Alternative Medicine – Avenue for Medical Tourism

modern medicines becoming less
effective. It is also often said that alternative medicine is the only way to cure
some incurable diseases.

 

A Brief History of Alternative Medicine

The history of alternative medicine can be traced back to some 5000 years, when the Chinese and Indians discovered traditional and Ayurvedic therapies to heal the body and the mind. The real objective was to identify the deterrents in the body system which caused ailments, and
strengthened the body’s immunity. The therapies mainly incorporated self-care, lifestyle
changes and various preventive measures. The normal practices that were followed in the early stages of the history of alternative medicine include the extractions of the bark of willow trees. Many kitchen ingredients were also used for treating patients. The treatments were considered as the blessings of God, as it brought immense relief to the writhing bodies and prayer was considered as one of the strongest weapons in waging war against ailments.
Source: “A Brief History of Alternative Medicine”, http://www.med-help.net/med-history-of-alternativemedicine.
html

 

Alternative Medicine and Medical Tourism

Today, alternative medicine holds out immense potential in attracting medical
tourists. For example, India is likely to become a major hub for medical tourism,
with revenues from the industry estimated to grow from US3 million in 2007
to US.2 billion by 2012, says a study by the Confederation of Indian Industry
(CII) and McKinsey.3 The major competitive advantages that India faces are cost
effectiveness and traditional medical systems like Ayurveda and Naturopathy.
The world has witnessed the development of many traditional as well as modern
systems of medicine in the 20th century. Path-breaking discoveries like penicillin,
technological advancements in modern surgery, major research advancement in stem
cell research and genetic structure, and the development of traditional medical systems
like traditional Chinese system of medicine, Acupuncture, Osteopathy, Homeopathy,
Ayurveda, Yoga, Unani and others have all been a part of developments in the
omnipotent territory of global medicine. The major competitive advantages that India
has are cost effectiveness and traditional medical systems like Ayurveda and Naturopathy.
The last few years have seen countries with their own individual expertise attracting
tourists from all over the world and promoting medical tourism like never before.

India

In India, medical tourism in alternative medicine has its ancestry in South India
and some places in North-Eastern India. Internationally famed for its natural remedies and therapies, Kerala’s schools of medicine have embraced Siddha,
Naturopathy and Ayurveda in treating their patients. These traditional medical
practices are estimated to attract high-end medical tourists from Europe and
Middle Eastern countries. The vital advantages that a country like India faces
with regard to medical tourism are its traditional therapies like yoga and Ayurveda
combined with tourist attractions in states like Kerala and north-eastern states.
Naturopathy, a therapeutic system based on natural remedies, trusts natural
elements like air, water and sunlight, combined with therapeutic massages and
conditioning and toning of the human body. Naturopathy believes that the human
body has the capacity to heal on its own, provided it is in a healthy environment.
With a holistic approach to well-being, Naturopathy believes that the three
physical entities – the physical body, the supernatural soul and the mind – must
be integrated through natural energies. “A recent survey shows that 76% of global
drugs are consumed by USA and European countries. We believe that freedom
from diseases and drugs can only be achieved by living a natural life style.”4
Ayurveda, the most ancient health care system, takes its ingredients from nature.
The use of herbs, materials like gold and mercury and many household ingredients
make this science easily accessible to common man. Ayurveda claims to cure diseases
like diabetes with the aid of nature. The Siddha medical system, which is a part of
Ayurveda, employs herbs, minerals and advanced scientific techniques under ancient
principles of medical science to cure many chronic diseases. It is named as one of
the most complicated and intricate forms of medicine. Siddha considers nature
and man as one essential entity. It claims that physiological characteristics like
human aging can itself be arrested with natural remedies.

