Former MD Ian Busby and business unit directors Tim Scorer and Jas Hummel have created Hive in a bid to 'challenge the traditional way healthcare comms are approached'.
Scorer said the agency's point of difference will be in valuing the importance of the consumer. 'We all come from a strategic background that is founded in advertising and developing strategy through the understanding of our audience as human beings. Where I believe we differ is that we consider the end user to be at least as important as the healthcare professional.'
He added: 'In essence, there is a massive need to improve end user relationships with brands through healthcare professionals.'
The London-based agency has six staff and aims to expand to service new clients.
Hive will capitalise on previous experience across consumer and prescription medicines. The agency would not disclose any clients already signed up.
The launch comes as Porter Novelli's Global CEO Gary Stockman calls for more advertising poeple to join the PR sector. He made the comments last week (PRWeek, 22 February).
'We are now looking for a more diverse set of skills,' said Stockman. 'Digital experts and ex-advertising people, with knowledge of planning and audiences, are needed.'