Tonic Health Media
Tonic Health Media operates Tonic Media Network, a healthcare point-of-care media company selling advertising on digital screens, MediBoards, and brochure boards installed across GP clinics, hospitals, and pharmacies in Australia and New Zealand, reaching 4,200+ locations and ~8 million patient visits annually.
- Company typePrivate
- Founded2013
- HeadquartersSurry Hills, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Tonic Health Media does
Tonic Health Media Limited, trading as Tonic Media Network, is a digital out-of-home (DOOH) media company that sells advertising placements in healthcare waiting rooms across Australia and New Zealand. Founded in 2013 by physician Dr. Norman Swan, the company's underlying platform combines Tonic TV digital screens, physical MediBoard displays, and brochure boards installed in GP clinics, hospitals, and diagnostic centres, which the company reports as 4,200+ locations across Australia and a nationwide footprint in New Zealand after the 2025 acquisition of MediBoard.
Its core technology is a point-of-care media network — primarily networked LCD screens and physical MediBoards that cycle curated health literacy content alongside paid advertising spots, supported by a content library underwritten by physician credibility and a published set of Ethical Advertising Guidelines that exclude alcohol, fast food, and gambling. Sub-brands include Aboriginal Health TV (AHTV), which delivers culturally appropriate content for Aboriginal and Torres Strait Islander communities, and Tonic Pharmacy Display, extending the network into community pharmacies. The combined ANZ network reaches approximately 8 million patient visits annually through roughly 825 physical endpoints.
Tonic monetises exclusively through B2B advertising sales to pharmaceutical companies, healthcare brands, and wellness advertisers, with quote-based, undisclosed pricing negotiated by direct sales. The go-to-market combines a direct sales motion to advertisers with a venue-side partnership programme (Practice Connect, GP Webinars) that exchanges free health content for screen installation rights. Headcount is reported at 11-50 employees, the company is privately held with no disclosed institutional ownership beyond a 2017 corporate round (Cthulhu Ventures, Scale Up Media Fund, amount undisclosed), and no financial figures have been publicly released.
Tonic Health Media firmographics
Firmographics- Name
- Tonic Health Media
- Legal name
- Tonic Health Media Limited
- Website
- https://tonichealthmedia.com.au
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Tonic Health Media operates Tonic Media Network, a healthcare point-of-care media company selling advertising on digital screens, MediBoards, and brochure boards installed across GP clinics, hospitals, and pharmacies in Australia and New Zealand, reaching 4,200+ locations and ~8 million patient visits annually.
- Ownership category
- akta.pro rank
Tonic Health Media industry classification
Industry- Product category
- Point-of-Care Healthcare Media Advertising
- NAICS
- Advertising, Public Relations, and Related Services (5418), Media Buying Agencies (54183)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Healthcare/Pharma Creative Agencies (MPAAAAAJ)
Keywords
Where Tonic Health Media is headquartered
LocationHeadquarters
- HQ city
- Surry Hills
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Tonic Health Media business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Marketing or Sales, Operations, Personnel, Technology or R&D, Supply Chain
Revenue model
- Advertising Sales: Tonic Media Network generates revenue by selling advertising placements to healthcare marketers, pharmaceutical companies, and wellness brands in trusted healthcare environments. The advertising is aligned with healthcare values - without alcohol, fast food, or gambling. The company delivers advertising during the 25-minute window when patients have undivided attention in waiting rooms.
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
Tonic Health Media product offering
Product offeringCore offering
Tonic Health Media operates Australia's largest point-of-care health and wellbeing media network, selling advertising placements and delivering curated health content across digital screens (Tonic TV), physical brochure boards, pharmacy displays, and the AHTV sub-brand in GP clinics, hospitals, diagnostic centres, and pharmacies. The network spans 4,200+ locations in Australia and a nationwide combined network in New Zealand following the MediBoard acquisition, reaching 8 million patient visits annually.
Product overview
Tonic Health Media operates a multi-platform point-of-care media network consisting of digital screens (Tonic TV), physical brochure boards, and pharmacy displays. The network is built around a unified platform combining Tonic's 125 digital screens with MediBoard's 700 MediBoards and print/digital infrastructure following its acquisition. The company also operates AHTV (Aboriginal Health TV) as a culturally-specific sub-brand. Together, these products create a comprehensive health and wellbeing media network reaching patients in waiting rooms across Australia and New Zealand, delivering advertising during the 25-minute patient attention window.
