Many CAM practitioners bemoan the lack of insurance/health plan coverage for holistic and alternative health care services. “If only it was covered by more health care plans, my practice would really take off,” is a common refrain.

While coverage is on the rise in many areas, I’d like to suggest there might be more drawbacks than advantages to insurance coverage.

Your Business Likely Won’t Increase

Naturopathy Digest reviewed a study in The American Journal of Managed Care on health care claims for CAM services in Washington state. (Washington has an “every category” policy that requires all certified/licensed health care services be covered on an equal basis by insurance providers.)

What’s most revealing about the whole study is that claims for CAM care, even in a state with equal insured access for CAM and conventional care, are a tiny fraction of annual expenditures. CAM usage just doesn’t seem to be that closely linked to insurance coverage (at least, not yet).

You’ll Attract More Difficult Patients

So, your practice may increase a small amount, and every little bit helps, right? Wrong. The patients you will see as a result of coverage are likely to be those who would never consider your modality unless someone else pays for it. These patients are less likely to comply with protocols, particularly those that rely heavily on lifestyle change.

You’ll Increase Your Admin Load

Adding insurance claims to your mix is going to increase your administrative load. Even if you don’t process the claims, you’re going to find yourself writing more letters, dealing with patient refund requests for uncovered services, and spending more time on the phone. Is it really worth the extra effort?

You’re Success Rate Will Decline

If compliance goes down, so does success. I believe paying for health care generates better health results, period. If your success rate declines, so will your word-of-mouth referrals, which are arguably your best source of new patients.

So is insurance all bad? No. There are patients who simply won’t be able to afford your services, and insurance coverage may be the only thing that gets them through your door. What I’m suggesting is that there are a great many advantages to not being covered, and our present system may be offering you an opportunity that may not always exist…