Émile Coué (1857–1926) assisted Ambroise-Auguste Liébeault for around two years at Nancy. After practising for several months employing the "hypnosis" of Liébeault and Bernheim's Nancy School, he abandoned their approach altogether. Later, Coué developed a new approach (c.1901) based on Braid-style "hypnotism", direct hypnotic suggestion, and ego-strengthening which eventually became known as La méthode Coué.[63] According to Charles Baudouin, Coué founded what became known as the New Nancy School, a loose collaboration of practitioners who taught and promoted his views.[64][65] Coué's method did not emphasise "sleep" or deep relaxation, but instead focused upon autosuggestion involving a specific series of suggestion tests. Although Coué argued that he was no longer using hypnosis, followers such as Charles Baudouin viewed his approach as a form of light self-hypnosis. Coué's method became a renowned self-help and psychotherapy technique, which contrasted with psychoanalysis and prefigured self-hypnosis and cognitive therapy.

The British Psychological Society commissioned a working group to survey the evidence and write a formal report on hypnotherapy in 2001. They found, “Enough studies have now accumulated to suggest that the inclusion of hypnotic procedures may be beneficial in the management and treatment of a wide range of conditions and problems encountered in the practice of medicine, psychiatry and psychotherapy.”

Speech, on account of the whole preceding life of the adult, is connected up with all the internal and external stimuli which can reach the cortex, signaling all of them and replacing all of them, and therefore it can call forth all those reactions of the organism which are normally determined by the actual stimuli themselves. We can, therefore, regard "suggestion" as the most simple form of a typical reflex in man.[165]

Hypnotic music became an important part in the development of a ‘physiological psychology’ that regarded the hypnotic state as an ‘automatic’ phenomenon that links to physical reflex. In their experiments with sound hypnosis, Jean-Martin Charcot used gongs and tuning forks, and Ivan Pavlov used bells. The intention behind their experiments was to prove that physiological response to sound could be automatic, bypassing the conscious mind.[155]

Azam's enthusiasm for hypnotism influenced Ambroise-Auguste Liébeault, a country doctor. Hippolyte Bernheim discovered Liébeault's enormously popular group hypnotherapy clinic and subsequently became an influential hypnotist. The study of hypnotism subsequently revolved around the fierce debate between Bernheim and Jean-Martin Charcot, the two most influential figures in late 19th-century hypnotism.
One well-known example of a relaxation technique is known variously as progressive muscle relaxation, systematic muscle relaxation, and Jacobson relaxation. The patient sits comfortably in a quiet room. He or she then tenses a group of muscles, such as those in the right arm, holds the contraction for 15 seconds, then releases it while breathing out. After a short rest, this sequence is repeated with another set of muscles. In a systematic fashion, major muscle groups are contracted, then allowed to relax. Gradually, different sets of muscle are combined. Patients are encouraged to notice the differences between tension and relaxation.
To investigate the effectiveness of cognitive hypnotherapy (CH), hypnosis combined with cognitive-behavioral therapy (CBT), on depression, 84 depressives were randomly assigned to 16 weeks of treatment of either CH or CBT alone. At the end of treatment, patients from both groups significantly improved compared to baseline scores. However, the CH group produced significantly larger changes in Beck Depression Inventory, Beck Anxiety Inventory, and Beck Hopelessness Scale. Effect size calculations showed that the CH group produced 6%, 5%, and 8% greater reduction in depression, anxiety, and hopelessness, respectively, over and above the CBT group. The effect size was maintained at 6-month and 12-month follow-ups. This study represents the first controlled comparison of hypnotherapy with a well-established psychotherapy for depression, meeting the APA criteria for a "probably efficacious" treatment for depression.
Braid worked very closely with his friend and ally the eminent physiologist Professor William Benjamin Carpenter, an early neuro-psychologist who introduced the "ideo-motor reflex" theory of suggestion. Carpenter had observed instances of expectation and imagination apparently influencing involuntary muscle movement. A classic example of the ideo-motor principle in action is the so-called "Chevreul pendulum" (named after Michel Eugène Chevreul). Chevreul claimed that divinatory pendulae were made to swing by unconscious muscle movements brought about by focused concentration alone.
I've wrestled about writing this article. I didn't feel right giving out this information to the public, but when I saw videos on other sites that tell people how to do this simple, yet very powerful suggestive hypnotic method, I decided to teach the public how to place a subject into trance by hypnotic induction. Please share this tool in a safe and responsible way.
Although he rejected the transcendental/metaphysical interpretation given to these phenomena outright, Braid accepted that these accounts of Oriental practices supported his view that the effects of hypnotism could be produced in solitude, without the presence of any other person (as he had already proved to his own satisfaction with the experiments he had conducted in November 1841); and he saw correlations between many of the "metaphysical" Oriental practices and his own "rational" neuro-hypnotism, and totally rejected all of the fluid theories and magnetic practices of the mesmerists. As he later wrote:
Last May [1843], a gentleman residing in Edinburgh, personally unknown to me, who had long resided in India, favored me with a letter expressing his approbation of the views which I had published on the nature and causes of hypnotic and mesmeric phenomena. In corroboration of my views, he referred to what he had previously witnessed in oriental regions, and recommended me to look into the Dabistan, a book lately published, for additional proof to the same effect. On much recommendation I immediately sent for a copy of the Dabistan, in which I found many statements corroborative of the fact, that the eastern saints are all self-hypnotisers, adopting means essentially the same as those which I had recommended for similar purposes.[51]

Finally, the neural underpinnings of PHA will be even clearer when we incorporate its most important aspect in imaging studies—the dissociation between implicit and explicit memory. In PHA (and in functional amnesia) the person is unable to explicitly recall certain information, yet we see evidence of this material on implicit measures. For instance, a participant given PHA may fail to recall the word “doctor,” learned earlier, but will have no trouble completing the word fragment “d _ _ t _ r”. Mendelsohn et al. did not assess implicit memory. Rather, they tested recognition, which in a sense confounds explicit and implicit memory. We’d like to compare brain scans of a PHA group trying to explicitly recall the movie (they should show reduced activation, as above) with brain scans of the same group completing an implicit memory measure of the movie (they should show normal activation). This would be tricky to do—implicit measures of complex material such as movies and autobiographical memories are hard to find or construct. But it would contribute to a more complete neural picture of the processes involved in these fascinating forms of forgetting. 

When James Braid first described hypnotism, he did not use the term "suggestion" but referred instead to the act of focusing the conscious mind of the subject upon a single dominant idea. Braid's main therapeutic strategy involved stimulating or reducing physiological functioning in different regions of the body. In his later works, however, Braid placed increasing emphasis upon the use of a variety of different verbal and non-verbal forms of suggestion, including the use of "waking suggestion" and self-hypnosis. Subsequently, Hippolyte Bernheim shifted the emphasis from the physical state of hypnosis on to the psychological process of verbal suggestion:
Modern hypnotherapy is widely accepted for the treatment of certain habit disorders, to control irrational fears,[35][36] as well as in the treatment of conditions such as insomnia[37] and addiction.[38] Hypnosis has also been used to enhance recovery from non-psychological conditions such as after surgical procedures,[39] in breast cancer care[40] and even with gastro-intestinal problems,[41] including IBS.[42][43]