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The Healing GodsComplementary and Alternative Medicine in Christian America$
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Candy Brown

Print publication date: 2013

Print ISBN-13: 9780199985784

Published to Oxford Scholarship Online: September 2013

DOI: 10.1093/acprof:oso/9780199985784.001.0001

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How Did CAM Become Mainstream?

How Did CAM Become Mainstream?

(p.155) 7 How Did CAM Become Mainstream?
The Healing Gods

Candy Gunther Brown

Oxford University Press

Chapter seven explains that CAM did not become mainstream because it is non-religious, Christian, or scientifically validated, but because it was marketed as a secular and spiritual complement to biomedicine compatible with any or no religion, including evangelical Christianity. Healthcare consumers demand something more than biomedicine alone to offer intimate relationships and fill gaps in spiritual experience left by doctors and churches. CAM providers use targeted marketing to supply each cultural subgroup, including youth, the elderly, those in chronic pain or desperately ill, self-sufficient women, and muscular men. People assume the secular status of products and services sold in the secular marketplace—business corporations, public schools, hospitals, and fitness centers. Downplaying religious rationales in favor of practical health benefits when communicating with secular administrators and beginning practitioners, CAM promoters capitalize on popular fears that modern technology is toxic, and conspiracy theories that government and industry privilege profit above consumer interests.

Keywords:   demand, supply, targeted marketing, secular marketplace, hospitals, business corporations, public schools, fitness centers, spiritual experience, conspiracy theories

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