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Alternative Medicine is redefining the boundaries of individual health and well being and is beginning to change the definition of what it means to be healthy in today’s fast-paced, stress-filled environment and offers a whole new realm of options for today’s consumer to choose from in the process of determining their healthcare needs.

You may be surprised to discover that Alternative Medicine may be covered in your healthcare policy, which offers a broader scope of coverage than managed care alone, and may well reduce your overall cost of healthcare in general and even improve the future quality of life that you and your family will enjoy in the years to come.

The realization that the definition of health should be, and can be, far better than simply, free from injury or disease, represents a gradual shift in the way of thinking for both the consumer as well as the healthcare provider. It is this realization that is allowing Alternative Medicine to not only enter mainstream modern medicine, but also to partner with Conventional Medicine in a new and profound way as one of many successful avenues of treatment available to today’s consumer of health.

Fifteen to Twenty years ago, there were few recognized, alternatives to conventional medicine, at least not in the West. This is not to say that alternatives did not exist, quite the contrary, they were simply not considered a serious option in improving ones health. This is no longer the case.

Dissatisfaction with the managed care system of the past decade, coupled with one important event and a slight shift in thinking created the perfect conditions for Alternative Medicine to flourish.

First, the cost of healthcare skyrocketed. Rising costs for diagnostic and treatment of injury and disease fueled an inevitable shift in focus, primarily from treatment to prevention, and this created the perfect niche that would soon be filled by the proactive stance that Alternative Medicine prevention provides. Simply put, when costs rise people begin asking questions and seeking alternatives.

Second, with the Information Age in full swing, access to quality information from a variety of sources translated into patients being better informed of healthcare issues and therefore more involved in their treatment options, if for no other reason than as a means to reduce their overall healthcare costs.

Alternative Medicine and Conventional Medicine approach healthcare issues in very different ways.

Conventional Medicine hinges on “the diagnosis of a patient’s condition. This means that conventional medicine enters the healthcare process after the patient has been injured or after an ailment or disease has progressed to the level where an accurate diagnosis can be made. Once made, the diagnosis dictates both the treatment, accomplished via drug therapy and/or surgery, and the cost. Conventional Medicine exits the healthcare process once the malady has been identified, cured, or removed and is normally a temporary fix.

Contrast this to Alternative Medicine, which is focused on “preventing a problem, meaning that Alternative Medicine by its very nature attempts, and prefers, to enter the healthcare process before the patient is injured or becomes ill. Prevention is the first line of defense. When this frontline is penetrated by injury or disease, Alternative Medicine makes every attempt to “assist the body in healing itself, via natural means, whenever and wherever possible.

Alternative Medicine is thus non-invasive, even passive and more long-term, meaning that it becomes part of a consumer’s healthcare regime and does not so quickly exit the health process, if at all. This will translate into lower costs for wellness over the lifespan of an individual. “An ounce of prevention is worth a pound of cure, and at no other time has this statement been more true, especially if the cure requires an expensive antibiotic, surgery and/or an extended, or even brief, hospital stay.

Nutrition and lifestyle changes alone can easily reduce the incidence of costly injury and disease, decrease the need for costly maintenance medications and increase the likelihood of a better quality of life.

The healthcare consumer of today is expected to be both well informed and totally involved in the decisions surrounding their personal health and well being. Not limited to local or even national healthcare options, the patient of this next century will enjoy global access to both information and treatment options.

Healthcare policies are already positioning themselves for this global marketplace and are embracing Alternative Medicine as a means of lowering their own liability and costs as well as expanding their consumer pool. Consumers should make sure their healthcare policies reflect these changing attitudes and include a much broader spectrum of healthcare options.

What is the quality of your health worth? Today’s “non-traditional healthcare programs are the cornerstone of holistic health and the mainstay of the future quality of life that you and your family will enjoy in the years to come. Make sure your policy answers this question to the greatest satisfaction for you and your family.

If you are an entrepreneur with a small healthcare technology based company looking to take it to the next level, this article should be of particular interest to you. Your natural inclination may be to seek venture capital or private equity to fund your growth. According to Jim Casparie, founder and CEO of the Venture Alliance, the odds of getting Venture funding remain below 3%. Given those odds, the six to nine month process, the heavy, often punishing valuations, the expense of the process, this might not be the best path for you to take. We have created a hybrid M&A model designed to bring the appropriate capital resources to you entrepreneurs. It allows the entrepreneur to bring in smart money and to maintain control. It combines the experiences of several technology entrepreneurs and with that of a traditional investment banker Merger and Acquisition approach and to create a model that both large industry players and the healthcare business owners are embracing.

The capital raising activities in the technology space led us to the conclusion that new product introductions were most efficiently and cost effectively the purview of the smaller, nimble, low overhead companies and not the technology giants. Most of the recent blockbuster products have been the result of an entrepreneurial effort from an early stage company bootstrapping its growth in a very cost conscious lean environment. The big companies, with all their seeming advantages experienced a high failure rate in new product introductions and the losses resulting from this art of capturing the next hot technology were substantial. Don’t get us wrong. There were hundreds of failures from the start-ups as well. However, the failure for the edgy little start-up resulted in losses in the $1 – $5 million range. The same result from an industry giant was often in the $100 million to $250 million range.

