Tonic Health Media acquires health information site myDr.com.au
Tonic Health Media has acquired Australian commercial health information website, myDr.com.au.
The website, which has been running since 2001, was previously owned by Access Telehealth. It provides consumers with up-to-date medical and wellbeing information, which is verified by medical clinicians and developed by medical writers.
The acquisition is effective from today
Tonic’s 100% stake in the new business will build on its current offering, which spans across TV, digital panels and brochure boards, seeking to increase the company’s reach and authority.
Tonic Health Media has appointment Michelle Mansour, commercial manager for digital. Mansour worked with Bauer Media for 13 years, finishing in her last role as senior key account manager last year. Two full-time writers will move into the Tonic Health business, following the acquisition.
Tim Van Brugge, head of digital strategy at Tonic Health Media, said the acquisition was about being able to communicate with consumers before they get to the doctor.
“It’s an extension of our overall digital strategy which is about getting content to consumers when they most need it, and when they are most engaged with their health,” he told Mumbrella.
“It’s got great content and we saw a great opportunity to take it on board and make some improvements to the infrastructure and add some of our own content there.”
Van Brugge added the company would look to build out more video content on the platform, which is currently dominated with text.
“It’s about being able to reinforce that message prior to getting to the waiting room and then afterwards as well. We want to be able to continue that conversation,” he said.
However the new acquisition will not allow Tonic Health to collect consumer data. Rather, it is about contextual targeting.
CEO and managing director, Matthew Cullen, said in a release the acquisition of myDr.com.au is the next step in Tonic’s goal of improving health outcomes for Australians.
“With this exciting evolution of our strategy we’re able to reach more Australians than ever before, engaging consumers via multimedia at all stages of the patient journey. Our goal is to rapidly grow the online audience and provide opportunities for brands to communicate with consumers in a highly trusted environment,” Cullen said.
Andrew Othen, CEO of Access Telehealth, said he was confident Tonic had the “correct structure and ambition” to take the site to the next stage.
“I would like to take this opportunity to thank all the team members over the years for their contribution to what has become a vital keystone in the health of our nation. At the same time, I look forward to a bright the future for the brand as part of the Tonic family,” he added.
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topics
Access Telehealth
Andrew Othen
Matthew Cullen
Michelle Mansour
mrDr.com.au
Tim Van Brugge
Tonic Health Media
