UK health agency Medico Digital launches in APAC

After more than a decade of organic growth across EMEA, healthcare marketing agency Medico Digital has launched in the Asia-Pacific region, opening a new office in Melbourne to support the shift towards more patient-centred digital experiences.

The move reflects growing demand from healthcare providers across APAC for digital strategies that align with how patients now search for, understand, and engage with care. The Australian business will be led by Nathan Hill, former country director at Doctify Australia, who joins as managing director of Medico Australia.

Hill will work alongside Medico’s founder and chief executive, Oliver Capel, to scale the agency’s patient-first model across the region.

“From day one, our focus has been clear: empower patients by making healthcare easier to find, understand, and act on,” said Capel.

“Australia is a natural next step. It’s a digitally mature market undergoing rapid transformation – and Nathan brings the insight and energy to help us scale with real purpose.”

From GP-led comms to patient-centred journeys

Historically, many Australian healthcare organisations, particularly in the private sector, have focused their marketing and communications around healthcare professionals and GP referrals, but that model is shifting, as patient choice becomes a more defining part of the care journey.

“Patients are entitled to accurate, reliable healthcare information,” said Hill.

“For many of us, the first step in our healthcare journey is searching online for symptoms and possible treatments.

“At Medico, we’re committed to improving that experience – giving providers the tools to connect meaningfully with patients from the very first interaction.”

Whether seeking fertility treatment, specialist surgery, or outpatient diagnostics, today’s patients expect more than a referral – they want control, clarity, and confidence in their decision-making.

Delivering on that expectation requires more than better content – it demands a digital backbone that supports consistent, high-quality experiences across every touchpoint.

Laying the foundations for better patient access

Medico’s model isn’t built like a traditional campaign agency. It combines strategy, creative, digital performance, AI readiness, and technical delivery – all purpose-built for healthcare.

Where it differs most is in its approach: treating digital marketing as a core layer of the patient experience, not a bolt-on communications function.

“We’re helping providers become more discoverable, more usable, and more effective online.

“That could mean optimising patient journeys, launching new service lines, or rethinking how digital supports access to care,” said Capel.

Medico’s clients across the UK and EMEA include Bayer, Holland & Barrett, GAMA Healthcare, Circle Health Group and the NHS.

The agency’s teams are known for navigating clinical nuance, regulatory complexity, and the growing pressure to modernise patient engagement.

Now operating across EMEA and APAC, Medico is building a follow-the-sun model of support, which is critical for healthcare organisations running 24/7 patient platforms and tools.

What’s next for Medico in APAC

Hill is actively growing the Melbourne-based team and is already in conversation with providers across fertility, hospital groups, diagnostics, and mental health.

“Healthcare marketing in Australia is at a turning point,” said Hill.

“The organisations that act now – that design for patient needs and digital realities – will be tomorrow’s leaders. That’s the shift we’re here to enable.

Medico remains fully independent and founder-led, with Australia now part of a growing global footprint focused on improving healthcare access through better digital experiences.

The Melbourne-based team is actively hiring.

To find out more see: medicodigital.com.au