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.
Current recommendations of CAM therapies and interventions are strong among Canadian GPs within key therapeutic areas, and are expected to grow moving forward. 88% of GPs polled have recommended a CAM therapy at least once in the past six months for the treatment of pain, anxiety and stress, high blood pressure, depression, ADHD or IBS.
By the end of 2018, 3 in 5 GPs expect massage therapy, yoga, acupuncture, and meditation to be accepted as viable CAM options among the conventional medical community. By acknowledging that CAM therapies can be a useful complement to pharmaceutical solutions, the pharma industry has an opportunity to build on their current messaging with existing customers, and potentially create a new channel for brand recommendations among CAM therapists. They key will be taking the initiative to educate CAM therapists and their patients on how to best incorporate the two approaches (e.g. massage therapy alongside our product is strongly recommended). See our infographic for a more detailed look at the findings from this survey.