Feeling a tad listless? Perhaps your DNA is insufficiently activated. You may want to consult the healers at Oughten House Foundation, specializing in "tools and techniques for self-empowerment . . . through DNA Activations." Oughten House recommends regular therapy as part of its DNA Activation Healing Project, at 5 per hour-long session.
The foundation isn't as far from the mainstream as you might think. A survey of 32,000 Americans by the National Center for Health Statistics, released earlier this month, suggests that 38% of adults use some form of "complementary and alternative medicine," or CAM -- now aggressively promoted for everything from Attention Deficit Disorder to the Zoster virus. The survey polled consumers on 10 provider-based therapies -- for example, acupuncture -- and 26 home remedies, such as herbal supplements.
Hundreds of colleges operating in all 50 states offer coursework in sundry CAM disciplines. Many more advertise online. Typical is the Global College of Natural Medicine, which is somewhat more welcoming than traditional medical schools: Its literature cheerfully advises that even "if you do not hold a high school diploma or equivalent you can still enroll online today." A 60% grade on an admission exam puts you on the path to becoming a nutritional consultant, master herbalist or holistic chef for animals.
This should be a laughing matter, but it isn't -- not with the Obama administration about to confront the snarling colossus of health-care reform. Today's ubiquitous celebration of "empowerment," combined with disenchantment over the cost, bureaucracy and possible side effects of conventional care, has spurred an exodus from medical orthodoxy. As a result, what was once a ragtag assortment of New Age nostrums has metastasized into a multibillion-dollar industry championed by dozens of lobbyists and their congressional sympathizers. Among the most popular therapies are acupuncture, at to 0 per session; reflexology, which involves massaging various parts of the hands and feet, starting at an hour; and aromatherapy, which relies on the supposed healing properties of about 40 "essential oils," with treatments at to an hour.
The largest well-documented study of CAM's financial footprint, a decade ago in the Journal of the American Medical Association, estimated that Americans spent billion to billion on CAM in 1997, depending on how one defined the category. Since then, at least 40 states have begun licensing CAM practitioners. Major hospital systems, notably Baltimore's Johns Hopkins and New York's Sloan-Kettering Cancer Center, incorporate CAM-based programs like aromatherapy and therapeutic touch, often bracketed as "integrative medicine."
Indeed, one of the great ironies of modern health care is that many of the august medical centers that once went to great lengths to vilify nontraditional methods as quackery now have brought those regimens in-house. "We're all channeling East Indian healers along with doing gall-bladder removal," says Arthur Caplan, director of the University of Pennsylvania's Center for Bioethics. Mr. Caplan harbors no illusions about what's behind the trend: "It's not as noble as, 'I want to be respectful to Chinese healing arts.' It's more, 'People are spending a fortune on this stuff! We could do this plus our regular stuff and bill 'em for all of it!'"
Fees for CAM services are increasingly passed on to insurance through a creative -- some might say fraudulent -- interpretation of the Current Procedural Terminology codes that govern reimbursement for authorized services. (Various tutorials, some online, guide practitioners through the reimbursement maze.) Such creativity may soon be unnecessary if the alternative medicine proponents have their way. For example, ABC Coding Solutions, a medical-software company, has been promulgating a set of 4,000 treatment codes that cover "nearly every healing modality practiced by alternative healthcare providers," to quote one report. If such codes are fully absorbed by the health-care industry, CAM will have been mainstreamed -- while bypassing all the customary peer review, controlled studies and other hallmarks of sound medicine.
Not by coincidence is CAM most avidly touted by a loose alliance of self-help gurus (Andrew Weil, Deepak Chopra, et al.) and veteran hucksters like erstwhile infomercial king Kevin Trudeau. Mr. Trudeau has been sued for deceptive business practices several times by the Federal Trade Commission. In 2004, the agency deemed his sins so egregious that it barred him from "appearing in, producing, or disseminating future infomercials that advertise any type of product, service, or program to the public." Undaunted, Mr. Trudeau reinvented himself as a health-care expert and, the following year, published the runaway best seller "Natural Cures 'They' Don't Want You to Know About." The book continued to sell briskly even after the New York State Consumer Protection Board warned that it "does not contain the 'natural cures' for cancer and other diseases that Trudeau is promising."
Meanwhile, CAM has secured its own beachhead within the National Institutes of Health in the form of the National Center for Complementary and Alternative Medicine (NCCAM). "Special commercial interests and irrational, wishful thinking created NCCAM," writes Wallace Sampson, a medical doctor and director of the National Council Against Health Fraud, on the Web site Quackwatch.com. And Sen. Tom Harkin (D., Iowa), who credited bee pollen with quelling his allergies, was single-handedly responsible for the million earmark that provided seed money for NCCAM, chartered in 1992 as the Office of Alternative Medicine. Despite the billion spent in the interim, the center has failed to affirm a single therapy that can withstand the rigors of science.
Even the center's own fact sheets unfold as unintentionally comical. After noting that echinacea is "traditionally used to treat or prevent colds, the flu and other infections," the center concedes that "most studies to date indicate that echinacea does not appear to prevent colds or other infections." St. John's Wort as a natural antidepressant? "Two large studies, one sponsored by NCCAM, showed that the herb was no more effective than placebo in treating major depression." Evening primrose for hot flashes? "Does not appear to affect menopausal symptoms." And so forth. "It is the only entity in the NIH devoted to an ideological approach to health," writes Dr. Sampson, who has called for the center to be defunded.
Is there anecdotal evidence that unconventional therapies sometimes yield positive outcomes? Yes. There's also anecdotal evidence that athletes who refuse to shave during winning streaks sometimes bring home championships. It was George D. Lundberg, a former editor of the Journal of the American Medical Association, who said: "There's no alternative medicine. There is only scientifically proven, evidence-based medicine supported by solid data." We'd do well to keep that in mind as we plot the future of American health care. It's not like we've got billions to waste.
Mr. Salerno is the author of "SHAM: How the Self-Help Movement Made America Helpless." He blogs at www.shamblog.com.