Medication can make fish rub for a while.
Columnaris has many disguises. It sounds like you have a severe case ..
There a lot of articles on the net to take a look at. Get you a few now.
Also does the thick covering on the gills look fluffy velvet texture, or slime?
http/freshaquarium.about.com/cs/disease/p/columnaris.htm
Columnaris (a.k.a. Mouth Fungus)
Symptoms:
An infected fish will have off-white to gray cotton-like patches on the head, fins, gills, body and particularly the mouth. In time, these areas will develop into open sores. Gill swelling may occur, gill filaments may stick together and excessive mucus may develop in the gill area. Rapid breathing can be seen. Fins may deteriorate to the point of leaving the fin rays bare. Muscles may be inflamed and capillaries may rupture. Fish, particularly livebearers, may exhibit "shimmying". Infection may be acute (killing an infected fish within hours), or chronic (lingering for several days before eventually killing the fish). As with most diseases, not all symptoms need be present.
Cause:
The bacterium
Flexibacter columnaris.
Treatment:
Ensure that your water conditions (e.g., Ammonia, Nitrite, pH, Nitrate levels, and water temp.) are within their proper ranges. If not, perform a water change and/or treat the water accordingly. Recommended medications include: Furanace, Fungus Eliminator, Fungus Cure, Furacyn, Furan-2, Triple Sulfa, E.M. Tablets, Tetracycline, or Potassium Permanganate. Medicated foods are also recommended. Columnaris can be highly infectious and may quickly kill all aquarium inhabitants; therefore, early treatment is essential. All fish, including those not yet showing visible symptoms, as well as the aquarium they inhabit should be treated.
Fish Disease Net