Medical acupuncture in Germany: patterns of consumerism among physicians and patients

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Abstract
Abstract  Since the (re) emergence of heterodox medicine across the Western world, there have been numerous interpretations of this phenomenon by the social sciences. Heterodox patients were said to be active consumers holding postmodern values, while heterodox physicians were described as heretics. Medical doctors taking up heterodox medicine were criticised for acting in their own financial interests. To examine these notions, we selected the most prominent heterodox mode of treatment in the German healthcare system: acupuncture. Twenty‐six semi‐structured interviews with medical acupuncturists and their patients were conducted. On the physicians’ side, we analyse their styles of practice. To what extent is acupuncture incorporated into biomedical models? Were there any doctors who completely converted to Chinese ideas about health and illness? The patients’ activities before and during treatment are addressed. What made them choose acupuncture? How thoroughly did‐ and do‐ they collect information on heterodox treatment? The patients’ perception of their relationship with their physicians and the decision‐making processes during the consultations are also examined. Finally, we argue that while some modes of heterodox medicine resemble parallel forms of general practice, acupuncture tends to become a medical speciality in which physicians tailor their practice to the individual patient's (perceived) demands. From the patients’ perspectives, a passive rather than active form of consumerism emerges, involving ideas on medical services that closely correspond to classical modernity.