Complementary and alternative medicine and patient choice in primary care

Complementary and alternative medicine (CAM) is widely used in addition to or instead of conventional medicines for positive or negative reasons. Negative reasons are a poor outcome from conventional treatment; unwanted effects from drugs; a negative experience of the general practitioner relationship; and health views not in line with the conventional medical model. Positive reasons are a good outcome from CAM treatment; being an active participant in health care; a positive experience of the CAM practitioner relationship; and health views in line with the CAM model. This paper discusses how complementary and alternative therapies may be used to address important gaps in NHS provision not amenable to conventional therapy.