There is also barefoot running ( minimalistic shoes. I use the Vibram five fingers )
Ive paid out for trainers, physio and custom orthotics in the past and suffered for years with shin pain and could never make any real progress with running, it simply was not enjoyable. This is the reason I'm using the c25k program to slowly build up the calf muscles (got an event in may) as I've had a year out from running. They take quite a beating when your landing on the balls of your feet. However, this style of running and shoes are the only way I'm able to run pain free. That and It feels great.