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Alternative medicine is defined as "any of various systems of healing or treating disease (as chiropractic, homeopathy, or faith healing) not included in the traditional medical curricula taught in the United States and Britain". Complementary medicine is defined as "any of the practices (as acupuncture) of alternative medicine accepted and utilized by mainstream medical practitioners".The term complementary and alternative medicine (CAM) is an umbrella term for both branches. CAM includes practices that incorporate spiritual, metaphysical, or religious underpinnings; non-evidence based practices, non-European medical traditions, or newly developed approaches to healing.
The list of therapies included under CAM changes gradually. If and when an approach regarded as "unproven therapy" is proven to be safe and effective, it may be adopted into conventional health care and over time may cease to be considered "alternative".


Contemporary use of alternative medicine
Many people utilize mainstream medicine for diagnosis and basic information, while turning to alternatives for what they believe to be health-enhancing measures. However, studies indicate that the majority of people use alternative approaches in conjunction with conventional medicine.
Edzard Ernst wrote in the Medical Journal of Australia that "about half the general population in developed countries use complementary and alternative medicine (CAM)." A survey released in May 2004 by the National Center for Complementary and Alternative Medicine, part of the National Institutes of Health in the United States, found that in 2002, 36% of Americans used some form of alternative therapy in the past 12 months, 50% in a lifetime — a category that included yoga, meditation, herbal treatments and the Atkins diet. If prayer was counted as an alternative therapy, the figure rose to 62.1%. 25% of people who use CAM do so because medical professional suggested it. Another study suggests a similar figure of 40%. A British telephone survey by the BBC of 1209 adults in 1998 shows that around 20% of adults in Britain had used alternative medicine in the past 12 months.
The use of alternative medicine appears to be increasing, as a 1998 study showed that the use of alternative medicine had risen from 33.8% in 1990 to 42.1% in 1997. In the United Kingdom, a 2000 report ordered by the House of Lords suggested that "...limited data seem to support the idea that CAM use in the United Kingdom is high and is increasing."
Efficacy
Advocates of alternative medicine hold that the various alternative treatment methods are effective in treating a wide range of major and minor medical conditions, and contend that recently published research (such as Michalsen, 2003, Gonsalkorale 2003, and Berga 2003) proves the effectiveness of specific alternative treatments. They assert that a PubMed search revealed over 370,000 research papers classified as alternative medicine published in Medline-recognized journals since 1966 in the National Library of Medicine database. See also Kleijnen 1991, and Linde 1997.
Advocates of alternative medicine hold that alternative medicine may provide health benefits through patient empowerment, by offering more choices to the public, including treatments that are simply not available in conventional medicine:
"Most Americans who consult alternative providers would probably jump at the chance to consult a physician who is well trained in scientifically based medicine and who is also open-minded and knowledgeable about the body's innate mechanisms of healing, the role of lifestyle factors in influencing health, and the appropriate uses of dietary supplements, herbs, and other forms of treatment, from osteopathic manipulation to Chinese and Ayurvedic medicine. In other words, they want competent help in navigating the confusing maze of therapeutic options that are available today, especially in those cases in which conventional approaches are relatively ineffective or harmful."
Evidence-based medicine (EBM) applies the scientific method to medical practice, and aims for the ideal that healthcare professionals should make "conscientious, explicit, and judicious use of current best evidence" in their everyday practice. Prof. Edzard Ernst is a notable proponent of applying EBM to CAM.
Although advocates of alternative medicine acknowledge that the placebo effect may play a role in the benefits that some receive from alternative therapies, they point out that this does not diminish their validity. Researchers who judge treatments using the scientific method are concerned by this viewpoint, since it fails to address the possible inefficacy of alternative treatments.
Sociological and psychological explanations for belief in alternative medicine efficacy
There are both social/cultural and psychological reasons:
Social or cultural reasons:
the low level of scientific literacy among the public at large
an increase in anti-intellectualism and antiscientific attitudes riding on the coattails of new age mysticsm
vigorous marketing of extravagant claims by the "alternative" medical community
inadequate media scrutiny and attacking critics
increasing social malaise (conspiracy theories) and mistrust of traditional authority figures - the antidoctor backlash
dislike of the delivery methods of scientific biomedicine.
Psychological reasons:
the placebo effect
the will to believe
self-serving biases that help maintain self-esteem and promote harmonious social functioning
demand characteristics - the obligation to respond in kind when someone does them a good turn
post hoc, ergo propter hoc fallacy ("after this, therefore because of this"; the basis of most superstitious beliefs)
psychological distortion, such as confirmation bias and Cognitive dissonance (inability to respond to criticism of alternative medicine in order to reduce one's cognitive dissonance)

Integrative medicine
Integrative medicine is a branch of alternative medicine which claims to limit itself to methods with strong scientific evidence of efficacy and safety. The main proponent of integrative medicine is Andrew T. Weil M.D., who founded the Program in Integrative Medicine at the University of Arizona in 1994 based on a phrase coined by Elson Haas, MD. It is claimed that responsible alternative health product providers who have had medical studies conducted on their products often publish these studies online.