1904 - DD came to Davenport to see his son, BJ, marry his long-time sweetheart, Mabel Heath

• Mabel’s dad was an instructor at the Palmer School

• “The sweetheart of the PSC”

• “First Lady of chiropractic”

• Also became a Chiropractor at Palmer School of Chiropractic in 1905

• She then went to Rush medical school in Chicago to learn anatomy in a one year program

  • She wrote “Chiropractic Anatomy”

  • Then she taught anatomy at PSC

• She was president of “Sigma Phi Chi” (founded in 1914) as the 1st chiropractic Greek organization

• President of the “Business & Professional Women’s Clubs of America”

• President of “Quota International” (one of the largest women’s service organizations) (1927)

Mabel was born in 1885. Died after being married 45 years to BJ

BJ became president of PSC in 1906, where he got all DD’s osteology

BJ’s son Dave Palmer took over the school when he died

1906 BJ wrote “The Science of Chiropractic”

BJ’s books were educational for Chiropractic, but some were Philosophical

UCA’s 1st test case to learn Chiro in 1907 - Dr Morikubo. Arrested for practicing medicine without a license

Morris as legal counsel for UCA

• Represented Morikubo stating “he didn’t use drugs or scalpel” so he only got charged with practicing osteopathy without a license instead

• 23 minutes to acquit Morikubo in the trial

BJ taught variations of DD’s Second theory

• he added several modifications - spine only, later atlas-axis adjusting only (1934)

• Referred to it all as “THE DD Palmer Second theory”

Morris passed away in 1928

• argued chiropractors can’t be charged because they do not diagnose disease, they treat DIS-Ease

Silva Ashworth, DC

• had sugar diabetes And was given 4 months to live

  • Sister told her to see a Chiropractor

  • They adjusted Thoracic spine because the nerves to the pancreas come out too the spine there

    • She completely recovered

  • She then decided to become a Chiropractor

  • “Grandma of Chiropractic”

  • “Grand Old Lady of Chiropractic”

  • Practiced in Nebraska

  • Held many positions

• Was the only president of a UCA until the current female president

Ruth Ashworth

• daughter of Silva

• Married Carl S. Cleveland

• graduated form PSC

• Opened Cleveland Chiropractic with her husband

BJ created the Ph.C. (Philosopher of Chiropractic) degree after Morris helped Morikubo

“Rise of Chiropractic” (1931)

Chiros even worked in jail, and still dressed professionally in jail To maintain their appearance

1920’s California- whole Willis family thrown in Jail for practicing

Dr Herb Reever was NOT arrested the most of all Chiros, but he was arrested often

BJ was 5’6” and often either sat for photos or stood on a box behind people

there have been 5 ACAs

• second one merged with UCA in 1930’s

BJ promoted PSC by promoting himself

• BJ was big on marketing for PSC, and even marketed with “The Chiropractic Cigars”

• Learned his tactics in marketing from Elbert Hubbard (Roycroft printers an Roycroft Furniture Factory)

• His favorite themes for marketing were the Healing Hands and the “Foot-on-the-hose” ads

• He also had ads focused towards specific people

Roy Marlow of San Antonio built a thriving business teaching DCs marketing and practice management

• he would tell doctors to cluster book appointments for when the patient was available

• He also had the idea that patient’s could be booked together based on things those patients had in common (like all patients with kids seen same day, or older people all seen close together)

BJ sent out the “Fountain Head News” to tell his Alumni about things going on

He expanded the school by building onto the school, before adding a second building next door

1925 - BJ and Mabel went on a world tour

1927 - Council on Medical Education said BJ’s collection was the best human spine collection

• 50% had some deformation in the spine

• BJ purchased a large amount of these

1923 - BJ made a radio broadcasting called WOC (World of Chiropractic)

• Regan was one of the “faces” of his broadcasting service