Tag Archives: indiana medical history

Dr. Scholl’s… or “Dr.” Scholl’s? A Hoosier’s Empire Built on Advertising

50th Anniversary Advertisement, Life Magazine, June 14, 1954, 3, accessed Google Books.
50th Anniversary Advertisement, Life Magazine, June 14, 1954, 3, accessed Google Books.

Many companies choose a face for their brand and then build a mythology around it. For example, the Converted Rice Company marketed their new parboiled, vacuum-dried rice as the homey-sounding “Uncle Ben’s Rice.”  The company used the racially charged nomenclature “uncle” and an image of a distinguished-looking African American man to imply that the product would be like a friendly servant for the housewife.  The company  has claimed at various times that “Uncle Ben” was a respected rice grower or a hotel maitre d’, but more likely he never existed — much like Mr. Clean, Sara Lee, or Mr. Goodwrench.

William M. Scholl, passport photo, 1921, accessed AncestryLibrary.
William M. Scholl, passport photo, 1921, accessed AncestryLibrary.

While there are plenty of questions surrounding his origin story, the man called “Dr. Scholl,” was not only the founder of one of the most famous companies in the world and the inventor of many of its products, but he was a master of the world of advertising — changing the business in innovative ways. Scholl may (or may not) have been a quack doctor, but he was a crackerjack businessman.

William Scholl, passport photograph, 1915, accessed AncestryLibrary
William M. Scholl, passport photograph, 1915, accessed AncestryLibrary.com

William Mathais Scholl was born on a farm in Kankakee, LaPorte County, Indiana in 1882.* According to the 1900 census, William spent his youth working as a laborer on his parents’ farm, along with many other siblings.  Sometime around 1900, Scholl moved to Chicago and found a job as a salesman at the popular Ruppert’s Shoe Store on Madison Street. Here, he encountered a variety of foot problems faced by his customers and became interested in podiatry. That same year, secondary sources claim, he enrolled in medical school at Loyola University. This has been hotly debated.

Dr. William M. Scholl, The Human Foot: Anatomy, Deformities and Treatment (Chicago: Foot Specialist Publishing Co., 1915), accessed Google Books
Dr. William M. Scholl, The Human Foot: Anatomy, Deformities and Treatment (Chicago: Foot Specialist Publishing Co., 1915), accessed GoogleBooks

Despite investigations beginning in the 1920s and continuing today, it is still unclear if Scholl graduated with a medical degree around 1904 as he claimed. The Scholl College of Podiatric Medicine in Chicago supports the Scholl Museum which is dedicated to memorializing his achievements and authoritatively refers to him as “Dr. William Mathias Scholl.” However, the records of the American Medical Association tell a different story.  According to Robert McClory’s investigative piece for the Chicago Reader in 1994:

“Visit the recently opened Scholl Museum . . . and you’ll find the doctor and his achievements raised to almost mythic levels . . . But check through the old AMA records and you’ll read about a man whose credentials are ‘entirely irregular,’ whose methods smack ‘strongly of quackery,’ and whose products ‘cannot be recommended’.”

There are also questions about his state medical license, as well as a later degree he claimed from the  Chicago Medical College, an institution described by the American Medical Association as “low grade.” The AMA described Scholl’s “whole record” as “entirely irregular.”

Instep-arch support patent [marketed as Foot-Eazer], Publication date April 25, 1911, accessed Google Patents
Instep-arch support patent [marketed as Foot-Eazer], Publication date April 25, 1911, accessed Google Patents.

Dr. Scholl, or “Dr.” Scholl,  built an empire which has made his name recognizable all over the world.  Degree in hand or not, at the turn of the twentieth century, young Scholl was busy inventing various devices intended to alleviate foot pain.  One such device was the “Foot-Eazer,” which was  a hit with the Ruppert’s Shoe Store customers. Supposedly one customer offered him several thousand dollars to start his business.  He declined the offer, but was inspired to start his own business.

