An exhibition titled “Marketing Medicine” has opened at the Mütter Museum in Philadelphia, drawing connections between historical and contemporary practices in the commercialization of health products. This engaging showcase features a range of period literature, vintage advertising, and historical artifacts that highlight the often dubious nature of medicinal claims.
The exhibition juxtaposes the iconic image of the American snake oil salesman, embodied historically by figures like W.C. Fields, with modern wellness influencers such as Gwyneth Paltrow. While Fields does not appear in the exhibit, his archetype of the purveyor of patent medicine is central to the narrative. A wall text discusses “patent medicine,” defined as nostrums that gained credibility from royal endorsement in 17th-century Britain. In the United States during the 1800s, manufacturers capitalized on this concept, marketing their concoctions without governmental oversight.
“Marketing Medicine” also features popular contemporary figures, including a January 2022 edition of Dr. Oz/The Good Life, which showcases the influence of modern celebrity culture on health and wellness. This juxtaposition raises questions about the credibility of both past and present health claims, suggesting a continuity in the skepticism surrounding marketed medicine.
Among the artifacts displayed is an advertisement for Mrs. Winslow’s Soothing Syrup, a product that claimed to ease teething pain in children. Invented in 1845 by Charlotte Winslow of Bangor, Maine, the syrup became so well-known that it inspired the English composer Edward Elgar to subtitle an adagio after it. However, the American Medical Association labeled the product a “baby killer” due to its dangerous ingredients, including morphine. Despite warnings, the syrup remained on the market until it was banned in 1931.
While some of these historical remedies have faded into obscurity, others, like those associated with Lydia E. Pinkham, continue to be marketed today. Her name remains visible on herbal supplements, a testament to the enduring legacy of her brand and the complex relationship between medicine and marketing.
The exhibition serves as a reminder of the ongoing need for skepticism when evaluating health products. It invites visitors to think critically about the claims made by modern wellness brands and to be cautious about remedies that sound too good to be true. As the exhibit suggests, the allure of miraculous cures may still tempt consumers, prompting reflection on the wisdom of past generations.
In conclusion, “Marketing Medicine” at the Mütter Museum offers a fascinating exploration of the intersection between medicine, marketing, and consumer trust. The collection of artifacts not only entertains but also educates, encouraging visitors to reconsider their approach to health products in today’s marketplace.
