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WebMD announces acquisition of Aptus Health

October 1, 2019

New York City-based WebMD, an online leader in health information services, announced on September 30, that it had entered into an agreement to acquire Reading, Massachusetts-based Aptus Health.

The acquisition includes Aptus Health’s core brand Univadis, a global information and education platform delivering medical news, conference and research updates and thought-leader education to 4 million healthcare practitioners in 91 countries.

In addition, the transaction includes Aptus Health’s EngagedMedia, which supports patient engagement and adherence via an integrated mobile messaging platform; and Tomorrow Networks, which offers data-driven, location-based mobile advertising and marketing solutions driven by consumer behavior.

The acquisition will combine the core competencies and scale of Aptus Health with that of WebMD and Medscape, the flagship consumer and health care professional brands in the WebMD network.

“Aptus Health is highly complementary to WebMD’s existing professional and consumer brands, making them an excellent addition to our platforms,” said Bob Brisco, WebMD CEO. “Together, we can leverage our combined strengths to extend our reach and engagement to health care professionals, patients and consumers.”

The addition of Aptus Health’s flagship brand Univadis to the Medscape franchise will build on Medscape’s unrivaled reach as the leading global source of clinical news, health information, education and point-of-care tools for health care professionals worldwide.

“Univadis strengthens our commitment to deliver best-in-class content and tools to millions of physicians worldwide,” said Jeremy Schneider, group general manager, WebMD Global. “With Univadis, we deepen our connection to local markets, extend our reach to healthcare practitioner audiences, and increase our value to customers.”

Aptus Health is wholly owned by the pharmaceutical firm, Merck, known as MSD outside the United States and Canada. Aptus Health will continue to operate as an independent subsidiary of WebMD, as the companies build on and integrate products, platforms, and services.

The acquisition is expected to be complete in October and is subject to customary closing conditions. Terms of the deal are not being disclosed.

Research contact: @WebMD