Aussie out-of-home health network Tonic Health Media has secured 250 more screens across the country with the acquisition of TorchMedia’s digital pharmacy network.
The acquisition follows a $7 million-plus capital raising late last year, and complements Tonic’s existing multi-channel network in GP waiting rooms across the country.
The acquisition consists of over 250 high-definition digital screens across Australia, with the majority in NSW (36 per cent), Victoria (23 per cent) and Queensland (21 per cent), helping Tonic to reach over 14 million Australians per month.
In addition, Tonic has an exclusive arrangement with Gold Cross, which is the commercial arm of the Pharmacy Guild of Australia.
Tonic managing director Matthew Cullen said: “We know that most visits to the doctor take about an hour, from arriving in the doctor’s waiting room to visiting a nearby pharmacy to fill a prescription.
“This acquisition helps close the loop on the patient’s journey from point-of-care at the GP to point-of-dispensing at the pharmacy.
“From a commercial perspective, we’re thrilled at the sophistication this brings to our offering, and we’re excited to expand our quality, health educational content into new environments.”
Cullen said the additional screens further secure the company’s position as the leading health media network in Australia.
“Tonic’s newly expanded infrastructure is perhaps the strongest example of a targeted out-of-home media network in the country,” he said.
“We can now effectively reach patients along a chain of moments where they’re highly engaged with their surroundings.
“They’re thinking about their health, and our network is there to help them drive meaningful conversations with healthcare professionals, and to expand their consideration set with new health and wellness-aligned products.
“The relationship with Gold Cross allows us to partner and develop a strong value proposition to advertisers, pharmacy and their customers.”
Gold Cross general manger Trevor Clarkin said Tonic’s network will help independent pharmacies continue to deliver quality health outcomes to Australians.
“Tonic Health Media’s latest offering will enable these pharmacies to make an even bigger contribution to Australian communities,” he said.
“Their large network of screens and professional health content will help pharmacy owners and shoppers alike to have open conversations about the services, treatments and products available.”
TorchMedia CEO Andrew Gibson said: “It has been a pleasure to partner with Gold Cross in delivering pharmacy digital out-of-home media for the past decade.
“It was our considered view that the pharmacy business would achieve better outcomes for consumers, advertisers and pharmacy being in the hands of a specialty health media company such as Tonic.”
The acquisition of TorchMedia’s Digital Pharmacy Network follows Tonic Health Media’s rebrand and upgrade of its TV screens, channel content and brochure board assets earlier this year.