Elevated Railroad Station at East Madison Boulevard and Wells Street [near Scholl's building] November 1, 1913, Chicago Daily News Photograph, Chicago History Museum, accessed Explore Chicago Collections, explore.chicagocollections.org/image/chicagohistory/71/qr4p14f/
Elevated Railroad Station at East Madison Boulevard and Wells Street [near Scholl’s first office] November 1, 1913, Chicago Daily News Photograph, Chicago History Museum, accessed Explore Chicago Collections.
In 1904, Scholl set up shop in a small office in a building at 283-285 E. Madison Street in Chicago – the first location of the Scholl Manufacturing  Company. By the next year, he began innovating new advertising techniques.  Scholl would purportedly travel to various shoe stores, ask for the manager, and take out a human foot skeleton and put it on the counter. He used the foot to show how complicated and delicate all of the tiny bones are that hold so much weight and take so much abuse.  He would demonstrate how supportive and comfortable his products worked.

Western Wheel Works, engraving, 1890, accessed chicagology.com/cycling/westernwheelworks
Western Wheel Works, engraving, 1890, accessed Chicagology.com.
Cobbler Square Loft Apartments, Chicago, accessed cobblersquarelofts.com
Cobbler Square Loft Apartments, Chicago, accessed CobblerSquareLofts.com

Whether or not his products worked, his strategy of marketing directly to the store manager did. In addition to charging for the construction of the product, he also charged for consultations and fittings.  Business boomed and in 1907 he moved into five rooms in a building on Schiller Street which had been abandoned by Western Wheel Works, a bicycle company.  Almost immediately, he purchased the building and expanded the factory until it took up the entire block.  The building stands and is in use as the Cobbler Square apartment complex —  a nod to it’s former use.

By 1908, Scholl was using advertisements in trade journals to continue marketing his products directly to shoe store owners and managers.  His approach at this point was to set up a booth at various fairs and train these prospective clients on how to talk about the Foot-Eazer “from a scientific prospective.” The ad below addresses these shoe store managers with several lofty promises about the Foot-Eazer:

“It will pay you well to be an expert in correcting foot troubles. . . you can sell a pair to one customer out of every three. Your profit is a dollar a pair – if you have 3000 customers that’s a thousand dollars for you . . .You will understand the science of it the moment you see it . . . as I have been allowed sweeping patents on it no one else can make anything like it.”

Scholl explained to this clients that his product was backed by “science,”  would make them rich, and he was the only one who could provide it.

Advertisement for Shoe Fair by Scholl Manufacturing Co., The Shoe Retailer, August 22, 1908, accessed Google Books.
Advertisement for Shoe Fair by Scholl Manufacturing Co., The Shoe Retailer, August 22, 1908, accessed Google Books.
William Scholl, Practipedics : the science of giving foot comfort and correcting the cause of foot and shoe troubles (Chicago: 1917) accessed Archive.org
William Scholl, Practipedics : the Science of Giving Foot Comfort and Correcting the Cause of Foot and Shoe Troubles (Chicago: American School of Practipedics, 1917) accessed Archive.org

By 1909 he was recruiting teams of salespeople to approach the store owners for him.  He set up a correspondence course to teach them the anatomy of the foot and the “science” behind his products. The course was called “Practipedics” and was described as “The Science of Giving Foot Comfort and Correcting the Cause of Foot and Shoe Troubles Based on the Experience, Inventions and Methods of Dr. William M. Scholl.” The ads from this period show that he was marketing these classes and sales opportunities to both men and women, an interesting approach for a time when few women worked outside the home. The ad below shows a woman studying the Foot-Eazer and promises that “This Alone Should Pay Your Rent.”

Advertisement for Salespeople, Boot and Shoe Recorder, April 8, 1916, 52, accessed Google Books
Advertisement for Salespeople, Boot and Shoe Recorder, April 8, 1916, 52, accessed GoogleBooks

From here, Scholl’s business expanded even more quickly.  By the time the U.S. entered World War One, Scholl was marketing to three different audiences — managers and owners of shoe stores, retail customers, and potential sales recruits — all through extensive advertising.  Hoosier State Chronicles has a wealth of examples of ads for Scholl’s products, for stores selling them, and even for the Practipedics course. Indiana shoe stores often advertised special days where Scholl’s salespeople, presented as medical experts in foot care, would be at the store for personal fittings. In a 1917 issue of the Indianapolis News, the New York Store advertised their latest shoe styles and noted that they carried “A Complete Line of Dr. Scholl’s Foot Comfort Appliances.” In 1920, the South Bend Shoe Company advertised in the South Bend News-Tribune: “Foot Expert Here . . . A specialist from Chicago loaned to this store by Dr. Wm. M. Scholl the recognized foot authority.” This “expert” was most likely trained via correspondence course or week-long class and almost certainly never met Scholl.

