Eastern Bay Primary Health Alliance

What Eastern Bay Primary Health Alliance does

Eastern Bay Primary Health Alliance, now trading as Toi Manawa Alliance, is a not-for-profit Primary Health Organisation headquartered at 5 Louvain St, Whakatane, New Zealand. It serves as the designated PHO for the Te Moana a Toi (Eastern Bay of Plenty) region, supporting 35,000+ enrolled whānau (families) through a network of 10 affiliated general practices and 27 doctors, alongside community-led health services. The organisation works in partnership with iwi and mana whenua under Te Tiriti o Waitangi, and its stated framework is built on three strands — Taura Whakapapa (place and community), Taura Tangata (people and relationships), and Taura Aroha (investing with care and intent).

The organisation's core product surface is a coordinated set of primary-care and community health services rather than a single software platform. Foundational "Find" services — Find a GP, Find a Pharmacy, After-Hours and Urgent Care, and Community Services — function as a navigation layer that connects whānau to providers. Layered on this is a portfolio of support services: Dietitian Support, Health Navigators, Wellbeing Support (including long-term condition management), Stop Smoking Support (anchored by the award-winning Hāpainga programme), Counselling, and Healthcare in Schools. The Hāpainga Team received the Te Tohu Mauri Ora award at the National Tobacco Control Summit in Auckland. There is no disclosed proprietary technology stack; delivery is built around a WordPress/Rocketspark-hosted website (toimanawaalliance.org.nz) and an email newsletter, integrated operationally with regional pharmacy, GP, and after-hours networks.

Toi Manawa Alliance is funded as a Primary Health Organisation under New Zealand's government healthcare framework, receiving capitation-style revenue from district health board arrangements (now operating under Te Whatu Ora). Pricing is not publicly disclosed — services are delivered to enrolled whānau rather than sold commercially. Marketing is community-led and content-driven (website, newsletter, and blog), and distribution is regional and direct via the GP network, pharmacies, schools, and community-based service delivery. The organisation was rebranded from "Eastern Bay Primary Health Alliance" to "Toi Manawa Alliance," with Chief Executive Katarina Gordon leading the repositioning.

Name

Eastern Bay Primary Health Alliance

Legal name

Toi Manawa Alliance

Website

https://ebpha.org.nz

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Toi Manawa Alliance (formerly Eastern Bay Primary Health Alliance) is a non-profit Primary Health Organisation serving 35,000+ enrolled whānau in New Zealand's Te Moana a Toi region through 10 general practices, 27 doctors, and community-led health services including counselling, wellbeing, and stop-smoking programmes.

Ownership category

akta.pro rank

Product category

Primary Healthcare Services

NAICS

Individual and Family Services (6241), Other Individual and Family Services (62419)

SIC

Services-Health Services (8000), Services-Social Services (8300)

akta.pro primary industry

Community Health, Prevention & Health Education (BPAGACAC)

akta.pro secondary industry

Local Public Health & Human Services Administration (BPAIACAK)

Keywords

• Primary healthcare services
• Community health support
• GP enrolment services
• Wellbeing and counselling
• Smoking cessation programmes

Headquarters

HQ city

Whakatane

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Others

Revenue model

1. Government-funded healthcare services: As a Primary Health Organisation (PHO), the organization receives government funding to provide primary healthcare services to enrolled populations across the Te Moana a Toi region. Revenue is derived from district health board funding arrangements to support population health outcomes.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Eastern Bay Primary Health Alliance (trading as Toi Manawa Alliance) is the Primary Health Organisation for the Te Moana a Toi region in New Zealand, coordinating primary healthcare delivery and community-led hauora initiatives. The organisation connects enrolled whānau with a network of 10 general practices and 27 doctors, and provides access to navigation, pharmacy, after-hours urgent care, dietitian, counselling, well-being, smoking cessation (Hāpainga), and school-based health services. Core activity centres on enrolling whānau with local GPs and orchestrating a coordinated suite of community health services rather than manufacturing or selling a discrete product.

Product overview

Toi Manawa Alliance is a Primary Health Organisation serving Te Moana a Toi (Eastern Bay of Plenty), providing a coordinated suite of health services rather than a single product. The organisation operates a core directory-and-navigation platform that connects people to healthcare services including General Practice (Find a GP), pharmacy services, and after-hours urgent care. Supporting this core offering are specialized community health services including Dietitian Support, Health Navigators, Wellbeing Support, Stop Smoking Support (featuring the award-winning Hāpainga programme), Counselling, and Healthcare in Schools. The organisation works alongside general practices, health providers, iwi and communities to strengthen hauora (health and wellbeing) across the region, serving 35,000+ whānau enrolled through 10 general practices and 27 doctors.

