This called for the services

This called for the services of two physicians: Miss Marianna Wheeler,
for many years superintendent of the Babies' Hospital, was to look after
the prospective mother before the baby's birth; and Doctor Coolidge,
when the baby was born, would immediately send to the young mother a
printed list of comprehensive questions, which, when answered, would be
immediately followed by a full set of directions as to the care of the
child, including carefully prepared food formulж . At the end of the
first month, another set of questions was to be forwarded for answer by
the mother, and this monthly service was to be continued until the child
reached the age of two years. The contact with the mother would then
become intermittent, dependent upon the condition of mother and child.
All the directions and formulж were to be used only under the direction
of the mother's attendant physician, so that the fullest cooperation
might be established between the physician on the case and the advisory
department of the magazine.

Despite advice to the contrary, Bok decided, after consulting a number
of mothers, to establish the system. It was understood that the greatest
care was to be exercised: the most expert advice, if needed, was to be
sought and given, and the thousands of cases at the Babies' Hospital
were to be laid under contribution.

There was then begun a magazine department which was to be classed among
the most clear-cut pieces of successful work achieved by The Ladies'
Home Journal.

Step by step, the new departure won its way, and was welcomed eagerly by
thousands of young mothers. It was not long before the warmest
commendation from physicians all over the country was received.
Promptness of response and thoroughness of diagnosis were, of course,
the keynotes of the service: where the cases were urgent, the special
delivery post and, later, the night-letter telegraph service were used.




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