The CMA’s Top 7 Tips for Building a Thriving Complementary Medicine Practice

Whether you’re just launching your complementary medicine or holistic health practice — or refining an existing one — having a clear plan can be the difference between slow, uncertain progress and sustainable, confident growth. This comprehensive checklist, created with expert insight from Jayney Goddard, Founder and President of The Complementary Medical Association (The CMA). In this article, Jayney guides you through every key area of your practice to help you build a thriving, ethical and fulfilling business.

First of all – why should you take the time to set these tips in motion?

Will this information really help you to grow your practice?

The answer to this is a resounding ‘YES!’. Jayney Goddard is one of the world’s leading practice growth experts. Jayney founded The CMA 32 years ago in response that nothing effective was on offer to promote ethical, professional complementary medicine and holistic therapy – or the practitioners and schools that work so hard in this fascinating sector.

Over the years, Jayney has supported tens of thousands of practitioners to grow thriving practices – so she knows exactly what works – and what doesn’t. Jayney’s aim is to give you the information you need to grow your practice – quickly and easily – without needing to reinvent the wheel – saving you time and money and preventing you from making potentially devastating mistakes.

The complementary medicine and holistic therapy fields are like no other – in terms of the way that these areas work, from a business growth perspective.

So, don’t waste your time – get the help you need from the leading expert who genuinely has the information that is proven to work – and level up your practice now.

Use this list to assess where you are, identify what’s missing, and take strategic, manageable steps to grow your practice with clarity and purpose.

Section 1: Legal and Ethical Foundations

• Professional Accreditation: Are you a registered CMA Member, with credentials that clients recognise and trust?
• Insurance in Place: Do you have current, adequate practitioner insurance covering your modalities?
• GDPR Compliance: Are you managing client data securely and legally?
• Risk Assessments Completed: Have you assessed your treatment space (physical or online) for client and practitioner safety?
• Terms and Policies: Have you written clear cancellation, refund, and confidentiality policies?

CMA Members gain access to templates and checklists for all the above — helping you start or scale up with confidence.

Section 2: Practice Set-Up

• Defined Service Offering: Have you chosen and described your core services clearly?
• Ideal Client Identified: Do you know who your services are best suited for, and how to speak to their needs?
• Online Booking System: Can clients easily book an appointment through your website?
• Client Forms Ready: Have you prepared intake, consent, and follow-up forms?
• Client Records Organised: Are your notes consistent, confidential, and securely stored?

Being well organised from the start saves you time, improves the client experience, and enhances your professionalism.

Section 3: Website and Online Presence

• Professional Website: Is your website mobile-friendly, informative, and up to date?
• Clear Call to Action: Can visitors easily book, contact you, or join your mailing list?
• CMA Member Badge Displayed: Are you showcasing your professional accreditation?
• SEO Basics Implemented: Are your pages optimised with keywords like “holistic therapist in [your location]”?
• Google Business Profile Set Up: Have you claimed your listing and added reviews and photos?

The CMA offers tutorials and templates to help you build an effective online presence, even if you’re not a tech expert.

Section 4: Client Experience

• Warm, Welcoming Environment: Is your clinic space calm, clean, and supportive of healing?
• Professional Communication: Are your emails, phone calls, and follow-ups handled with care and clarity?
• Personalised Treatment Plans: Are you tailoring your approach to individual client goals and needs?
• Regular Check-Ins: Do you stay in contact with clients between appointments where appropriate?
• Feedback Encouraged: Are you gathering testimonials and suggestions to improve your service?

Every touchpoint with a client is an opportunity to create trust and loyalty. A great experience leads to repeat bookings and referrals.

Section 5: Marketing and Visibility

• Email List Active: Are you sending regular, helpful newsletters to keep in touch with clients?
• Social Media Presence: Are you sharing tips, insights, or updates in an authentic, educational way?
• Referral System in Place: Have you encouraged happy clients to refer friends or family?
• Lead Magnet Created: Do you offer a free guide, checklist, or resource to grow your email list?
• Directory Listings: Are you listed on The CMA Practitioner Directory and relevant local listings?

CMA Members get access to marketing support, content ideas, and promotional templates to simplify your outreach efforts and attract your ideal audience.

Section 6: Business Sustainability

• Pricing Strategy in Place: Are your rates fair, competitive, and aligned with the value you offer?
• Package or Programme Options: Are you offering multi-session options that improve results and income stability?
• Time and Energy Boundaries: Are your working hours sustainable, and do you schedule time off?
• Continuing Professional Development (CPD): Are you actively engaging in training, events, and skill-building?
• Community Support: Do you have access to peers, mentors, and a professional body that supports your growth?

Long-term success in complementary medicine and holistic health isn’t just about doing more — it’s about doing better, with structure, support, and alignment.

Section 7: How The CMA Supports Every Step of the Journey

Becoming a CMA Member gives you access to everything you need to check off this list and thrive as a practitioner:

• Practice-building toolkits and start-up guides
• Templates for client forms, policies, and email marketing
• Live tutorials and CPD events
• Directory listing to increase visibility
• Member-only discounts from trusted suppliers and software providers

Further Reading and Resources

• CMA Practitioner Membership Benefits
• The CMA Business Start-Up Toolkit
• UK Government Guide to Setting Up a Business

Are You Ready to Build Your Dream Practice?

If you’re ready to confidently check every box and build a thriving complementary medicine or holistic health practice, join The CMA today or sign up to our mailing list for free resources, expert guidance, and all the support you need to succeed — ethically, professionally, and sustainably.