This year’s Olympians are no strangers to alternative medicine. From the funny looking “tattoo” that US volleyball champ, Kerri Walsh, has been sporting on her right shoulder, to the magnificent display of Tai Chi dancers during the opening ceremony, and Yao Ming’s faith in Traditional Chinese Medicine, ICAM is really making headlines.

So what’s the deal anyways? Does it really work? Well apparently it does. Last April, following surgery to repair a stress fracture in his left foot, Houston Rockets center Yao Ming received Traditional Chinese Therapies in order to ensure that he would recover in time to play for the Olympics - I guess the proof is in the pudding; Yao Ming is playing as magnificent as ever.

Similarly, Kerri Walsh, who underwent rotator cuff surgery last November, has been seen wearing kinesio tape during these Olympic trials in order to improve circulation, reduce pain, and support her shoulder. Walsh is not the only proponent; Kinesio taping, first developed in 1973 by a Japanese Chiropractor Dr. Kenzo Kase, has also been used by world class athletes such as Lance Armstrong, Serena Williams, David Beckam, and tennis champion Robby Ginepri.

I suppose it’s no great surprise that ICAM is finally seeing some significant face time. In fact, according to the National Institutes of Health’s latest statistics, over 36 percent of Americans use ICAM every year. Of course, countries such as India and China boast even higher statistical significance as their traditional medical practices (Ayurveda and TCM) are deeply rooted in their cultural habits.

But US Olympians aren’t the only superstars to tout the benefits of alternative medicine. Jennifer Aniston swears by yoga, Oprah by detoxification, and everyone knows that 50 year old Madonna, hot as she is, has been a proponent of the macrobiotic diet for years.

All this is good news for ICAM. It works. People are recognizing the value. Scientific evidence supports it. What more it there to say?