By Chelsey Dulaney 

International Business Machines Corp. added to its Watson Health platform Thursday by agreeing to buy Merge Healthcare Inc. in a cash deal that gives the medical image company an equity value of about $700 million.

The offer of $7.13 a share is a 32% premium to Merge's closing price of $5.41 a share on Wednesday. Based on Merge's 98.9 million shares outstanding as of July 28, the deal is valued at $705 million.

IBM valued the deal at $1 billion, a figure that includes debt, preferred stock, among other things.

Merge provides medical image handling and processing to clinical research institutes, pharmaceutical firms and health-care sites. Shares of Merge Healthcare rose 31% to $7.09 in morning trading, while IBM added 30 cents to $156.90.

Through the combination, IBM is hoping Merge's clients will be able to use Watson's health platform to see historical images, electronic health records and data from wearable devices. IBM sees the platform resulting in more personalized approaches to diagnosis and monitoring in fields such as radiology, cardiology and orthopedics.

In the first six months of 2015, Merge reported earnings of $19.7 million on sales of $120 million.

The deal, subject to regulatory approval, is expected to close later this year.

Through Watson Health, which the company launched in April, IBM is aiming to increase its handling of health-related data.

In April, IBM unveiled a partnership with Apple Inc., Johnson & Johnson and Medtronic Inc., as well as the acquisition of two medical-data software companies.

IBM is hoping to transfer its experience in data processing to the sensitive field of health care, part of an evolving strategy to pool and analyze data from other companies, such as Twitter Inc. and the Weather Channel.

The Watson Health project reflects a growing view among technology vendors and medical providers that patient information which could yield valuable insights--and business opportunities--is locked up in proprietary silos.

Such insights are increasingly valuable as the payment approach in health care shifts toward rewarding favorable health outcomes rather than services rendered. Watson Health is attempting to marshal huge amounts of scrambled and aggregated patient data in the service of providing individualized health care that might improve outcomes and cut costs.

Write to Chelsey Dulaney at Chelsey.Dulaney@wsj.com

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