Moreland OB-GYN Associates

What Moreland OB-GYN Associates does

Moreland OB-GYN Associates is an independent, physician-owned obstetrics and gynecology practice founded in 1960 and headquartered in Waukesha, Wisconsin. It serves women across all life stages with comprehensive obstetric care (prenatal through postpartum including fourth-trimester support), gynecology (annual exams, contraception, menstrual, menopause, and STI-related care), fertility evaluation, preventive health, and specialty services including adolescent and LGBTIQA+ care. The practice operates six clinic locations across Waukesha County — Brookfield, Mukwonago, Oconomowoc, Sussex, Watertown, and Waukesha — staffed by 14 physicians (most with FACOG credentials, several with MSCP menopause certification) and four Advance Practice Providers, accepting both new and transferring patients.

The clinical offering is built on credentialed providers supported by 3D/4D ultrasound imaging, da Vinci robotic surgery for minimally invasive hysterectomy, and a standard electronic health record (MyChart) integrated with the ProHealthCare network. A small ancillary retail stream — doctor-recommended personal lubricants sold in-office at $9-$19 — supplements the medical services. The practice maintains an active digital presence across Facebook, Instagram, Twitter, and YouTube, runs the private "Moreland Moms" community group, and publishes extensive patient-education content (Pregnancy Navigator, Pregnancy Planning Kit, Prenatal Care Guide, Birth Plan template, Moreland Cookbook, Pelvic Floor Health resources).

Revenue is generated primarily through insurance-based fee-for-service billing across OB, GYN, ultrasound, surgical, and preventive service lines, with the practice participating in most major insurance plans. Self-pay, no-show ($25-$50), and financial-assistance policies are published. Operated as a Wisconsin professional services corporation (Moreland OB-GYN Associates, S.C.) with no disclosed external capital, no funding rounds, and no acquisitions, the practice is funded by clinical receipts, ancillary retail, and physician partner capital and is not part of any larger health system or PE/VC portfolio.

Name

Moreland OB-GYN Associates

Legal name

Moreland OB-GYN Associates, S.C.

Website

https://morelandobgyn.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

251–500 employees

Short description

Moreland OB-GYN Associates is a private, physician-owned obstetrics and gynecology practice founded in 1960, serving women across six clinic locations in Waukesha County, Wisconsin with OB care, gynecology, ultrasound, robotic surgery, and specialty women's health services.

Ownership category

akta.pro rank

Product category

Women's Healthcare Services (OB-GYN)

NAICS

Offices of Physicians (6211)

SIC

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

akta.pro industry

PRIMARYHLAFAJAA

Obstetrics & Gynecology (OB/GYN) Clinics

Healthcare & Life Sciences/Healthcare Providers & Systems/Women’s & Children’s Health Providers

SECONDARYHLAKAJAA

General Obstetrics (Prenatal/Antepartum Care)

Healthcare & Life Sciences/Specialist Medical Practice/Obstetrics & Gynecology (OB/GYN)

SECONDARYHLAKAJAL

Gynecology (General Non-Obstetric Care)

Healthcare & Life Sciences/Specialist Medical Practice/Obstetrics & Gynecology (OB/GYN)

SECONDARYHLAFAJAN

Lactation, Postpartum & Perinatal Support Services

Healthcare & Life Sciences/Healthcare Providers & Systems/Women’s & Children’s Health Providers

SECONDARYHLAKAJAI

Adolescent & Pediatric Gynecology

Healthcare & Life Sciences/Specialist Medical Practice/Obstetrics & Gynecology (OB/GYN)

SECONDARYHLAKAJAG

Family Planning & Contraception (Including Abortion Care)

Healthcare & Life Sciences/Specialist Medical Practice/Obstetrics & Gynecology (OB/GYN)

Keywords

• Obstetric care
• Gynecology services
• Women's healthcare
• Prenatal care
• Minimally invasive surgery

Headquarters

HQ city

Waukesha

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Patient Medical Services: Direct medical services billed to patients and insurance providers including obstetric care, gynecological services, ultrasound imaging, surgical procedures, and preventive health services. The practice participates in most major insurance plans.
2. Retail Products: Sale of personal lubricants and moisturizers directly to patients during office visits. Products include Sensuva Hybrid ($18), Sensuva Water ($9), Sliquid Organics Silk ($15), Sutil Luxe ($19), and Uberlube ($19).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Moreland OB-GYN Associates is a private women's healthcare practice delivering comprehensive obstetric and gynecologic services to women across all life stages. Core offerings span prenatal through postpartum obstetric care, routine and specialty gynecology, ultrasound diagnostics, minimally invasive gynecologic surgery (including da Vinci robotic hysterectomy), fertility evaluation, menopause management, preventive health, and teen healthcare, delivered by 14 physicians and 4 APPs across six southeastern Wisconsin clinic locations.

Product overview

Moreland OB-GYN Associates is a women's healthcare practice offering comprehensive obstetric and gynecologic services. The practice operates as a single unified healthcare delivery system with multiple service lines: Obstetric Care (prenatal through postpartum), Gynecology (annual exams, contraceptive services, treatment of conditions), Ultrasound Services (3D/4D imaging), Surgery Services (minimally invasive procedures including da Vinci robotic surgery), and specialty services including Menopause Care, Fertility, Teen Healthcare, and LGBTIQA+ Health. The practice also provides retail products (personal lubricants) and educational resources (Pregnancy Planning Kit, Moreland Cookbook, Pelvic Floor Health materials). Services are delivered at six locations across Waukesha County with a team of fourteen physicians and four Advance Practice Providers.

