The new doctor in the Massachusetts town of Canton was a young man of 29 with a brand-new wife, a brand-new medical degree, a friendly face, and not much more to recommend him. His first patient was the town treasurer, down with a nasty cold. Dr. Dean Sherwood Luce studied the case carefully, administered treatment and presented his bill75¢;.
"I always paid 50¢," grumped the town treasurer. Young Dr. Luce, the son of a Yankee sea captain who knew shoal waters when he saw them, swallowed hard and adjusted his rate.
That was in 1905. Since then, Dr. Luce* has treated more colds...
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