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To explore the professional interface between health promotion (HP) and complementary and alternative medicine.

A discussion paper, based on qualitative research involving in‐depth interviews with 52 participants from either side of the interface.

The current interface is predominantly limited to information exchange but there are innovative examples of partnership working on both sides. Key determinants of future collaboration include: the changing nature of both HP and complementary medicine; the place of science and biomedicine; the role of the individual; and perceptions of health, holism and spirituality. There is a perceived need for professional training and development in the area.

The discussion presented is based on a small scale, qualitative study and further research is needed to explore the issues raised.

One‐third of the public in the UK now use complementary medicine and this paper explores ways in which HP may respond to this development.

The paper makes an important contribution to an area where there has so far been little professional debate.

This paper aims to explore consumer experiences of spiritual value and investigates whether it is distinct from ethical value within a large and growing private sector health-care setting. Understanding consumers’ experiences of spiritual value versus ethical value has important implications for corporate social responsibility as increasingly, consumers want their spiritual needs met.

The research adopts an exploratory case study approach using in-depth interviews with 16 consumers who use complementary and alternative medicine health-care services. Drawing on consumer value frameworks, a thematic analysis identified dimensions of spiritual and ethical values co-created during their consumption experiences.

From a consumer’s perspective, spiritual value is distinct from ethical value. The key finding is that participants talked about spiritual value predominantly in reactive terms (apprehending, appreciating, admiring or responding), whereas ethical value was referred to as active (taking action).

This paper enhances the understanding of spiritual value and provides evidence that people want their spiritual needs met in a private health-care context. Furthermore, this study provides insights into the consumption experience of spiritual value that can be considered, with further research, in other health-care and service contexts.

This paper offers a new view on corporate social responsibility by taking a consumer’s perspective, and identifying that consumer experiences of spiritual value are important and distinct from ethical value.

Traditional Chinese Medicine (TCM) is a complete medical healthcare system that encompasses acupuncture, acupressure, moxibustion, herbal medicine, diet, tui na massage, and exercises (tai chi and qigong) among other traditional therapies. It uses herbs and natural resources to produce the traditional medicines and focuses on maintaining the balance between body and mind. As such, many aspects of TCM can be considered as green and sustainable. While there is market demand for TCM in some countries and among some communities, some others are still not aware of TCM. Moreover, there are fewer discussions in the academic platforms on TCM. This case highlights the scenario of TCM based on Malaysia’s perspective and discusses its challenges and prospects.

The mandatory withdrawal of almost 2,000 complementary and alternative medicines, manufactured under contract on behalf of multiple brand names, primarily in the Australian and New Zealand markets, provides an opportunity to examine the impact on sales levels and both brand and category loyalty of a major product confidence crisis. Sets out to deal with this issue

Focuses on the impact of the events surrounding the recall within both the Australian and New Zealand markets and links the events surrounding the recall with the scant international literature relating to brand management during crisis situations. Then reports on findings from an investigation of New Zealand consumer perceptions of the sector after the recall event.

The substantial impact on both category and brand loyalty in the face of prolonged non‐availability of some products is revealed, as is the lack of contingency planning across product supply and marketing communications dimensions. Concludes with recommendations for the future management of brands during such events.

Lessons that may be learned in relation to brand management during crisis situations are stressed, along with implications for cross‐border brand management.

The dynamics of the complementary and alternative medicines market have not been comprehensively researched. In addition, the extant literature regarding brand management during crisis situations is not extensive. This paper therefore makes a contribution towards the understanding of an under‐researched market sector and also the impact on brand management of major disruption to consumer confidence and product availability.

This paper's aim is to explore older peoples' decision making regarding complementary and alternative medicine (CAM) use and their perceptions and experiences of well‐being.

Qualitative focus groups with 37 volunteers aged over 61 years exploring health and well‐being decision making were held at a community centre in southwest London. Data were content analysed.

