This article considers the evidence for medical practice in London c. 1700 provided by A Collection for the Improvement of Husbandry and Trade (1692–1703) by the apothecary and Fellow of the Royal Society, John Houghton (1645–1705). Houghton discusses how products are used medicinally, as well as the necessary qualifications for a physician, and reports his own experiments and health experiences. His advertisements reveal the range of (largely medical) products he could himself supply, but he also offered an information service, often for medical practitioners, throwing light on both the supply and demand for medical practitioners in different communities and the desirable attributes of shops. Whereas most sources used to uncover medical practice highlight conflict and competition, Houghton’s approach emphasizes consensus and cooperation, partly for his own ideological and commercial reasons, and partly reflecting the emergence of new forms of medical practice supported by the new science and by genteel consumer demand.
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