Hospitals Are Well Positioned To Seize Consumer Demand For Alternative Care

Consumer demand for complementary alternative treatments is causing health plans to take heed. Hospitals also are beginning to recognize the huge marketing potential of creating new product lines to meet that consumer demand. American spent $27 billion for alternative therapies in 1997, comparable to the out-of-pocket expenditures for all U.S. physician services, according to a study published in the Journal of the American Medical Association. The message is loud and clear - while consumers aren't replacing alternative care with traditional medical care, they certainly are integrating the two, fueling the demand for complementary healthcare services.