Add Health Media

Add Health Media AB, established in 1999 as Erlandsson & Bloom AB by founders Göran Erlandsson and Johan Bloom, operates as a media house in the Nordic health and medical sectors. Both founders leveraged their prior experience in the pharmaceutical industry to launch the company, initially creating a service to help pharmaceutical companies with information and marketing outreach to healthcare professionals. Over the years, the company has expanded its portfolio both organically and through strategic acquisitions, including Nordisk Väntrums-TV (2012), Praktisk Medicin (2017), and Pharma Industry Publishing (2022). Today, Add Health Media is a subsidiary of Curus AB, an investment firm also founded by Johan Bloom that focuses on the health tech sector.

The company's business model is centered on providing information and communication services to two primary client groups: the general public and healthcare professionals. For the general public and patients, Add Health Media operates the DOKTORN brand, which includes the high-traffic website DOKTORN.com, available in Sweden, Norway, Denmark, and Finland. This platform offers accessible information on health, medicine, and wellness, with content written by experienced journalists and medically reviewed. Revenue for this public-facing segment is generated through advertising and sponsorships, with clear distinctions made for sponsored content. The DOKTORN brand also encompasses a Waiting Room TV service (Väntrums-TV), a subscription-based offering for healthcare waiting rooms that displays a mix of health information, news, and entertainment to engage patients.

For healthcare professionals, the company provides decision support tools and continuing education through its Praktisk Medicin brand. The core of this service is the PraktiskMedicin.se platform, a resource used by doctors and other healthcare staff for over 40 years that details around 1,000 common ailments. The platform also integrates the PM Academy, offering digital training courses for professionals across the Nordic region. Access to most content is free, with a free membership option providing additional features like tailored newsletters and clinical calculators. Through its digital agency services, the company also provides clients with web design, development, and digital marketing strategies.

Keywords: health communication, medical media, Nordic healthcare, patient information, healthcare professional education, digital health media, DOKTORN.com, Praktisk Medicin, Waiting Room TV, physician decision support, medical content, pharmaceutical marketing, health advertising, PM Academy, continuing medical education, health tech investment, life science communication, Onkologi i Sverige, Neurologi i Sverige, Curus AB