Advisory boards are not new to pharmaceutical and life science firms, but many focus on scientific advice. That’s not the only case at Pozen (Nasdaq: POZN).

The Chapel Hill-based company, which is working with drug giants such as GlaxoSmithKline (NYSE: GSK), recently formed a Digital Advisory Board.

The intent is to help Pozen develop what it calls its “vision for revolutionizing the traditional pharmaceutical commercial model.”

Pozen hopes to fins ways of developing and marketing new drugs “more affordably.” Input from the board will help Pozen launch its own drugs.

“The pharmaceutical industry has only begun to scratch the surface of employing digitally based commercialization approaches,” said Liz Cermak, chief commercial officer at Pozen. “As POZEN moves forward to commercialize its PA pipeline, our goal in collaborating with these advisors is to look beyond the industry to identify untapped digital strategies that will help us deliver an affordable and accessible product to our customers.”

Named to the board were:

• Raj Amin, chief executive officer and co-founder, HealthiNation; previously vice president of Business Development, N2 Broadband
• John Bax, chief financial officer, LivingSocial; previously CFO RecycleBank and
• Bonin Bough, director of Digital and Social Media, PepsiCo; previously director of Global Interactive, Social and Emerging Media Practice, Weber Shandwick
• Marc Monseau, founder and principal, MDM Communication, LLC; previously director of Corporate Communication and Social Media, Johnson & Johnson
• Daniel Palestrant, M.D., CEO and founder, Sermo; previously founder, Azygos, Inc.
• Meredith Ressi, president, Manhattan Research; previously COO Integrated Wellness Solutions

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