Indianapolis News, May 10, 1917, 8, Hoosier State Chronicles.
Indianapolis News, May 10, 1917, 8, Hoosier State Chronicles.
South Bend News-Tribune, October 1, 1920, 2, Hoosier State Chronicles.
South Bend News-Tribune, October 1, 1920, 2, Hoosier State Chronicles.

Sometimes all three of Scholl’s audiences were targeted in one message, such as in the advertisement below from the Indianapolis News.  First, the ad promises foot comfort to the average reader and pedestrian and  explains to them the product while emphasizing the availability of “medically” trained dealers. Second, it advertises Marott’s Shoe Shop on East Washington who’s owners will have to stock up on Scholl’s products and provide the  “foot expert.”  Finally, the ad explains to the shoe dealers and other potential Scholl’s salespeople how to register for the next Scholl’s training course in Indianapolis. Additionally, Marrott’s Shoe Shop was a “Dr. Scholl’s Foot Comfort Store” which was supposed to consistently staff such  “trained” foot experts — not just for special events.  In Marrott’s advertisement which ran below the Scholl’s advertisement, the store claims that “Dr Scholl’s Foot Appliances are handled exclusively in Indianapolis by Marott’s Shoe Shop.”  However, a search of Hoosier State Chronicles shows several other Indianapolis stores schilling for Scholl — including the New York Store from the advertisement above.

Indianapolis News, March 27, 1918, 9, Hoosier State Chronicles
Indianapolis News, March 27, 1918, 9, Hoosier State Chronicles

Another  Indiana “Dr. Scholl’s Foot Comfort Store” was the Lion Store in Hammond.  They were one of many stores around the country to participate in Scholl’s marketing plan for “Foot Comfort Week.” They advertised their participation and “foot expert” in the Hammond Times on June 12, 1917. Even general clothing stores participated in the marketing scheme.  On June 21, 1917, the E. C. Minas Company, which called itself “Hammond’s Greatest Department Store,” advertised “Foot Comfort Week” in the Hammond Times which the ad claimed was happening “throughout the continent.”  They noted that their store carried “the complete line” of Scholl’s appliances and “experts at fitting them to individual needs.”  Later ads for the week-long event had more outrageous marketing schemes such advertisements for “Prettiest Foot” contests. Search Hoosier State Chronicles for more.

Hammond Times, June 12, 1920, 7, Hoosier State Chronicles.
Hammond Times, June 12, 1920, 7, Hoosier State Chronicles.
Dr. William M. Scholl, The Human Foot: Anatomy, Deformities and Treatment (Chicago: Foot Specialist Publishing Co., 1915), accessed Google Books
Dr. William M. Scholl, The Human Foot: Anatomy, Deformities and Treatment (Chicago: Foot Specialist Publishing Co., 1915), accessed Google Books

By the end of the war, Scholl’s company was established across the U.S, Europe, Egypt, and even Australia.  He had also established a Podiatry College and written a text book. However, medical doctors working in the field were quick to criticize Scholl’s entangled business and medical operations and began to publicly question his qualifications. In 1923, the National Association of Chiropodists passed a resolution condemning Scholl’s work and banning him from advertising in their publications. Again, Robert McClory’s investigative article is the best source for more information on the controversy stirred up around Scholl’s standing in the medical community.

Toe-Straightening Device, US1055810, Publication Date March 11, 1913, accessed Google Patents
Toe-Straightening Device, US1055810, Publication Date March 11, 1913, accessed Google Patents

Scholl was not slowed down by the nay-saying in the least. He continued to invent, patent foot products, and open new stores around the world.  According to McClory:

“In his lifetime Scholl would create more than 1,000 patented ointments, sprays, cushions, pads, supports, shields, springs and other mechanical and chemical gizmos for the feet. Eventually the Scholl empire would include more than 400 outlet stores and employ some 6,000 people worldwide.”

