These are very common statements made by proponents of complementary, alternative and integrative medicine (CAIM), and it conveys a very clear message; you should take control of your health! But the question is; what do they really want to achieve with this message? If we look at this superficially, we might think that they refer to a healthy diet, physical exercise and other positive lifestyle changes, but then again, any medical doctor will give you this advice as well. One might think that being an ‘informed’ consumer is clearly good advice, but then again, why do they continue to provide the public with misleading and false information regarding their CAIM products and therapies? So, it cannot be this either. So, what is it that these people really want to achieve with statements like this?
Well it’s simple, they want more people to buy their disproven and unproven products, and hence they aim to manipulate us, with using statements like this, in doing just that. One of their techniques is what I call, a soup kitchen approach, where they provide some good information for free, in order to lure us into their web of deceit. Because they do not make much money with their ‘good advice’ (e.g. lifestyle changes), they are thus hoping that we will also fall for their false and misleading information regarding the benefits and safety of a huge range of products, that they happen to sell. To give you a rough idea of the sheer number of ‘products/services’ in their arsenal, please have a look at this table.
So, allow me to translate what they actually want to achieve with their ‘take control’ statement. There are two important aspects; creating distrust in conventional healthcare, and masterfully exploit a very common innate cognitive bias that we all suffer from, in order to increase their sales.
Let’s first look at creating distrust in conventional healthcare. With this message, they are implying that our health is currently in the hands of someone else, and that we should now take it back – it is our right. This is quite misleading. Lifestyle choices is indeed in our hands, but even people with the healthiest lifestyles, still get sick. And when you do get sick, you should go to a qualified medical doctor, get a proper diagnosis and a conventional medicine prescription – if needed (most people do not have the medical knowledge to do this themselves). In this conventional approach, we do not have much control and we put our trust in the hands of trained professionals. According to the CAIM proponents this is not a good system because you need to be in full control.
So, with their ‘take control’ message they are actually creating distrust in conventional healthcare with some even going as far as stating that very little of conventional healthcare has been proven to work, or that medicine just treats the symptoms and not the cause, or medicine doesn’t work at all, it is just toxic etc. Clearly, the real message here is that we should not really trust our doctor or conventional medicine, but we should trust ourselves and we should make our own healthcare decisions. The CAIM proponents only provide the ‘options’ that we can choose from, but unfortunately, they are notorious for making false and misleading claims about these ‘options’. And don’t they provide a massive range of products to choose from (and importantly, many pharmacies also benefit from this situation). In Australia, you have a choice of roughly 20 000 CAIM products. In South Africa, it is estimated that there are more than 155 000 products, and I have been informed that none of these products have had their quality, efficacy or safety verified! But who cares, they want you to trust yourself and to decide which of these products will work for you.
The second aspect is exploiting an innate cognitive bias that we all struggle with. All of us are continuously performing risk-benefit analysis, usually, without us even knowing it. Everything we do; getting out of bed, driving to work, going for a walk in the park etc. carries a risk and hence we will continuously perform a risk-benefit analysis. The CAIM proponents are skilfully exploiting the fact that we sometimes struggle to get this right, and in some cases, we just get it completely wrong. For example: we are far more likely (up to a thousand times) to downplay or ignore a risk if we perceive to be in control of a situation. A good example: we are far more likely to get into a car (we are in control) than getting into a plane (a trained professional is in control), even though the former is much riskier than the latter. Using false and misleading claims for their products and making their ‘take control’ statements, we are hoodwinked into perceiving that we can be in full control of our health, and hence we are far more likely to ignore the (in)direct risks associated with CAIM products. And this is where they are really making a killing with their ‘take control’ message. Add to this the distrust that they are creating in trained professionals and conventional medicine, then it is no wonder that more and more people are consulting Dr Google and buying OTC CAIM products.
The CAIM proponents are quite happy with this situation because they can now use the explosive growth in sales figures as ‘evidence’ that their products work – the typical appeal to popularity fallacy (another weapon in their arsenal). So, what is the take home message? With their statement, they are trying to take healthcare out of the hands of professionals and they want to place it in your hands (and you don’t have the medical knowledge), knowing fully well that in such a situation we are much more prone to take a risk by dipping our toes into their disproven and unproven CAIM therapies and products – it is all about money!
But is there anything we can do about this? We are irrational beings, so trying to change or influence human nature is highly unlikely to succeed. The only thing we can do, is to continue to expose how the CAIM industry misleads the public, and hopefully, one day, politicians and regulators will start to impose very tight restrictions on this industry, which frankly speaking, should not have existed in the first place.