The CMA’s Top 7 Dynamic Strategies to Supercharge Growth – for Practitioners and Training Schools Alike – Jayney Goddard MSc, FCMA, President, The Complementary Medical Association
Is your complementary or natural health business ready for the next level? Whether you’re a seasoned practitioner or the principal of a CMA-registered training school, growth isn’t just about gaining more clients or students – it’s about building a thriving, sustainable, and purpose-driven practice. At The Complementary Medical Association (The CMA), we’re committed to helping our Members succeed in every facet of their professional journey.
In this article, we reveal seven dynamic, evidence-informed strategies to help you not only expand your reach but also future-proof your reputation, revenue, and results. These approaches can be easily tailored to both individual practices and larger training school operations. If you’re ready to reimagine your business and energise your community impact, read on.
1. Supercharge Your Growth – Create a Signature System to Attract Ideal Clients or Students
One of the most powerful ways to stand out in the crowded natural health sector is to develop a unique, signature methodology that clearly articulates the value and results you deliver. Your signature system – whether it’s a healing protocol, a client journey, or a structured training pathway – allows prospective clients or students to easily understand what sets you apart.
Benefits include:
- Instant credibility as a specialist
- Streamlined marketing – you always know what you’re promoting
- Higher perceived value, allowing you to charge appropriately
Tip: Use your CMA credentials as part of your system branding to reinforce credibility and professionalism.
2. Harness the Power of Micro-Niching
It may sound counterintuitive, but narrowing your focus can dramatically increase your reach and results. For example, instead of being a general naturopath, you could become known as “the go-to expert for hormonal balance in women over 40”. Likewise, training schools can specialise in practitioner development for specific disciplines or target populations.
Benefits of micro-niching:
- Clearer messaging and marketing
- Greater visibility in search engine results
- Stronger word-of-mouth referrals
SEO Insight: Use long-tail keywords related to your micro-niche throughout your website and blog content. For example, “natural fertility support London” or “online reflexology training for beginners”.
3. Build Community with High-Value Free Events
Hosting free, value-packed events – such as mini workshops, open days, taster sessions, or webinars – allows people to experience your unique approach without pressure. These events serve both marketing and trust-building purposes, helping you convert interested individuals into loyal clients or students.
Event ideas include:
- Seasonal health reset workshops
- Live Q&A sessions on trending wellness topics
- Student clinics or demonstrations
Pro Tip: Offer attendees a free gift or discount for booking a consultation or enrolling in a course within 48 hours of attending.
4. Maximise Testimonials and Case Studies
In a world of endless options, social proof is king. Don’t wait for glowing reviews to appear magically – actively request them and showcase them strategically. Testimonials should highlight the transformation your clients or students experience, not just praise you generically.
Consider using:
- Video testimonials on your homepage
- Written case studies in your newsletters
- Quotes embedded in your course brochures
For training schools, ask graduates to describe how their career developed after completing your programme – especially if they became CMA Members themselves.
5. Embrace Digital Course Creation and Hybrid Services
Offering services or education digitally isn’t just a COVID-era trend – it’s a long-term shift. Hybrid models that combine in-person and online services allow you to reach wider audiences while diversifying your income streams. You can develop digital courses, downloadable toolkits, or ongoing support memberships.
Ideas to explore:
- “Self-care at home” guides or courses for clients
- Supplementary digital modules for your in-person courses
- Monthly memberships for past clients or alumni to stay connected and receive ongoing support
SEO tip: Make sure your course landing pages are optimised for phrases like “online [your modality] training” or “natural health course UK”.
6. Leverage the Power of CMA Endorsement and CPD
As a CMA Member, you have access to one of the most powerful endorsements in the complementary health world. Use your affiliation with The CMA as a differentiator – proudly display your CMA logo, mention your ongoing commitment to Continuing Professional Development, and highlight the credibility that comes with CMA recognition.
For training schools: Don’t forget you can now register your CPD courses with The CMA! This offers an additional stream of visibility and helps you support practitioners who must meet the annual 24-hour CPD requirement.
Action step: Create a dedicated “Why I’m CMA Registered” or “Our CMA Listing” page on your website to explain the benefits to potential clients or students.
7. Prioritise Mindset, Energy, and Personal Sustainability
No matter how skilled or strategic you are, your growth will stall if you’re running on empty. Sustainable business success requires strong boundaries, consistent self-care, and clarity about your personal and professional mission.
Consider integrating:
- Daily or weekly mindset practices like meditation, journalling or visioning
- Energy management strategies – such as scheduling client-free days or batching admin work
- Peer mentoring or business coaching – ideally through trusted networks like The CMA
Tip: If you run a school, model this mindset to your students – it helps them build resilience and balance from the start of their career.
My Final Thoughts: What Growth Really Means
At The CMA, we know that growth isn’t always about ‘bigger’ – it’s about deeper, better, more aligned. This is also echoed in my observations of what it really takes to grow a successful, thriving business in this fascinating sector. Whether you’re expanding your reach or refining your niche, each of these strategies is designed to support your evolution as a practitioner or educator.
We invite you to revisit these ideas regularly and choose just one to implement this month. Then let us know how it’s going – we’re always here to help our Members thrive, personally and professionally.
Want More Support?
If you’re a CMA Member, you already have access to a wealth of resources designed to help you grow. From exclusive tutorials and business development webinars to promotional opportunities, we’re by your side every step of the way.
Not yet a CMA Member? Join us today and discover why thousands of practitioners and educators trust The CMA to support their success. Click here to join.
Related Resources:
- Register Your CPD Courses with The CMA: All currently Registered Schools are invited to submit CMA Accredited Courses to us for inclusion in our special CPD listing section – making suitable courses much more visible to practitioners who are looking to gain CMA CPD hours.
- Explore Business Growth Resources: As a CMA Registered School or Practitioner (and Fellow!), you have spectacular Membership Benefits that really WILL move the needle on your business. We strongly encourage you to take advantage of all of these as they are specifically designed to accelerate your growth, based on everything that we have observed over the last four decades.
- Upcoming Events and Training: Don’t miss our amazing tutorials, webinars and of course the fabulous CMA Global Excellence Summit on October 25th 2025. Get your tickets here
- See this helpful guide from the UK Government on Business Advice and Growth
