Every physician who practises in this manner should have a neat pamphlet descriptive of his treatment and the results obtained in various ailments. It is the duty of the press agent or correspondence chief to prepare this. It should be modest in language and give an outline of the pathology of certain diseases as well as the therapeutic effects of the treatment in a rational, plausible 109manner. Exaggerated statement, or defects in technical description will defeat its purpose. The typography must be neat and in good taste, and the paper of high quality. Right here it may be stated that many physicians are penny wise and pound foolish in the matter of literature and stationery. The best is none too good. Neat, handsome work attracts attention, while the cheap, slip-shod variety repels. If the clipping first sent has not brought an enquiry by the tenth day, mail one of the pamphlets. The recipient will read this with interest and note particularly what has been accomplished in cases strikingly similar to his own. On mailing the pamphlet the fact should be entered on the card, with date of mailing, and the card moved back another ten days, ready to be taken up again on the 30th. By this system there is a constant stream of mail matter going out every day, and each card contains a record of just what printed matter has been sent to each prospect, and when. Allowing that neither the newspaper item or the pamphlet bring enquiries Mr. Press Agent will, as his third effort, address the sufferer by letter somewhat as follows: G. H. WILKINSON, M.D. SPECIALIST IN CHRONIC DISEASES —— Michigan Avenue Chicago, Sept. 9, 1910. Mr. John Peters, Beeville, Wisconsin. Dear Sir: Recently, at the suggestion of a mutual friend, I mailed to your address a copy of a pamphlet containing an account of 110what has been accomplished in the treatment of cases similar to yours by an entirely new method. This I hope you have received and had time to read over carefully as I am confident you will find it of interest. The gentleman referred to (who requests that his name be withheld) has told me considerable about your case—just enough to arouse professional curiosity. This is my only excuse for intruding upon you. If you will kindly forward details, stating length of illness, nature of symptoms, what has been accomplished in the way of treatment, etc., I may be able to use the information to the benefit of others similarly afflicted. Should I be able to offer any suggestions or advice which may tend to improve your condition, I shall be glad to do so. For this there will be no fee or charge of any kind—it will be merely exchanging one favor for another. Yours very truly, G. H. Wilkinson, M.D.