Alternative Medicine in the Digital Age: Changing Health Practices and Consumer Behaviour

Abstract

Digital technologies have transformed how people discover, evaluate, purchase, discuss, and use alternative and complementary healthcare practices. Search engines, social media, online communities, mobile applications, telehealth platforms, digital wellness programs, and artificial intelligence have made information and services more accessible while also creating new challenges involving misinformation, commercial influence, privacy, and health literacy. A 2025 cross-national study using data from approximately 23,000 respondents found a significant graded association between more frequent online health information-seeking and higher use of traditional, complementary, and integrative medicine, as well as stronger beliefs in its superiority over conventional medicine. WHO's current strategy supports responsible digital technologies for traditional and complementary medicine while emphasizing evidence, safety, regulation, cultural respect, and equity. WHO, ITU and WIPO have also highlighted opportunities and governance needs for artificial intelligence in traditional medicine. This paper examines nine dimensions of alternative medicine in the digital age, including online information-seeking, social media influence, digital services, consumer decision-making, personalization, commercialization, digital health literacy, privacy and safety, and future integration.