IPG’s ID Media hopes to own an unfilled niche with the launch of ID Health, an agency specializing in healthcare and pharmaceutical clients.
Michael Maher, former SVP of marketing for Digitas Health, will run the new agency as president reporting to ID Media CEO Lynn Fantom.
The idea summarized in the release holds that customers navigating a changing healthcare industry demand more accountability from the brands involved–and that these companies in turn need an agency that can “[reach and engage] more targeted patient populations.”
There’s more talk of “tightened budget[s]”, “tighter budgets and tougher-to-reach targets” and “extend[ing] the value of [the] marketing dollar” than usual in this release, so we’ll assume that price will be ID Health’s key differentiator.
Maher was a natural choice to lead the new agency, with a portfolio including some of the biggest names in the field: Sanofi, Bristol-Myers Squibb, Pfizer and Novartis.