Hilary Gentile, 90North president

IPG Health launch­es 90North agency with bio­phar­ma fu­ture look

Near­ing its one-year an­niver­sary, health­care hold­ing com­pa­ny IPG Health is launch­ing its newest agency to help bio­phar­mas nav­i­gate a dy­nam­ic nor­mal. Not the post-pan­dem­ic new nor­mal that’s of­ten talked about, but in­stead one that will con­tin­ue to change.

Called 90North and led by IPG Health vet­er­an leader Hi­lary Gen­tile as pres­i­dent, the new group aims to re­vamp the old phar­ma com­mer­cial­iza­tion and mar­ket­ing play­book – or even dis­card it. The name 90North comes from the co­or­di­nates for the North Pole.

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