Health Promotion and Complementary Medicine: The Extent and Future of Professional Collaboration and Integration

Purpose: To explore the professional interface between health promotion (HP) and complementary and alternative medicine. Design/methodology/approach: A discussion paper, based on qualitative research involving in-depth interviews with 52 participants from either side of the interface. Findings: The current interface is predominantly limited to information exchange but there are innovative examples of partnership working on both sides. Key determinants of future collaboration include: the changing nature of both HP and complementary medicine; the place of science and biomedicine; the role of the individual; and perceptions of health, holism and spirituality. There is a perceived need for professional training and development in the area. Research limitations/implications: The discussion presented is based on a small scale, qualitative study and further research is needed to explore the issues raised. Practical implications: One-third of the public in the UK now use complementary medicine and this paper explores ways in which HP may respond to this development. Originality/value: The paper makes an important contribution to an area where there has so far been little professional debate.