Medical Observer and MyDr are both strong, advertiser-supported titles aimed at GPs and consumers respectively. Cirrus Media is Australia’s largest business media company and the acquired businesses will complement Cirrus Media’s healthcare division.
Henry Elkington, Chief Executive of AXIO Data Group, said: “MO and MyDr are well respected by their target audiences and this reflects the skill and commitment of their teams. We believe that Cirrus Media will be a good long-term home for the brands.
This transaction will enable us to focus resources on accelerating the development of MIMS in Australia. MIMS is the leading provider of medicines information and clinical solutions. MIMS’ 50 years of success has been based on the simple premise of meeting the needs of health care professionals with convenient, reliable, high quality, independent information. With the growth of digital programmes and services, we believe that MIMS will continue to grow the value it delivers to healthcare providers.”