Primary Dental
Primary Dental is an Australian Dental Support Organisation operating 60+ dental centres across six states under ForHealth Group, supporting 200+ independent dentists and serving consumer patients with general, cosmetic, restorative, orthodontic, surgical, and emergency dental services.
- Company typePrivate
- Founded-
- HeadquartersRichmond, Australia
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingServices
What Primary Dental does
Primary Dental is an Australian Dental Support Organisation (DSO) operating as the dental division of ForHealth Group (parent: Limestone Bidco Pty Limited; primary legal entity Idameneo (No. 123) Pty Ltd). It runs 60-61 dental centres across six states/territories (ACT, NSW, QLD, SA, VIC, WA), employing 400+ staff and supporting a network of 150-200+ independent dentists who practice under the Primary Dental brand while the DSO provides administration, clinical governance, marketing, procurement, and continuing education (the proprietary FORWARD CPD program offering 40+ hours of free professional development).
The service offering spans general dentistry (check-ups, cleanings, fillings, extractions), restorative treatments (crowns, bridges, dentures, implants including All-on-4), cosmetic procedures (Zoom and take-home whitening at $190-$1,000, veneers), orthodontics (braces, clear aligners), oral surgery (wisdom teeth removal, root canals), and emergency care, supplemented by value packages such as Free Kids Dental under Medicare CDBS (up to $1,000) and the Baby Ready prenatal check-up ($189). Distribution combines physical clinics, online booking via HotDoc, BNPL via Afterpay and Zip, and preferred-provider relationships with nine health funds (Bupa, Medibank, HCF, NIB, HBF, CBHS, RT Health, Smile, Defence Health).
The revenue model is a managed-services DSO structure: Primary Dental monetises via service agreements with independent practitioners operating from its centres, layered with direct patient fees (including Medicare bulk-billing and out-of-pocket packages). Two primary customer segments are served simultaneously - individual consumer patients and independent dentists - with the latter being the B2B counterpart that monetises the network. QIP accreditation to National Safety and Quality Health Service Standards underpins the quality credential across all centres. No external funding rounds, revenue figures, or AI/ML capabilities were disclosed in the source material.
Primary Dental firmographics
Firmographics- Name
- Primary Dental
- Legal name
- Idameneo (No. 123) Pty Ltd
- Website
- https://primarydental.com.au
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Primary Dental is an Australian Dental Support Organisation operating 60+ dental centres across six states under ForHealth Group, supporting 200+ independent dentists and serving consumer patients with general, cosmetic, restorative, orthodontic, surgical, and emergency dental services.
- Ownership category
- akta.pro rank
Primary Dental industry classification
Industry- Product category
- Dental Services
- NAICS
- Offices of Dentists (621210), Offices of Dentists (6212)
- SIC
- Services-Offices & Clinics Of Doctors Of Medicine (8011)
- akta.pro primary industry
- General Dentistry Group Practices (HLABAKAB)
- akta.pro secondary industry
- Emergency/Urgent General Dentistry (Walk-In/After-Hours General Care) (HLABAAAJ)
Keywords
Where Primary Dental is headquartered
LocationHeadquarters
- HQ city
- Richmond
- HQ country
- Australia
- HQ region
- Oceania
Offices19 records
Markets served
Primary Dental business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Dental Service Fees: Primary Dental operates as a Dental Support Organisation, providing administrative, operational, and practice management support to independent dentists. Revenue is generated through service agreements with independent dental practitioners who operate from Primary Dental centres.