Differentiator

Problem solved

Functional benefit

Products and services

• Find a GP A directory and enrolment service helping people find and enrol with a general practice near them across Te Moana a Toi. Aimed at whānau and individuals seeking a local GP.
• Find a Pharmacy A directory service helping people find a local pharmacy for prescriptions, health advice and support within the Te Moana a Toi region.
• After Hours and Urgent Care After-hours and urgent care service access for non-emergency medical needs outside regular GP hours for enrolled whānau in Te Moana a Toi.
• Dietitian Support Nutritional advice and dietary support services for individuals and whānau across Te Moana a Toi.
• Health Navigators Practical support helping people navigate the healthcare system and access appropriate services in Te Moana a Toi.
• Wellbeing Support Practical support for mental health, well-being and long-term health conditions for whānau and individuals.
• Stop Smoking Support (Hāpainga programme) Smoking cessation support service including the award-winning Hāpainga programme that received the Te Tohu Mauri Ora award at the National Tobacco Control Summit.
• Counselling Confidential counselling services for individuals and whānau across the Te Moana a Toi region.
• Healthcare in Schools Free health and well-being support for students delivered in school settings.
• Community Services Directory A directory of community health services available across Te Moana a Toi region for whānau and individuals.

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• General practices (10 affiliated practices)coreStrategic or Co-development PartnerNetwork of 10 general practices across Te Moana a Toi region working collaboratively with Toi Manawa Alliance to deliver primary healthcare services to enrolled whānau. General practices are integral to the PHO model and participate in coordinated care initiatives.
• Iwi and mana whenuacoreStrategic or Co-development PartnerMāori iwi and mana whenua partners in the Te Moana a Toi region, with genuine partnership governed by Te Tiriti o Waitangi. Partnership aimed at achieving Pae Ora (healthy futures) and strengthening hauora across the region through community-led initiatives.
• Local pharmaciesminorChannel Partner/ Reseller/ DistributorPartnership with local pharmacies to provide prescription services and health advice to whānau, complementing the GP network services.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• ProCare Health: Auckland-based Primary Health Organisation offering an almost identical operating model — GP network, community health programmes, and enrolment-based primary care delivery for large urban populations in Te Tamaki Makaurau.
• Te Taiwhenua o Heretaunga: Hawke's Bay iwi organisation providing whānau ora and community health services in a regional setting, with a comparable community-led, iwi-partnered primary care model.
• Tū Ora Compass Health: Wellington-region PHO delivering primary healthcare through affiliated practices and community services — directly comparable in operating model, funding structure and service breadth.
• Te Korowai Hauora o Hauraki: Hauraki-region Māori health provider offering primary healthcare, community nursing, and whānau ora services through a community-led model with strong iwi governance — closely aligned to Toi Manawa's hauora-driven approach.
• Ngāti Porou Hauora: Māori iwi-led health provider on the East Coast delivering community-led primary healthcare with Te Tiriti-aligned partnership models — closely comparable in cultural framework and regional primary care delivery.
• Pegasus Health: Large Canterbury-based Primary Health Organisation operating a similar PHO model — coordinating general practices, community health services, and iwi/provider partnerships to deliver primary healthcare to enrolled populations.
• National Hauora Coalition: Māori-led primary care entity operating as a PHO-equivalent across multiple NZ regions with whānau ora and iwi partnership models closely aligned to Toi Manawa's Te Tiriti approach.
• Compass Health: Wellington-region PHO running the same Primary Health Organisation structure — affiliated general practices, community services, health navigators, and wellbeing support for enrolled populations.

Regional players

• Think Hauora: MidCentral district PHO serving the Manawatū region with a similar primary care network and community services portfolio, including health navigation and wellbeing support programmes.
• Health Hawke's Bay: Hawke's Bay PHO delivering primary healthcare services to enrolled populations via general practices and community programmes — comparable operating model in a neighbouring region.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/Easternbayprimaryhealthalliance
• LinkedInlinkedin.com/company/eastern-bay-primary-health-alliance

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 Eastern Bay Primary Health Alliance