Rainbow Pediatrics

What Rainbow Pediatrics does

Rainbow Pediatrics is a private pediatric primary care practice founded in 2004 in Lumberton, North Carolina, that now operates five clinic locations across Fayetteville (two sites), Hope Mills, Lumberton, and Raeford. The practice serves families with children from newborns through age 18, offering well-child/wellness visits, same-day sick visits, vaccinations per the AAP schedule, behavioral health support (including ADHD), asthma management with spirometry, newborn care with lactation consulting, sports physicals, spot vision screening, and in-house lab work. Care is delivered by a clinical team of 9 providers — 4 board-certified pediatricians (MDs/FAAPs), 4 physician assistants, and 1 family nurse practitioner — supported by 11–50 total employees, bilingual Spanish staff, Saturday sick clinics, and 24/7 on-call coverage.

The practice's technology stack is built on standard healthcare infrastructure: an electronic medical record (currently mid-transition as of June 23), the Athena Health patient portal (pxppapp.px.athena.io), Phreesia-powered online scheduling for new and returning patients, electronic prescribing at the Raeford location, and on-site diagnostic devices. The practice is affiliated with Cape Fear Valley Health System for hospital and emergency coordination and operates under Playground Management MSO LLC, a Nashville-based management services organization that provides shared back-office, compliance, and operational infrastructure. There is no evidence of proprietary technology development, software products, or AI/ML capabilities.

Rainbow Pediatrics generates revenue through fee-for-service pediatric visits billed to a broad mix of commercial insurance (BCBS, Aetna, Cigna, UHC, Medcost, Multiplan), public payers (Medicaid, ChampVA), and TRICARE for military families, supplemented by self-pay collections under a sliding-fee schedule based on HHS Poverty Guidelines and CareCredit financing for out-of-pocket costs. Distribution is exclusively in-person across the five North Carolina clinics, with patient acquisition driven by online scheduling, a content blog, social media (Facebook, Instagram), provider profile pages, and word-of-mouth referrals. The practice holds NCQA Patient-Centered Medical Home recognition, a three-time Healthgrades Outstanding Patient Experience Award (2023–2025), and the Fayetteville Observer Readers' Choice Award for Best Pediatrician (2022).

Name

Rainbow Pediatrics

Legal name

Playground Management MSO LLC

Website

https://rainbowpeds.net

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Rainbow Pediatrics is a private pediatric primary care practice operating five clinics across southeastern North Carolina (Fayetteville, Hope Mills, Lumberton, Raeford), serving families with children from birth through age 18 with well-child visits, same-day sick care, behavioral health, asthma management, and vaccinations under Playground Management MSO LLC.

Ownership category

akta.pro rank

Product category

Pediatric Primary Care

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011)

akta.pro primary industry

Pediatrics & Adolescent Medicine Practices (HLAFAJAF)

akta.pro secondary industry

Pediatric Urgent Care & After-Hours Clinics (HLAFAJAI)

Keywords

• Pediatric healthcare services
• Pediatric primary care
• Well-child examinations
• Pediatric immunizations
• Acute sick visits

Headquarters

HQ city

Fayetteville

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Patient Care Services: Revenue generated from patient visits including wellness exams, sick visits, vaccinations, and specialized services such as asthma management, behavioral health, and dermatology. Services are billed to insurance carriers including major commercial plans, Medicaid, and TRICARE for military families.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Rainbow Pediatrics is a pediatric primary care practice that provides comprehensive medical services for children from newborns through age 18 across five clinic locations in North Carolina. The practice delivers preventive care (wellness exams, immunizations, sports physicals), acute care (same-day sick visits), and specialized pediatric services including behavioral health, asthma management, allergy testing, dermatology, lactation consulting, and on-site diagnostics (lab work, spot vision screening). Care is delivered by a team of nine providers (physicians, physician assistants, and a family nurse practitioner) supported by EMR, electronic prescribing, and an Athena Health patient portal.