According to a short essay by Fred Cavinder in Forgotten Hoosiers (2009), during World War II, the Scholl plant in England made surgical and hospital equipment while the Chicago plant converted to the manufacture of military equipment. Cavinder writes, “As Word War II ended, Dr. Scholl invented the compact display fixture with the familiar blue and yellow colors.”

Advertisement, Life Magazine, Jun 12, 1939, 41, accessed Google Books
Advertisement, Life Magazine, Jun 12, 1939, 41, accessed Google Books

Scholl remained connected to the northwest region of Indiana throughout his life.  He resided primarily in a single rented room at the downtown Chicago Illinois Athletic Club.  However, later in life he purchased a home in Michigan City, Indiana, where he had moved  his side business, Arno Adhesive Tapes. This company made all of the plaster and tape for the Dr. Scholl products. In the 1960s, Arno also expanded greatly and Scholl, now in his seventies, remained just as active in its management.

Greencastle Daily Banner, November 30, 1954, accessed Hoosier State Chronicles.
Greencastle Daily Banner, November 30, 1954, accessed Hoosier State Chronicles.

Scholl died in 1968 and is buried in Pine Lake Cemetery in La Porte Indiana.  His family sold the Scholl’s brand to a large pharmaceutical company in 1979 and it remains successful to this day. So whether we remember him as “Dr.” or Dr. Scholl, he created an empire, changed an industry, and invented new ways to market and advertise.  Search Hoosier State Chronicles for the many more advertisements we couldn’t include here!

Richmond Daily Palladium, April 26, 1922, 6, Hoosier State Chronicles.
Richmond Daily Palladium, April 26, 1922, 6, Hoosier State Chronicles.

Notes:

*The 1900 census gives his birth year as 1884, but all other records including passport applications, WWI draft card, and death records cite 1882 as the correct year.

For further information, especially on the controversy surrounding Scholl’s medical qualifications see:

Robert McClory, “Best Foot Forward,” Chicago Reader, January 13, 1994,  accessed ChicagoReader.com

The 20% Solution: An Unlikely Breakthrough in Eye Surgery, 1884

Thomas Eakins, Portrait of Dr. Samuel D. Gross (The Gross Clinic), oil on canvas, 1875, Philadelphia Museum of Art. {Painting depicts surgery in front of a class of medical students; note the man applying a rag, likely soaked with ether.]
Thomas Eakins, Portrait of Dr. Samuel D. Gross (The Gross Clinic), oil on canvas, 1875, Philadelphia Museum of Art. [Painting depicts surgery in front of a class of medical students; note the man applying a rag, likely soaked with ether.]
By 1884, Indianapolis newspapers were reporting on the success of eye surgeries and procedures, including tattooing the cornea, by using a brand new anesthetic… cocaine.

Dr. Carl Koller, photograph, circa 1885, accessed the Foundation of the American Academy of Opthamology
Dr. Carl Koller, photograph, circa 1885, accessed the Foundation of the American Academy of Ophthalmology

According to A. Grzybowki’s 2008 article “Cocaine and the Eye: A Historical Overview,” doctors had been experimenting with coca leaves in Europe since the 15th century.  However, it wasn’t until the 19th century that they learned to extract the active component: cocaine.  Early studies focused on the “many physiological and pathological effects,” as opposed to any numbing effects.

An Austrian ophthalmologist named Carl Koller is credited with discovering the effective use of cocaine as a local anesthetic for eye surgery in 1884. Koller found that a cocaine solution applied to the cornea left the eye temporarily unable to move or feel pain.  Before this discovery, it was almost impossible to operate on the eye because of its involuntary movements. His findings, published on September 18, 1884, were widely accepted and reproduced in the United States. Newspapers throughout the Midwest began reporting on the wonder drug almost immediately.  In fact, the first articles we found in searching Hoosier State Chronicles date to only one month after Koller’s discovery. The rising popularity of the drug was apparently driving up the cost.

