Alternative health remedies are increasingly important in the health care marketplace, which as led to an increase in communities, like ours, looking for outlets. A new study in the Journal of Consumer Research explores how consumers choose among the many available remedies, and what exactly these remedies entail.

“Western Medicine is primarily concerned with the material aspect of the body and views all medical phenomena as cause-effect sequences, relying on rigorous scientific studies and research that seeks empirical proof to all phenomena,” write the authors.

So what are the alternatives? One primary focus is taking an holistic approach.

“On the other hand, TCM and Ayurvedic Medicine favor an holistic approach, view the mind and body as a whole system, and rely upon inductive tools and methods for treatment.”

In other words, put yourself in a positive frame of mind and it will create better energy throughout your body. The study proves people prefer Traditional Chinese medicine when they’re uncertain about the cause of illness–sound familiar FMS sufferers? The growing debate circles around the medical companies of the Western World, which is notably marked by heavy advertising and marketing efforts.

“These findings add to the growing debate over the regulation of health marketing and the delivery of health care, the role of direct-to-consumer advertising, and marketing efforts to promote a healthy lifestyle.”

Another shake-up in the health care world? Who would have figured…

Credits: ScienceDaily