A health or medical practice is called "alternative" if it is based on untested, untraditional, or unscientific principles, methods, treatments,
or knowledge. "Alternative" medicine is often based upon metaphysical beliefs and is frequently anti-scientific. Because truly "alternative" medical
practices would be ones that are known to be equally or nearly equally effective, most "alternative" medical practices are not truly "alternative,"
but quackery. If the "alternative" health practice is offered along with conventional medicine, it is referred to as "complementary" medicine.
It is estimated that "alternative" medicine is a $15 billion a year business. Traditionally, most insurance companies have not covered "alternative"
medicine, but American Western Life Insurance Company is typical of a growing trend. It offers a network of about 300 providers in California, Arizona,
Colorado, New Mexico and Utah specializing in acupuncture, aromatherapy, biofeedback, chiropractic, herbal medicine, massage, naturopathy, reflexology
and yoga, among other therapies. Also, Mutual of Omaha Insurance Co. has reimbursed clients for the costs of a non-surgical "alternative" therapy for
heart disease. Dr. Dean Ornish, an internist and director of the Preventive Medicine Research Institute in Sausalito, developed the therapy, which includes
a vegetarian diet, meditation and exercise. Mutual of Omaha was quick to note that they were not opening the door to covering all forms of "alternative"
therapies. They considered Dr. Ornish's treatment to have been proven to be effective.
The National Institutes of Health's Office of Alternative Medicine has supported a number of research studies of unorthodox cures, including the use
of shark cartilage to treat cancer and the effectiveness of bee pollen in treating allergies. The most popular "alternative" therapies are relaxation
techniques, chiropractic, herbal medicine and massage. Very few scientific studies are done by "alternative" practitioners. Indeed, many disdain science
in favor of metaphysics, faith, and magical thinking.
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