Differentiator
Problem solved
Functional benefit
Brands
- Tonic TV: Point-of-care TV content delivered in healthcare waiting rooms.
- Tonic Brochure Board
- Tonic Pharmacy
- Aboriginal Health TV (AHTV)
Products and services
- Tonic TV
Quantifiable outcome
- 8 million patient visits annually
- +2 more outcomes
Companies that use Tonic Health Media
Customer profileSegments5 records
Ideal customer profiles2 records
Tonic Health Media technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Tonic Health Media partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- MediBoardcoreTonic Media Network acquired MediBoard in New Zealand, combining MediBoard's 700 MediBoards and print/digital infrastructure with Tonic's 125 digital screens to create a nationwide point-of-care media network. This acquisition enabled Tonic to officially launch in New Zealand and reach nearly half of New Zealand's GP clinics and all major hospitals, accessing 8 million patient visits annually.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
Tonic Health Media competitors and assessment
Company assessmentDirect peers
- Outcome Health: US point-of-care health media company delivering digital content and advertising into physician waiting and exam rooms; directly comparable in product format and target audience to Tonic.
- Staywell: Patient education and engagement platform (part of Internet Brands/WebMD) with strong presence in healthcare waiting rooms — directly comparable in offering curated health content alongside advertiser placements.
- PatientPoint: US-based point-of-care health media network operating digital screens and printed materials in physician offices and hospitals — the most direct global analogue to Tonic Media Network's model.
Broad incumbents
- Real Chemistry: Independent healthcare marketing, communications, and data company — comparable as a broader healthcare-focused agency/marketing incumbent competing for pharma advertiser budgets.
- Havas Health & You: Large global healthcare marketing and communications network under Havas — broader incumbent serving pharma advertisers with media planning/buying that often includes point-of-care channels like Tonic's.
- Publicis Health Media: Dedicated health media buying arm of Publicis Groupe — incumbent media buyer for pharma brands that competes for the same healthcare advertising dollars Tonic monetizes.
- Evoke: Global healthcare marketing and communications agency within Publicis Health — incumbent player with healthcare advertiser relationships that overlap with Tonic's pharma/brand client base.
Emerging players
- Welltok: Consumer health activation platform that connects healthcare organizations with consumers via data and content — adjacent point-of-care/patient engagement overlap with Tonic's audience.
Regional players
- Catalina: US retail and shopper media operator with a healthcare media business; comparable as a venue-based advertising network, though broader in retail and US-focused geographically.
Others
- Zoom Media: Out-of-home advertising network with venue-based digital screens across fitness, hospitality, and other captive-audience environments — adjacent comparable as a venue-based DOOH operator, though not healthcare-specialized.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Tonic Health Media social profiles
Digital presenceTonic Health Media financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tonic Health Media leadership team
Management profileNumber of profiles
Profiles1 record
Tonic Health Media subsidiaries and ownership
Company hierarchySubsidiaries1 record
Tonic Health Media funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tonic Health Media M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tonic Health Media
What does Tonic Health Media do?
Tonic Health Media operates Australia's largest point-of-care health and wellbeing media network, selling advertising placements and delivering curated health content across digital screens (Tonic TV), physical brochure boards, pharmacy displays, and the AHTV sub-brand in GP clinics, hospitals, diagnostic centres, and pharmacies. The network spans 4,200+ locations in Australia and a nationwide combined network in New Zealand following the MediBoard acquisition, reaching 8 million patient visits annually.
Is Tonic Health Media a public or private company?
Tonic Health Media is a private company. It is classified as venture growth investor backed and is currently operating.
When was Tonic Health Media founded?
Tonic Health Media was founded in 2013. It employs 11 to 50 people.
Where is Tonic Health Media based?
Tonic Health Media is headquartered in Surry Hills, Australia, in the Oceania region.
How does Tonic Health Media make money?
One revenue line is on record: advertising Sales.
Who are Tonic Health Media's main competitors?
Direct peers on record are Outcome Health, Staywell and PatientPoint. Broad incumbents are Real Chemistry, Havas Health & You, Publicis Health Media and Evoke. Welltok is listed as an emerging player. Catalina is listed as a regional player. Zoom Media is listed as an others.
Does Tonic Health Media have an API?
No public API is recorded for Tonic Health Media.
What industry is Tonic Health Media in?
Tonic Health Media's product category is Point-of-Care Healthcare Media Advertising. Its primary akta.pro industry code is MPAAAAAJ, Healthcare/Pharma Creative Agencies. Its NAICS code is 5418 and its SIC code is 7311.