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Health Promotion International, Vol. 18, No. 3, 265-272, September 2003
© Oxford University Press 2003

Complementary and alternative medicine: the next generation of health promotion?

Faith J. Hill

School of Medicine, University of Southampton, UK

Address for correspondence: Faith Hill, Department of Medical Education, University of Southampton, Biomedical Sciences Building, Bassett Crescent East, Southampton, SO16 7PX, UK, E-mail: fhill{at}soton.ac.uk

This paper reports on a research study into the professional interface between health promotion and complementary and alternative medicine. The study was conducted in the UK, the USA and, to a lesser extent, Eastern Europe. Professionals from both sides of the interface were interviewed. The findings suggest that health promoters committed to individual empowerment and community action are the most likely to support some form of involvement with complementary and alternative medicine, while the least likely are those committed to structural changes through a public health agenda. The paper identifies the potential for closer integration but also reports on substantial barriers to collaboration between these two professional groups.

Key words: alliances; complementary and alternative medicine; health promotion; professional interface


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