For every Cephalon, Epic Systems or Idec Pharmaceuticals, there are literally hundreds of companies that either flame out or never reach a critical mass beyond a loyal early adapter market. It seems like the mentality of these smaller business owners is, using the example of the popular TV show, Deal or No Deal, to hold out for the $1 million briefcase. What about that logical contestant that objectively weighs the facts and the odds and cashes out for $280,000?

The dynamics of this market, suggested a merger and acquisition model commonly used by technology bell weather, Cisco Systems, could also be applied to a broad cross section of companies in the healthcare sector. Cisco Systems is a serial acquirer of companies. They do a tremendous amount of R&D and organic product development. They recognize, however, that they cannot possibly capture all the new developments in this rapidly changing field through internal development alone.

Cisco seeks out investments in promising, small, technology companies and this approach has been a key element in their market dominance. They bring what we refer to as smart money to the high tech entrepreneur. They purchase a minority stake in the early stage company with a call option on acquiring the remainder at a later date with an agreed-upon valuation multiple. This structure is a brilliantly elegant method to dramatically enhance the risk reward profile of new product introduction. Here is why:

For the Entrepreneur: (Just substitute in your healthcare technology industry giant’s name that is in your category for Cisco below)

1.The involvement of Cisco – resources, market presence, brand, distribution capability is a self fulfilling prophecy to your product’s success.

2.For the same level of dilution that an entrepreneur would get from a VC, angel investor or private equity group, the entrepreneur gets the performance leverage of “smart money.” See #1.

3.The entrepreneur gets to grow his business with Cisco’s support at a far more rapid pace than he could alone. He is more likely to establish the critical mass needed for market leadership within his industry’s brief window of opportunity.

4.He gets an exit strategy with an established valuation metric while the buyer helps him make his exit much more lucrative.

5.As an old Wharton professor used to ask, “What would you rather have, all of a grape or part of a watermelon?” That sums it up pretty well. The involvement of Cisco gives the product a much better probability of growing significantly. The entrepreneur will own a meaningful portion of a far bigger asset.

For the Large Company Investor:

1.Create access to a large funnel of developing technology and products.

2.Creates a very nimble, market sensitive, product development or R&D arm.

3.Minor resource allocation to the autonomous operator during his “skunk works” market proving development stage.

4.Diversify their product development portfolio – because this approach provides for a relatively small investment in a greater number of opportunities fueled by the entrepreneurial spirit, they greatly improve the probability of creating a winner.

5.By investing early and getting an equity position in a small company and favorable valuation metrics on the call option, they pay a fraction of the market price to what they would have to pay if they acquired the company once the product had proven successful.

Let’s use two hypothetical companies to demonstrate this model, Big Green Technologies, and Mobile CRM Systems. Big Green Technologies utilized this model successfully with their investment in Mobile CRM Systems. Big Green Technologies acquired a 25% equity stake in Mobile CRM Systems in 1999 for $4 million. While allowing this entrepreneurial firm to operate autonomously, they backed them with leverage and a modest level of capital resources. Sales exploded and Big Green Technologies exercised their call option on the remaining 75% equity in Mobile CRM Systems in 2004 for $224 million. Sales for Mobile CRM Systems were projected to hit $420 million in 2005.

Given today’s valuation metrics for a company with Mobile CRM Systems’ growth rate and profitability, their market cap is about $1.26 Billion, or 3 times trailing 12 months revenue. Big Green Technologies invested $5 million initially, gave them access to their leverage, and exercised their call option for $224 million. Their effective acquisition price totaling $229 million represents an 82% discount to Mobile CRM Systems’ 2005 market cap.

Big Green Technologies is reaping additional benefits. This acquisition was the catalyst for several additional investments in the mobile computing and content end of the tech industry. These acquisitions have transformed Big Green Technologies from a low growth legacy provider into a Wall Street standout with a growing stable of high margin, high growth brands.

Big Green Technologies’ profits have tripled in four years and the stock price has doubled since 2000, far outpacing the tech industry average. This success has triggered the aggressive introduction of new products and new markets. Not bad for a $5 million bet on a new product in 1999. Wait, let’s not forget about our entrepreneur. His total proceeds of $229 million are a fantastic 5- year result for a little company with 1999 sales of under $20 million.

This model combining the Cisco hybrid acquisition experience with a traditional investment banking merger and acquisition process provides a vehicle to fund interesting healthcare technology companies. The small entrepreneurial firm looking for the “smart money” investment can be matched with the appropriate growth partner or the large industry player looking to enhance their new product strategy with this creative approach. This model has successfully served the technology industry through periods of outstanding growth and market value creation. Many of the same dynamics are present today in the healthcare industry and these same transaction structures can be similarly employed to create value.