The great leap forward in marketing alternative health: why alternative health practitioners should do more to educate the public

Townsend Letter for Doctors and Patients, Feb-March, 2005 by Andrea H. Brockman

"What you cannot avoid, welcome," says an old Chinese proverb. The world would be wise to bear that in mind in its dealings with Alternative Health Care. The integration of this model will have a bigger impact on the world health practices than that of any previous emerging health care system. Fortunately, though, it will be mostly a force for good, boosting overall health and well-being.

Until a few years ago, nobody seemed to care that alternative health care providers were treating millions of consumers. But now, complementary and alternative health services has become one of the hottest emerging industries in the world--yet more evidence of alternative health care's growing influence on the national and international scene.

Channeling Public Thought, the Great Illusion

The economics alone are astounding and have caused noticeable wounds to the pharmaceutical industry. Possibly in response, Alternative Health Care practitioners have been widely accused of quackery, exploitation and overcharging. It has been argued that procedures for conditions not generally accepted as bonafide entities are thus "unproven," questionable and contentious, and that these practitioners have thus been preying on people's vulnerabilities.

To the extent that the combined strength of the State Boards, Government Agencies, Professional Organizations, Pharmaceutical and Chemical Industries and Insurance Companies have added to the propaganda and persecution of individual practitioners, it should on balance, have helped to reduce the demand for alternative health care. The fact is that the public is seeking practitioners who can provide these services and spending billions on products and services not covered by health insurance.

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The Fury of the Injured Dragons

It is clear that Innovative Medicine (Alternative and Complementary Health Care) is carrying increasing weight in consumers' health choices. Sadly, the ones having the greatest impact, the doctors, are the ones being squeezed the most. Increases in malpractice insurance (or inability to obtain insurance at all), combined with looming watchdogs of State Boards, FDA, NIH and Quackwatchers, have strained individual practitioner's finances to the point of bankruptcy and forced many into early retirement. Many, if not most, of the influential victims have been the respected pioneers, researchers and teachers of innovative medicine. And for those who think that their risk is lowered by keeping a low profile, better think again. There are greater powers out there with deep pockets protecting their turf.

With so much at stake, it seems foolish for those teetering on the edge to fully embrace the innovative alternative health care philosophy. Thinking outside the box is not only shunned, it is ridiculed and punishable, making it even more difficult for the replacement of those lost to attrition. And until Academia (Medical, Dental schools, etc.) will risk its capital endowments and refuse to only teach what is clearly in the vested interests of where their funding comes from, the new crop of students will never be privy to the enormous amount of excluded scientific information on hand but not readily available.

The Battle for Healthcare Turf

For a start, it seems doubtful that healthcare can continue on in the long-term strategy set up by the Pharmaceutical Industry, Government, Insurance and Academics. The deliverers of the services are burned out. The public wants to live healthier lives as well as living longer. They are seeking ways to take more control and eliminate what is harmful rather than just alleviating symptoms. It is the consumer who has the most to lose by not having the choice of alternative health care. There are many of these health seekers out there, but many just have no clue where to get legitimate help.

Doctors are afraid to market their services for a variety of reasons. Why bother to put your license on the line and be accused of false, deceptive and misleading advertising when the media trots out all sorts of reasons why alternative medicine is a sham? One good reason is that every day there is negative publicity being whipped up against what you do. Even if you don't market at all, you are constantly in a position of defending yourself, like it or not.

Nevertheless, many practitioners are getting fed up with running a treadmill. Busier offices that are far less productive, reams of paperwork for pitiful third party reimbursement, unconscionable malpractice premiums, unhappy overworked staff and frustrated sicker patients boil down to the fact that it's just no fun anymore. For all the training, responsibility and dedication, Doctors (who used to have control over their decisions and their time) deserve a better life.

Prepare Yourself to Make a Difference in the World

By far the strongest argument for the recruitment of Alternative Health Care Practitioners is that it is truly in the best interest of all the people. Anyone who has done their homework or has had a comparative experience can attest to that. If the consumer market is like an ocean, one can pollute it, but no one can stop the waves from coming or the currents from changing. Climactic changes, underwater volcanic eruptions can churn up the seas; but these are forces of great magnitude. Until all practitioners, associations and related businesses can organize under one umbrella, the fragmented groups will have as little impact as passing cloudbursts.