A proactive care plan for health, longevity, and performance.
Consumers are exploring alternative medicine.
Systems Down
Americans aren’t well, and the healthcare system isn’t helping.
- Eight chronic conditions hit all-time highs in 2023.
- Up to 2.5M Americans suffer from complex illness and fatigue.
- New chronic diseases add $101.5B to our nation’s annual healthcare bill.
Despite their prevalence, chronic symptoms remain difficult to treat, with autoimmune issues in particular taking roughly four years and five doctors to diagnose.
Sent in circles, patients spend thousands on tests, specialists, and prescriptions, to no avail.
Looking East
At a loss, many are turning to alternative treatments.
Promoting mind-body connection, alternative medicine treats the “whole person.” Globally, it’s a $518B+ market, with more of the world using alternative medicine than Western.
In the US, scientific skepticism has kept it separate from healthcare. But, coinciding with the rise of holistic health, it’s gaining traction.
- The number of osteopaths (DOs) in the US increased by 30%+ in the past five years.
- 37% of Americans complement primary care with practices like acupuncture, naturopathy, and massage.
- 71% pay for alternative therapies out-of-pocket.
For cases that aren’t acute, noninvasive nervous system therapies—from sound baths to cupping—are proving anecdotally effective, fueling requests for more.
Crossover Care
Heeding patient demand, over 42% of hospitals have added alternative medicine, including those associated with Duke, Harvard, Yale, and UCSF.
As a complement to Western methods, acupuncture, meditation, and even reiki are being tested for complex cases, while government-funded research is ramping up.
At the same time, tech-driven companies like Parsley Health, WellTheory, and Gritwell are scaling integrated care — leveraging DTC tests and lifestyle medicine to unwind root causes.
Expansion packs. Wanting extra insurance, 63% of consumers believe wellness spending can cut long-term healthcare costs.
Adapting their pitch, recovery centers market sauna, cold plunge, IV drips, NAD+ shots, float pods, and red light therapy as holistic remedies.
Unbundling the retreat, Canyon Ranch added $150M to scale member clubs and day spas with Ayurvedic massage, reflexology, and more.
Modernizing TCM, WTHN just raised $5M for acupuncture clinics, Apothékary gained backing for its healing tinctures, and Elix’s herbal blends are clinically proven to ease PMS.
Training zen, Open debuted breathwork, fitness, and meditation classes in LA, while WellSet offers online courses extending to gua sha and acupressure.
Alt sports med. A leading cause of disability, musculoskeletal conditions drive 70M doctor visits per year — but shilling opioids isn’t a solution.
Validating bodywork, mounting research suggests chronic muscle and joint pain can be myofascial at its root.
Upgrading physical therapy, Sports Rehab LA helps athletes ease tension with dry needling, electrical stimulation, Aquaroll therapy, and more — while Myodetox pairs massage with corrective exercise.
Punchline: Placebo or not, people are sold on alternative medicine. As personal anecdotes pile up, research will follow, feeding a flywheel of east-meets-west consumer services.
Read More: Issue No. 272: Second Opinion