ABSTRACT
How did alternative (complementary) medicine originate and why does it continue to appeal to many Americans today?
In the wake of the American Revolution there was a populist backlash against mystical and paternalistic European medicine and pharmacy that smacked of colonialism. In particular, there was a populist backlash against heroic medical treatments that called for bleeding and purging coupled with harsh chemicals and herbs. This ushered in the era of self-help and do-it-yourself, common sense medicine that developed a wide following, especially in frontier areas. Congress had passed patent legislation to promote the spirit of innovation and private enterprise in a free market guided by the principle of laissez-faire. The rise of newspaper advertising also promoted, and to some extent legitimized and increased, the sales of patent medicines, despite the warnings from the medical community. Drug advertising dates back to the days of the early republic and remains a mainstay of American life today. Only the drugs and the types of media have changed-advertising has persisted as the lifeblood of American media. The Age of Advertising was born during this era and played a key role in shaping the course of American pharmacy.
