innovative Strategy & Media Consulting

Our work system is founded on finding creative and unconventional solutions to complex issues and situations by deep analyzing and planning the next steps for promoting our clients' objectives and goals.


Healthcare Specialist

Our strategic understanding of the local healthcare scene is what gives us an edge when grappling with the intricate challenges typical to this field, such as regulation, public opinion shaping, influencing decision makers and trendsetters, working in the public domain, and addressing business competition

We have led dozens of campaigns to victory, hundreds of successful advocacy and media Moves targeting the medical, healthcare and pharma community.

Our staff has strong and solid working relations with healthcare reporters and editors. Concurrently, we are well-versed in translating complex healthcare jargon into simple, easy to grasp media language.

Using our know-how, information and experience, we have developed the Prescription© model, based on our in-depth research and analysis skills, to plan our clients’ next steps, create a precise message box and contemplate innovative, doable, creative and unusual solutions, develop a public ecosystem for leading the media objectives. We utilize our model on hybrid media and digital tools at varying intensities based on the objectives defined by our clients.

The Team

Avishai Zohar

Co-founder, Head of Strategy & Crisis Management

I founded Icon Strategy and Media Consulting with Michal Egozy in 2008. For over a decade, I have amassed extensive know-how, information and experience with strategic and media consulting, crisis management, campaign management and organizational advocacy for leading medical and pharma companies in Israel. I live and breathe the field, I am a freak for medical articles and medical economy and I read them on a daily basis. Before founding Icon, I worked as a journalist for several national media outlets.

Michal Egozy

Co-founder, CEO and Head of BD & Collaborations

I founded Icon Strategy and Media Consulting with Avishai Zohar in 2008. I spearheaded some of the most iconic public healthcare struggles in the past decade, where I acquired my extensive knowledge and experience in the field. In recent years, I have been involved in creating strategic collaborations and business development efforts. As part of such efforts, and together with Yedioth Ahronoth and Ynet, I developed the Yhealth supplement, providing coverage of leading medical conferences around the world. My ability to combine elements and create something new and original comes from my love and orientation for cooking, which I further developed in recent years as a student in the Bishulim culinary academy.

Shira Rabinowitz

Senior Media Consultant

At 23, I am a media and strategy consultant specializing in the medical industry. I am currently a student at Bar Ilan University, studying toward an undergraduate degree in social and political sciences and the spokesperson for Yng Israel. I completed by military service as a First Lieutenant after serving in the IDF Spokesperson’s Unit, where I was responsible, inter alia, for IDF relations with print media outlets, including economic and Haredi media organizations. In addition, I served as the Reserves and Personnel Planning and Management Brigade Spokesperson. In my free time, you can find me at HaPoel Holon basketball games.

Tom Cohen

Media Consultant

I am a journalist by professions, I worked as a news editor at News12, the official Israeli TV channel, And their Live news  web N12. I also was a researcher and worked in the media department in news 12 company. Graduated from the SEO course of John Bryce college of high-tech professions. Volunteer as a communications consultant at the association “lifros kanaf”, Which specializes in young disabled youth, to be a part of functional society. In my free time you will see me reading political news on Twitter or playing soccer.

Yarin Yehezkel

Young, CEO and Head of Digital Marketing

At 18  I started out in digital advertising, when I served in the IDF as chief editor of the successful “Tweeting Solider” Facebook and Instagram pages (over 0.5M followers in both platforms).I am  a social media influencer with over 30K followers on Facebook, Instagram and Twitter.

I was among the first to advertise on Facebook and Instagram and in 2016  I founded Young that  specializes in performance and creative worlds, managing the advertising budgets for leading accounts in Israel. Young agency sells and manages ~1.7M NIS per month on all platforms – Google, Facebook, Taboola, Outbrain, LinkedIn and TikTok.