Clinical content provider Epocrates has hired Matt Titus as VP, chief commercial officer, the Athenahealth-owned company said Monday. The move comes amid the company’s efforts to “double down” on its commercial business. 

Titus, a 13-year industry veteran whose career includes stints with Real Chemistry and Kantar Health, has been charged with helping Epocrates enhance and broaden services.

Most recently, Titus served as EVP, sales and customer experience, for Real Chemistry. There, he led commercial teams for the agency’s health technology products and solutions offering and for its commercial consulting arm, both of which cater to pharmaceutical and life science companies. 

Before that, Titus was VP of business development – Americas for Kantar Profiles (Health), where he headed up sales for the Americas and led global commercial and revenue growth strategy. He also worked at Sermo as a managing director.

Titus’ hiring was prompted by a desire to pivot with “massive shifts” in the way Epocrates’ pharma commercial clients have been working over the last year, noted VP and GM Diane Bartoli. 

“This year, we expect the power and potential of machine learning to increase, the utilization of non-personal promotion to become more critical and the need for meaningful engagement with clinicians at critical moments to grow,” she said in a statement.