Giving patients the alternative

The first of a two-part series on how hospitals integrate holistic medicine into their service lines is presented. Today, alternative and holistic methods are called "complementary," and hospitals US-wide have made them a part of their service lines, calling them "integrative" me...

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Bibliographic Details
Published in:Health Care Strategic Management 2007-07, Vol.25 (7), p.6
Main Author: Larkin, Maureen O
Format: Article
Language:English
Subjects:
Alternative medicine
Holistic medicine
Hospitals
Market strategy
Trends
Online Access:Get full text
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Summary:The first of a two-part series on how hospitals integrate holistic medicine into their service lines is presented. Today, alternative and holistic methods are called "complementary," and hospitals US-wide have made them a part of their service lines, calling them "integrative" medicine. Patients often look to programs with integrative medicine because they feel that the natural or holistic approaches can sometimes make the healing process gentler on their bodies, said Howard Gershon, principal, New Heights Group LLC. Some of the harsher, yet effective, methods are considered a last resort, he said. To take advantage of this opportunity, Woodwinds Health Campus in Woodbury, MN, and Griffin Hospital in Derby, CT, have taken the whole-hospital approach. Their facilities are designed around the idea of integrative medicine and its benefits to patients. The University of Arizona in Tucson has its own integrative medicine service line, and Memorial Sloan-Kettering Cancer Center in New York City has added integrative medicine to its treatment options, Gershon said.
ISSN:0742-1478