yeah, $$$.
pander to public ignorance and misunderstanding of science and you can make big bucks. just because people are willing to pay for it doesn't mean it's good medicine. take your blinders off and know the real reason why med schools and hospitals are getting involved in this area. i'll give you a hint, it has nothing to do with science or good medicine and everything to do with some MBA hospital administrators looking at the bottom line.
sure the conspiracy theorists will abound. there is a heavy skepticism of "mainstream" medicine, that we want to actually keep our patients sick. people still believe silicone breast implants cause autoimmune disorders despite the fact that david kessler (then fda commish) admitted that he made one collossal f*ck up in prematurely releasing that data to the public, which has been subsequently disproven. what about mmr vax? no link to autism can be statistically shown, yet the kooks and the fringe "alternative" endorsees will never relinquish these points.
and, one ammenhoreic patient in a case report? please. i can parade out tons of anecdotes for you. that doesn't make good science. in
real medicine, we work on what happens in populations. we extrapolate and test what happens across cohorts to the expected effects in individuals, not the other way around. (if you really are in medical school, you should know that by now.)
involving yourself in the "alternative medicine" movement legitimizes this and plays apologetics to your real medical training. when rigorous science is applied more often than not it turns out to be of little value. complementary medicine is a joke. and, massage (like PT) is not "alternative" by any means (don't know where anyone got that notion).
oh, and the nih funded nccam is a pork-barrel waste of taxpayer money funded to do nothing more than legitimize this quackery. the fact that you even mention this worthless branch of the nih leads me to believe that you've bought the pig in the poke that the alternative medicine camp has offered to you.
http://www.quackwatch.org/01QuackeryRelatedTopics/nccam.html
you definitely need to do more homework in this area before you come down so squarely on the side of the snakeoil salesmen. like i said already, if there is legitimate value to a therapy it will be adopted. and it'll simply be just "medicine" with nothing "alternative" about it.