Bluff Road Medical

What Bluff Road Medical does

Bluff Road Medical is a privately operated, single-site general practice medical clinic located at 328 Bluff Road, Sandringham, in Bayside Melbourne, Victoria, Australia. The business is structured as an Association of Independent Health Practitioners (ABN 18 671 425 068) trading as Bluff Road Medical Centre, and employs approximately 25 GPs alongside nurses, reception and administration staff, allied health professionals and visiting specialists. Its service menu covers comprehensive family medicine, skin cancer screening (with a dedicated UV Skin Cancer Clinic sub-brand), mental health, child and family/maternal health, men's and women's health, travel medicine, sports medicine, minor procedures (biopsies, excisions, iron infusions, IUDs, implants, fracture care), a continence clinic, and COVID-19 and flu vaccination services. The clinic is AGPAL accredited, holds RACGP dual membership, is affiliated with ISTM, and participates in the Federal Government's MyMedicare voluntary patient registration program.

The underlying technology stack is conventional for an Australian private-billing general practice: third-party online booking and digital check-in via HotDoc, phone and video telehealth, electronic clinical records (with a major practice management software migration in April 2023), Medicare integration, and MyMedicare registration for longer MBS-funded telephone consultations. The differentiator is not proprietary software but a co-located 'one-roof' ecosystem: Melbourne Pathology collection, Bluff Road Psychology, Bayside Specialist Suites (gastroenterology, cardiology, urology, paediatrics, respiratory and sleep), MedHP exercise physiology, Southern Cosmetics, Elevate Medical and Elevate Psychology Group, plus a sister clinic, Bayside Family Medical. A November 2025 'Privacy Policy including AI' update suggests emerging AI-related data handling governance but no AI products are deployed.

Bluff Road Medical generates revenue primarily through private fee-for-service GP consultations, with patients paying out-of-pocket and claiming Medicare rebates separately. Secondary revenue streams include private flu vaccinations (AUD 20 per non-NIP-eligible dose), Medicare/MBS-funded services (including longer MyMedicare-registered telephone consultations), and procedure-based revenue from minor surgeries, iron infusions, biopsies, excisions and contraceptive device procedures. The practice reaches patients through a content-led marketing mix: blog, email newsletter, Facebook, LinkedIn, Instagram, free patient webinars, local media (88.3 Southern FM), HotDoc booking, and downloadable patient forms. The clinic has operated as an RACGP-accredited GP training practice since 1995, having trained over 75 registrars, and was awarded the 2020 EVGPT Metropolitan Training Practice of the Year.

Name

Bluff Road Medical

Legal name

An Association of Independent Health Practitioners (ABN 18 671 425 068), trading as Bluff Road Medical

Website

https://bluffroadmedical.com.au

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Bluff Road Medical is a privately operated single-site general practice in Sandringham, Bayside Melbourne, with about 25 GPs delivering comprehensive family medicine, skin cancer, travel, sports and procedural care to local residents, supported by co-located pathology, psychology, specialist suites and allied health.

Ownership category

akta.pro rank

Product category

Primary Healthcare / General Practice Services

NAICS

Offices of Physicians (6211), Offices of Other Health Practitioners (6213), Offices of Physicians, Mental Health Specialists (621112)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Health Services (8000)

akta.pro industry

PRIMARYHLAFAGAH

Mobile & Street Medicine Primary Care Programs

Healthcare & Life Sciences/Healthcare Providers & Systems/Primary Care & Community Health Providers

SECONDARYHSABACAD

Chronic Disease Management & Remote Patient Monitoring (RPM)

Home & Personal Services/Elder Care & In-Home Care Services/Skilled Nursing & Clinical Home Health

Keywords

• General practice services
• Primary healthcare clinic
• Skin cancer screening
• Travel medicine consultations
• Sports medicine practice

Headquarters

HQ city

Sandringham

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Private fee-for-service consultations: Operates as a private-billing medical clinic; patients pay fees for GP consultations with Medicare rebates claimed separately. Appointment times, patient registration and fee information are published on a dedicated Fees page.
2. Vaccination service fees (private): Private flu vaccine fee of $20 per dose for non-NIP-eligible patients; COVID-19 vaccines available (Medicare card required) with bivalent Moderna or Pfizer Original/Omicron JN.1 1.5 boosters offered.
3. Medicare / MBS-funded services (MyMedicare): Revenue from Medicare Benefits Schedule (MBS) rebates including longer MBS-funded telephone calls with a patient's usual GP under the MyMedicare voluntary patient registration program.
4. Minor procedures and clinical services: Private treatment rooms for minor surgeries, iron infusions, emergency fracture care, biopsies and excisions, IUDs and implants, generating procedure-based revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Bluff Road Medical is a private-billing general practice clinic in Sandringham, Bayside Melbourne that delivers comprehensive primary healthcare through an association of independent GPs, nurses, allied health professionals and visiting specialists. Core services span GP consultations, skin cancer screening and treatment, mental health care, maternal and child health, men's and women's health, travel medicine, minor procedures (biopsies, excisions, iron infusions, IUDs/implants, fracture care), sports medicine, health and wellness programs and a continence clinic. The offering is delivered primarily from a single physical clinic supplemented by telehealth, online booking (HotDoc) and MyMedicare voluntary registration.

