With the emergence of Complementary and Alternative Medicine (CAM), prescription options alone are no longer the norm as it pertains to treating a number of medical conditions. Research among N=170 Canadian GPs shows that CAM therapies are not only common practice for many already, but are expected to become even more widely accepted as viable treatment options within the conventional medical community. It is important for the pharmaceutical industry to be aware of this trend, proactively address these approaches with target customers, and consider new channels of communication with key CAM therapists.