Differentiator

Problem solved

Functional benefit

Products and services

• Obstetric Care Comprehensive pregnancy care including prenatal monitoring, high-risk pregnancy management, labor and delivery services, postpartum support, gestational diabetes testing, non-stress tests, cervical cerclage, external cephalic version, and cesarean section for women planning or experiencing pregnancy.
• Gynecology Women's gynecologic healthcare covering annual exams, problem-based visits, contraceptive services, menstrual health, breast exams, bladder control, family planning, sexual dysfunction care, thyroid screening, and vaginal/vulvar care for women of all ages.
• Ultrasound Services State-of-the-art imaging including 3D and 4D ultrasound technology, OB ultrasound, GYN ultrasound, and sonohysterogram performed by accredited sonographers and read by accredited gynecologists.
• Surgery Services Advanced minimally invasive gynecologic and obstetric surgical procedures including da Vinci robotic hysterectomy, laparoscopy, hysteroscopy, prolapse repair, suburethral sling, endometrial ablation, dilatation and curettage (D&C), and tubal ligation.
• Menopause Care Comprehensive menopause management including hormonal and non-hormonal treatment options, symptom management, and bone health counseling, delivered by MSCP-certified providers.
• Preventive Health Preventive healthcare services for women focused on health maintenance, screening, and lifestyle optimization, particularly for women ages 35-50.
• Teen Healthcare Services Adolescent gynecology including routine health screenings, contraceptive counseling, diagnostic testing, pediatric gynecology services, and college gynecology preparation for teenagers beginning gynecologic care.
• Preconception Counseling Pre-pregnancy health counseling and planning services including medical history review, lab tests, pelvic exam, physical exam, and fertility education to help women and couples prepare for a healthy pregnancy.
• LGBTIQA+ Health Services Inclusive healthcare services designed to meet the unique needs of the LGBTIQA+ community, including preventive care, STI testing, contraception, and general gynecological services.
• Fourth Trimester Care Postpartum care and support services for mothers following delivery, addressing fourth trimester physical and emotional recovery needs.
• Cervical Cancer Screening (Pap Smear) and HPV Testing Routine cervical cancer screening including Pap smears and HPV co-testing for early detection and prevention of cervical cancer.
• Personal Lubricants (Retail Product) Doctor-recommended personal lubricants and moisturizers sold discreetly in-office, including Sensuva, Sliquid Organics Silk, Sutil Luxe, and Uberlube brands at price points ranging from $9 to $19.

Quantifiable outcome

• Serving Waukesha and surrounding communities since 1960
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

One partnership is on record.

• ProHealthCare (MyChart)coreTechnology or IntegrationIntegration with ProHealthCare MyChart patient portal system, allowing patients to access medical records, view test results, schedule appointments, and communicate with their healthcare providers online. Moreland OB-GYN providers are part of the ProHealthCare network.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Unified Women's Healthcare: Largest PE-backed OB-GYN practice platform in the U.S., supporting hundreds of providers across multiple states. Comparable as a multi-site women's health group practice operator and natural consolidator/strategic acquirer for independent OB-GYN groups like Moreland.
• Privia Health Group: Multi-specialty physician enablement platform supporting independent practices across primary care and specialty groups including women's health. Comparable as a multi-state physician practice platform with overlapping enabling services (technology, billing, network participation).
• Pediatrix Medical Group: National specialty physician group focused on pediatrics, obstetrics, and women's health, including OB hospitalist services. Comparable as a multi-state women's and children's health services provider operating in adjacent OB-GYN service categories.

Regional players

• Advocate Aurora Health: Large integrated health system serving Wisconsin and Illinois with women's health service lines across hospitals and ambulatory clinics. Comparable as a competing regional women's health provider in Moreland's broader Milwaukee-area market.
• ProHealth Care: Community-based integrated health system in Waukesha County, Wisconsin, with which Moreland is already integrated through MyChart and the ProHealthCare network. Comparable as the dominant regional health system partner and adjacent women's health provider in the same geographic market.

Emerging players

• Vytalize Health: Value-based care platform supporting independent primary care and specialty practices. Comparable as an emerging platform serving physician-owned group practices with technology and risk-bearing capabilities, potentially relevant to OB-GYN groups expanding into value-based women's health models.
• Ob Hospitalist Group: Largest dedicated OB hospitalist staffing company in the U.S., providing 24/7 labor and delivery coverage at partner hospitals. Comparable as an OB-focused specialty services provider serving similar patient populations and overlapping with Moreland's delivery service line.

Direct peers

• Women's Health USA: Management services organization and practice platform for OB-GYN and women's health groups. Comparable as a peer operating model partnering with independent OB-GYN practices, and a likely strategic counterparty for groups of Moreland's scale.
• Axia Women's Health: PE-backed multi-state OB-GYN and women's health platform operating hundreds of provider locations. Direct comparability to Moreland as a multi-location, full-service OB-GYN group with similar service mix (OB, GYN, surgery, menopause, fertility).

Others

• U.S. Anesthesia Partners: PE-backed single-specialty physician group practice platform. Comparable as a PE-backed physician practice consolidation model in specialty medicine, illustrating the type of capital partnership/roll-up structure that may eventually apply to independent OB-GYN groups like Moreland.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/morelandobgyn
• YouTubeyoutube.com/channel/UCIfe_rF73pk6908a0-IubkQ
• Facebookfacebook.com/morelandobgyn
• Instagraminstagram.com/morelandobgyn

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 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 Moreland OB-GYN Associates