Mid-Atlantic Women's Care

What Mid-Atlantic Women's Care does

Mid-Atlantic Women's Care is a private, multi-site obstetrics and gynecology network headquartered in Norfolk, Virginia, and operated under the umbrella of Unified Women's Healthcare, LP (Tampa, FL). It is structured as a federation of 15 independent ObGyn groups, collectively providing 148 healthcare providers across 27 clinic locations and 24 affiliated hospital systems in Virginia (Hampton Roads, Richmond metro, Roanoke, Williamsburg) and northeastern North Carolina (Elizabeth City, Moyock). The network self-describes as the largest women's healthcare network in the state of Virginia and serves women across all life stages, from adolescence through menopause, plus an explicitly marketed LGBTQ patient segment.

The clinical offering spans annual gynecology, pregnancy and midwifery (including CNM-led care with VBAC and natural childbirth options), fertility assessment, menopausal care, minimally invasive gynecologic surgery, urogynecology, LGBTQ-inclusive care, and a dedicated imaging sub-brand — Mid-Atlantic Imaging Centers — that delivers 2D/3D tomosynthesis mammography, breast ultrasound, bone density, obstetric and 4D ultrasound services. Technology is conventional healthcare IT rather than AI-native: per-practice athenahealth patient portals (portal IDs 22824-4/7/9/12/16/19), a unified online appointment request workflow, provider-match.com mammography booking, Lodus Health online scheduling for selected providers, and RealPatientRatings third-party review aggregation.

The business model is professional-services fee-for-service revenue reimbursed through a broad set of commercial and government payers (Aetna, Blue Cross Blue Shield, Humana, Medicaid, Medicare, Tricare, UHC, Optima Sentara, Molina, and others), with patient acquisition driven by owned digital channels (SEO-optimized website, provider/location search, social media, email), third-party review presence, and direct clinic/hospital distribution. Williamsburg Obstetrics & Gynecology, established in 1976, is the network's longest-tenured constituent practice, and Donna Ben-Barrak is identified as CEO.

Name

Mid-Atlantic Women's Care

Legal name

Unified Women's Healthcare, LP

Website

https://midatlanticwomenscare.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

Mid-Atlantic Women's Care is a private Virginia-based network of 15 independent ObGyn groups operating 27 clinics and 148 providers across Virginia and North Carolina, delivering obstetrics, gynecology, midwifery, imaging and LGBTQ-inclusive care under the Unified Women's Healthcare umbrella.

Ownership category

akta.pro rank

Product category

Women's Healthcare Services

NAICS

Offices of Physicians (except Mental Health Specialists) (621111), Family Planning Centers (621410)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Specialty Outpatient Facilities, Nec (8093)

akta.pro primary industry

Obstetrics & Gynecology (OB/GYN) Clinics (HLAFAJAA)

akta.pro secondary industry

Midwifery & Birth Centers (HLAFAJAC)

Keywords

• Obstetrics gynecology services
• Women's healthcare network
• Prenatal postpartum care
• Mammography imaging services
• Midwifery childbirth support

Headquarters

HQ city

Norfolk

HQ country

United States

HQ region

North America

Offices31 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fee-for-service / insurance-reimbursed clinical care: Revenue is generated by providing obstetrical, gynecologic, midwifery, imaging (mammography, ultrasound, bone density), urogynecology, fertility and surgical services billed to patients and accepted insurance carriers (e.g., Aetna, Blue Cross Blue Shield, CHC National, GEHA, Humana, Medcost, Medicaid, Medicare, Molina Complete Care, Optima Sentara, Oxford Health Plans, Partners Direct, Tricare Select, UHC Commercial, UHC Medicaid, plus additional carriers listed in the practice filters).
2. Imaging/diagnostic service revenue: Revenue from diagnostic imaging services (2D/3D tomosynthesis mammography, breast ultrasound, bone density screenings) delivered through dedicated Mid-Atlantic Imaging Centers.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Mid-Atlantic Women's Care operates a network of 15 independent ObGyn groups providing comprehensive obstetrical, gynecologic, midwifery, imaging (mammography, ultrasound, bone density), fertility, menopausal, urogynecologic, LGBTQ, and minimally invasive surgical care across 27 clinic locations and 24 affiliated hospitals in Virginia and North Carolina. The practice is staffed by approximately 148 healthcare providers and is headquartered in Norfolk, VA.

