Alternative Treatments- Research Plan
Dr. Gail Robin
Essentials of Health Care Marketing
May 15, 2011

Describe the Problem thoroughly and carefully to consider the full scope
Prior to the 1990’s, unproven medications were not fully accepted by society. However in 1991, the efforts of several people led to the establishment of an office of alternative medicine within the National institutes of health (NIH) (Am J Pharm Educ.2006). Unproven medications include dietary supplements, herbal medicines, and homeopathic medications. Unproven therapies encompass medical therapies outside of evidence based medicines such as pseudo medical devices, therapeutic touch, reflexology, naturopathy and traditional Chinese medicines (Am J. Pharm Educ. 2006).
Alternative medicines are often times originated in cultures and referred to as culturally base alternative medicines. One of the problems associated with alternative medicines is the insufficient studies which have led to reduced acceptance and educational opportunities to learn more about the benefits of alternative medications (Glob Health Promot., 2009). Over the years there have been an increased use and acceptance of alternative medicine practices and practitioners by patients and healthcare providers. In a survey one conducted by a community based research group in San Diego, California, out of 542 patients at 16 different family practice clinics, it was reported that 21% of the patients have used one or more forms of alternative therapies d medicines in conjunction with the most important health problem underlying their visit to the physician (J Fam Prac, 2000). The most common forms of alternative therapies were visiting chiropractors, usage of herbal remedies and supplements and massage therapy. The most citied reasons for the use of the alternative treatments are: recommendations from friends or family, wanting to