Dear (name),
Things are heating up with the book. My publicist, Joanne McCall, and I are working furiously
scheduling presentations, interviews, podcasts, book reviews, and articles to promote HAS
MEDICINE LOST ITS MIND? – to be published on March 4. The formal launch will be at
Chicago’s esteemed Seminary Coop Bookstore (5751 S. Woodlawn Ave.; Upcoming Events |
Seminary Co-op Bookstores – scroll down to March 4) where I’ll talk about the book on March 4 at
4:00 p.m. (Central time) and sign copies.
Writing a book for the public has been a real learning experience. The two textbooks I’ve written
did not prepare me for this. Once I had written those, McGraw Hill, the publisher, did the rest.
And there was no promotion on my end.
Not so with this book. I had to shelve the idea that I had such a brilliant idea that it would sweep
the country by its very publication. After completing the book, the next step was developing
what many call a ‘platform.’ That’s my calling card to agents and publishers to convince them
that I had not only a good book, but also the requisite professional credentials and public
recognition. After nearly 50 years in medicine, the former was easy—but not enough by any
means.
I lacked public recognition. There was no one who would even be aware I had written a book.
Prospective agents and publishers wanted to see a significant number of people who know me
and might purchase the book—that’s their business after all. Aided by many, who somehow
materialized at the right time, I developed a strong platform. First, I constructed a website
(Personal Website – check out the new version). This was not a one shot affair, rather, necessitating
continuous updating and revision, presently completing the fifth major update. At the same time,
I sought further public credentials by asking Psychology Today if I could write a blog for them
(Psychology Today Blog)—and they agreed, giving me the name Patient Zero! I’ve now done 42
blogs and have developed considerable interest, averaging about 3600 views each. Concurrently,
I became active on Facebook (Facebook), LinkedIn (LinkedIn), and Twitter (X) (Twitter) where I
now have many followers. But the hard part lay ahead: finding my agent (Regina Ryan) and
then, my publisher (Prometheus Books). This required the help of many with, for example,
writing a proposal for an agent (later for a publisher) and revising the book to make it more
reader friendly. I’d always been told I was a good writer for medical material, but this was a
radical new learning for me in writing for the public. But, with good help from my agent, the
book improved. After I signed the book contract, a very new experience emerged: publicity.
Fortunately, I also found help with this: Joanne McCall has arranged multiple interviews (radio,
TV) and podcasts—and book reviews. And the process will heat up following publication. It’s
been an interesting and, thanks to lots of help, productive venture.
Here’s a link from a recent podcast I did: https://youtu.be/TtnpxgIMK_k
One of the things that surprised me most was how willing and interested in helping were many
prominent scholars nationally. For example, here’s a blurb one volunteered after reading the proofs of
the book.
Don Berwick, MD, 13th Administrator of the Centers for Medicare and Medicaid Services,
Founding President and CEO of the Institute for Healthcare Improvement, former candidate for
Governor of Massachusetts.
Somewhere along its journey through millennia, medicine lost track of the centrality of mental
health in human wellness. The cost in needless suffering and avoidable death has been
immense. Full of compelling patient stories and historical detail, Has Medicine Lost Its Mind
explains how we got here, why it matters, and what to do about it. This book is essential
reading for anyone who cares about reuniting care for both the mind and the body, and anyone
who has experienced the costs of failing to do so. That is, frankly, all of us.
In closing, I mentioned before that the publisher has agreed that recipients of this Newsletter can
buy the book at a 20% discount. You will be able to do this from March 4 to April 4. I’ll provide
the detailed instructions in the next newsletter.
Take care and be well.
Bob