I
C H A P T ER
V
The Crusade for Clean Surgery
1888–1893
n 1888, Johnson & Johnson issued a remarkable volume:
Modern Methods of
Antiseptic Wound Treatment
, written by the founder himself. It was not a scien-
tific treatise for specialists but a working manual for the general practitioner —
plain, specific, and persuasive, telling the country doctor precisely how to clean
his hands, sterilize his instruments, prepare his dressings, and banish the old
enemy, pus, from his operating room. In an era when a medical monograph was
lucky to sell a few hundred copies, the book circulated in the thousands. It is
said, with justice, that no single commercial publication did more to spread
Lister's doctrine across America.
The book was the cornerstone of a larger strategy, one that would become
Johnson's most enduring contribution to industrial practice: education as a form
of salesmanship. The company flooded the profession with booklets and leaflets
— instructions for nurses, guides for railroad surgeons, simple illustrated pam-
phlets for the home. Every one of them taught cleanliness; every one of them
ended with the same quiet suggestion: use the Red Cross dressings. Johnson un-
derstood, as few of his contemporaries did, that a manufacturer who taught his
customers made customers for life.
The company's factory grew in New Brunswick; new buildings rose beside the
first; the work force swelled. And the products multiplied. By 1890, Johnson had
turned his attention to an extraordinary new market: the railroad. A worker in-
jured on a remote line might bleed for hours before a doctor arrived. The re-
sponse was the first commercial first aid kit — a sturdy box of sterile dressings,
antiseptics, and bandages, with directions plain enough for a brakeman to fol-
low, shipped to every railroad and factory that would take them. It was, in its
humble way, the beginning of public health education in industrial America — a
subject that had, until then, scarcely existed.
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