ad to appear twies
a week for six months
INDEED, THE FUNDAMENTAD K
! POINT OF DIFFERENCE BETWEEN
THE MEDTCS IN THEIR SPEECHES