Flex Marketing, a new US-based agency “built to modernise” the approach to healthcare marketing, has been launched.

The independent agency centres on the core principles of flexibility and adaptability, and will seek to address the challenges faced by pharmaceutical, biotechnology, medical device, diagnostic and health technology brands.

Flex’s services include research and insight generation, strategic planning, market conditioning and brand development, creative execution, as well as analytics and reporting, and it will aim to deliver “customised strategic and creative solutions designed to enhance market impact and maximise brand potential with greater speed, innovation and effectiveness”.

Its four founding partners, Adam Gelling, Amber Rogers, Jason Luis and Michelle Green, hold decades of experience in healthcare marketing and are united by their previous experience at Inizio Evoke.

Gelling, partner, client engagement, previously served as president of Giant Creative Strategy before leading its acquisition by Inizio, where he was president of Inizio Evoke’s West Coast office, while Green, partner, creative, ran the San Francisco creative department of Inizio Evoke as executive creative director.

Rogers, partner, brand strategy, served in brand strategy and client partner leadership roles at Inizio Evoke, Giant Creative Strategy, Dorland Global and FCB Health, and Luis, partner, omnichannel strategy, held senior positions at Inizio Evoke, IPG Health and Omnicom’s Doremus.

Gelling said: “The healthcare marketing landscape is at a critical turning point. As the big networks seek to increase their revenue and capabilities through acquisition, the result is often a diluted service offering with large teams of junior staff in overlapping roles… At FLEX, we deploy custom teams and technology with a next-generation vision.

“We’re committed to creating customer-centric, scalable experiences that enhance what healthcare brands can achieve and at a significantly lower cost.”