Product overview

Mid-Atlantic Women's Care is a single integrated women's healthcare delivery network rather than a multi-product software platform. It is comprised of 15 independent ObGyn groups operating under a unified brand, making it the largest women's healthcare network in Virginia. The network offers a coordinated set of clinical service lines — Annual Gynecology Appointment, Pregnancy Care, Fertility Assessment, Menopausal Care, Mammography, Minimally Invasive Surgery, Gynecology, LGBTQ Healthcare and Family Planning, Urogynecology, Ultrasounds / Imaging, and Midwifery — delivered through more than 148 healthcare providers across 27 clinic locations and 24 affiliated hospitals. Patient-facing tools such as the athenahealth-powered Patient Portal and the Online Appointment Request form are provided alongside the clinical services to enable scheduling, communication, and access to care.

Differentiator

Problem solved

Functional benefit

Brands

• Mid-Atlantic Imaging Centers: Imaging services brand operating 2D and 3D tomosynthesis mammography, breast ultrasound, and bone density screening at multiple locations including Kempsville, First Colonial, Chesapeake, Newport News, Suffolk, Princess Anne, and Roanoke.
• Complete Women's Care
• Gynecology Specialists
• Obstetrics & Gynecology Associates of Hampton
• Peninsula Women's Care
• Physicians to Women, Inc.
• Specialists for Women
• The Group for Women
• Tidewater Physicians for Women
• TotalCare for Women
• Virginia Beach Obstetrics & Gynecology
• Virginia Center for Women
• West End Obstetrics & Gynecology
• Williamsburg Obstetrics & Gynecology
• WomanCare Centers
• Center for Women's Health

Products and services

• Obstetrics & Gynecology Care
• Mammography and Breast Imaging
• Midwifery Services
• Urogynecology
• Fertility Services
• Menopausal Care
• LGBTQ Care
• Minimally Invasive Gynecologic Surgery
• Ultrasound and Bone Density Imaging

Quantifiable outcome

• 148 healthcare providers delivering care across 27 clinic locations and 24 hospitals.
• +2 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered flagship, core and minor.

• Unified Women's Healthcare, LPflagshipStrategic or Co-development PartnerUnified Women's Healthcare, LP (4010 W. Boy Scout Blvd, Suite 500, Tampa, FL 33607) operates the Mid-Atlantic Women's Care website, sets the Terms of Use and Privacy Policy, and is the umbrella organization under which the 15 ObGyn groups are affiliated. The 'UNIFIED' logo is shown as an affiliate brand in the site footer.
• AthenahealthcoreTechnology or IntegrationAthenahealth provides the patient portal infrastructure used by each practice within the network (e.g., portal IDs 22824-4, 22824-7, 22824-9, 22824-12, 22824-16, 22824-19 are linked from the individual practice pages).
• RealPatientRatingscoreGTM or Marketing PartnerRealPatientRatings powers the 'Average Patient Satisfaction Rating' shown on the homepage and provider-level patient satisfaction data, with dedicated profile pages (e.g., Mid-Atlantic Women's Care, WomanCare Centers PLC, West End Obstetrics & Gynecology, individual providers such as Patricia Dudley).
• Provider-Match (online mammography scheduling)coreTechnology or IntegrationMid-Atlantic Imaging Centers embed provider-match.com booking links (e.g., 'pmc-midatlanticwomenscare.provider-match.com/book/5886895', '/book/5886896') for online mammography appointment scheduling across the Kempsville, First Colonial, Chesapeake, Suffolk, Princess Anne and Roanoke imaging locations.
• Sentara (Sentara Princess Anne Hospital, Sentara Careplex Hospital, Sentara Virginia Beach General Hospital, Sentara Leigh Hospital, Sentara Williamsburg Regional Medical Center, Sentara Obici Hospital, Sentara Leigh Hospital Ambulatory Surgery Center)coreStrategic or Co-development PartnerSentara hospitals serve as hospital affiliations for network providers across multiple practice groups (e.g., Sentara Princess Anne Hospital for Complete Women's Care, Sentara Careplex and Sentara Virginia Beach General for Virginia Beach ObGyn providers, Sentara Williamsburg Regional Medical Center for Williamsburg ObGyn, Sentara Leigh Hospital for WomanCare Centers, Sentara Leigh Hospital Ambulatory Surgery Center for Virginia Center for Women).
• Bon Secours Mary Immaculate HospitalminorStrategic or Co-development PartnerListed as a hospital affiliation for providers in the Obstetrics & Gynecology Associates of Hampton practice (e.g., Obaid Jafri, MD); hospital located at 2 Bernardine Drive, Newport News, VA 23602.
• Chesapeake Regional Medical CenterminorStrategic or Co-development PartnerListed as a hospital affiliation for Virginia Center for Women (736 N Battlefield Boulevard, Chesapeake).
• Sentara Leigh Hospital Ambulatory Surgery CenterminorStrategic or Co-development PartnerListed as a hospital affiliation for Virginia Center for Women providers.
• Riverside Regional Medical CenterminorStrategic or Co-development PartnerListed as the residency training hospital for Natalie Rodgers Randolph, MD (Virginia Beach ObGyn), and a hospital affiliation filter for the network.
• Carilion Roanoke Memorial HospitalminorStrategic or Co-development PartnerListed as a hospital affiliation filter for providers in the network, including those at Physicians to Women, Inc. in Roanoke.
• Henrico Doctors' Hospital - ForestminorStrategic or Co-development PartnerListed as the hospital affiliation for West End Obstetrics & Gynecology (1602 Skipwith Road, Richmond, VA 23229).
• 15 Independent ObGyn Groups (Center for Women's Health; Complete Women's Care; Gynecology Specialists; Obstetrics & Gynecology Associates of Hampton; Peninsula Women's Care; Physicians to Women, Inc.; Specialists for Women; The Group for Women; Tidewater Physicians for Women; TotalCare for Women; Virginia Beach Obstetrics & Gynecology; Virginia Center for Women; West End Obstetrics & Gynecology; Williamsburg Obstetrics & Gynecology; WomanCare Centers)flagshipStrategic or Co-development PartnerThe 15 named independent ObGyn groups make up the Mid-Atlantic Women's Care network, collectively operating the 27 clinic locations and serving as the structural foundation of the largest women's healthcare network in the state (per the homepage).

