What Does ‘Holistic’ Really Mean

Unpacking Misuse in the Animal Health World

“Holistic” is one of those words that sounds inherently good: caring, whole, thorough. It pops up in everything from grooming products to dog food, massage to medicine. But in the world of animal health, its use is often vague or, worse, misleading.

So, what does it actually mean to take a holistic approach to animal care? And how do we separate meaningful practice from marketing spin?

A Whole-System Approach - Not a Wild Guess

At its core, a holistic approach looks at the whole animal, not just isolated symptoms or body parts. It recognises that systems interact: a restriction in the musculoskeletal system might influence behaviour; chronic pain might stem from visceral dysfunction or stress. A holistic therapist asks not just “where does it hurt?” but “why now?”, “what else changed?”, and “how does this relate to the bigger picture?”

Importantly, holistic doesn’t mean unscientific. Done properly, it relies on clinical reasoning, careful observation, and a deep understanding of anatomy, physiology, and pathology. It's not a catch-all for "alternative" or "natural"; it’s a way of thinking.

When 'Holistic' Gets Hijacked

The problem is, holistic has become a marketing term. It's often used to imply care that is gentler, safer, or more "natural", regardless of whether the practice is supported by evidence or even basic anatomy.

For example, some products or therapies described as holistic may:

• Lack any proven mechanism of action
• Make broad health claims without clinical backing
• Promote unverified protocols as stand-alone treatments while discouraging veterinary input, a practice that can compromise animal safety
  

That’s not holistic. That’s opportunistic.

True holistic care doesn’t ignore conventional medicine; it integrates it. It values referrals, diagnostics, and collaborative thinking. If your “whole-animal” approach involves ignoring a red flag or skipping a vet check, it’s not holistic. It’s risky.

Holistic ≠ Alternative

There’s a common assumption that holistic means "alternative." But this sets up a false divide between conventional and complementary care.

Animal osteopaths, physiotherapists, and integrative vets often practise holistically without being “alternative” at all. They use hands-on assessment, understand the interconnectedness of body systems, and work with other professionals to support the whole animal. That’s the essence of a good holistic approach: joined-up thinking backed by real skill.

What Animal Owners Deserve

Animal caregivers are more informed than ever, but also more vulnerable to misinformation. Using the term “holistic” should come with responsibility. Therapists, educators, and brands must be clear about what they mean, what their method involves, and where the boundaries are.

Let’s keep “holistic” meaningful by grounding it in science, collaboration, and clinical clarity, not vague promises or pseudoscience. Our animals deserve no less.

Resources

1. American Holistic Veterinary Medical Association (AHVMA) – “What is Holistic Veterinary Medicine?” https://www.ahvma.org/what-is-holistic-veterinary-medicine/
2. Royal College of Veterinary Surgeons – Code of Professional Conduct for Veterinary Surgeons https://www.rcvs.org.uk/setting-standards/advice-and-guidance/code-of-professional-conduct-for-veterinary-surgeons/
3. National Institutes of Health – Complementary, Alternative, or Integrative Health: What’s In a Name? https://www.nccih.nih.gov/health/complementary-alternative-or-integrative-health-whats-in-a-name
4. Australian Veterinary Association – Integrative Veterinary Medicine
   https://www.ava.com.au/library-resources/clinical-resources/integrative-medicine/
5. VCA Animal Hospitals – What is Integrative Veterinary Medicine?
   https://vcahospitals.com/encina/specialty/departments/integrative-medicine#:~:text=The%20holistic%20approach%20to%20veterinary,Chiropractic%20treatments
6. Open Veterinary Journal – “Integrative veterinary medical education and consensus guidelines for an integrative veterinary medicine curriculum” (2016).https://pmc.ncbi.nlm.nih.gov/articles/PMC4824037/
7. Merck Veterinary Manual – “Overview of Integrative (Complementary and Alternative) Veterinary Medicine” (revised Sept 2024).https://www.merckvetmanual.com/therapeutics/integrative-complementary-and-alternative-veterinary-medicine/overview-of-integrative-veterinary-medicine
8. VMA Policy – “Integrative veterinary medicine” from the American Veterinary Medical Associationhttps://www.avma.org/resources-tools/avma-policies/integrative-veterinary-medicine
9. SGU’s School of Veterinary Medicine Blog – “What Is Holistic Veterinary Care?” featuring Dr. Krause’s viewpoint. https://www.sgu.edu/school-of-veterinary-medicine/blog/what-is-holistic-veterinary-care/