Five themes emerged: physical well‐being, impact on activity, emotional issues, community and health services, and keeping positive. A range of CAM was used, most commonly mind/body or physical therapies. The main reason for CAM use was to “keep going” and maintain well‐being. Conventional medicine was perceived as central to well‐being, with CAM used to address its limitations. Decision making was rarely systematic; anecdotal information dominated, and disclosure to conventional practitioners was uncommon. “Keeping going” is important for older people and often promoted by CAM, including manipulative and exercise therapies. Concurrent CAM and conventional medication use, unreliable information and/or insufficient discussion with conventional providers may have safety implications. Healthcare providers should consider exploring CAM use with older people and facilitating access to CAM information.

Asking older people about CAM use may be integral to providing holistic, safe care. CAM use may provide an opportunity for health promotion in older people by encouraging self‐management and the taking of responsibility for their own health.

Although up to half of older people in the UK may use CAM, there is little information on their decision‐making processes.

In the USA, there has recently been an unprecedented convergence of complementary/alternative medicine (CAM) with mainstream biomedical care. This confluence may lead to a deeply rooted philosophical conflict. This qualitative study works to identify factors that health-care leaders can use, which will build a pathway to greater integrative practice between medical doctors and CAM practitioners – from parallel existence to partnership – by examining the tensions between biomedical medicine and naturopathic medicine. The purpose of this study is to offer short-term suggestions for partnership and long-term recommendations for better understanding.

An original qualitative study using semi-structured with CAM practitioners and biomedical practitioners.

Areas of conflict that are preventing synergy are identified and a pathway for health-care leaders to follow to create greater integration and partnerships is suggested.

This is a qualitative and exploratory study that has significant limitations on generalizability.

This study suggest steps that both types of health-care practitioners can take to increase their success at working together on an individual level, a group level, an organizational level and on an industry-wide basis, as well as provide a specific pathway to create greater integrative practice for health-care leaders.

The results indicate that stronger partnerships between different types of medical practitioners increase patient choice, patient satisfaction and outcomes.

Increasing interested in CAM modalities is driving more contact between CAM practitioners and biomedical practitioners. This contact is best established in partnership between practitioners rather than in parallel. This original research outlines the sources of conflict and provides recommendations for encouraging greater synergy.

This review aimed to identify and map published studies on self-care practices to manage common acute health conditions in the Philippines.

The authors conducted a scoping review in PubMed, Scopus, Cumulative Index of Nursing and Allied Health Literature (CINAHL), ProQuest Central, Journal Storage (JSTOR) and the Philippine Council for Health Research and Development – Health Research and Development Information Network (HERDIN). The authors included all studies on self-care practices to manage common acute conditions, namely low back pain, allergic rhinitis, general acute pain, cough, cold, diarrhea, constipation and stress, published up to 2021 in the Philippines. Information on the article type, aim of the study, study design and setting, population characteristics and size, and self-practices employed for the conditions were extracted and synthesized.

The authors identified various self-care practices for acute conditions among the general population and indigenous peoples in the Philippines from 26 studies included in the review: the use of medicines with and without a prescription, appropriate and inappropriate antibiotic use, use of medicinal plants and other traditional and alternative therapies and products, recreational activities and healthy habits and behaviors, and self-management or seeking care from traditional healers (albularyo or manggagamot) or health professionals. A number of considerations influenced their decision on how to manage symptoms, including perceived severity of the condition, availability and perceived effectiveness of treatment, cost, and advice from trusted sources of health information.

The authors searched five major databases and a local research database, but some studies may still have been missed in the review. The review also excluded intervention studies on the outcomes of self-care, which limits the authors' ability to make conclusions on the effectiveness of the different modalities of self-care.