Product overview

Bluff Road Medical is a single-clinic, private-billing primary healthcare practice in Sandringham, Bayside Melbourne, operating as an association of independent health practitioners. Rather than a software platform, the offering is a unified clinic experience with multiple specialty service modules operating under one roof: Skin Cancer Clinic (including the UV Skin Cancer Clinic sub-brand), Mental Health, Child & Family Health, Health & Wellness, Men's & Women's Health, Travel Medicine, Minor Procedures, Sports Medicine, Continence Clinic, and a COVID-19 Information & Vaccination Service. Supporting modules include the Test Results Online Service, MyMedicare patient registration, and a Medicare-compliant telehealth offering. The clinic is co-located with partner businesses that extend its service range: Bayside Specialist Suites (gastroenterology, cardiology, urology, paediatrics, respiratory & sleep medicine), Bluff Road Psychology, Southern Cosmetics, MEDHP (Medical High Performance), Elevate Medical, and a sister clinic Bayside Family Medical.

Differentiator

Problem solved

Functional benefit

Products and services

• Skin Cancer Clinic (UV Skin Cancer Clinic) Comprehensive skin cancer screening, biopsies, excisions and treatments using advanced technology, including mole checks, sun damage and early skin cancer management. Operated by skin cancer doctors (e.g., Dr Myn Lee) within Bluff Road Medical.
• Mental Health Services Mental health support including psychological care plans, coordination with co-located Bluff Road Psychology, and resources for stress, anxiety, depression and adolescent mental health.
• Child & Family Health (Maternal Health) Maternal and child health services covering antenatal care, breastfeeding and postnatal care, child health, immunisations, allergy assessment and adolescent health, supported by an International Board-Certified Lactation Consultant (Dr Anita Bearzatto).
• Health & Wellness Wellness programs spanning fitness, exercise physiology, weight loss, sexual health, gut health, allied health, geriatric medicine (65+) and aged care resources, supported by diabetes educator Tess Amoore and co-located MedHP exercise physiology.
• Men's & Women's Health Gender-specific primary care covering contraception, reproductive and sexual health, prostate and breast screening, cervical screening, menopause support, LGBTIQA+ care and gender-affirming care.
• Travel Medicine Pre-travel consultations, travel vaccinations and travel health advice, supported by a Pre-Travel Questionnaire and affiliations with Travel Medicine Alliance (TMA) and the International Society of Travel Medicine (ISTM).
• Minor Procedures (Clinical Procedures) Minor surgeries and clinical procedures performed in private treatment rooms, including biopsies, excisions, iron infusions, emergency fracture care, and contraceptive device procedures (implants and IUDs).
• Sports Medicine Sports injury diagnosis, return-to-activity planning, comprehensive treatment plans, concussion management and point-of-care ultrasound, led by GP Dr Jason Lam (ACSEP Sports Medicine fellowship, Crichton Dance Medicine Fellow at the Australian Ballet) and Dr Krishnan Rasaratnam (completing a Masters of Sports Medicine).
• Continence Clinic Continence care for children (bedwetting/enuresis, giggle incontinence, frequency issues) and adult continence concerns, delivered in coordination with GPs, paediatricians, psychologists and continence therapists.
• COVID-19 Information & Vaccination Service COVID-19 booster vaccinations (Moderna or Pfizer Original/Omicron JN.1 1.5 bivalent vaccines) and flu vaccinations co-administered, with associated mask-wearing policy, RAT result reporting guidance and telehealth support for respiratory patients.