Differentiator

Problem solved

Functional benefit

Products and services

• Same Day Sick Visits Quick, convenient pediatric care for acute illnesses and symptoms, offering same-day appointments for established patients. Designed for families whose children need prompt medical attention for unexpected symptoms.
• Wellness Visits Routine pediatric checkups that support healthy growth, early development, and preventive care for children from birth through age 18.
• Vaccinations / Immunizations Safe, recommended pediatric immunizations following the AAP schedule to protect children and the community from preventable illnesses. Required as a condition of care for all Rainbow Pediatrics patients.
• Behavioral Health Compassionate pediatric support for emotional, social, and behavioral needs as children grow, including ADHD management and anxiety support.
• Asthma Management Personalized pediatric asthma plans and ongoing support including spirometry and asthma action plans to help children breathe easier and stay active.
• Newborn Care Pediatric care and guidance for new parents, including first visits within 24-48 hours after hospital discharge, feeding support, and newborn health monitoring.
• Sports Physicals Pediatric examinations to ensure children are healthy and ready to participate in sports activities and school athletics.
• Lab Work In-house pediatric diagnostic testing services to support accurate and timely care decisions.
• Spot Vision Testing On-site pediatric vision screening using the Spot Vision Screener to identify early vision concerns before they affect learning. Available at the Raeford location.
• Lactation Consulting Expert breastfeeding support and lactation counseling for new mothers, provided by certified lactation counselors on the Rainbow Pediatrics team.
• Allergy Testing Pediatric allergy testing services to identify allergens and inform treatment plans for children with allergy-related conditions.

Quantifiable outcome

• Same-day appointment availability for sick visits
• +2 more outcomes

Named customers6 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Cape Fear Valley Health SystemcoreStrategic or Co-development PartnerAffiliated hospital for Rainbow Pediatrics serving the Fayetteville community. Located at 1638 Owen Drive, Fayetteville, NC 28304. In case of emergency, patients are directed to Cape Fear Valley Health System Emergency Room. The hospital affiliation ensures coordinated care for pediatric patients requiring hospitalization or specialized services.
• Playground Management MSO LLCcoreOthersParent company providing management services for Rainbow Pediatrics and affiliated pediatric practices. Privacy policy is provided by Playground Management MSO LLC along with its affiliated practices and subsidiaries. Located at 501 Union St Ste 545 PMB 936052, Nashville, TN 37219.
• CareCreditminorOthersHealthcare financing partner offering flexible payment options for families with out-of-pocket costs. CareCredit allows families to manage healthcare expenses over time through a credit card designed specifically for medical expenses.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• UNC Children's: Pediatric service line of UNC Health operating multiple primary care clinics across North Carolina, leveraging academic medical-center branding and scale to attract families who might otherwise use community independents.
• WakeMed Children's: Pediatric offerings of WakeMed Health & Hospitals, a regional NC system with primary care clinics that compete for the same eastern NC patient pool Rainbow serves.
• Duke Children's Primary Care: Pediatric primary care arm of Duke Health serving North Carolina patients with deep specialty referral networks and hospital integration that compete for the same family pool as Rainbow.

Direct peers

• Little Spurs Pediatric Urgent Care: Multi-location pediatric urgent care operator providing same-day acute care across multiple Texas markets, comparable in scale, service mix, and distributed-clinic footprint to Rainbow Pediatrics.
• Pediatric Associates: One of the largest independent multi-location pediatric group practices in the U.S., offering primary pediatric care, sick visits, and specialty services across numerous clinic sites — directly comparable to Rainbow's distributed pediatric primary care model.
• PM Pediatrics: Pediatric urgent care chain specializing in same-day sick visits, after-hours care, and weekend access for children — closely mirrors Rainbow's same-day sick visit offering and Saturday Robeson St clinic.

Regional players

• Blue Ridge Pediatric & Adolescent Medicine: Carolina-based regional pediatric practice delivering primary care for children and adolescents across multiple North Carolina communities — comparable in geographic scope and primary pediatric service orientation to Rainbow.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/rainbowpedsnc
• Instagraminstagram.com/rainbowpeds
• Xx.com/Rainbowpedsnc
• LinkedInlinkedin.com/company/rainbow-pediatrics

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Rainbow Pediatrics