- Direct Patient Services: Direct revenue from patients paying for dental treatments including check-ups, cleanings, cosmetic procedures, and emergency dental care. Accepts private health insurance, Medicare CDBS, government vouchers, DVA cards, and payment plans via Afterpay and Zip.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | In-Chair Teeth Whitening |
| Unit Pricing | Pay-as-you-go | Take-Home Whitening |
| Unit Pricing | Pay-as-you-go | New Patient Pack - Adult |
| Unit Pricing | Pay-as-you-go | New Patient Pack - Child |
| Unit Pricing | Pay-as-you-go | Super Solo Package |
| Unit Pricing | Pay-as-you-go | Zoom Whitening |
| Unit Pricing | Pay-as-you-go | Baby Ready Package |
| Unit Pricing | Pay-as-you-go | Kids Dental Offer |
| Unit Pricing | Pay-as-you-go | New Patient Check & Clean |
| Unit Pricing | Pay-as-you-go | Check & Clean with Whitening |
| Unit Pricing | Pay-as-you-go | Prenatal Dental Check-up |
| Unit Pricing | Pay-as-you-go | Awesome Twosome Package |
| Unit Pricing | Pay-as-you-go | Free Kids Dental (CDBS) |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Primary Dental product offering
Product offeringCore offering
Primary Dental operates 60-plus dental centres across Australia providing general, cosmetic, orthodontic, restorative, surgical, and emergency dental treatments directly to patients, while simultaneously operating as a Dental Support Organisation that provides administrative, operational, and practice-management support to a network of more than 200 independent dentists practicing within its centres. Services are sold on a per-treatment and prepaid-package basis, with flexible Afterpay and Zip instalment plans and preferred-provider access through major Australian health funds and Medicare CDBS.
Product overview
Primary Dental operates as a Dental Support Organisation (DSO) providing a comprehensive portfolio of dental services across 60+ dental centres in Australia as part of the ForHealth Group. The offering encompasses general dentistry (check-ups, cleanings, fillings, extractions), cosmetic procedures (teeth whitening, veneers), orthodontics (braces, clear aligners, Invisalign), restorative treatments (crowns, bridges, dentures, implants including All-on-4), oral surgery (wisdom teeth removal, root canals), and emergency dental care. The service model includes supplementary offerings such as the FORWARD continuing education program for dentists, and value packages like Free Kids Dental under Medicare CDBS, Fixed Price Dental packages, Baby Ready prenatal packages, and various promotional offers including Zoom Whitening and take-home whitening kits. Payment flexibility is supported through Afterpay and Zip payment plans, with preferred provider arrangements with major health funds including Bupa, CBHS, HCF, Medibank, NIB, Smile, Defence Health, RT Health, and HBF.
Differentiator
Problem solved
Functional benefit
Products and services
- Teeth Cleaning and Check-Up
Quantifiable outcome
- Average Google rating of 4.7 across centres
- +2 more outcomes
Companies that use Primary Dental
Customer profileNamed customers8 records
Segments2 records
Ideal customer profiles2 records
Primary Dental technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
Feature1 record
Primary Dental partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and minor.
- BupacorePreferred provider arrangement where Primary Dental centres accept Bupa health insurance, providing Bupa members with access to Primary Dental dental services at negotiated rates.
- MedibankcorePreferred provider arrangement with Medibank health insurance, allowing Medibank members to receive dental services at Primary Dental centres.
- HCFcoreHCF More For Teeth preferred provider arrangement giving HCF members enhanced dental benefits at Primary Dental centres.
- NIBcoreNIB Preferred provider arrangement for dental services at participating Primary Dental locations.
- CBHS HealthminorCBHS health fund provider arrangement for dental services at Primary Dental centres.
- HBFcoreHBF Preferred provider arrangement for dental services at Primary Dental centres in Western Australia.
- RT HealthminorRT Health fund provider arrangement for dental services.
- SmileminorSmile health fund provider arrangement for dental services at Primary Dental.
- Defence HealthminorDefence Health fund provider arrangement for serving current and former Defence personnel.
- AfterpaycoreAfterpay buy-now-pay-later payment option available at all Primary Dental centres for patient dental treatments, allowing payments in 4 equal installments.
- ZipcoreZip pay-later payment option at all Primary Dental centres, enabling patients to pay for dental services in installments.
- HotDoccoreHotDoc online booking platform integration for appointment scheduling across all Primary Dental centres.
- Medicare (Child Dental Benefits Schedule)coreBulk-billed dental services under Medicare CDBS for eligible children aged 2-17, providing up to $1,000 in free dental care.
- QIP (Quality Innovation Performance)coreQIP accreditation to National Safety and Quality Health Service Standards across all Primary Dental centres, ensuring quality and safety compliance.
- Dr Lincoln HarrisminorKey opinion leader presenting FORWARD CPD program sessions on clinical practice topics for Primary Dental dentists.
- Dr Michael MandikosminorKey opinion leader and industry expert presenting FORWARD continuing education program sessions.
- Prof Ian MeyersminorLeading dental industry expert presenting FORWARD CPD program for Primary Dental network dentists.
