ABSTRACT

This chapter takes a diffusion network perspective to investigate the factors that influence access to and use of complementary and alternative medicine (CAM). When studying the potential or actual diffusion of CAM in society, an important distinction needs to be made between diffusion within the provider or physician community and within the lay or patient population. The characteristics of the person's information environment strongly influence his/her ability to decide to use CAM and policymakers should be attuned to the informational needs of potential CAM audiences. Early adopters are considered distinct from the middle majority, and in all likelihood, the middle majorities will have some exposure to CAM through their networks of friends, family and acquaintances. Different media channels and messages have been shown to be appropriate at different diffusion stages. For example, early in the diffusion process, targeted media should be created to assist early adopters with their adoption of CAM.