Atlanta-based digital marketer BrightWhistle has been acquired by Influence Health.
While financial details were not disclosed, a source put the acquisition price at more than $20 million. The acquisition was confirmed Feb. 16.
BrightWhistle has developed software that helps health insurers, physicians and hospitals acquire new patients through search and social media.
The software scans social networks such as Twitter and Facebook to help, say, an orthopedic practice identify people who may need joint replacement surgery.
Birmingham, Ala.-based Influence Health (formerly MedSeek), develops software and services for hospitals. Private equity firm Silver Lake Sumeru and Essex Woodlands paid about $100 million for Medseek in 2012.
BrightWhistle will give Influence Health product diversification and a larger presence in the Atlanta market. The two companies entered in a joint marketing agreement in 2012.
BrightWhistle helps health-care providers attract the right patients for the right procedures in a targeted fashion.
The startup identifies the target demographic for whatever service line the client wants to market. The software finds that target across social networks and search engines, and then strategically places ads and marketing information to generate leads.
BrightWhistle’s online lead generation technology helps health-care providers qualify for federal financial incentives geared toward electronic health record adoption.
BrightWhistle, co-founded by CEO Greg Foster and Chad Mallory, has raised more than $2 million, so far.