Scale indicators4 records
Recent moves1 record
Expansion highlights6 records
Primary Dental competitors and assessment
Company assessmentDirect peers
- Pacific Smiles Group: ASX-listed Australian dental group practice operating company-branded dental centres across multiple states. Closest direct competitor to Primary Dental's DSO model with overlapping service mix (general, cosmetic, emergency) and preferred-provider health fund relationships.
- Maven Dental Group: One of Australia's largest DSOs operating branded dental clinics nationwide with general and specialty services. Strong comparable on scale, multi-site DSO model and broad service offering competing for the same patient and dentist pools.
- 1300SMILES: Australian-listed dental group with multiple practices and similar general/cosmetic service mix. Comparable on geographic footprint and DSO-style group practice economics targeting insured patients via health fund partnerships.
- National Dental Care: Australian dental group practice network operating across multiple states with a comparable service portfolio (general, cosmetic, orthodontic, surgical). Directly comparable as another multi-site Australian DSO targeting insured and private-pay patients.
Broad incumbents
- Bupa Dental: Health-fund-owned dental network operating Bupa-branded clinics in addition to preferred-provider arrangements with independents. A vertically integrated incumbent that competes both as a DSO and as a payer relationship for Primary Dental's network.
- Medibank Dental: Health-fund-affiliated dental services arm with owned clinics and preferred-provider network. Relevant incumbent peer given Medibank is also a Primary Dental preferred-provider partner; competing for the same insured patient base.
- HCF Dental Centres: HCF-owned dental centre network operating in NSW and other states under 'More for Teeth' program. Vertically integrated fund-owned competitor that overlaps with Primary Dental on preferred-provider terms and patient funnel.
Regional players
- HBF Dental: Western Australia-focused health fund with owned dental centres and preferred-provider arrangements. Comparable as a vertically integrated fund-dental player, primarily relevant in WA where Primary Dental also operates.
Emerging players
- Totally Smiles / Denticare: Australian dental group practice with multi-site presence offering general and specialty dentistry. Comparable DSO-style operator with overlapping service mix and health fund relationships, though smaller scale than Primary Dental.
Others
- ForHealth Group (Medical Centres): Parent group of Primary Dental operating a much larger network of multi-disciplinary medical centres that house Primary Dental clinics. Not a competitor but an enabler/distribution partner providing co-location and shared back-office functions.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Primary Dental social profiles
Digital presencePrimary Dental compliance and trust
Trust signalCompliance2 records
Primary Dental financial estimates
Financial estimateRevenue estimate
Valuation estimate
Primary Dental leadership team
Management profileNumber of profiles
Profiles9 records
Primary Dental funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Primary Dental M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Primary Dental
What does Primary Dental do?
Primary Dental operates 60-plus dental centres across Australia providing general, cosmetic, orthodontic, restorative, surgical, and emergency dental treatments directly to patients, while simultaneously operating as a Dental Support Organisation that provides administrative, operational, and practice-management support to a network of more than 200 independent dentists practicing within its centres. Services are sold on a per-treatment and prepaid-package basis, with flexible Afterpay and Zip instalment plans and preferred-provider access through major Australian health funds and Medicare CDBS.
Is Primary Dental a public or private company?
Primary Dental is a private company. It is classified as corporate owned and is currently operating.
When was Primary Dental founded?
Primary Dental was founded in -1. It employs 501 to 1,000 people.
Where is Primary Dental based?
Primary Dental is headquartered in Richmond, Australia, in the Oceania region.
How does Primary Dental make money?
Two revenue lines are on record. Dental Service Fees are the primary driver. The others are direct Patient Services.
Who are Primary Dental's main competitors?
Direct peers on record are Pacific Smiles Group, Maven Dental Group, 1300SMILES and National Dental Care. Broad incumbents are Bupa Dental, Medibank Dental and HCF Dental Centres. HBF Dental is listed as a regional player. Totally Smiles / Denticare is listed as an emerging player. ForHealth Group (Medical Centres) is listed as an others.
Does Primary Dental have an API?
No public API is recorded for Primary Dental.
What industry is Primary Dental in?
Primary Dental's product category is Dental Services. Its primary akta.pro industry code is HLABAKAB, General Dentistry Group Practices, with a secondary code of HLABAAAJ, Emergency/Urgent General Dentistry (Walk-In/After-Hours General Care). Its NAICS code is 621210 and its SIC code is 8011.