PlayFord Family Medical

What PlayFord Family Medical does

Playford Family Medical is a privately held, multi-site general practice group headquartered in Munno Para, South Australia, operating across three locations in Adelaide's northern suburbs: Playford Family Medical (flagship, inside Playford Town Centre), Munno Para Family Medical Centre, and Eyre Family Medical (opened June 2024). The practice delivers comprehensive primary care through a roster of 12 general practitioners supported by a full-time registered nurse, allied health professionals (physiotherapy, dietetics, podiatry, exercise physiology, psychotherapy), visiting specialists (endocrinology, gynaecology), on-site pathology (Abbott, Clinical Labs), and adjunct radiology. Service offerings span general consultations, chronic disease management, women's and men's health, paediatrics, mental health, skin cancer screening and procedures (excisions, flap repairs), iron infusions, and Implanon/Mirena insertions.

The business operates on a mixed billing model effective 1 November 2023, charging gap payments of approximately A$20 for standard adult consultations (A$62.85 fee, A$42.85 Medicare rebate) and A$30 for long consultations (A$112.90 fee, A$82.90 rebate), with bulk billing retained for children under 16, concession, DVA, and pension card holders. Procedure fees range from A$50 to A$290. Underlying technology is conventional: Best Practice software for clinical records, telephone-based telehealth, and standard Medicare/EFTPOS payment rails. The practice is AGPAL-accredited, partners with 13SICK for after-hours home-visit coverage, and serves a culturally diverse patient base including Indigenous, refugee, and immigrant populations, leveraging multilingual doctors.

The company is a traditional fee-for-service independent primary care provider with no external funding, no disclosed parent entity, and no AI or technology platform strategy. Growth has been driven by multi-site expansion (third site opened in 2024), a strategic shift to mixed billing to lift per-visit revenue, and procedural upmix. Patient acquisition is direct-to-consumer via phone, in-person walk-in, and online booking (existing patients), with virtually no marketing or digital customer acquisition infrastructure beyond a basic website.

Name

PlayFord Family Medical

Legal name

Playford Family Medical

Website

https://playfordfamilymedical.com.au

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Playford Family Medical is a privately held, multi-site general practice group operating three clinics in Adelaide's northern suburbs, delivering fee-for-service primary care, allied health, on-site pathology, and minor procedures to a diverse multicultural patient base.

Ownership category

akta.pro rank

Headquarters

HQ city

Playford

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Consultation Fees: Mixed billing model with consultation fees charged to most patients. Standard GP appointments at $62.85 (rebate $42.85), long appointments at $112.90 (rebate $82.90). Children under 16, concession card holders, DVA and pension card holders are bulk billed.
2. Medical Procedures: Revenue from minor surgical procedures including skin checks, lesion removal, Implanon insertion/removal, Mirena insertion/removal, iron infusions, wedge resection, biopsies, and laceration treatment. Fees range from $50-$290 depending on procedure complexity.
3. Allied Health Services: On-site allied health services including physiotherapy, exercise physiology, dietetics, podiatry, and psychotherapy provided by visiting practitioners.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels2 records

Core offering

Playford Family Medical is an accredited general medical practice providing comprehensive primary healthcare services to patients at all stages of life. Its core offering includes GP consultations (standard and long, in-hours and after-hours), allied health services (physiotherapy, dietetics, podiatry, psychotherapy), on-site pathology, specialist referrals, skin cancer screening and procedures, women's health procedures (Implanon, Mirena insertion/removal), iron infusions, and telehealth appointments. The practice operates on a mixed billing model with bulk billing for eligible patients.

Product overview

Playford Family Medical is a family-friendly general medical practice operating as a mixed billing practice in Munno Para, South Australia. The practice offers a comprehensive range of healthcare services through its core General Practitioners Services and Allied Health Services (Physiotherapy, Dietitian, Podiatry, Psychotherapist). Additional services include on-site Pathology (via Abbott), Specialist referrals (Endocrinology, Gynaecology), Telehealth appointments, skin cancer screening/procedures, women's health procedures (Implanon, Mirena), and iron infusions. The practice also operates a sub-brand location, Eyre Family Medical, expanding access across multiple sites in the northern suburbs. The practice is open 7 days a week with extended hours and provides after-hours care through National Home Doctors.

Differentiator

Problem solved

Functional benefit

Named customers1 record

Segments3 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• Abbott PathologycoreStrategic or Co-development PartnerAbbott provides pathology diagnostic services on-site at the practice, enabling fast, accurate diagnosis and supporting successful treatment and recovery.
• AGPALcoreStrategic or Co-development PartnerAustralian General Practice Accreditation Limited provides accreditation services ensuring the practice meets national standards for quality and safety.
• Clinical LabsminorStrategic or Co-development PartnerClinical pathology laboratory services supporting diagnostic testing for patients.
• MedicarecoreOthersBulk billing partnership allowing eligible patients (children under 16, concession, DVA and pension card holders) to receive services at no out-of-pocket cost through Medicare rebates.
• 13SICK National Home DoctorsminorChannel Partner/ Reseller/ DistributorAfter-hours home doctor service (13 74 25) providing care when the practice is closed, ensuring continuous healthcare access for patients outside regular hours.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• IPN Medical Centres: National network of GP clinics owned by Healius, providing general practice, allied health and pathology services on a mixed billing basis across Australia. Closest large-scale analogue to Playford's multi-site, mixed-billing, allied-health-plus-pathology model.
• Family Doctor (Healius): Healius-owned suburban GP clinic chain in Australia offering general practice and selected allied health services on a mixed billing basis. Highly comparable multi-site primary care model.
• Myhealth Medical Centre: Australian multi-site corporate GP clinic group operating a similar model of general practice with on-site allied health and pathology across metropolitan catchments. Direct overlap in service mix, patient segments, and Medicare-funded revenue model.
• Ochre Health: Australian GP group operating multi-doctor clinics combining general practice, allied health and visiting specialists in regional and suburban locations. Comparable in operating model and service breadth, with some overlap in regional catchment profile.
• ForHealth Group: Large Australian operator of GP, dental and specialist clinics, including urgent care. Comparable in primary care service mix and multi-site footprint, though larger in scale.
• SmartClinics (Cornerstone Health): Multi-site Australian GP group offering family medicine, skin cancer, women's health, allied health and pathology under one roof. Directly comparable in scope of services and patient mix to Playford Family Medical.

Broad incumbents

• Sonic Healthcare: ASX-listed diagnostics and primary care operator with pathology, radiology and GP clinic exposure. Competitor for on-site pathology partnerships and adjacent services at practices like Playford.
• Ramsay Health Care: ASX-listed hospital and primary care operator providing a broad spectrum of healthcare services across Australia. Overlaps with Playford in primary care delivery and downstream specialist referral channels.
• Healius Limited: ASX-listed parent of IPN Medical Centres and Family Doctor, operating one of Australia's largest primary care and pathology networks. A scaled incumbent that competes directly for patients, doctors, and pathology contracts in suburban catchments.

Emerging players

• Doctors on Demand: Australian telehealth-first GP service offering online consultations. Comparable to Playford's telehealth offering but as a digital-only emerging alternative rather than a clinic-based peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/PlayfordFamilyMedical
• LinkedInlinkedin.com/company/playford-family-medical

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 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 PlayFord Family Medical