Digital prescription platforms Thirty Madison and Nurx have entered into a definitive agreement to combine under the Thirty Madison brand, the firms said Wednesday. The deal is expected to close in the first half of 2022.

The merger comes at a crucial time for telemedicine services, whose usage grew during the pandemic when access to healthcare providers was limited. But going forward, the services will be challenged to convince patients to log on for the user experience — rather than a lack of other suitable options.

The deal brings Nurx’s care model, which initially focused on women’s health before expanding into migraine and dermatology, together with Thirty Madison, which targets people living with chronic conditions. Both have an orientation toward specialty providers and both integrate online pharmacy and offer delivery. Doctor/patient interaction on the platforms is typically asynchronous and done through a messaging app. 

Steve Gutentag, who co-founded Thirty Madison with Demetri Karagas, will remain CEO of the combined entity. Gutentag will lead the company alongside fellow Thirty Madison executives Karagas and Michelle Carnahan. Varsha Rao, currently CEO of Nurx, will become head of Nurx. 

The combined entity will have over 750,000 active patients and a growing number of national payer and employer contracts. It expects to generate $300 million in revenue in 2022, according to the announcement.

Thirty Madison has raised over $210 million, including a $140 million Series-C round in June 2021. Nurx has raised $110 million, with the capital fueling its rapid condition coverage expansion and greater entry into payer and employer deals.