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• ChenMed: Value-based primary care platform serving Medicare-eligible populations, increasingly expanding into women's health and senior women's services. Comparable tangentially as a physician-services platform pursuing capitated / value-based economics that could compete for the menopausal and Medicare-eligible segments Mid-Atlantic Women's Care serves.

Broad incumbents

• Privia Health: National physician practice and medical group network that includes ObGyn and women's health practices alongside primary care and specialty groups. Comparable as a multi-specialty platform that aggregates independent practices under shared branding, value-based contracting infrastructure and back-office services.
• Bon Secours Mercy Health: Large multi-state Catholic health system with significant Virginia presence (including Mary Immaculate Hospital in Newport News, an MAWC partner). Comparable as a competing regional health system that operates its own employed ObGyn practices in the same geographies Mid-Atlantic Women's Care serves.
• Pediatrix Medical Group: National physician services organization focused on women's and children's specialty care (including OB hospitalist services). Comparable as a publicly traded women's-health-adjacent specialty practice platform with hospital-affiliated service lines and similar payer mix dynamics.
• Unified Women's Healthcare: Strategic operating parent and the largest U.S. ObGyn-focused practice management platform, operating multiple regional ObGyn networks analogous to Mid-Atlantic Women's Care (e.g., Florida Woman Care). It is the directly relevant platform-level peer and the operating benchmark for unit economics, IT and contracting scale.
• U.S. Anesthesia Partners: PE-backed specialty physician practice platform. While anesthesia-led, it shares the PE-sponsored roll-up model, network-affiliated operating structure and physician-services revenue model that characterizes Mid-Atlantic Women's Care's platform economics.

Regional players

• Sentara Healthcare: Dominant Virginia-based integrated health system operating multiple hospitals across Hampton Roads where Mid-Atlantic Women's Care delivers inpatient care. Comparable as a regional incumbent that also competes for the same women's health patient base through its own employed ObGyn groups and ambulatory women's services.
• Carilion Clinic: Western Virginia-based integrated health system (including Carilion Roanoke Memorial Hospital, an MAWC affiliation). Comparable as the dominant regional provider in Roanoke where Mid-Atlantic Women's Care operates the Physicians to Women practice, and a competing employer of ObGyn physicians in that market.

Direct peers

• Florida Woman Care: Large multi-site ObGyn network also affiliated with Unified Women's Healthcare, delivering pregnancy, gynecology, mammography and minimally invasive surgery across Florida. It is the closest direct analog in scale, service mix, parent affiliation and operating model.
• Ob Hospitalist Group: National OB hospitalist organization providing 24/7 in-hospital obstetric coverage to hospital partners. Comparable to the inpatient side of Mid-Atlantic Women's Care's practice across its 24 affiliated hospitals, though OBHG is hospitalist-only and does not run outpatient clinics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/midatlanticwomenscare
• LinkedInlinkedin.com/company/mid-atlantic-womens-care

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries16 records

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 Mid-Atlantic Women's Care