Global experience agency Identity has launched Identity Health, a dedicated healthcare experience practice that expands the group’s capabilities in the sector beyond meetings and events.
The launch builds on Identity’s acquisition of healthcare communications specialist Coda earlier this year, which created IdentityCoda and significantly strengthened the agency’s expertise in pharmaceutical and healthcare events.
Identity Health will now bring that existing meetings and events expertise together with three additional areas: congress and expo, healthcare content, and healthcare strategy and consulting.
Led by Jo Hull, director of Identity Health, the practice will operate across Europe, the US, GCC and APAC, with client work already underway across pharma, biotech, wellness brands and health employers.
“Healthcare is where the energy is right now. New therapies reaching patients faster than anyone predicted, diagnostics that used to take weeks now taking minutes,” said Hull. “That’s not a reason to treat this work as an afterthought. It’s a reason to give it the same rigour, and the same heart, that goes into the science itself.”
The launch comes amid growing agency investment in healthcare and pharma, a trend micebook explored earlier this year as agencies increasingly look to the sector as a growth opportunity.
At the time, Identity founder Michael Gietzen described healthcare as entering a “golden age of experience”, with brands increasingly looking to other sectors for inspiration around storytelling and audience engagement.
That thinking has helped shape the new Identity Health proposition, which the agency says sits at the intersection of a “Golden Age of Science” and “Golden Age of Experience”.
“We’re living through a Golden Age of Science. Discovery compounding on discovery. And it’s arriving at exactly the same moment as a Golden Age of Experience, where brands, events and storytelling have never been more sophisticated,” said Hull.
“Put those two things next to each other and you get something rare: science that moves fast enough to matter, paired with the craft to make people actually feel it.”
Identity Health’s four core capabilities span meetings and events delivered through IdentityCoda; congresses and expos; healthcare content and storytelling; and strategy and consulting.
The agency said it plans to recruit further specialist talent across Identity Health over the coming months.