An exhibition at the Mütter Museum in Philadelphia is drawing attention to the often dubious history of medical marketing. Titled “Marketing Medicine,” the exhibit contrasts past practices of quackery with modern wellness trends. It showcases how historical figures from the realm of patent medicine, such as the infamous snake oil salesmen, have shaped contemporary attitudes towards health products.
The exhibit illustrates the historical context of patent medicine, a term that originated in 17th-century Britain to denote remedies that supposedly had royal endorsement. In the 1800s, American manufacturers operated with little oversight, using the notion of a “patent of royal favor” to lend credibility to their often questionable elixirs. The Mütter Museum describes these purveyors as “quacks,” emphasizing the need for critical scrutiny of their claims.
Among the modern examples featured in the exhibit is Gwyneth Paltrow’s wellness brand, Goop, launched in 2008. The brand has faced scrutiny for promoting a mix of New Age products and health advice, which has sparked debates about its legitimacy. Accompanying Goop’s offerings in the exhibit is a January 2022 issue of Dr. Mehmet Oz’s magazine, “The Good Life,” raising questions about the integrity of celebrity endorsements in the wellness industry.
The exhibit invites visitors to reflect on the parallels between historical and modern marketing tactics. It features period literature, vintage advertisements, and an array of mysterious brown bottles, all designed to provoke thought about what consumers might be purchasing at their local pharmacies today.
One notable artifact is the advertisement for Mrs. Winslow’s Soothing Syrup, a concoction created in 1845 by Charlotte Winslow in Bangor, Maine. This product was marketed to soothe teething pain in children but was later condemned by the American Medical Association for containing harmful ingredients, including morphine. Despite its popularity, the syrup was removed from the market in 1931.
Another historical figure highlighted is Lydia E. Pinkham, who became a household name in the late 19th century. While her products are still available in various herbal supplements, her era serves as a reminder of how marketing strategies have evolved but often remain rooted in dubious claims.
“Marketing Medicine” not only showcases the questionable practices of the past but also encourages visitors to maintain a skeptical view of modern health products that sound too good to be true. The exhibition serves as a thought-provoking exploration of the relationship between consumer trust and medical marketing, urging individuals to approach wellness products with a discerning eye.
As consumers navigate the complex world of health marketing, the Mütter Museum’s exhibition provides essential insights into the historical context that continues to influence contemporary practices. Visitors may leave the exhibit with a renewed awareness of the importance of questioning the efficacy of remedies and the motivations behind their marketing.
