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Over the past 50 years, the movement for integrative health and medicine in the United States has advanced from mere assertions of new ways to practice – holism, mindfulness, lifestyle, natural health, and more – that were viewed as countercultural to becoming significant contributors 5 decades later. Chiropractors, naturopathic doctors, acupuncturists and massage therapists are broadly licensed across the 50 states. Nearly 80 medical schools have Integrative Medicine programs. A center at the National Institutes of Health receives nearly $ 150 million a year to research complementary and integrative health. Pain guidelines feature the “non-pharmacologic approaches” of the integrative practices and practitioners. A “whole health” program has been rolled out into 55 medical centers of the nation’s Veterans Health Administration. This chapter chronicles that growth, exploring the opportunities and challenges presented in a US medical industry that, despite reform efforts, remains organized more as a production-oriented industry than as a national healthcare system.