innovative Strategy & Media Consulting

Our method is based on finding creative and unconventional solutions to complex issues and situations by preforming deep analysis and planning the next steps for promoting


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, as well as hundreds of explanatory PR efforts and media strategies for clients in the medical, health care and pharma fields to the desired successful outcome.

Our staff has strong and solid working relationships with healthcare reporters and editors, and we are well-versed in translating complex healthcare jargon into simple, easy to grasp media language We have leveraged all the knowledge and experience acquired into developing the unique PRescription© model. This model is based on our extensive deep research and analysis abilities, and allows us to plan our clients' next moves, create precise and customized messages, and develop innovative, creative, high preforming and actionable solutions, and build a public ecosystem which enables us to lead the media agenda.

The Team

Avishai Zohar

Co-founder, Head of Strategy & Crisis Management

Michal Egozy and I founded Icon Strategy and Media Consulting together in 2008. I have considerable knowledge and experience, accumulated over 20 years, in strategic consulting, including media consulting, crisis management, and managing campaigns and explanatory PR efforts for leading medical and pharma companies and organizations in Israel. I live and breathe what I do, and am extremely passionate and interested in medical and health economy articles, which I read all the time. Before we started Icon, I was a journalist in several national media platforms.

Michal Egozy

Co-founder, CEO and Head of BD & Collaborations

Avishai Zohar and I founded Icon Strategy and Media Consulting together in 2008. Over the last decade I spearheaded some of the most seminal public healthcare struggles, which is how I acquired my extensive knowledge and experience in the field. In recent years, I have been involved in creating strategic collaborations and leading business development efforts. As part of these efforts, I collaborated with Ynet News and Yedioth Ahronoth and started the Yhealth section, which provides the Israeli readers with coverage of leading medical conferences around the world. My ability to combine different elements into something new and original comes from my love for cooking and cooking skills, which I further developed in recent years as a student in the Bishulim culinary academy.

Meron Aronovitch

Head of Fintech Finance and Capital Markets Department

Yarin Yehezkel

Young, CEO and Head of Digital Marketing

I started my career in digital advertising at 18, when I joined the IDF and served 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 advertisers on Facebook and Instagram, and in 2016 I founded Young agency that specializes in the performance and creative worlds, managing advertising budgets for leading clients in Israel. Young agency sells and manages ~1.7M NIS per month on all platforms – Google, Facebook, Taboola, Outbrain, LinkedIn and TikTok.

Roy Rogel

VP Digital Marketing Strategy

Yariv Zur Schor

PR Team leader – Healthcare

Shahar Avital

Media Consultant

Hadar band

Media Consultant

Oz Avraham

Media Consultant