Australian online health media and technology group 1ST Group Limited has announced it has signed a content and advertising partnership with Tonic Health Media.

As a result of the deal, 1ST Group has launched the MyHealth1st TV & Health Guide – a major consumer preventive care and health education initiative that will also drive the group’s advertising revenue.

Users of the MyHealth1st portal and mobile apps will benefit from access to currently more than 700 health videos and 1,000 articles which have been designed to provide health information and education in a format which is engaging, without being scientifically or emotionally heavy.

This includes content broadcast on the ABC and across Tonic’s screens in over 4,500 general practices, hospitals, pharmacies and health centres nationally.

Tonic’s content includes sponsored messages and advertising which will bring new revenue to 1ST Group by leveraging the group’s platforms, which have booked over 5.5 million appointments.

1ST Group managing director Klaus Bartosch said: “This is a big step forward for consumers who want immediate access to sensible, credible health content from Australian experts, enabling them to do away with Dr Google.

“Health information is the world’s top searched content on the internet, and our collaboration with Tonic Health Media now provides comprehensive and trusted health information for all Australians.

“Providing great content for consumers is an integral part of our strategy and we are excited to enter into a strategic commercial partnership with Tonic Health Media, which was co-founded by the well-respected health journalist and broadcaster Dr Norman Swan.

Our platform allows consumers to benefit from highly contextual information, ensuring individual relevance and driving real value for both the patient and the practice. Great content also helps patients to prepare for the appointment they’re going to have.

“Importantly, this partnership is an advertising sales and technology partnership which allows the group to benefit immediately from new revenue through Tonic’s sponsored messages and relevant advertising on our platform, while leveraging the regulatory knowledge and experience of a health industry leader.

“1ST Group’s advertising revenue flows from patients booking with healthcare providers, and not website traffic. This enables valuable and contextual content to be provided to patients, while driving high-value returns from advertising through high patient engagement.

“Advertising in healthcare needs to be managed sensitively and should ideally add value to the consumer’s experience with our platform. This will enable us to support our healthcare customers with meaningful and comprehensive trusted health content, driving growth for their businesses and helping educate their patients.”

Matthew Cullen, managing director at Tonic Health Media, said: “This is a powerful initiative that places a wealth of information in the hands of consumers. MyHealth1st’s online platform is unique in terms of its range of health partners in Australia. This partnership also extends our audience, which has already a monthly ‘waiting room’ audience engagement of 15 million.

“Our Tonic on Demand programs already have a large national digital audience, and we are proud to bring this engaging health, wellbeing and lifestyle content to MyHealth1st’s customers and users.”