Evidence alone isn't enough to persuade people that their healthcare professionals have their best interests at heart - we also need to actively listen to people's concerns
For decades, Prince Charles - subject of a new unauthorised biography - has been one of the most persistent champions of alternative medicine in the world
Dermaved told users their skin cream was natural and Ayurvedic - in fact, it contained clobetasol propionate, one of the most potent steroids on the market
Proponents of so-called alternative medicine point to the age of their therapies, wrongly assuming that just because something has 'stood the test of time', it must work.