1. Patients Seek Kinder, Gentler Cures: Alternative Medicine as a Social Trend -- 2. Offerings Many, Rules Few: The Booming Alternative Industry and Its Frustrated Regulators -- 3. Some Help, Some Harm, Many Remain Mysterious: Herbal Remedies -- 4. They Are Essential, but Not in Megadoses: Vitamins and Minerals -- 5. A Pill for Every Purpose: Other Supplements, from Andro to Zinc -- 6. Acupuncture, Magnets, Massage and Exercise: Alternative Therapies -- 7. Prayer, Laughter, Meditation and the Power of Placebos: The Mind-Body Connection -- 8. Menopause, Breast Cancer and Wrinkles: A Lucrative Market: Women and Alternative Medicine -- 9. Skeptics, Misadventures and Charlatans: Cautionary Tales -- 10. Ginkgo Candy Bars and Ketchup for What Ails You: Food as Medicine