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Reach Media Group (RMG) has expanded its digital out-of-home (DOOH) scope to include new video systems in doctors' waiting rooms and pharmacies with displays featuring advertising content. Working with TV company Everwell, RMG's network has now grown to 1,700 screens with an estimated 6m viewers.

"By teaming up with Everwell, we further advance our ability to deliver the deep-pocketed baby boomer audience to advertisers," explains Garry McGuire, chief executive of RMG.

"Connecting with active consumers inside their doctors' offices will enable marketers to activate this lucrative customer segment at moments of maximum influence. No other digital out-of-home media company empowers marketers to walk a customer down the path to care while providing meaningful scale."

Through RMG's point-of-care initiative, marketing companies are able to further their connections with potential customers with loyalty schemes and mobile phone interactivity.

Rick North, senior vice-president of sales and marketing for Everwell, notes: "RMG is a leader in the place-based media industry. Their proven approach will allow our advertising partners to use place-based video to the fullest."

RMG's diversification into point-of-care displays follows a recent partnership with mtvU which sees the company augmenting its share in the youth market. The agreement opens university campuses to RMG's network affording them access to consumers in the valuable 18 to 24 years age bracket.