Unrest in Utopia: Israeli patients’ dissatisfaction with non-conventional medicine

In recent years, non-conventional medicine (NCM) has grown tremendously in popularity and economic importance. This paper explores a relatively unresearched phenomenon: patients’ dissatisfaction with non-conventional medical treatment they have received. 16 out of 20 patients who had severed their contact with a large, hospital-adjacent multi-modality NCM clinic in Israel were interviewed. Two of these patients had severed their relationship with the clinic right after being referred to a certain practitioner and 18 did not keep their next appointment while in the process of treatment. The narratives through which participants understand and communicate their experience regarding dissatisfaction with NCM are organized around three main topics: independence versus paternalism, foreign versus familiar, and care versus cure. Findings illustrate the patients’ views concerning the desirable doctor–patient relationship and their expectations of non-familiar treatments. Patients are characterized as “smart consumers” who place utmost importance on outcome and do not hesitate to discontinue treatment. Findings are further discussed in the context of domestication and the minimizing of cultural difference through the integration of NCM into a biomedical setting.