The New Anesthetic in Indiana Apothecaries

As early as October 1884, the Indianapolis News listed the price of the “new and successful anesthetic.”

Indianapolis News, October 24, 1884, 2, Hoosier State Chronicles.
Indianapolis News, October 24, 1884, 2, Hoosier State Chronicles.

The following month, the Daily Wabash Express noted that 18 karat gold cost about $16 an ounce while cocaine cost $224 an ounce.

[Terre Haute] Daily Wabash Express, November 30, 1884, 2, Hoosier State Chronicles.
[Terre Haute] Daily Wabash Express, November 30, 1884, 2, Hoosier State Chronicles.
In December 1884, a Bloomington dentist wrote a letter to the editor of the Indianapolis News  encouraging his Indianapolis colleagues that they advertise their use of the new anesthetic in an article titled “Try Cocaine.” This tongue-in-cheek letter is referencing the high price of cocaine.  Thus, he jokes that if the city doctors advertise this expensive service, “great will be the reward reaped from their country cousins,” as most people would rather deal with the physical pain and the cost.

Indianapolis News, December 25, 1884, 3, Hoosier State Chronicles
“Try Cocaine,” Indianapolis News, December 25, 1884, 3, Hoosier State Chronicles
cocaine-indianapolis-news-december-26-1884-4-hsc
S.C., “Try Cocaine,” Indianapolis News, December 26, 1884, 4, Hoosier State Chronicles.

In response to the “country cousin” dentist, an Indiana man with the initials “S.C.,” also wrote to the editor of the Indianapolis News about the new anesthetic.  He wrote: “Hydrochlorate of Cocaine has been in use in the United States about two months . . . The anesthetic solution requires four grains in 100 drops of water.” He too complains about the high price and predicts that it will go up more, encouraging some patients to “grin and bear it” without the pain reliever.  S.C. continued: “The writer has a sample which he uses, not as a reward reaper, but to facilitate matters in examining ‘sore eyes.’ It has wonderful analgesic power in many directions, and physicians and dentists are using is as fast as they can obtain a supply – and a paying customer.”

Cocaine Solution and Eye Surgery

Antonio Baratti, engraving, 1772, National Library of Medicine, accessed U.S. National Library of Medicine Digital Collections, https://collections.nlm.nih.gov/catalog/nlm:nlmuid-101425480-img
Antonio Baratti, engraving, 1772, National Library of Medicine, accessed U.S. National Library of Medicine Digital Collections.
cocaine-article-long-indianapolis-news-march-18-1885-2-hsc
“Surgery without Pain,” Indianapolis News, March 18, 1885, 2, Hoosier State Chronicles.

In March 1885 the Indianapolis News reprinted “Surgery without Pain,” from the New York Tribune, describing the success of one “prominent eye surgeon” at the New York Post Graduate School of Medicine using cocaine as an anesthetic. When asked by the reporter if he uses the drug in surgery, the doctor replied: “Well, I should say so; in operations upon the eye I feel now that I could not get along without it. In general practice it has driven ether and chloroform out of the field. It is not only a wonderful discovery, but it is astonishing how rapidly it has risen into favor.”

The surgeon went on to tell the story of Dr. Koller’s recent discovery of cocaine as a local anesthesia in September 1884 and its immediate experimental adoption in the US.  He stated: “There is hardly a field in which it has not been used with success. Too much cannot be said in its praise in surgical operations upon the eye, ear and nose.”

"The New Anaesthetic," [Terre Haute] Saturday Evening Mail, February 21, 1885, 8, Hoosier State Chronicles.
“The New Anaesthetic,” [Terre Haute] Saturday Evening Mail, February 21, 1885, 8, Hoosier State Chronicles.
On February 21, 1885, the [Terre Haute] Saturday Evening Mail ran an article detailing the history and medical uses for cocaine, including eye surgery.  By dropping a cocaine solution “2 to 20 percent” the eye was made insensitive  “and the most trying operations may thus be performed . . . without pain.” The article also contained a deadly-sounding recipe for a crystallized version of the drug that not only used ether, but also lead.

