Alternative medicine, like all good marketing, is largely about creating a narrative. Once you have sold people on the narrative, products essentially market themselves. That narrative has been evolving for literally centuries, although it seems to have accelerated with the advent of mass media and now the internet. It is optimized to push emotional buttons in order to sell products.
There are countless examples available on the internet, with many peaking above the crowd for their 15 minutes of fame. In my feed this morning came this typical example: “Cancer Cells Die In 42 Days: This Famous Austrian’s Juice Cured Over 45,000 People From Cancer And Other Incurable Diseases!“
The story has many of the typical alternative medicine narrative talking points: natural is good, a healthful diet can cure anything, anti-inflammatory, anti-oxidants, and detoxification are all good.
A number of buzz-words appear repeatedly in health claims, such as natural, antioxidants, organic, and inflammation. Inflammation has been implicated in a number of chronic diseases, including diabetes, Parkinson’s, rheumatoid arthritis, allergies, atherosclerosis, and even cancer. Inflammation has been demonized, and is usually thought of as a bad thing. But it is not all bad.
In a study in Nature Medicine in September 2011, a research group led by Dr. Umut Ozcan at Children’s Hospital Boston (a teaching hospital affiliated with Harvard Medical School) reported that two proteins activated by inflammation are crucial to maintaining normal blood sugar levels in obese and diabetic mice. This could be the beginning of a new paradigm. Ozcan says:
This finding is completely contrary to the general dogma in the diabetes field that low-grade inflammation in obesity causes insulin resistance and type 2 diabetes. For 20 years, this inflammation has been seen as detrimental, whereas it is actually beneficial.
Increasing levels of these inflammatory signals might actually be therapeutic in diabetes and obesity. On the other hand, they might worsen inflammatory diseases like asthma and rheumatoid arthritis. Ozcan’s findings are intriguing and might eventually lead to new treatments, but there are no clinical applications as yet.