"In starting out to choose a doctor for your family, you can have several nice, easy routes open to you. You can pick a doctor as you would a supermarket, solely by proximity. Or as you would a fortune-teller, by the rumors you hear about how fashionable he is. Or as you would a beauty parlor, by how pretty his office is. Or even as you would a television repairman, by scanning at random the listings in the yellow pages of the telephone directory. Sounds a little horrifying, doesn't it, to rely on such methods for finding the man or woman on whom your life and the lives of your children may depend? But people land in doctors' offices every day just for such reasons and for others even sillier."
The Kiplinger Magazine, 1954