MyHealth1st

What MyHealth1st does

MyHealth1st is an Australian online healthcare appointment-booking marketplace that lets patients search for, compare and instantly book practitioners across doctors, dentists, optometrists, psychologists, skin cancer doctors, physiotherapists, audiologists, ophthalmologists, pharmacists and respiratory/sleep medicine physicians, with coverage in every Australian state and territory. The platform supports face-to-face, video (telehealth) and phone consultation booking and surfaces practitioner information including Medicare and private-health-insurance rebate details. Its technology stack centres on a web booking front-end, real-time availability feeds, and a Practice Management Integration layer (branded 'Codepipe') that connects to incumbent practice software so diaries are synchronised without manual intervention. The company also operates Health Hub, an editorial content library used to drive organic top-of-funnel acquisition, and integrates Afterpay as a 'Book Now, Pay Later' payment option at checkout for dental and optometry appointments.

MyHealth1st operates as a brand under HealthShare Ltd (ACN 147 153 526), an Australian holding entity, and uses HealthShare's social channels (Facebook, Instagram, LinkedIn, YouTube) for cross-promotion. The product surface consists of the Online Booking Platform, a Practice Registration Portal, the Practice Management Integration layer, the Health Hub editorial product, the Afterpay payment add-on and a Support Centre reachable by phone, email and online form during AEST business hours. Leadership is led by co-founder and CEO Klaus Bartosch.

The business model is a two-sided marketplace monetised on the supply side: patients book free of charge, while healthcare practices register and pay monthly subscription fees to list services and receive bookings, with custom (non-publicly-published) pricing quoted after a two-business-day sales contact window. Pricing is freemium for consumers and subscription for providers, with a secondary transaction-adjacent revenue stream from the Afterpay BNPL integration. Go-to-market is self-serve product-led growth on the patient side and a sales-assisted onboarding motion on the practice side, supported by SEO, content marketing via Health Hub and the HealthShare social footprint.

Name

MyHealth1st

Legal name

HealthShare Ltd

Website

https://myhealth1st.com.au

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

MyHealth1st is an Australian online healthcare marketplace that lets patients instantly book face-to-face, video or phone appointments across ten practitioner specialties nationwide, while healthcare practices pay monthly subscription fees to list and receive bookings.

Ownership category

akta.pro rank

Product category

Healthcare Appointment Booking Marketplace

NAICS

Ambulatory Health Care Services (621)

SIC

Services-Health Services (8000)

akta.pro primary industry

Virtual Specialty Care Platforms (tele-stroke, tele-ICU, tele-derm, tele-cardiology) (HLALABAD)

akta.pro secondary industry

Primary Care & General Medicine Virtual Care (HLALAAAA)

Keywords

• Online appointment booking
• Healthcare marketplace platform
• Patient scheduling software
• Practice management integration
• Telehealth booking system

Headquarters

HQ city

Surry Hills

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Healthcare Practice Subscriptions: Healthcare practices and practitioners pay to list their services on the platform and receive bookings through the marketplace. The platform provides practice registration with dedicated support to help providers gain more new patients, retain existing patients, improve practice efficiency, and enhance patient experience.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

MyHealth1st is an online healthcare marketplace that enables patients to search, compare, and instantly book appointments with healthcare practitioners across multiple specialties including doctors, dentists, optometrists, psychologists, physiotherapists, skin cancer doctors, audiologists, ophthalmologists, pharmacists, and respiratory/sleep medicine physicians. Healthcare practices subscribe to list their services on the platform and receive patient bookings through real-time availability integration with their practice management systems. The platform supports face-to-face, video (telehealth), and phone consultation booking and offers free booking for patients.

Product overview

MyHealth1st is an Australian online healthcare marketplace — a single unified platform providing real-time appointment booking across multiple practitioner specialties. The core product is the MyHealth1st Online Booking Platform, which connects patients with dentists, doctors, optometrists, psychologists, physiotherapists, skin cancer doctors, audiologists, ophthalmologists, pharmacists, and respiratory/sleep medicine physicians. The platform includes a Practice Registration Portal for practitioners to join the network, a Practice Management Integration layer that connects to existing practice systems, a Health Hub providing editorial health content, and a Book Now, Pay Later (Afterpay) payment option. A dedicated Support Centre handles patient and practice enquiries.

