Future-Proof Your Natural Health Business With The CMA’s Top 9 Empowering Moves by Jayney Goddard MSc, FCMA, President – The Complementary Medical Association
In a world of rapid change, how can you ensure your complementary or natural health business doesn’t just survive – but thrives? Whether you’re a dedicated practitioner or run a CMA-accredited training school, it’s essential to stay proactive, adaptable, and aligned with your purpose. Our series of helpful articles will help you future-proof YOUR natural health business – so that you can thrive, personally and professionally – doing the work you love!
At The Complementary Medical Association (The CMA), we’re committed to helping you build a practice or educational enterprise that’s not only resilient but truly fulfilling. In this article, we reveal 9 empowering strategies that will help you future-proof your business while deepening your impact on those you serve.
These suggestions are suitable for all CMA Members and can be easily implemented, whether you work with clients one-to-one or manage a training team.
1. Clarify and Communicate Your Unique Value to Future-Proof YOUR Natural Health Business
What makes your approach to healing, teaching, or training special? In a competitive wellness space, crystal-clear messaging is everything. Take time to articulate your unique value proposition – the exact outcome clients or students can expect from working with you.
Tip: Avoid generic language like “helping people feel better” and get specific. For example: “We help overwhelmed women in their 40s reclaim vitality naturally using evidence-based naturopathy and lifestyle coaching.”
Training schools can do the same – highlight specific course outcomes and career opportunities for graduates.
2. Diversify Your Income Streams
Multiple revenue streams can provide stability and opportunity. Think beyond your current offering: what else could you create, teach, or deliver that aligns with your expertise?
Examples include:
- Downloadable wellness guides or eBooks
- Online CPD courses for fellow professionals
- Branded self-care kits or wellness products
- Subscription-based group coaching or mentoring
Pro tip: Use your CMA credentials as a mark of trustworthiness when offering new products or services.
3. Elevate Your Online Presence – Professionally
Your website and social media aren’t just marketing tools – they’re your digital calling cards. Ensure they reflect your expertise and professionalism.
Essentials to include:
- A well-written “About” page with your qualifications and CMA affiliation
- Client or student testimonials will always help to future-proof your natural health business.
- Blog content optimised for search engines (think: “natural anxiety support UK” or “reflexology training online”)
Training schools should also include student success stories and clear information on how your courses support CMA Membership and professional registration – so that potential students know that they will be eligible to apply for CMA Membership if they take your course.
4. Develop a Referral Network with Integrity
Word-of-mouth remains one of the most powerful growth tools. Build a referral system with other ethical professionals – both within and beyond complementary medicine – to expand your reach.
Ideas to try:
- Collaborate with fellow CMA Members to refer clients or students to one another
- Partner with local yoga studios, gyms, or health food shops
- Create an “Approved Practitioners” or “Trusted Providers” page on your website
5. Stay Visible with Regular, Meaningful Communication
Consistency builds trust. Whether you run a solo practice or manage a training organisation, keep in touch with your audience regularly.
This can include:
- Monthly newsletters (like this one!)
- Social media posts with useful, engaging tips
- Live streams or recorded videos sharing insights or behind-the-scenes moments
Tip: Always include a gentle call-to-action – book now, enrol today, download our guide, or contact us with questions.
6. Make CPD Work for You
Continuing Professional Development (CPD) is about more than ticking boxes. It’s an opportunity to enhance your skills, build confidence, and connect with your community.
Practitioners: Choose CPD that reflects your goals – whether clinical, business, or personal development. Training schools: Take advantage of the CMA’s new CPD Course Registration service to promote your short courses to the wider CMA network and beyond.
Visit The CMA CPD Hub to find, register, or promote high-quality courses today.
7. Prioritise Ethical Marketing with Impact
Natural health clients and students are often highly discerning. They want to know that your values align with theirs. That’s why ethical, transparent marketing is essential – to future-proof your natural health business.
What this looks like:
- Clear, jargon-free explanations of what you do and how it helps
- Realistic promises – never overclaim results
- Warm, inclusive language that resonates with your ideal audience
Highlight your CMA Membership to signal professional integrity and high standards.
8. Create Opportunities for Feedback and Growth
Growth doesn’t happen in a vacuum. Ask your clients, students, and peers for feedback regularly to find out what’s working – and what could be improved.
Try:
- Anonymous client satisfaction surveys
- Student end-of-course reviews
- Peer review groups or CMA networking sessions
Use this information to refine your services, update course materials, and develop offerings that meet real needs. All of these will serve to future-proof your natural health business.
9. Lead with Purpose – And Let It Show
The most magnetic businesses – big or small – are built on purpose. Reconnect with why you started this work. What change do you want to make in people’s lives?
Then, share that mission clearly – on your website, in your conversations, through your content. People don’t just buy services or training; they invest in values, connection, and transformation.
When your business reflects your authentic passion, it becomes not only more fulfilling – but more sustainable, too.
In Summary: Your Growth Is Our Priority – Partner with The CMA to Future-Proof YOUR Natural Health Business!
At The CMA, we believe that your success is a vital part of a healthier, more conscious world. Whether you’re supporting clients through holistic healing or training the next generation of practitioners, these 9 empowering moves will help you stay resilient, visible, and aligned with your purpose.
We encourage you to choose one strategy from this list and implement it this week – however small the step may seem. And if you need guidance or inspiration, we’re here for you every step of the way.
Ready to Take the Next Step?
Explore just a few of our incredible resources for CMA Members:
- Register Your CPD Courses
- Business Growth (General help and advice e.g. taxation etc.)
- Not a Member Yet? Join The CMA
