Pregnancy Plus

What Pregnancy Plus does

Pregnancy Plus is a private midwifery practice founded in 2018 and operated by sole practitioner Michelle Duong, an Endorsed Midwife with over 12 years of public-sector birthing unit experience and Medicare rebate eligibility. The practice delivers women-centred maternity care across the full pregnancy journey, including preconception care (with couples genetic screening), antenatal care from 20 weeks gestation, 90-minute labour and birth preparation sessions (including planned caesarean), postnatal home visits up to 6 weeks, and breastfeeding support, plus an Advanced Breastfeeding Course. There is no proprietary technology, mobile app, or telehealth platform product; service delivery is conducted face-to-face through three embedded clinic locations in South West Sydney (Liverpool, Warwick Farm, Bankstown) hosted within partner obstetrician practices, supplemented by phone or video telehealth consultations that are bulk-billed for eligible patients.

The business model is fee-for-service professional services with Medicare rebates for eligible patients and bulk billing available for telehealth. Go-to-market is referral-led through partner doctors (Dr Thi Vo, Dr Tingmin Li, Dr Vicki Chio, Dr Shakil Ahmed) and the Westmead Public Hospital Midwifery Shared Care program, augmented by direct booking via phone, email, and a website enquiry form, with light social media presence on Facebook and Pinterest serving as top-of-funnel awareness. Revenue is not publicly disclosed.

The customer base is primarily pregnant women and families in South West Sydney, segmented into three models of care: Midwifery Shared Care with Westmead Hospital (low-risk pregnancies in the Westmead catchment area), Private Patient Care (women seeing private obstetricians seeking supplementary midwifery support), and Private Midwifery Care (standalone private midwifery services). The practice is consciously small-scale, operating a single-practitioner model with no subsidiaries, no external funding, no parent company, and no disclosed ownership changes.

Name

Pregnancy Plus

Legal name

Pregnancy Plus

Website

https://pregnancyplus.com.au

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Pregnancy Plus is a sole-practitioner private midwifery practice in South West Sydney, operated by Michelle Duong, providing preconception, antenatal, labour preparation, postnatal, and breastfeeding care across three clinic locations and telehealth under Medicare-eligible fee-for-service billing.

Ownership category

akta.pro rank

Product category

Midwifery Services

NAICS

Other Ambulatory Health Care Services (6219)

SIC

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

akta.pro primary industry

Midwifery & Birth Centers (HLAFAJAC)

akta.pro secondary industries

Lactation, Postpartum & Perinatal Support Services (HLAFAJAN), Pregnancy & Prenatal Care Telehealth (OB tele-visits, prenatal monitoring) (HLALAHAC)

Keywords

• Midwifery services
• Antenatal care
• Postnatal care
• Pregnancy care
• Telehealth midwifery

Headquarters

HQ city

Bankstown

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Midwifery Services: Fee-for-service midwifery consultations including preconception, antenatal, labour preparation, postnatal, and breastfeeding support. Medicare rebates available to eligible patients making services more accessible. Bulk billing available for telehealth consultations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Pregnancy Plus is a private midwifery practice that provides antenatal, postnatal, and pregnancy care services to expecting mothers. The practice operates in-person clinics across multiple Sydney locations and offers telehealth consultations, with services delivered by an Endorsed Midwife eligible for Medicare rebates.

Product overview

Pregnancy Plus is a private midwifery practice offering a comprehensive suite of maternity care services centered around the core Pregnancy Plus brand. The practice provides a structured care pathway through its Midwifery Shared Care Program with Westmead Public Hospital for eligible low-risk patients, alongside Private Patient Care and Private Midwifery Care models for those seeking more flexible or obstetrician-led options. Individual service modules include Preconception Care (with genetic screening), Antenatal Care, Labour and Birth Preparation sessions, Postnatal Care (3-4 visits up to 6 weeks), and Breastfeeding Support. Telehealth Consultations serve as an add-on delivery channel for remote antenatal, postnatal, and breastfeeding support sessions. The practice is operated by Michelle Duong, an Endorsed Midwife eligible for Medicare rebates.

Differentiator

Problem solved

Functional benefit

Products and services

• Antenatal Care Pre-birth pregnancy care consultations and monitoring delivered by an Endorsed Midwife, with Medicare rebate eligibility for eligible patients. Available in-person at clinic locations and via telehealth.
• Postnatal Care Post-birth care and support for new mothers, delivered by an Endorsed Midwife. Available in-person at clinic locations and via telehealth.
• Pregnancy Care Comprehensive pregnancy care services delivered by an Endorsed Midwife across the full pregnancy journey, with Medicare rebate eligibility. Available in-person at clinic locations and via telehealth.
• Telehealth Midwifery Consultations Remote antenatal, postnatal, and pregnancy care consultations delivered by an Endorsed Midwife via telehealth, providing flexible access for patients.

Named customers3 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Westmead Public HospitalcoreStrategic or Co-development PartnerAccredited Midwife for Antenatal Shared Care at Westmead public hospital. Michelle Duong can see women with low-risk pregnancies in the Westmead catchment area. She works in collaboration with the hospital to provide optimal care, with ability to refer patients back to hospital if issues arise. Birth is attended by midwives in Westmead birthing unit.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Market position

Strengths4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PPMidwife
• Pinterestpinterest.com/pregnancyplus

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Pregnancy Plus