01The client
Natural medicine, built for the doctor.
- Client
- Natroceutics, South Africa
- Person
- Kevin Coyne, co-founder and CEO
- What it does
- Natural therapeutics for doctors and integrative healthcare practitioners
Natroceutics is a South African natural-therapeutics company, built for doctors and integrative healthcare practitioners. Explaining why every role in the company matters, Kevin puts it simply: “We’re making this medicine, we’re making it accessible to that doctor... to make sure that product gets into the hands of that doctor, that gets into the hands of the patient and has the opportunity to help them be well.”
He’s honest about where natural medicine sits next to pharmaceuticals. “Thank goodness for pharmaceutical medicines, otherwise I would have been dead a few times. I wouldn’t be here today to do this work... but they have their place.”
02The challenge
More focused on the doing than on telling the story.
Kevin had never posted on LinkedIn. When Fimiliar approached him in 2024 and said he should be telling Natroceutics’ story, he wasn’t sure it mattered. “I’m kind of more focused always on the doing than telling my story,” he says. He started posting anyway.
Building the business was the job. Talking about it in public could feel like a distraction.
Once the content process started running, a new problem showed up. Everything went out under Kevin’s own name, and Kevin was hard to pin down. Kiara Stent, who joined Natroceutics as its marketing lead in April 2025, described a typical stretch: “He actually hasn’t been in office lately because he’s been in so many meetings.” Getting a single post approved could take weeks.
03What we did
Interviews, a system, and an approval flow built around his week.
We started with monthly content interviews, sitting down with Kevin to pull out the stories he wasn’t telling anyone. Real moments, not pitch material: the patients his products reached, the team he built, the choices that shaped the company.
We built a system to keep it running without Kevin having to think about it: his brand positioning, a content calendar, and an approval flow built around his schedule instead of fighting it. We also ran the Natroceutics company page.
We worked with Kiara from her first weeks in the role, and by mid-2025 she took over the day-to-day of Kevin’s content.
04Before and after
Before Fimiliar, and after.
| Before | After |
|---|---|
| Kevin had never posted on LinkedIn | Posts reaching tens of thousands of people, with real business outcomes |
| About 4,000 followers | About 5,000 within a few weeks of two breakout posts (+25%) |
| International partnerships built one relationship at a time, off-platform | A Middle East partnership that started with a LinkedIn post |
| No one telling the company’s story online | An in-house marketing lead running Kevin’s content day-to-day |
Before = before Fimiliar approached Kevin in 2024. After = 2025; the country count is from Natroceutics’ website in October 2026. Source: Fimiliar’s calls with Kevin and Kiara (April to July 2025) and Natroceutics’ public website, checked 9 Oct 2026. Follower, reaction and impression figures are as reported on those calls.
05What worked
Posts that travelled.
Kevin’s posts started reaching people in a way they never had, without him becoming a full-time content creator.
- The cancer-support post earned 700+ reactions, 100+ comments, 50+ reposts and close to 50,000 impressions. It led to a real patient referral: a family overseas reached out for help for a relative in South Africa, and was put in touch with the cancer support forum Kevin had written about.
- The resignation-offer post struck a nerve. Every year, Kevin offers anyone on the team six months’ pay to resign if they want out. Nobody has ever taken him up on it. Along with the cancer post, it pushed his following from about 4,000 to 5,000 in a few weeks.
- Another post reached about 80,000 impressions.
- The Middle East partnership started on LinkedIn. “That was purely drawn out of a post that you helped us make that resonated with the CEO of that company,” Kevin says. The two started talking, and “it led to where we are today.”
06The outcome
A new region, from one post.
Natroceutics’ Middle East partnership started with a post that reached the CEO of the company Kevin now partners with. Natroceutics now trades across six regions and 14 countries.
“In doing so, it’s created so much more value for us as a company,” Kevin says. “It’s gotten us into so many more people’s hands and made people much more aware of what we’re doing.”
The business kept growing. “We’ve been exceeding our budgets every month,” Kevin said in May 2025.
“It doesn’t matter what’s happening in my life. I don’t have the best day every day, but I show up because there’s this whole other team, all of my colleagues that are relying on me, and all of the people that use our products that rely on me.”
07Questions
Questions about this case study.
Had Kevin Coyne posted on LinkedIn before Fimiliar?
No. Kevin had never posted on LinkedIn until Fimiliar approached him in 2024. He wasn’t sure it mattered: “I’m kind of more focused always on the doing than telling my story,” he says. He started posting anyway.
How did a LinkedIn post lead to Natroceutics’ Middle East partnership?
The partnership started with a post that reached the CEO of the company Kevin now partners with. “That was purely drawn out of a post that you helped us make that resonated with the CEO of that company,” Kevin says. The two started talking, and “it led to where we are today.”
How did Fimiliar fit the content around a busy CEO?
With monthly content interviews to pull out the stories he wasn’t telling, then his brand positioning, a content calendar and an approval flow built around his schedule. Fimiliar also ran the Natroceutics company page, and worked with Kiara Stent, Natroceutics’ marketing lead, from her first weeks in the role; by mid-2025 she took over the day-to-day of Kevin’s content.
08More case studies
Two more, from the same work.
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Go Green Experts
From no LinkedIn presence to a £150,000 deal off one post
One post written for CFOs. A CFO messaged the same day, and Dom reports a £42,000 project from it.
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Advisor in ad tech and M&A
+2,713% impressions a month: an advisor in ad tech and M&A
Engagements up 1,523% and new connections up 224% after Fimiliar took over his content.