How To Start And Grow A Successful Clinic with Dr. Rahima Hirji, ND, Founder of Sage Naturopathic Clinic chain

Today, we have Dr. Rahima Hirji, the founder of Sage Naturopathic Clinic and Tank Nation, a company for acne skin care products for teenagers, and a partner at the Tummy Clinic, a virtual IBS clinic. My name is Ameya, founder of ScalUp42 and HealthBuddha. ScaleUp42 is a consulting firm working with naturopathic doctors and clinics. We’ve worked with over 100 clinics, helping them build their digital marketing and presence with Health Buddha.

Our ambition is to grow the presence of HealthBuddha across North America, reaching thousands of practitioners and to increase awareness of naturopathic medicine.

Today, with Dr. Rahima, we’ll discuss her success in growing Sage Naturopathic Clinic over the last 12 years.

Hi Rahima, welcome!

Rahima: Thank you, glad to be here.

Ameya: Let’s start with your journey from an early graduate to founding your clinic.

Rahima: The first few years, I wasn’t actually in clinic—I was working at the college as a resident and in various roles. I started my clinical practice around 2007 when I covered a maternity leave in Kitchener. At the time, I had a newborn and didn’t want to return to full-time work. That’s how it began, and from there, it just grew organically. To be honest, I didn’t set out to build Sage—I just wanted to work part-time and keep my skills sharp. The practice grew naturally, even before websites or social media, mostly by word of mouth.

When we moved back to Toronto, I had a thriving practice, and I decided to open my own clinic. It started small with just three people and a receptionist in a modest space, but it continued to grow. I feel fortunate to be where we are now.

Ameya: Before we dive deeper, you mentioned that your business grew before social media and digital marketing. Aside from word of mouth, what strategies did you use to build your practice back then?

Rahima: I reached out to local groups. At the time, Facebook was just starting, but there were forums and gatherings like TOPS (Taking Off Pounds Sensibly), which met in church basements. I gave lectures to these groups, sometimes for just a $20 honorarium. My strategy was to go where people were already gathering, like libraries or local groups, rather than trying to host my own events.

As I opened Sage, I wanted to advertise but not where all other naturopaths were. I avoided the typical health magazines and opted for more mainstream avenues. One of the biggest steps I took was sponsoring the Total Women’s Show in Kitchener, which everyone thought was risky, but it paid off by giving us brand awareness and connections in corporate wellness.

Ameya: That’s an unconventional approach! Now, looking back, what were some of the biggest challenges you faced during the early years?

Rahima: The challenges were twofold—one as a practitioner and the other as a clinic owner. As a practitioner, it wasn’t too hard to gain patient traction because word of mouth was powerful. But as a clinic owner, the biggest challenge was finding the right people, whether admin staff or practitioners. I learned that the team you build can make or break your clinic. Early on, I was advised not to just rent out rooms to cover rent, but I didn’t always follow that advice, and it caused stress when team members didn’t fit.

Ameya: Team management is crucial. How do you handle hiring now?

Rahima: The biggest lesson is that it’s not personal. Initially, I wanted control—strict contracts and micromanagement—but over time, I realized that’s not sustainable. Now, I focus on finding the right fit, and I’m upfront that people work for themselves, not for me. I’ve learned to let go of control, and because we’ve created a positive work environment, people who leave often come back. Managing a team is about building respect and cohesion.

Ameya: Let’s talk about the value of admin staff. How important are they to your practice?

Rahima: Admin staff are invaluable. From the beginning, I insisted on having full-time receptionists because every missed call is missed revenue. Especially with services like massage therapy, if no one answers the phone, patients will call the next clinic. A competent, friendly admin team is essential because they are the first point of contact for patients and set the tone for the clinic.

Ameya: That’s a great point. Let’s shift to mindset. As a practitioner, you’re focused on patient care, but as a business owner, you need to think about growth and revenue. How do you balance these two mindsets?

Rahima: There’s an inherent conflict of interest in naturopathic medicine because we can sell supplements and run tests. But for me, it’s always been about ethics. I make recommendations only when I’m confident they’re in the patient’s best interest. My goal is for patients to get better and refer others, rather than pushing products to pay the rent. This approach has also helped me as a business owner—I’m clear about how I want to generate revenue, balancing ethics with sustainability.

Ameya: Speaking of sustainability, what are some of the revenue streams that have helped Sage thrive?

Rahima: Having a multidisciplinary team has been key. In a town like Kitchener, it’s important to address all patient needs, so we’ve brought on nurse practitioners, especially since finding family doctors is tough. The dispensary has also been a significant revenue stream for us. We’ve experimented with group programs, but they weren’t as effective due to the time spent on advertising and coordination.

Ameya: You’ve successfully adapted to changes in technology and marketing. How have you navigated these shifts?

Rahima: Credit goes to my business partner, Deanna, who pushed us to adopt EMR early on. Once we did, I realized the importance of staying on top of new technologies. That shift made advertising and other digital tools feel more natural. While I’ve had some negative experiences with other marketing companies, working with you has been a positive shift, helping us stay current.

Ameya: For new grads without a business background, what advice would you give them?

Rahima: Find mentors and ask questions. You don’t need to spend thousands on business courses. Seek out practitioners who are willing to share their experiences—you’d be surprised how much you can learn from one-on-one conversations.

Ameya: What keeps you going after more than a decade?

Rahima: The patients keep me going. Hearing their gratitude really fills my bucket. On the business side, it’s the challenge—I enjoy pushing the envelope and continuing to grow.

About Dr. Rahima

Rahima is a Naturopathic Doctor and the founder of Sage Naturopathic Clinic in Kitchener, co-founder of The Tummy Clinic, and co-founder of Tank Nation Skincare, a probiotic-based skin care line specifically created to treat acne. She is a graduate of the Canadian College of Naturopathic Medicine and also holds an Honors Bachelor of Arts and Science Degree from McMaster University.

In practice, she incorporates a range of therapies to best address individual health concerns, including nutrition, acupuncture, supplements, botanical medicine, and traditional Chinese herbal medicine. She focuses on evidence-based tests and treatments to help diagnose and tailor treatment plans for a variety of health conditions, however, her practice currently focuses on hormone health, IBS, and skin health.

Dr. Rahima also holds a license in Intravenous Therapy (IV).

She has done a variety of print and television media including CTV News, Grand River Living and the Global Morning Show and is a returning favorite on Rogers Daytime. She is also a sought after speaker and provides a variety of lectures to corporate groups in the KW and surrounding areas.