Midlands Family Medicine

What Midlands Family Medicine does

Midlands Family Medicine is a private, physician-owned family medicine practice operating a single clinic at 611 West Francis Street Suite 100 in North Platte, Nebraska, providing full-spectrum outpatient and inpatient care spanning obstetrics, pediatrics, geriatrics, internal adult medicine, occupational health, and endoscopy. The practice is staffed by six physicians, four nurse practitioners, and two UNMC residency physicians, and has served families across North Platte and the surrounding region for more than 30 years. On-site diagnostic capabilities include x-ray services and a Pathology Services laboratory that delivers same-day testing and results, reducing the need for external referrals for routine work.

The business generates revenue through fee-for-service billing on most major insurance plans, augmented by occupational health services delivered through the Midlands Occupational Medicine partnership and by inpatient and surgical work routed through Great Plains Health and the North Platte Surgery Center. Patient-facing infrastructure includes online new-patient forms, a Squarespace-hosted marketing site, and an online bill pay portal, while acute care walk-in hours have been added on weeknights and weekends to capture unscheduled visits. Strategic priorities are operational rather than disruptive: extend the physician and advanced-practice provider roster, deepen hospital and residency affiliations, and modernize patient access within the constraints of a single-site rural footprint.

Name

Midlands Family Medicine

Legal name

Midlands Family Medicine

Website

https://midlandsfamilymed.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Midlands Family Medicine is a private, physician-owned family medicine practice in North Platte, Nebraska, delivering full-spectrum outpatient and inpatient care, on-site diagnostics, and occupational health to families and local employers across the surrounding rural region.

Ownership category

akta.pro rank

Product category

Family Medicine / Primary Care

SIC

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

akta.pro primary industry

Pediatrics & Adolescent Medicine Practices (HLAFAJAF)

Keywords

• Family medicine services
• Primary healthcare services
• Preventive healthcare services
• Chronic disease management
• Occupational health services

Headquarters

HQ city

North Platte

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales

Revenue model

1. Healthcare Services Revenue: The practice generates revenue through fee-for-service healthcare delivery, accepting most major insurance plans. Additional revenue streams include online bill pay for patient convenience and occupational health services for employers.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Midlands Family Medicine is a private family medicine practice in North Platte, Nebraska delivering full-spectrum outpatient and inpatient primary care for patients of all ages. Services span obstetric, pediatric, adolescent, adult, and geriatric care, including in-office diagnostics (x-ray, EKG, on-site laboratory), chronic disease management, minor surgical procedures, endoscopy, and occupational health for local employers. The practice also hosts a UNMC-affiliated family medicine residency program.

Product overview

Midlands Family Medicine is a comprehensive family healthcare practice offering a unified suite of clinical services spanning preventive care, pediatric medicine, women's health, chronic disease management, diagnostic imaging, and minor surgical procedures. The practice operates as a single integrated healthcare delivery platform with on-site laboratory and x-ray capabilities, affiliated hospital services through Great Plains Health, and educational programs through a UNMC partnership. Services range from wellness exams and immunizations to endoscopy, obstetric care, and occupational medicine, all delivered by physicians, nurse practitioners, and physician assistants at a single North Platte, Nebraska clinic location.

Differentiator

Problem solved

Functional benefit

Products and services

• Wellness and Preventive Care

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• University of Nebraska Medical Center (UNMC) Family Practice Residency ProgramcoreStrategic or Co-development PartnerMidlands Family Medicine partners with UNMC Family Practice Residency Program, hosting resident physicians who complete their final two years of training in North Platte. This partnership enables mentorship of future family medicine physicians and ensures the practice stays current with medical education standards. The residency program is part of the North Platte Rural Training Track.
• Great Plains HealthcoreStrategic or Co-development PartnerGreat Plains Health partners with Midlands Family Medicine as a host site for the UNMC residency program and as the primary hospital affiliation for inpatient and surgical services. The practice provides teaching opportunities for medical students and residents at this facility.
• North Platte Surgery CentercoreStrategic or Co-development PartnerNorth Platte Surgery Center provides surgical facility access for Midlands Family Medicine physicians, enabling procedures such as endoscopy, colonoscopy, and other outpatient surgeries not performed in the clinic setting.
• Midlands Occupational MedicineminorChannel Partner/ Reseller/ DistributorMidlands Occupational Medicine handles physicals, screenings, and injury care for local businesses on behalf of Midlands Family Medicine, providing occupational health services for employer and work-related needs.
• Great Plains PediatricsminorStrategic or Co-development PartnerPediatric specialty referral partner for residents rotating at Midlands Family Medicine.
• Great Plains Heart and Vascular CenterminorStrategic or Co-development PartnerCardiovascular specialty referral partner for residents rotating at Midlands Family Medicine.
• North Platte Orthopedic and Sports MedicineminorStrategic or Co-development PartnerOrthopedic and sports medicine specialty referral partner for residents rotating at Midlands Family Medicine.
• Valley Skin ClinicminorStrategic or Co-development PartnerDermatology specialty referral partner for residents rotating at Midlands Family Medicine.
• North Platte Foot ClinicminorStrategic or Co-development PartnerPodiatry specialty referral partner for residents rotating at Midlands Family Medicine.

Scale indicators2 records

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• VillageMD: Primary care-focused platform owned by Walgreens Boots Alliance. Comparable as a primary care delivery and physician enablement model, though operating at national scale versus Midlands' single-site, independent model.
• Privia Health: National primary care physician enablement platform supporting independent practices. Comparable as it aggregates and supports independent primary care groups, though at substantially greater scale and geographic breadth than Midlands.
• CommonSpirit Health: One of the largest U.S. nonprofit health systems with a national footprint. Comparable as a broad incumbent operating primary care clinics in many markets, representing the type of consolidator that could acquire or compete with Midlands.

Emerging players

• ChenMed: Family-owned primary care provider focused on senior patients in underserved communities. Comparable as a primary care delivery model with strong outcomes orientation, though specialized in senior care versus Midlands' full life-stage coverage.
• Oak Street Health (CVS Health): Senior-focused primary care platform owned by CVS Health. Comparable as a value-based primary care model serving complex patient populations, with overlap in chronic disease management but different demographic and urban focus.
• One Medical (Amazon One Medical): Membership-based, technology-enabled primary care platform. Comparable as a primary care delivery model, though urban-focused and serving a fundamentally different demographic and acuity mix than a rural Nebraska family medicine practice.

Others

• Aledade: Primary care physician network focused on value-based care contracting. Comparable as an enabler that partners with independent primary care practices to assume risk, potentially relevant to Midlands' future reimbursement model.

Regional players

• Nebraska Medicine: Academic health system based in Omaha, Nebraska. Comparable as a regional provider competing for primary care patients across Nebraska, with overlap in specialty referral relationships and physician training pipelines.
• Great Plains Health: Regional health system headquartered in North Platte, Nebraska. Comparable as Midlands' primary hospital partner and the dominant regional provider, representing both a partnership and a potential consolidation counterparty.

Direct peers

• The Iowa Clinic: Independent, physician-owned multi-specialty group based in the Midwest. Comparable to Midlands Family Medicine as a non-hospital-owned, multi-specialty primary care platform serving families across the region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/midlandsfamilymed
• LinkedInlinkedin.com/company/midlands-family-medicine

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Midlands Family Medicine