por Thomas Dworetzky
, Contributing Reporter | November 22, 2016
Chicago-based ContextMedia is set to become the biggest health care information provider in the U.S. point-of-care market with its buy of AccentHealth.
This latest deal is in keeping with the surge of information-driven changes in the health care arena.
"ContextMedia has a vision to embed actionable information and intelligence into every critical health care decision," ContextMedia chief executive officer and founder Rishi Shah said in a statement.
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AccentHealth, based in Tampa, is hosted by CNN’s Dr. Sanjay Gupta and HLN’s Robin Meade. In June it acquired PageScience, a programmatic ad and page-level targeting agency for pharmaceutical marketers, according to MediaPost
“Point-of-care media has become a digital business, beginning with a fully-addressable digital waiting room TV network that allows us to target specific patient populations with both health and wellness content and brand messages that are most relevant to their needs,” Dan Stone, CEO of AccentHealth, told the media site at the time.
The all-cash deal will see ContextMedia grow from 25,000 to 55,000 health care locations, such as physician waiting rooms where patient-specific programming is delivered, and treatment rooms where its flat-panels permit doctors to describe medical issues for patients, according to the Chicago Tribune
ContextMedia has been growing at a rapid clip. In 2016 alone it added almost one percent of all practices in the U.S. each month.
It's goal is to hit a 70 percent market penetration of U.S. practices by 2020.
Informed patients play a key role in managing health care costs and promoting evidence-based medicine. The company cited a Centers for Medicare & Medicaid Services study that showed that a medical group utilizing the ContextMedia decision platform saw up to 10 percent incremental cost savings per Medicare patient after incorporating ContextMedia's technologies.
"Our health care decision technologies drive better health outcomes by empowering collaboration between consumers and their health care providers, transforming the communication of treatments and conditions, offering assessment technology for early detection, and simplifying complex health information,” Shah stressed.
ContextMedia deploys various information-delivery strategies, such as large-format tablets that let physicians use 3-D anatomical and condition models to work with patients. Video-based patient engagement and assessment tools are also used by the company to help improve patient knowledge and treatment outcomes.