Show Physicians Called Upon to Reckon With Public Need and Public Opinion By ny DIt LOUIS E. E SCHMIDT Noted Chicago Surgeon I for lor Institutions which offer medical service to A LS the thc public at rea reasonable onaLle cost coat is hero here to stay despite the great weight of medical opposition ma massed sed against such auch publicity The physician of the lie future must mud reckon with the public nee need d and public opinion Tho The old oM code of ot ethics which stood against all aU forms of ot publicity can no longer stand against the demands of ot preventive proven tive live medicine an and public health It Is my candid belief beliet that we are atthe at atthe atthe the brink or even evert at the parting of ways between the tho private practice of l the individual physician and the organized practice as us it is advocated today The one ono great problem before the medical profession today is that involved in the delivery of adequate scientific medical service to all the people rich and poor at a cost which can be reasonably met by them in their respective stations station in life liCe The unbiased physician is bound to admit that organized medical institutions arc are necessary It Is so 80 evident that there must be both et economy onomy and efficiency in these organizations I 1 wish to refer reler especially to the Rochester or Mayo clinic which is definitely a a pay clinic The largest percentage of ot our population that class with moderate means mans i Ii 14 unable to cope with the problem of obtaining the same high grade of medical service that the rich are able to pay for lor and the poor poo r are furnished free The physicians must meet this need or the laymen will take the problem out of their hands rands We all agree that publicity or advertising whether paid or free Is la improper when undertaken by individual doctors or by medical organizAtions organizations organizations for lor private profit On the other hand bend we must also maintain that publicity or advertising is proper and desirable when it is designed for public service not for lor profit with the aim of informing people why good medical care is necessary for certain diseases and where and how bow howit tow it may be obtained |