Indianapolis News, April 15, 1885, 2, Hoosier State Chronicles.
Indianapolis News, April 15, 1885, 2, Hoosier State Chronicles.

On April 15, 1885, the Indianapolis News also reported on “Cocaine, the new anesthetic” and how a patient not only “submitted to the ball of his eye being punctured by a delicate spearhead knife,” but also “chatted pleasantly with the operator” during the surgery.

Surgery Under
“Surgery Under Cocaine,” Indianapolis News, June 2, 1885, 2, Hoosier State Chronicles.

One June 2, 1885, the Indianapolis News ran a story claiming a patient felt “no pain during the section of ciliary or optic nerves” when a 20% cocaine solution was applied before the operation and dropped on the eye throughout.

cocaine-dog-eye-surgery-greencastle-times-march-14-1889-8-hsc
“The Use of Cocaine,” Greencastle Times, March 14, 1889, 8, Hoosier State Chronicles

The Greencastle Times reported on a doctor who used cocaine for eye surgery in 1889, only this time the patient was “a very fine hunting dog, who had got a thorn in his eye.”  The good doctor applied a 5% cocaine solution to the dog’s eye, removed the thorn, and the dog “soon trotted home as well as ever.”

Tattooing the Eye

Crawfordsville Review, December 11, 1897, 5, Hoosier State Chronicles
Crawfordsville Review, December 11, 1897, 5, Hoosier State Chronicles.

Perhaps most interestingly, the Crawfordsville Review reported that “the latest discovery of scientific medical men is that the human eye may be tattooed any color.” The procedure is recommended for blind or “dead” eyes in order to “restore it to its natural appearance, so that nothing but the closest scrutiny can detect the difference between it and its fellow.” The eye was covered thickly with India ink and then punctured “by means of a little electrical machine which operates a specifically made needle.” Of course, this 19th-century medical miracle was also brought to us by cocaine.  According to the article, “The operation of tattooing is performed by first treating the eye with cocaine until it becomes absolutely senseless to pain.”

Indianapolis News, February 10, 1900, 6, Hoosier State Chronicles.
Indianapolis News, February 10, 1900, 6, Hoosier State Chronicles.

The following year that this very procedure was successfully performed by a surgeon at the nearby Miami Medical College in Ohio.  The Indianapolis News reported, “Miss Ada Duhrens . . . has had the color of the pupil of her eye restored by tattooing with india ink.”  We can only assume she has cocaine to thank for the “lost color restored” in her eyes.

Advertisement, Terre Haute Saturday Evening Mail, October 24. 1885, 3.
Advertisement, Terre Haute Saturday Evening Mail, October 31, 1885, 3, Hoosier State Chronicles.

By this time, cocaine was also being used as an anesthetic for nose, throat, and for dental procedures. It was completely unregulated. Anyone could walk into a pharmacy and purchase cocaine powder or tablets. It was also the main ingredient in many “stimulating tonics” designed to combat fatigue and even soothe kids’ tooth aches. Ads appear throughout Indiana newspapers in the 1880s promoting it as a cure for hay fever, hair loss, and recommending cocaine lozenges as essential for speakers and singers.

Later, it turned out, there were some complications with the wonder drug.

 Edward Jackson, Essentials of Refraction and the Diseases of the Eye (Philadelphis: W. B. Sanders, 1890), 136, accessed U.S. National Library of Medicine Digital Collections.

Edward Jackson, Essentials of Refraction and the Diseases of the Eye (Philadelphis: W. B. Sanders, 1890), 136, accessed U.S. National Library of Medicine Digital Collections.

For more information on cocaine and eye surgery see:

  1. Grzybowski, “Cocaine and the Eye: A Historical Overview,” Ophthalmologica 222: 5 (September 2008, accessed Karger Medical and Scientific Publishers, https://www.karger.com/Article/Abstract/140625
  2. Goerig, D. Bacon, and A. van Zundert, “Carl Koller, Cocaine, and Local Anethesia,” Reg Anesth Pain Med 37:3 (May-June 2012), accessed PubMed.gov, https://www.ncbi.nlm.nih.gov/pubmed/22531385