Monash Ultrasound

What Monash Ultrasound does

Monash Ultrasound for Women (MUFW) is a Melbourne-based private prenatal diagnostic imaging practice operating six clinics across Victoria, Australia (Berwick, Box Hill, Clayton, Cremorne, Mulgrave, Sunshine), with headquarters in Cremorne. The practice is part of the Monash IVF Group network and delivers a tertiary-level obstetric and gynaecological imaging service spanning the full pregnancy continuum — dating ultrasound, first-trimester (11–14 weeks nuchal translucency), mid-trimester morphology, third-trimester growth scans, and third-trimester AFI/Doppler checks — alongside invasive diagnostic procedures (CVS, amniocentesis), the proprietary nest™ non-invasive prenatal test (NIPT), pre-eclampsia screening, genetic carrier screening (3-gene bulk-billed and expanded 400+ condition panels), and a gynaecological/fertility suite including pelvic ultrasound, deep infiltrating endometriosis scanning, follicle tracking, tubal patency, saline sonohysterography, and pre-IVF baseline scans.

The underlying technology stack is built around state-of-the-art GE ultrasound systems deployed across all clinic locations and the Tricefy mobile image-transfer platform for direct patient delivery of baby images. Service delivery is performed by a named specialist team of sonologists with subspecialty credentials in high-risk obstetrics and reproductive genetics (including Prof Simon Meagher, Dr Daniel Rolnik, Dr Monica Pahuja, Dr Annie Kroushev, Dr Paul Brooks, Dr Rebecca Zachariah, and Dr Carole-Anne Whigham), supported by sonographers and genetic counsellors. The clinical workflow is referral-gated — patients must present a doctor's referral to book — and is operated under a sales-led go-to-market motion anchored on medical professional referrals, supplemented by online appointment requests with a 24-hour response SLA and direct phone booking via a single 1300 number.

MUFW generates revenue on a fee-for-service basis with published out-of-pocket prices effective 1 July 2024 ranging from AUD $160 (private follicle tracking) to AUD $1,310 (tubal patency with Lipiodol), with Medicare rebates partially offsetting patient cost across most services and 3-gene carrier screening bulk-billed through Medicare. Customer segments are predominantly individual pregnant women (primary), with secondary demand from women planning pregnancy, gynaecological patients, and the referring-doctor network (GPs, obstetricians, specialists) that drives the referral funnel. The practice is privately held, Australian-domiciled, and operates under Privacy Act 1988 and Australian Privacy Principles compliance via the Monash IVF Group privacy framework.

Name

Monash Ultrasound

Legal name

Monash Ultrasound for Women

Website

https://monashultrasound.com.au

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Monash Ultrasound for Women is a Melbourne-based private prenatal diagnostic imaging practice operating six clinics across Victoria, delivering obstetric and gynaecological ultrasounds, NIPT, invasive diagnostics, and genetic screening as part of the Monash IVF Group.

Ownership category

akta.pro rank

Product category

Prenatal Diagnostic Imaging

NAICS

Diagnostic Imaging Centers (621512)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Specialty Outpatient Facilities, Nec (8093)

akta.pro primary industry

Prenatal & Maternal-Fetal Diagnostic Imaging Centers (HLAFAKAL)

Keywords

• Prenatal ultrasound services
• Obstetric diagnostic imaging
• Prenatal genetic screening
• Gynaecological ultrasound services
• Fertility diagnostic imaging

Headquarters

HQ city

Cremorne

HQ country

Australia

HQ region

Oceania

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Diagnostic Ultrasound Services: Fee-for-service diagnostic ultrasound imaging for pregnancy and gynaecological conditions. Patients pay out-of-pocket costs after Medicare rebates.
2. Prenatal Testing Services: NIPT and genetic carrier screening services provided to pregnant women and those planning pregnancy.
3. Invasive Diagnostic Procedures: CVS and amniocentesis procedures for diagnostic testing during pregnancy.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Monash Ultrasound for Women (MUFW) provides a comprehensive tertiary level prenatal diagnostic service across six clinic locations in Melbourne, Australia. Services include pregnancy ultrasounds (dating, first/second/third trimester), prenatal screening (NIPT via the proprietary nest™ test, pre-eclampsia screening, genetic carrier screening), invasive diagnostic procedures (CVS, amniocentesis), and gynaecological/fertility imaging (pelvic, endometriosis, follicle tracking, tubal patency, saline sonohysterography, pre-IVF baseline). Patients require a doctor referral and pay fee-for-service with Medicare rebates.

Product overview

Monash Ultrasound for Women (MUFW) provides a comprehensive tertiary level prenatal diagnostic service with a portfolio of prenatal screening tests (NIPT, genetic carrier screening, pre-eclampsia screening), diagnostic procedures (CVS, amniocentesis), pregnancy ultrasounds at all stages (dating, first trimester, mid trimester, third trimester), and gynaecological/fertility services (pelvic ultrasound, endometriosis scans, follicle tracking, tubal patency, saline sonohysterography, pre-IVF baseline scans). The services are delivered across six clinic locations using GE ultrasound systems and include genetic counselling and integration with Tricefy for image delivery.

