Seeing alternatives: trio hopes to profit from new therapies. (Complementary Care Co. to specialize in alternative medicine)(Company Profile)

Three men have started a new Towson health care firm to capitalize on the growing popularity of alternative medicine - and hopefully dispel myths that such practices are "voodoo."

Complementary Care Co. plans to make money by a network of alternative care practitioners in 51 specialties, and by selling access to individuals, companies and insurers.

"I was amazed to discover that there was nothing in tiffs market," said Jeffrey A. Flick, one of the founders. "Nobody has made any effort to organize [alternative care] in any meaningful way."

Alternative medicine, which includes chiropractic services, acupuncture and many less-common procedures, has swelled into a $30 billion a year industry by some estimates.

The men, though, aren't scared by New Age titles. People who sign up with Complementary Care will not deal with HMO-style administrators - they'll be encouraged to talk with a "holistic counselor."

Complementary Care's founders will have a much-expanded medical vocabulary - offering treatments that include …