Alternative medicine is the term for medical products and practices that are not part of standard care. Standard care is what medical doctors, doctors of osteopathy, and allied health professionals, such as nurses and physical therapists, practice. Alternative medicine is used in place of standard medical care. An example is treating heart disease with chelation therapy (which seeks to remove excess metals from the blood) instead of using a standard approach. Examples of alternative practices include homeopathy, traditional medicine, chiropractic, and acupuncture. Complementary medicine is different from alternative medicine. Whereas complementary medicine is used together with conventional medicine, alternative medicine is used in place of conventional medicine. See also complementary medicine, conventional medicine.
Something big is happening in healthcare, and it's centered on a desire to have different options within healthcare that considers the whole person. This demand is being filled by alternative medicine and a growing base of practitioners who are dedicated to leading the holistic healthcare movement. For instance, in 2012, Americans spent over $30 billion on alternative medicine. An estimated 59 million Americans spent an average of $500 per person on complementary and alternative medicine (CAM). From yoga to nutritional supplements to acupuncture, consumers across the nation are seeking alternatives to pharmaceutical drugs and surgery. Individuals turn to alternative medicine for various reasons. Some agree with the philosophy of Traditional Chinese Medicine, and some would like to expand their treatment options, while others are simply frustrated by the failure of conventional medicine to cure their illnesses. Alternative medicine is a subject of growing discussion within the healthcare industry. Skeptics of alternative medicine often perceive a lack of scientific evidence supporting alternative treatment options compared with the studies backing drugs and surgeries offered by conventional medicine. This skepticism has drawn researchers to conduct studies on treatments such as acupuncture, massage therapy, meditation, and yoga. Those occupying a middle ground conclude that though some treatments have sufficient evidence supporting their healing potential, patients should be wary of blindly accepting all alternative treatment options.
Healthcare education has seen an increase in the number of medical colleges offering programs and courses in alternative medicine. According to a report published by the National Center for Biotechnology Information (NCBI), 50.8 percent of 130 U.S. medical school websites that were systematically analyzed for course listings and content offered at least one CAM course or clerkship. The American Association of Naturopathic Medical Colleges (AANMC) has accredited seven naturopathic programs across eight North American campuses. The Council of Colleges of Acupuncture and Oriental Medicine have accredited 57 acupuncture schools, including the Pacific College of Oriental Medicine.
Consumer interest in preventive care and alternative treatment options has driven growth in the market for supplements and self-care. According to the National Center for Health Statistics, spending on natural product supplements was $12.8 billion in 2012, and spending on self-care approached $2.7 billion. According to McKinsey research, the U.S. vitamins, minerals, and nutritional and herbal supplements (VHMS) market was roughly 28 percent of the global market in 2013, which was valued at $82 billion. Expected growth in the VHMS market is between 5 and 6 percent per year, both in the U.S. and globally. This interest in disease prevention has already significantly increased consumer demand for the services of the nutritionists and dietitians industry and will likely continue to do so at a fast clip.

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• Medical eBooksAlternative & Holistic

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