Differentiator

Problem solved

Functional benefit

Brands

• nest™: Non-Invasive Prenatal Test offered by Monash Ultrasound for Women, providing pregnant women an early, accurate and personalised option for determining the risk of carrying a fetus with common genetic conditions.

Products and services

• NIPT (Nest) Non-Invasive Prenatal Testing offered through the proprietary nest™ test, providing early, accurate and personalised screening for common genetic conditions in pregnancy. MUFW was the first Victorian specialist imaging group to offer NIPT.
• Pre-eclampsia Screening Screening service to assess the risk of pre-eclampsia during pregnancy.
• Chorionic Villous Sampling (CVS) Invasive diagnostic procedure for prenatal genetic testing during pregnancy.
• Amniocentesis Invasive diagnostic procedure for prenatal genetic testing during pregnancy.
• Dating Ultrasound Early pregnancy ultrasound scan (up to 12 weeks) to establish gestational age.
• Pre NIPT Ultrasound Ultrasound scan performed prior to Non-Invasive Prenatal Testing.
• First Trimester Ultrasound Comprehensive ultrasound at 11-14 weeks including nuchal translucency assessment.
• Mid Trimester Ultrasound Morphology scan performed at 18-22 weeks to assess fetal anatomy.
• Third Trimester Ultrasound Growth and wellbeing scans in the later stages of pregnancy, including growth scan and AFI/Dopplers check.
• Pelvic Ultrasound Ultrasound imaging for gynaecological assessment.
• Deep Infiltrating Endometriosis Scan Specialised ultrasound scan for detecting deep infiltrating endometriosis, requiring bowel preparation.
• Follicle Tracking Monitoring of follicle development for fertility treatment, available for both IVF and non-IVF patients.
• Tubal Patency Assessment of fallopian tube patency for fertility evaluation.
• Saline Sonohysterography Specialised ultrasound procedure for evaluating the uterine cavity.
• Pre IVF Baseline Scan Baseline ultrasound assessment prior to IVF treatment.
• Genetic Carrier Screening Genetic testing for hundreds of genes to assess risk of having a child with genetic conditions. Available as 3-gene screening (bulk billed) or expanded screening (400+ conditions).

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability2 records

Feature3 records

Partnerships

One partnership is on record.

• GE HealthcarecoreTechnology or IntegrationMUFW clinics are equipped with state of the art GE ultrasound systems for obstetric and gynaecological imaging.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Genea: Australian fertility services provider with associated diagnostic and genetic screening capabilities. Comparable in offering IVF-prep ultrasound, fertility assessments, and genetic testing bundled with treatment services.
• Monash IVF Group: Parent company and clinical network of reproductive health services including IVF and prenatal diagnostics. Directly comparable as the operating group that owns MUFW and shares the same brand, patient ecosystem, and clinical research infrastructure.
• Virtus Health: ASX-listed fertility and IVF services provider operating multiple specialist clinics across Australia. Highly comparable business model combining fertility services with diagnostic imaging and prenatal testing, competing for the same patient and referrer base.
• Repromed: Fertility and reproductive health services provider with diagnostic ultrasound capabilities. Comparable in delivering fertility workups, IVF preparation scans, and prenatal diagnostic services across multiple Australian locations.
• Virtus Health Diagnostic Services: Diagnostic arm of Virtus Health providing day hospital, diagnostic imaging, and pathology services. Comparable as a vertically integrated fertility and prenatal diagnostics provider operating in adjacent geographic markets.

Regional players

• Flinders Fertility: Adelaide-based fertility clinic affiliated with Flinders University, offering fertility and reproductive health services. Comparable as a regional specialist combining fertility ultrasound and diagnostic procedures, competing primarily in South Australia.
• Adelaide Fertility Centre: South Australia-based fertility services provider offering IVF, ultrasound, and prenatal diagnostics. Comparable in bundled fertility and prenatal imaging service model, though primarily serves South Australia rather than Victoria.

Broad incumbents

• I-MED Radiology Network: Australia's largest radiology provider network with extensive obstetric and gynaecological imaging services. Comparable as a broader diagnostic imaging incumbent offering prenatal ultrasound and NIPT at scale across multiple locations.
• Sonic Healthcare: Global diagnostic services group operating pathology and radiology services in Australia. Comparable as a large-scale provider of NIPT (via Sonic Genetics) and obstetric imaging competing for the same patient-prep and referrer relationships.
• Healius: ASX-listed healthcare operator of diagnostic imaging (Lumus Imaging) and pathology networks. Comparable as a multi-modality diagnostic provider offering obstetric ultrasound and prenatal screening at scale across Australian capital cities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/monashultrasound
• LinkedInlinkedin.com/company/monash-ultrasound-for-women

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Monash Ultrasound