Filipinos engage in a variety of “safe” (or evidence-informed) and “unsafe” (or harmful) self-care practices. While the term “self-care” is not routinely used by the general population and health providers, it is widely enculturated and practiced in the Philippines. Self-care benefits individuals and the health system, but there are also practices that increase risk of adverse outcomes and death including inappropriate antibiotic use, prescription sharing and reuse, and delays in seeking adequate treatment from a health professional. To leverage on self-care in advancing Universal Health Coverage (UHC) goals, the authors recommend a national strategy that provides guidance on how to practice responsible self-care, further research on the effectiveness and safety of alternative medicine and other priority areas, and better integration of self-care in the formal education and health systems. The authors also propose that the research agenda on self-care include acute health conditions, given their impact and burden on health and the economy.

This is the first published review of self-care practices for managing common acute health conditions, which captured practices of various groups and populations including indigenous peoples.

As part of a nationwide research about knowledge, attitude, experiences and educational needs towards complementary and alternative medicine (CAM) among Indonesian clinical psychologists (CPs), the purpose of this paper is to explore CPs’ perceptions of CAM research and their interest in learning CAM.

A link to an online survey was e-mailed to all 1,045 CPs across Indonesia. At the end of the survey, two open-ended questions were asked: “What do you think about CAM research in Indonesia?” and “Why are you interested in learning about CAM?”, which were responded to by 127 participants (87 per cent of females; M_age=36.67, SD=9.02). Participants’ responses were analysed using inductive qualitative content analysis.

It was found that two global themes for CPs’ perceptions of CAM were to improve participants’ professionalism and as part of continuing education and development for mental health professionals. The favourable responses in this study may reflect participants’ willingness to be involved in collaborative CAM research and education. Moreover, CAM was perceived as part of Indonesian culture and participants viewed CAM research and knowledge as a chance to promote Indonesian local wisdom to complement conventional psychotherapy.

These findings might call for stakeholders to integrate CAM knowledge into psychology education, facilitate CAM research in psychology settings and encourage collaborative CAM research. However, self-selection bias may limit the findings of this study.

This study explored perceptions of CAM research and interest in learning CAM that have rarely been investigated among mental health professionals and particularly, until now, have not been investigated in Indonesia.

Traditional African Health Systems (TAHS) is one of the earliest systems of health care known to humankind. It remains a sustainable practice in many indigenous cultures and in Africa accounts for the great majority of cures for illnesses despite the advent of Western Medicine. This chapter explores the concept of TAHS and the specialisations that constitute it. It looks at relational and contextual factors in the practitioners of TAHS within the continent that explain its viability. There are resources and knowledge passed on from generation to generation which make African Traditional Medicines a force to be reckoned with.

The authors look at the specific system of health education contained in the health-related adages which foster wisdom with respect to prevention, diagnosis, and treatment of ailments. Situating education in its cultural context is one of the factors that has promoted TAHS. The authors compare some of these factors with Western Medicine and outline the benefits of encouraging mutuality rather than the dominance of one over the other. TAHS will definitely be a practice in the future and prospects have to include continued research in the areas of pharmacognosy, medical ethics, responsible health care, and education.

The purpose of this paper is to explore societal entrepreneurship in the turbulent health‐care sector in a changing welfare state, Sweden. Empirically oriented questions about the businesses explored in this paper are: how do the entrepreneurs see combining “health‐driven” and profit‐driven enterprises? What mindset and strategies guide their enterprises? What organizatorial solutions are used?

The paper is based on two case‐entrepreneurs, selected due to the author's perception of them as successful both as businesses and as societal change agents. The entrepreneurs have been interviewed by means of unstructured dialogues.

Both entrepreneurs prove to be frontier crossing combiners in several dimensions; they unite ideological commitment with economically sound businesses, they bring together their medical professions and complementary methods of treatment, they combine bridge building with challenging and they reconcile part‐time entrepreneurship with employment.

With regard to the long‐term preconditions for societal entrepreneurship, it is concluded that these two entrepreneurial processes have traits of both opportunity‐ and self‐exploitation. The long‐term social sustainability of enterprises of this kind is an issue for further research.

The paper goes beyond non‐profit research by exploring societal entrepreneurship in the for‐profit sector, with focus on entrepreneurship which crosses sectoral borders.