Med Group Manage J. 1999 May-Jun; 46(3): 16-24, 26-7.

Complementary and alternative medicine--a business opportunity?

Hofgard MW, Zipin ML.

Holdings Corporation, Boulder, CO, USA.

This desire for health and well-being is driving the rapid growth of the complementary and alternative medicine (CAM) industry and points to a new role for health care professionals, including business opportunities for medical groups. CAM represents the opportunity to grow practice revenues, expand a group's tool kit for assisting patients with health care issues, and retain or increase market share by proactively responding to consumers. With respect to CAM, physician practices can lead their market, follow it or ignore it.