Marketing Alternative and Integrative Health

Survival of the Individual Practitioner Depends on the Strength of the Profession

Andrea Brockman, RN, DDS

            The Integrative Health Doctor is an endangered species. Each day the numbers of patients increase who want the services of qualified alternative physicians, dentists, veterinarians, and others at that level of expertise for their health concerns. And each day the numbers of these compassionate doctors diminish. It is a problem of greater magnitude than we are willing to face.

            Each of us is going through life trying to survive. We all feel an obligation to keep ourselves going and provide for our families. As doctors, we have taken on the additional responsibility of those in need of healing. We’re trying to do what’s best for humanity and at the same time look out for our own survival by making a living out of other people’s health problems. Sometimes it’s hard to reconcile the two.

            Many doctors of Alternative Health have been drawn to this philosophy because of truths, altruism and because it makes total sense. Still others who don’t really buy into the holistic philosophy have incorporated “Alternative” Health services or products into their practice to reach a niche market. They recognize that there is money to be made. Meanwhile, the authentic Integrative practitioners generally experience one of three things: 1) They are stressed and drained from being overloaded with patients. 2) They become fearful because they don’t know how to get themselves known without attracting attention of the intimidating powers of the profession. 3) They are frustrated because they prefer to be an Integrative practice and are taking a financial loss on the alternative procedures but afraid to drop insurance for fear of losing patients and the income that supports their lifestyle. It’s a real dilemma that requires looking at the bigger picture.

The Abundant Requests for Alternative Health

Gradually over the course of the last decade, the public has been waking up to the benefits of complimentary and alternative health. Virtually every mainstream magazine and newspaper has more than one article on lifestyle, nutrition and spirituality. Nutritional supplements are in itself a multi-billion dollar industry. Add the increased demand for water and air filters, natural personal care items and programs for stress relief. Natural health and healing books are no longer confined to the “New Age” section of the bookstores and the Health Food stores have grown into supermarkets. All this has created a market for more holistic practitioners and services. There are more schools today graduating bodyworkers, acupuncturists, nutritionists, life coaches and other healers. The movement seems to, however be stagnant when it reaches the doctors.

People are willing to try things that are not harmful and give them the hope of a better quality of life; hence the popularity of Yoga, Massage Therapy, Nutrition and natural products. These products and services are adding to the economy and the purveyors are not really treading on toes. But when it comes to medical and dental procedures that require a higher degree of expertise, there is a great deal of opposition.

The Doctor is Still the Authority

Patients go to their mainstream physicians and ask their doctors questions regarding alternative health. The doctors base their answers on what information they have been supplied by their professional training and journals. Questions may be, “Do you think that acupuncture would help my neuropathy?” or “Would you be offended if I tried Chelation therapy for a while?” or “I heard that silver fillings have mercury. Would you use something not as toxic to fill my daughter’s teeth?” The responses could range from non-approving “There are no studies to prove it works, but it probably won’t hurt you” to totally deprecating remarks, “It’s quackery! You’ll be wasting your money.”  

People are also confused about what they read and hear. They are willing to try controversial medical procedures if they think it makes sense. Still, patients have a respect for their doctor’s opinions and care about what they think. And a lot of the time these patients are even more discouraged by their own family and friends.

Defending the Status Quo

Healthcare is big business. If people will get better and not require lifetime medication protocols and surgeries as a result of interventions from Integrative Doctors, then you better believe a fight will ensue to protect that turf. Again, it’s about a fight for survival. The controlling industries’ pockets are deep and their influence is extensive. Their worldwide tentacles run through politics, academics, and the mass media. Add stockholder interests that support these industries and we do have major mountain ranges to climb.

The fact is that even though there is increasing interest and demand for alternative services, there are less and less doctors to fill the growing need. Here is the catch-22. Integrative Medicine has its own set of entrapments. The more outspoken and influential a doctor becomes, the more vulnerable to attack. Each time a doctor gets slapped with a State Board action and is faced with the stress and financial ruin that comes with it, we all suffer. We go further underground and hope that we won’t be next, become more cautious and stop doing what we believe is right, or continue in our mission and not care about the inevitable consequences. Those doctors newer to the philosophy or the ones that have been sitting on the fence may decide that it’s just not worth the risk and the aggravation to convert their practices. In the not too distant future, patients loaded with the information and the desire to utilize alternative therapies may not have the opportunity to do so because there won’t be any providers.

Who Will Speak For Us?

At this particular time, when there is no security in practicing Integrative Health Care, the professional Academies and Associations of Complimentary and Alternative Medicine are the last bastion of refuge. Even though they are the most important sources for education, networking and camaraderie, their success is critically dependent on awareness of what the dangers and exposures are to the individuals practicing and how to overcome them. The fact is that the number of members in these organizations is far less than they should be. The membership and ultimately the organization will eventually fade away if the associations’ mission does not change to include being a strong voice and a reckoning force in politics, legal issues and widespread media coverage.

  The old tactic of “divide and conquer” has been quite effective in the traditional business world. The traditional corporate pyramids have skillfully utilized the media and government regulations to similarly attack and stifle our practices; and all along they have hoped and prayed that we would just go away. The future survival of Integrative Medicine depends now on cooperation of all the fragmented organizations that support the belief system of Integrative Medicine. Universal acceptance and success of Integrative medicine depends on elevating the Practitioner, the Holistic philosophy and the associated services and products to a much higher level.

Autonomy Gives Us Distinction, But Unity Gives Us Power!

The point is this: we can only experience explosive growth when the playing field is made safe; because surviving as an individual practitioner is synonymous with our profession as a whole also thriving. It seems that the professional organizations have an awesome responsibility to educate as many people as possible; doctors and lay public included. It is not difficult to see that a united front of all Integrative Professional Organizations together with the sizeable group of consumers (who stand to be the real losers) would be a considerable force for the advancement of freedom of health choices. If we are to be well respected and market our services so that people’s health will benefit, and if our purpose is to be healers, then if we are to sustain ourselves, we must innovate and look to our strengths. Undeniably our strength is in numbers.

It’s time we think holistically about our professional survival. We’re smart people perhaps with big egos that must realize that there is more to gain by joining forces than remaining completely autonomous. Each organization has its own mission and set of professional guidelines. We’re not talking about changing what makes the organization unique but rather each having a division set aside for the purpose of forming an alliance. Shouldn’t we above all people realize that compartmentalization has been the downfall of mainstream medicine?  Let us come together and truly live up to the name of Integrative Health Care.

Dr. Andrea Brockman is President of OraMedica International, LLC, a company devoted to Business Growth and Sustainability Solutions for Integrative Health Practices, Socially Responsible and Environmentally Sensitive Businesses and Organizations. Together with Dr. Vincent DiLorenzo, they consult, educate and provide marketing tools for Cross-Professional working relationships.

Dr. Andrea Brockman