Tonic Health Media

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.

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

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

• Point-of-care advertising
• Healthcare media network
• Digital out-of-home
• Pharmacy point-of-care
• Waiting room media

Headquarters

HQ city

Surry Hills

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Marketing or Sales, Operations, Personnel, Technology or R&D, Supply Chain

Revenue model

1. 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

Core 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

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• MediBoardcoreStrategic or Co-development Partner · 1 August 2025Tonic 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

Direct 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

• Xx.com/tonichealth_au
• Facebookfacebook.com/tonicmedianetwork
• LinkedInlinkedin.com/company/tonic-health-media
• Instagraminstagram.com/tonicmedianetwork

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tonic Health Media