IPG Mediabrands has announced the creation of its global life science and healthcare brands division Healix.

Healix will dedicate pharmaceutical, biotechnology and nutraceutrical experts and resources to support IPG Healthcare clients with specialised expertise in the sector, utilising data and analytics to examine issues, identify solutions and provide media planning strategies.

“Healix is an evolution of our best-in-class services,” said IPG Mediabrands global chief executive officer Henry Tajer.

“The dynamic talent working at Healix is wholly committed to creating better business outcomes for healthcare brands, backed by our network’s expertise across media intelligence and innovation.”

Jeffrey Erb, previously senior vice president and managing director Alliance Life Sciences, will lead Healix as president of North America, having established advertising, entertainment, healthcare and marketing verticals.

“I’m very excited to be part of the IPG Mediabrands team and its innovative approach to media” said Erb. “The creation of a media company completely dedicated to healthcare demonstrates IPG Mediabrands’ commitment to providing its clients the highest calibre of service specific to their market. I’m thrilled to be leading that charge.”

Healix will be based in New York and collaborate with IPG Mediabrands’ specialist business units including Society, Reprise, Ansible and Cadreon.

In September 2016, IPG Mediabrands acquired UK-based digital marketing business Stickyeyes Group, giving it a greater foothold in the digital domain.