The range of health and health care topics amenable to geographical analyses in Western industralized countries has increased tremendously in the past two decades. These studies of health care systems have focused on the health organization, delivery, and utilization of biomed‐ical services, however, to the virtual exclusion of analyses of a wide variety of alternative approaches to health and healing in these countries. This lacuna is regrettable in view of the fact that people's health care behaviour suggests that medical pluralism is a persisting reality in the industrialized countries. There is indeed a coexistence of biomedicine with several alternative therapies and, in recent years, there has been resurgence in the popularity and use of alternative medicin