Natural Therapy Practices have been around for a long time, yet the industry as a whole is extremely immature. We have virtually no political clout, and the unsung heroes (usually individuals or not for profit peak bodies) have had to work ridiculously hard to even get this far. We have close to zero dollars in research funding, and precious few incentive schemes in place to spark future research funding. To put this comment in perspective, we are currently celebrating an allocation of $5 million over 3 years towards CAM (Complementary and Alternative Medicine) research. An achievement, certainly, but also a reminder of just how little we are getting of the 1.7 billion dollar health research pie over the next 5 years. The nationwide funding for our industry research is less than the amount it takes to put a single pharmaceutical drug to market.

While some may say that the 70% of the population using Natural Therapies deserve more, there is some evidence to suggest that as a whole, we don’t really want more funding. A recent survey found that 82% of respondents wanted more immunization and screening investment, but only 42% wanted money re-directed from other initiatives to preventative health and healthy lifestyle campaigns.

An immature industry lacks so much more than funding when it comes to support. Since our entire industry turnover is far less than the net worth of even a small pharmaceutical company, there are precious few professional services specializing in our industry. We therefore miss out on the efforts of a lot of talented marketers, lawyers, accountants, etc. I once heard that to close a coal operation would indirectly affect 200,000 jobs in Australia. Wouldn’t it be great if the closure of a valuable natural health service was missed by so many?

It is these support services that provide the greatest push towards an improvement suggested by this post – franchising. In Australia, there are currently thousands of small businesses each spending time on their own accounts, their own marketing, websites, SEO, newsletters, payroll duties, booking systems, industry research, business networking, the list goes on. Now imagine each of these businesses with a magical benefactor who supplies an accountant, a marketing guru, an interior decorator, signs, brochures, marketing plans, policies and procedures, OH n S support, industry research, and management advice. This is the role that a Natural Therapies franchise can fill. Will it be easy? Definitely not. I was shocked to hear that the Natural Therapy Pages Directory, an organization that is filling this role from at least the online marketing point of view, has some troubles collecting their $150 per year subscription fees. Imagine the difficulties a franchisor would have collecting enough fees to cover their overheads.

If successful though, a nationwide franchise would mean that everybody wins. Pooled resources should allow for development of scholarships, traineeships and apprenticeships. We may even start to show up on award wages searches and Medicare schemes. Defined career progressions would allow more people to commit to the industry full-time, and clinic managers could focus on employment rather than room rental or contracting options. Increases in research funding, however, might take a bit more time.