Richard Silverton. Credit: Tonic Media Network
Tonic Media Network has expanded into New Zealand, acquiring MediBoard and combining digital out-of-home (DOOH) screens with MediBoard’s print and digital assets.
The move gives advertisers access to 8 million patient visits a year across GP clinics, hospitals and diagnostic centres.
The combined network includes 700 MediBoards and 125 digital screens, 90 Digital MediPosters and 35 Tonic DOOH screens, across almost half of GP clinics and all major hospitals in New Zealand.
Richard Silverton, CEO of Tonic, said the company was taking its Australian model across the Tasman.
“Tonic was built on a simple but powerful premise: improved health literacy leads to better health outcomes,” Silverton said.
“We’ve proven the model in Australia, and now we’re pursuing that same mission in New Zealand, to improve health outcomes for all New Zealanders.
“With 8 million patient visits annually, this is high-impact DOOH at scale. Audio-enabled premium content, 15 minute dwell time, in trusted environments, means that brand messages achieve cut-through that traditional DOOH simply can't deliver.”
Founded in 2013 by physician and broadcaster Norman Swan, Tonic says it reaches more than 15 million people a month in Australia through 6,200 digital and print assets.
The company claims 61% of viewers take action and 45% recall messaging.
In New Zealand, Tonic has secured content partnerships with Healthify NZ, Asthma NZ, Health Quality & Safety Commission, MetService and the Graeme Dingle Foundation.
Paula Mooney, general manager of MediBoard NZ, said the deal would strengthen its clinic network.
“MediBoard has built deep trust with clinics and communities throughout NZ,” she said.
“Joining forces with Tonic allows us to enhance that service with world-class content, proven engagement and a mission that we share, improving health outcomes for all New Zealanders.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.