Alternative medicines have been in existence long before modern medicine came to fruition and yet for many it’s something that remains unexplored. Dr. Reza Borhani talks to Mike Byrne about the added benefits of incorporating these non-invasive and non-conventional medical treatments into current health practices and how his company, XTR Global, is providing the management expertise to make this happen.
XTR Global was established in the UAE in early 2010 as a management company for health centres and clinics wishing to implement alternative and natural medicines. The company specialises in providing guidance on how to integrate natural medicine with conventional medicines so that patients have the best available range of options for treatment.
The founder and CEO of XTR Global, Dr. Reza Borhani, has had an interesting journey before setting up in Dubai. He has received his Doctorate of Philosophy (Alternative Medicines) from the International University for Complementary Medicines (Calcutta, India). He also holds a Diploma in Naturopathy and Neurotherapy (India), Certified teacher and practitioner of Scenar Therapy from Research Laboratory of Medical Electronics (Russia), Certified teacher and practitioner of Ozone Therapy from the Russian Association of Ozone Therapy (Russia), an Advanced Diploma of Remedial Massage Therapy (Australia),and is a holder of Certificate IV in Assessment and Workplace Training (Australia).
His belief in the nature of alternative and holistic medicine led to the successful establishment of Australia’s first Neurotherapy Clinic in 2005. Tailor-made solutions to treat the cause rather than the symptoms of the disease, has made his treatments quite unique.
“I have travelled the globe and studied different therapies separately as I couldn’t find a place that offers everything. I studied 20 different alternative therapies and how they work, their implementation, their concepts and so on. There is still no one place that teaches you fully how to integrate all of these together and that is something that I have been striving to formulate for quite some time,” he says.
Indeed alternative medical treatment and remedies is something which has been picking up ground in the West over the past decade, but when analysing the Middle East there seems to be a general lack of awareness of where to avail of such treatments in the region.
“Without a doubt one of the major issues XTR Global and other similar organisations face is education and awareness. Traditional forms of remedial treatments have been around for centuries but it is viewed by many as something which is not the final solution,” says Dr. Borhani.
“In a world where the pace of life is moving very fast, time is an issue which affects everyone. People want quick fix solutions and often the root cause of sickness or disease is never addressed. This can be something as simple as a headache or back strain, which can be relieved quite quickly with medication, but it is a short term solution to what may be a long term ailment. Every human being must have the right to a safe health care system and be aware of the options available for any given disease as well as have the right to choose their preferred method of treatment.”
What is particularly encouraging is that many University medical programmes are now beginning to offer alternative medical treatment as an optional module on their syllabus. More importantly hospitals and clinics are now beginning to see the benefits to integrating different therapies and remedial treatments with conventional medicine. Over 63% of Americans are reported to prefer an alternative medical treatment option as a first line treatment prior to traditional medicine[i] and in the UK studies have confirmed that at least 20% of medical practices offer ready access to holistic and alternative practitioners.
Survey-based articles published in the New England Journal of Medicine in 1993 (Eisenberg et al., 1993) and the Journal of the American Medical Association in 1998 (Eisenberg et al., 1998) brought attention to the increasing prevalence of complementary and alternative medicine (CAM). Perhaps most alarming to conventional physicians, the total number of visits to CAM healers was said to be 425 million in 1991 and 629 million in 1997. This compared to less than 390 million visits to conventional primary care physicians during the same years.
“The corporate world in America and Japan are certainly leading the way in considering alternative options for employees. Yoga sessions, weekend team bonding sessions at clinics and offering meditation classes are just some of the activities improving the overall work efficiency of employees.,” comments Dr. Borhani.
“What XTR Global has discovered through market research is that the demand for holistic and alternative medicines is very much present in the Middle East, but the facilities are not. There is a definite desire by hospitals and clinics to incorporate these practices but the knowledge of exactly what needs to be done is absent and this is where we come in,” he says.
Indeed XTR Global’s plans for the coming year are a very interesting prospect. Dr. Borhani emphasises that clinics and centres specialising in detoxification are the priority. Because of the nature of Dubai, the services will be targeting corporate clients who can register to attend day classes or weekly stays, depending on the need of the company.
“Many people in the region have to travel to Europe or the Far East to avail of these treatments and the cost can be quite substantial. By investing in clinics and centres here we can offer these services and concentrate on diet, remedial treatments for fluctuating blood pressure, Cholesterol, Detoxing, muscle strains and so on,” says Dr. Borhani.
“Treatments like Neurotherapy can prove very effective; by exerting pressure on specific parts of the body in a particular sequence, the desired chemicals or hormones can be produced by activating or deactivating the related organs and. There is no medication required, no unnecessary surgeries and the results can be as equally effective.”
Dr. Borhani, as the founder and Principal of the International Institute of Neurotherapy, enabled the establishment and accreditation of Neurotherapy in Australia in 2007. During this time the clinic in Australia successfully treated disorders such as depression, chronic fatigue, diabetes and immune deficiency problems.
“With previous clinics that I established there was a demand from both people simply looking to maintain their current health and also people who were quite seriously ill and wanting to avail of alternative medicines to help eradicate the disease. With the cultural diversity that exists here in Dubai I am under no doubt that there is a similar demand for such clinics,” he says.
 Integrative medicine models in contemporary health care; Complimentary Therapies in Medicine, Volume 19, Issue 2, April 2011, Pages 84-92; Kate Templeman, Anske Robinson
 Understanding Complementary and Alternative Medicine, Speroni, Anthony, NIHC, 2009