Quantifiable outcome

• Trained over 75 GP registrars since 1995
• +1 more outcomes

Named customers1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Melbourne PathologycoreStrategic or Co-development PartnerMelbourne Pathology is the on-site pathology collection provider at Bluff Road Medical, allowing patients to have pathology samples collected at the same location as their GP consultations, supporting integrated primary care.
• Bluff Road PsychologycoreStrategic or Co-development PartnerCo-located psychology practice providing clinical, child and neuropsychology services to Bluff Road Medical patients. Referenced across adolescent health, child health and mental health content.
• UV Skin Cancer CliniccoreStrategic or Co-development PartnerAssociated skin cancer clinic service run from Bluff Road Medical (uvskincancerclinic.com.au), providing dedicated skin checks, biopsies, excisions and treatments performed by skin cancer doctors such as Dr Myn Lee.
• Bayside Specialist SuitescoreStrategic or Co-development PartnerCo-located specialist consulting suites hosting visiting cardiologists, gastroenterologists, urologists, respiratory and sleep physicians, and paediatric specialists. Bluff Road Medical GPs refer patients directly into Bayside Specialist Suites.
• MedHP (Medical High Performance)coreImplementation/ SI/ Consulting PartnerExercise physiology partner in Highett, equipped with a 350sqm gym and HUR intelligent training equipment. Bluff Road Medical GPs commonly refer patients to MedHP for clinical exercise interventions across chronic disease, oncology, musculoskeletal and cardiopulmonary conditions.
• Southern CosmeticsminorStrategic or Co-development PartnerCosmetic medical clinic located adjacent to Bluff Road Medical, offering acne treatments, laser, light treatments and skin peels that GPs can refer patients to.
• Elevate MedicalminorStrategic or Co-development PartnerAffiliated associated clinical service displayed on the Bluff Road Medical website as a sister/partner organisation.
• Elevate Psychology GroupminorStrategic or Co-development PartnerAffiliated psychology service shown in the Associated Clinical Services section of the Bluff Road Medical website.
• Bayside Family MedicalcoreStrategic or Co-development PartnerSister clinic of Bluff Road Medical, promoted across the website ('See our sister clinic'). Operates as a separate Bayside clinic with shared branding and GP team, extending the practice group's geographic reach.
• Travel Medicine Alliance (TMA)minorStrategic or Co-development PartnerAffiliation with Travel Medicine Alliance, providing travel medicine resources, protocols and continuing education for Bluff Road Medical's travel medicine service.
• International Society of Travel Medicine (ISTM)minorStrategic or Co-development PartnerAffiliation with the International Society of Travel Medicine, supporting the practice's travel medicine credentials and clinical protocols.
• AGPAL (Australian General Practice Accreditation Limited)coreOthersAccreditation body that has accredited Bluff Road Medical as a general practice meeting RACGP Standards.
• RACGP (Royal Australian College of General Practitioners)coreOthersDual membership and recognition as a RACGP-accredited GP training practice (training registrars since 1995).
• Eastern Victoria General Practice Training (EVGPT)coreOthersRegional GP training organisation that awarded Bluff Road Medical its 2020 Metropolitan Training Practice of the Year Award. The practice has trained over 75 registrars through this program since 1995.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Others

• HotDoc: Australia's leading patient appointment booking platform and Bluff Road Medical's primary technology integration partner. Adjacent enabler rather than direct competitor; provides online booking, patient communication and check-in infrastructure that supports Bluff Road's patient experience.

Broad incumbents

• IPN Medical Centres (Healius): Healius-owned (ASX: HLS) network of GP clinics and medical centres across Australia. Directly comparable as a large-scale GP operator with multiple service lines, though corporately owned versus Bluff Road's independent association model.
• ForHealth (formerly Primary Health Care): One of Australia's largest GP clinic operators (ASX: FOR). Comparable as a multi-site GP and primary care network operating across suburban Australia, though with a much larger footprint and corporate structure than Bluff Road's independent association model.
• Sonic HealthPlus: Division of Sonic Healthcare (ASX: SHL) providing GP and occupational health services nationally. Comparable as a multi-disciplinary primary and occupational health provider, though operating at substantially greater scale and corporate scope.
• Medibank Private: Australia's largest private health insurer (ASX: MPL) with growing primary care and care management operations. Adjacent to Bluff Road's primary care focus with substantially greater scale and a vertically integrated health services footprint.
• Myhealth Medical Centre: Australian corporate GP and allied health chain with clinics across Sydney, Melbourne and Brisbane. Comparable as a multi-site GP operator offering similar integrated primary care and allied health services under one roof.
• Bupa Health Clinics: Bupa-owned network of dental, optical and GP clinics in Australia and internationally. Comparable as a multi-site primary care operator with strong brand recognition, though diversified across multiple health verticals.

Emerging players

• InstantScripts: Online telehealth and prescription platform serving Australian patients with script renewals, telehealth consultations, and chronic condition management. Competes for primary care demand, particularly low-acuity visits that Bluff Road's private-billing model may lose.
• Doctors on Demand: Australian telehealth provider offering on-demand GP consultations via phone or video. Overlaps with Bluff Road's telehealth capability and competes for patients seeking convenient remote access to GP services.

Direct peers

• Bayside Family Medical: Sister clinic of Bluff Road Medical, also operating in Bayside Melbourne under shared branding and a connected GP team. Directly comparable as a general practice serving the same geographic patient base with a similar service mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/bluffroadmedical
• LinkedInlinkedin.com/company/bluff-road-medical-centre
• Instagraminstagram.com/bluffroadmedical

Compliance1 record

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 Bluff Road Medical