During a recent conversation with MM&M, Jeffrey Erb said he sees the healthcare industry, long considered change-averse, as innovating thanks to “younger decision-makers more used to technology who are really interested in being first to market with opportunities. It’s a really exciting time for the industry.” Healix, the media agency he founded in 2016, has its roots in that kind of forward thinking. Its mission is to use psychological and behavioral data to improve media targeting and engagement for HCPs and consumers.

Erb, whose own career history includes an eclectic mix of entertainment companies and media agencies, now counts more than 20 pharmaceutical brands as clients, including Merck, Teva, AstraZeneca, and Roche. Erb and Healix are also boosters of the Point of Care Communication Council (PoC3), an organization devoted to advancing point of care as an effective healthcare marketing channel.