While the growth in usage and practice of varying forms of complementary and alternative medicine (CAM) continues apace, social science has increasingly turned to CAM's often individualistic approach to health and illness. CAM has been perceived as both partly a cause of and a response to the well-documented ideology in modern healthcare of 'individual responsibility for health'. This occasionally manifests in a 'victim-blaming' ideology amongst both orthodox and CAM practitioners alike. These issues emerged as key themes in an ethnographic study of a Centre for spiritual healing in the North of England. By drawing upon a range of qualitative data gained through the researcher's participation at this healing centre, I argue that the healers' focus on individual responsibility for health is not so much a part of the current socio-political health ideology of 'victim-blaming', rather, it is illustrative of an important contemporary social phenomenon: the movement towards the subjectification and personalisation of public life.