Naturopathy has evolved medical tourism in India in more than one ways.
With its systems of medication using all natural ingredients to restore the holistic
disease-fighting nature of the human body, the medicine has created increased
chances of its own survival through tourists from all parts of the world visiting
India to reap its benefits. As Vitthal Kamat of the Kamat Group of Hotels says,
“With Naturopathy and Ayurveda along with the world renowned tourist attractions
and heritage places, the tourism sector can grow in leaps and bounds.”5 Naturopathy
in “KayaKalp”, a naturopathy centre in Himachal Pradesh, run by the Vivekananda Medical Research Trust in India has served medical tourists in detoxifying, immunizing and rejuvenating through Yoga, Pranayama, Panchkarma, Meditation and Naturopathy. Its therapies are claimed to be drug-less and extremely natural. Naturopathy takes the help of Ayurvedic preparations for healing processes like Panchkarma and improvement of blood circulation.

India’s pioneer in alternative therapy – medical tourism, Kerala, has visitors
from all over the world in the months of June, July and August. These months are
looked upon as the best period for cure of bodily ailments through Ayurveda.
High quality medical facilities provided at low prices are the main tourist attraction
in Kerala. Mr. M Narayanan, head of Poovar Island Resort says that there are
tourists from countries like Australia, Europe and Germany. The packages offered
in these Ayurvedic spas include services like Ayurvedic oil massages, powder
massages, vegetarian diets, detoxification programs and a lifestyle change. In fact
it is little known that Ayurveda includes not just massages, but a whole gamut of
services like herbal and natural diet plans, natural healing therapies, and therefore
a full-fledged medical system.

Ayurveda Gram, a unique Ayurvedic Institution in Bangalore offers Ayurveda
in its wellness form to medical tourists. It offers services like Customized Yoga,
Pranayama, Meditation, and a vegetarian diet to boost metabolism. Its sprawling
campus full of medicinal herbs and natural surrounds helps in the processes of
cure for specific ailments like Arthiritis, Spondilytis, Cholesterol, Sinusitis, Peptic
Ulcer and Obesity. Other therapies by Ayurveda Gram include Stress Management
therapies, Panchkarma and rejuvenation therapies.

AYUSH, the department of Ayurveda, Yoga and Naturopathy, Unani, Siddha
and Homeopathy was formed under the Indian Medicine Central Council Act,
1970. One of the most recent awareness activities undertaken by AYUSH was a
health fair organized in parts of Hyderabad, Chennai, Indore and New Delhi.
AYUSH ensured that the major Ayurvedic, Unani and Siddha manufacturers in
India participated in this health fair.

Another famous Ayurvedic centre in India is the C V N Kalari Centre for
Ayurveda. Kalari is one of the approved Ayurvedic centres recognized by the
Kerala Tourism Department.6 Kalari has its customers from many foreign countries. The centre specializes in Marma Chikitsa (the application of pressure on specific
nerve points) and other special practices of healing. Having both therapeutic and
rejuvenative aspects in them, these specialized healing procedures take extensive help
of Ayurveda to treat the ailing.
Some Ayurvedic resorts have formulated Ayurvedic kitchens that help improve
the effectiveness of oil treatments. Diet regimens, detoxification programs and other
processes that give a glowing skin to the customer are very popular. Some of these
Ayurvedic resorts also arrange for cooking classes to help their customers acquire
and maintain the lifestyle that they are introduced to in these spas and resorts.
Ananda, an Ayurvedic Spa in the Himalayas is one of the most famous destination
resorts in India. It offers specialty Ayurvedic packages like Aroma therapy massages,
reflexology programs for rejuvenation, stress release programs, personalized Yoga
sessions, body composition analysis and weight reduction programs through Yoga
and Ayurveda. Ananda claims that its packages and therapies cure many ailments
like headaches, nausea, climatic disorders, facial paralysis, insomnia, asthma, neuralgia
and does general improvement of metabolism.

China

The 3000 year-old method of traditional medicine in China has gained popularity
as the world’s most popular medicine, being used by more than a quarter of the
world in treating even chronic diseases like cancer, AIDS, allergies and heart diseases.
Traditional Chinese Medicine (TCM) uses medicinal herbs, therapeutic exercises
and acupuncture to cure ailments. TCM diagnoses illnesses based on the five elements
theory and the

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