Although new and somewhat controversial, functional medicine provides an innovative care model to capture the shopping consumer. In fact, an estimated 30% of Cleveland Clinic's functional medicine patients are new to the system, suggesting this care model could drive provider selection for some patients. By investing in a holistic medical offering, early movers will be able to get in on the ground floor of the growing demand for complementary and alternative medicine, which is estimated to reach a value of $196.9 billion by 2025, according to ReportLinker.