21A. Business Models for Integrative Medicine—Debating the Benefits of the “Embedded” Model vs the “Freestanding”Model: What Will Stand the Test of Time?

Focus Area: Sustainable Business Models This panel discussion brings two national leaders (Adam Perlman, MD, MPH, and Annie Nedrow, MD, MBA) in integrative medicine together to discuss their combined experience in leading 3 different business models of integrative medicine within academic health centers across the United States over the past 13 years. Integrative Medicine programs at Oregon Health & Science University, University of Medicine and Dentistry at New Jersey, and Duke Integrative Medicine represent the full scope of sociodemographic, geographic, and cultural diversity within integrative medicine as well as 3 very different business models. The pros and cons along the continuum of the fully embedded model of integrative medicine within academic departments to freestanding centers of integrative medicine will be shared, along with lessons learned. A healthy debate among the presenters and the participants will be encouraged to think together how the future healthcare landscape will support these various models. Attendees will value the expertise along with the opportunity to utilize the full wisdom of the room of participants in brainstorming which business model will be most effective to achieve our combined goals of transforming healthcare to optimally enhance the health of each patient with the looming healthcare reform.