Front Health Serv Manage. 2000 Winter; 17(2): 3-14.

Complementary and alternative medicine: an opportunity for reform.

Freshley C, Carlson LK.

Kaiser Institute, Arizona, USA.

Healthcare in the United States is in the midst of a grassroots consumer movement as the use of complementary and alternative medicine (CAM) continues to increase. Traditional health providers find themselves in the unenviable and challenging position of being late entrants into a market that in theory could provide some ready cash at a time when reimbursement is scarce. This article first takes a look at the numbers involved in CAM, and from that foundation predicts future trends involving CAM, discusses the challenge presented to providers and insurers, and offers up the opportunities for systems providing CAM to consumers. While the task of incorporating CAM into the traditional healthcare system may seem daunting, systems that bring CAM into their continuum of care can take heart that millions of people and billions of dollars are just waiting for a new approach that adds value to health and quality to life.