There is more awareness of and respect for alternative medicine today. It's a consumer-driven movement. Insurance has become more and more unaffordable and restrictive, so many people are starting to take their health into their own hands. People with insurance tend to take it for granted that if they get sick, they can go to a doctor and get treated. If you don't have that option, you take more care in maintaining your health.
People are more motivated to stay healthy.
And insurance companies are reacting to this by covering some alternative practices. Often, it's still not enough. It's important to start with the lifestyle, in a way. Take yoga classes and try alternative therapies in your personal life. Read books to find out which therapy best fits your philosophy.