Healthcare technology solutions provider OptimizeRx has entered into an agreement to acquire Medicx Health, a healthcare consumer-focused omnichannel marketing and analytics company based in Scottsdale, Arizona, for $95 million. This strategic move aims to enhance OptimizeRx’s capabilities, combining Medicx’s advanced targeting platform with their existing Dynamic Audience Activation Platform (DAAP). This acquisition positions OptimizeRx for growth in the digital pharma marketing landscape, expands its partnerships, and is expected to be financially accretive, with a revenue run-rate approaching $100 million.
OptimizeRx, a provider of healthcare technology solutions announced it has signed an agreement to acquire Scottsdale, Arizona-based Healthy Offers, Inc., dba Medicx Health, a healthcare consumer-focused omnichannel marketing and analytics company.
– OptimizeRx will acquire Medicx for $95M, and certain members of Medicx’s management plan to invest approximately $10.5M of their proceeds into the Company’s common stock. The cash component of the acquisition is being funded from OptimizeRx’s existing cash and short-term investments and from the proceeds of a new $40M credit facility provided by Blue Torch Capital. Following the transaction, OptimizeRx will have approximately $12.5M in cash and short-term equivalents available.
Acquisition Expand OptimizeRx’s Omnichannel Reach to Consumers
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The acquisition of Medicx further advances OptimizeRx’s mission to create a more informed and empowered healthcare community using new technology solutions. The addition of the Medicx patient and HCP-focused Micro-Neighborhood® Targeting Platform, built on its MX# advanced identity resolution technology, to OptimizeRx’s HCP-focused Dynamic Audience Activation Platform (DAAP) is expected to provide a single source of innovative technologies that will enhance the reach and efficacy of healthcare marketing for life sciences organizations.
Other benefits include:
– Positions in Key Growth Area: As part of OptimizeRx, Medicx technology and analytics solutions is expected to expand OptimizeRx’s addressable footprint in life science commercial digital budgets, a business area that is forecasted to grow 15% to 20% per year, and further enhance the Company’s position as a leading player in the digital pharma marketing landscape.
– Expands Landing Pads: The combined companies’ partnerships encompass most major and emerging media outlets leveraged by healthcare marketers, including advanced tv, programmatic digital display and video, social, digital radio, and digital point-of-care such as electronic health record (EHR), e-Prescribing, and telehealth platforms.
– Unlocks Value for Customers: In particular, fast-growing specialty brands looking to educate increasingly specific audiences of patients and HCPs will now be able to link the execution of HCP and consumer marketing strategies together into a truly customer-centric marketing ecosystem. We plan to initially focus the operational integration of the combined companies on the top three areas where clients are looking for long-term partners: new product launch support, increased reach to both HCPs and patients, and sustaining adherence.
– Significant Financial Benefits: Medicx is a highly profitable company that is expected to contribute meaningfully to revenue, revenue growth, EBITDA and earnings per share. The transaction is expected to be immediately accretive to earnings and on a combined basis will have a revenue run-rate approaching $100M.
“Our acquisition of Medicx is expected to be a major business accelerator for us as it encompasses all three of our growth drivers: expanding our audience, introducing new solutions, significantly opening client penetration and growth opportunities,” said Will Febbo, Chief Executive Officer, OptimizeRx. “Moreover, Medicx has a very healthy financial profile and we believe this acquisition will be transformative to our growth and profitability.”
Source: Hitconsultant