The New Health Institute
Context
The New Health Institute is a non-profit organisation advancing research and dialogue around psychedelic therapy and mental health, founded by Anne Philippi, a former journalist with over two decades in high-end media. When we began working together, the work itself was credible and well positioned within the industry, but the way it was being communicated across social platforms did not fully reflect its depth or authority. The presence on Instagram and LinkedIn lacked structure, and while Anne was already producing thoughtful work through her writing and podcast, it was not being used to its full potential. At the centre of this was an untapped opportunity to position Anne Philippi's personal brand more deliberately, allowing her voice, experience, and perspective to lead the conversation.
The Challenge
The challenge was to bring clarity to a complex subject while building a consistent and credible presence around it. The institute needed to communicate ideas that sit between science, culture, and personal experience, while also addressing the stigma that still surrounds psychedelic therapy. At the same time, there was a large volume of valuable content already being created through The New Health Club podcast and Anne's writing, yet it was not being used in a structured way to support growth or visibility. Without a clear system or a defined role for Anne's voice within the content, the message lacked consistency, and the opportunity to build authority through her personal brand was not fully realised.
The Approach
The starting point was to position Anne Philippi's personal brand as the central layer through which everything else would be communicated. Rather than treating social media as a separate channel, the strategy brought together her writing, her podcast, and the institute's mission into a connected system, where each element supported the other. This meant moving towards a founder-led approach, where her perspective, experiences, and voice became the primary way the audience engaged with the subject. The New Health Club podcast became a central content source, with each episode and its back catalogue used to inform and generate content across Instagram and LinkedIn.
What We Delivered
Personal brand positioning
We positioned Anne Philippi as the central voice, ensuring her perspective and experience led communication across platforms.
Content system and strategy
We developed a structured approach that connected the institute, the podcast, and social media into a single narrative.
Podcast-led content distribution
We used The New Health Club podcast as a primary content source, repurposing episodes and back catalogue material into formats suited for social platforms.
Content repurposing framework
We created a system that allowed one core idea to be developed across multiple formats, increasing consistency and reach.
Cross-collaboration strategy
We leveraged podcast guests and collaborators to expand audience reach and introduce the brand to new, relevant communities.
Platform execution
We aligned content across Instagram and LinkedIn so it remained consistent while adapting to how each audience engages.
The Outcome
As the strategy became more structured and founder-led, the way the content began to perform reflected a clearer and more consistent message. With Anne's voice at the centre and a defined system supporting content creation and distribution, the audience found it easier to engage with the work and return to it over time. The use of podcast material and collaborations also introduced the brand to new audiences who were already aligned with the subject, which strengthened both reach and relevance. This was reflected in steady growth across both platforms. Over the first six months, LinkedIn impressions increased by 111% and unique reach grew by 158%, while engagement rose from 3.2% to 6.53%. Instagram followed a similar pattern, with engagement reaching 5.4%.
Results
Key Outcomes
- →Clearer positioning of Anne Philippi as a leading voice
- →More consistent and structured content across platforms
- →Increased reach through podcast and collaborations
- →Stronger engagement with a relevant audience
Reflection
This work showed that when a personal brand sits at the centre of a complex subject, clarity comes through consistency rather than volume. By building a system around existing ideas and using the right channels to distribute them, the message becomes easier to follow, and the audience has more reason to return to it over time.
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