Differentiator

Problem solved

Functional benefit

Products and services

• MyHealth1st Online Booking Platform An online healthcare marketplace enabling patients to search for, compare, and instantly book appointments with practitioners across multiple specialties in real time. Supports face-to-face, video, and phone consultation booking.
• Practice Registration Portal A registration portal allowing healthcare practices to join the MyHealth1st network, designed to help practitioners gain new patients, retain existing ones, improve practice efficiency, and enhance patient experience.
• Health Hub An editorial health information resource providing patient-facing articles on dental health, eye health, general health, and specific conditions such as age-related macular degeneration, root canal therapy, and dental check-ups.
• Book Now, Pay Later (Afterpay Integration) A 'Book Now, Pay Later' payment option powered by Afterpay, allowing patients to split healthcare appointment costs into four interest-free fortnightly instalments. Available for dental and optometry appointments with plans to expand to other services.

Quantifiable outcome

• Practices can reach new audiences via telehealth
• +1 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Two partnerships are on record, tiered core and supporting.

• HealthSharecoreStrategic or Co-development PartnerMyHealth1st is a HealthShare platform (ACN 147 153 526). HealthShare provides the parent infrastructure and brand for MyHealth1st. The partnership enables cross-promotion across HealthShare's network including social media channels (Facebook, Instagram, LinkedIn, YouTube).
• AfterpaysupportingGTM or Marketing PartnerMyHealth1st partners with Afterpay to offer 'Book Now, Pay Later' payment options for patients. This partnership helps patients manage healthcare costs by allowing payment in four interest-free installments. Available for dental and optometry appointments with plans to expand to other services.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Regional players

• 1stAvailable: Australian legacy healthcare booking brand whose static asset domain (1stavailable-static) still serves MyHealth1st imagery, suggesting prior corporate lineage. Provides historical Australian-market context for the booking category MyHealth1st competes in.

Direct peers

• HealthEngine: Australia's largest patient-facing healthcare appointment booking and practitioner directory marketplace. Directly comparable to MyHealth1st on the two-sided marketplace model, Australian geography, multi-specialty booking, and practice-side subscription revenue.
• HotDoc: Australian online appointment booking and patient engagement platform used by GP and allied health practices. Competes head-to-head with MyHealth1st on practice-side subscriptions, real-time PMS-integrated booking, and patient self-serve scheduling in the same Australian market.
• Zocdoc: US-based healthcare appointment marketplace that pioneered the patient self-serve booking category with insurance-filtered search and real-time availability. Closest international analog to MyHealth1st's two-sided marketplace model.
• DocPlanner: Global healthcare booking marketplace operating across Europe, LatAm and selected Asian markets, with SaaS tools for practitioners. Closely comparable two-sided marketplace model and multi-specialty booking, although serving different geographies.

Others

• HealthShare: Australian health information platform and the parent company of MyHealth1st. Comparable through shared audience and content assets, though HealthShare itself focuses on health information and consumer reviews rather than direct booking.
• Cal.com: Open-source scheduling infrastructure used by clinics and practitioners for online appointment booking. Compares to MyHealth1st on the core booking/scheduling mechanism rather than the healthcare-specific marketplace layer.

Broad incumbents

• Doctolib: European leader in online doctor appointment booking and telehealth software, now operating in multiple countries. Comparable business model to MyHealth1st but at much larger scale and broader scope including practice management software and teleconsultation.
• Practo: India-headquartered healthcare platform combining online doctor booking, telehealth, and practice software. Comparable marketplace-plus-SaaS architecture serving patients and practitioners across multiple specialties.

Emerging players

• Sesame: US direct-pay healthcare marketplace where patients book appointments with providers across specialties. Comparable marketplace model and self-serve booking flow, though focused on cash-pay rather than insurance-based Australian healthcare.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/HealthShare
• LinkedInlinkedin.com/company/healthshare
• Instagraminstagram.com/healthshareaustralia
• Xx.com/myhealth1st

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MyHealth1st