Ellis is a former IRI executive and has also previously worked for Nielsen and Opinion Research Corporation. He was most recently a senior partner at digital marketing agency Rosetta, where he worked with pharmaceutical brands on patient and physician segmentations.

Rosetta was bought by Publicis Groupe in May.

ImpactRX maintains panels of physicians to monitor the effect that product promotions have on their prescribing behaviour. Symphony Technology Group bought a majority stake in the business in April, and the business is also part-owned by the drug company Merck.