The Mixture As Before

Louisiana's State Senator Dudley J. Le-Blanc is a stem-winding salesman who knows every razzle-dazzle switch in the pitchman's trade. By resorting to most of them during the past six months, he has managed each month to sell more than 2,000,000 bottles of a patent medicine called Hadacol (TIME, June 19). A spectacular, three-dimensional display in New York's Grand Central Station and sensational advertising gimmicks in other big cities proclaim the "merits" of the mixture, which consists of B vitamins, honey, iron, phosphorous and calcium, all shaken up in a 24-proof cocktail of ethyl alcohol.* Last November, LeBlanc began urging the nation's doctors to help him sell more Hadacol. "Dear Doctor," ran a learned-sounding circular letter from the makers of Hadacol, "In order that you may give consideration to Hadacol for its therapeutic effect . . . we suggest that you check and return the accompanying card . . ." It was signed "The LeBlanc Corporation, Leslie A. Willey, M.D., Clinical Research Director."

Last week the American Medical Association's tough Bureau of Investigation cocked a stern eye at Senator LeBlanc and urged the profession to sign no Hadacol cards. "It is hoped," said the A.M.A., "that no doctor will be uncritical enough to join in the promotion of Hadacol. It is difficult to imagine how one could do himself or his profession greater harm from the standpoint of the abuse of the trust of a patient suffering from any condition. Hadacol is not a specific medication. It is not even a specific preventive measure."

* Last week LeBlanc and his whirlwind medicine show blew into Hollywood to launch Hadacol there. Opening a 30-day ballyhoo campaign (which included a star-studded $75,000 radio show, featuring Groucho Marx and Judy Garland), the senator announced that he had already taken $1.5 million worth of orders for Hadacol in the movie capital.

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