Medical quackery has been a pressing issue nearly from the start of the medical profession - whether the nostrums and patent medications of old or the super-foods and miracle supplements of today. Throughout history and into the modern day, the medical establishment has tried to counteract the claims of charlatans in order to protect patients from potentially harmful treatments. Countering today's pseudo-medicine begins with an examination of what makes patients susceptible to the claims of quack medicine. Understanding why patients are susceptible to dubious health claims begins with an examination of the rhetoric used to persuade a demographic toward alternative therapies. This knowledge can then be used to educate patients, and to better demonstrate the benefits of evidence-based medicine while improving patient interactions.
Keywords: Alternative medicine; Alternative therapies; Complementary therapies; Marketing; Quackery.
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