Women’s Imaging

What Women’s Imaging does

Women's Imaging is a specialist diagnostic imaging practice located at 18 Main Road, Moonah, Tasmania, Australia. It provides obstetric ultrasound, gynaecological ultrasound, breast imaging, and bone densitometry services to women across Tasmania, with patients referred primarily by GPs and specialists throughout the state. The practice is positioned as Tasmania's leading obstetric and gynaecological ultrasound specialist, holding the only SAFE (Sonographic Association for Endometriosis) accreditation in Tasmania for endometriosis scanning, with all sonographers certified by the Fetal Medicine Foundation and recognized by RANZCOG. Women's Imaging is part of the IDX Group (Integral Diagnostics) network of radiology practices, an ASX-listed Australian diagnostic imaging provider, and operates as a node alongside Radiology Tasmania, Capital Radiology, and other IDX affiliates.

The practice is built on consultant-led clinical workflows, with in-house radiologists reviewing every scan before the patient leaves. Core technology includes specialized ultrasound machines for obstetrics, gynaecology, and breast imaging, full digital mammography with half-radiation software, breast ultrasound elastography, 3D and 4D obstetric imaging, and DXA bone densitometry with fracture risk assessment. Digital infrastructure includes a Zed Technologies-powered patient portal with Quick Share image sharing and mobile apps, and a clinician portal for referrers. Strategic clinical collaborations include the Maternal Fetal Medicine Unit at the Royal Hobart Hospital, where Dr. Kristine Barnden also practices, and BreastScreen Tasmania accreditation for breast radiologists.

The business model is transaction-based and largely Medicare-funded. The practice charges fees per examination, with Medicare rebates and variable patient gap payments, and bulk billing available only for select concession groups (e.g., bone densitometry for Healthcare/concession card holders, breast imaging for over-80s). The cash-less practice only accepts card payments. Patient acquisition is consultant/referral-led, with reports delivered to referrers within 24 hours. The practice directly serves patients (pregnant women, women with gynaecological concerns, women over 35 for breast imaging, and adults 50+ for bone density) and indirectly serves referring GPs and specialists, private obstetricians and gynaecologists, and the Royal Hobart Hospital MFM Unit.

Name

Women’s Imaging

Legal name

Women's Imaging

Website

https://womensimaging.net.au

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Women's Imaging is a Tasmania-based specialist diagnostic imaging practice providing obstetric, gynaecological, breast, and bone densitometry ultrasound and mammography services to women, operating as part of the IDX Group network and serving patients referred by GPs and specialists across Tasmania.

Ownership category

akta.pro rank

Product category

Diagnostic Medical Imaging Services

NAICS

Diagnostic Imaging Centers (621512)

SIC

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

akta.pro industry

PRIMARYHLAFAJAJ

Women’s Imaging & Breast Health Centers

Healthcare & Life Sciences/Healthcare Providers & Systems/Women’s & Children’s Health Providers

SECONDARYHLAFAKAA

Radiology Imaging Centers (X-ray/CT/MRI/Ultrasound)

Healthcare & Life Sciences/Healthcare Providers & Systems/Diagnostic & Imaging Centers

SECONDARYHLAFAKAD

Breast Imaging Centers (Mammography/Tomosynthesis)

Healthcare & Life Sciences/Healthcare Providers & Systems/Diagnostic & Imaging Centers

SECONDARYHLAFAKAL

Prenatal & Maternal-Fetal Diagnostic Imaging Centers

Healthcare & Life Sciences/Healthcare Providers & Systems/Diagnostic & Imaging Centers

SECONDARYHLAHABAD

Ultrasound & Echography Systems

Healthcare & Life Sciences/Medical Devices & Diagnostics/Medical Imaging & Radiology Equipment

Keywords

• Obstetric ultrasound services
• Gynaecological imaging services
• Breast imaging diagnostics
• Bone densitometry DXA
• Diagnostic medical imaging

Headquarters

HQ city

Moonah

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Medical imaging services - Medicare billing: Diagnostic imaging services billed through Medicare with patient gap payments. Fees vary by examination type. The practice is cash-less and only accepts card payments. Some bulk billing available for concession card holders on specific services like bone densitometry and breast imaging for patients over 80.
2. Obstetric ultrasound services: Range of obstetric scans including dating scans, nuchal translucency, morphology, and growth scans with varying fee structures and Medicare rebates
3. Gynaecology imaging services: Pelvic scans, endometriosis scans, HyCoSy, sonohysterography, pelvic floor scans, and renal scans with associated Medicare billing
4. Breast imaging services: Mammography and breast ultrasound services with Medicare rebates and gap fees
5. Bone densitometry: DXA scans with bulk billing available for Healthcare/concession card holders meeting Medicare criteria

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Women's Imaging is a consultant-led specialist diagnostic imaging practice providing obstetric ultrasound, gynaecological ultrasound, breast imaging (mammography, ultrasound, biopsy), and bone densitometry services to women in Tasmania on referral from GPs and specialists. It also operates a Zed Technologies-powered Patient Portal allowing patients and clinicians to view and share imaging online.

Product overview

Women's Imaging is a specialist medical imaging practice providing diagnostic ultrasound and mammography services exclusively for women's health. The practice operates as a unified service offering rather than a platform architecture, encompassing obstetric ultrasound (dating scans, nuchal translucency screening, morphology scans, growth assessments), gynaecological scanning (pelvic, endometriosis, tubal patency HyCoSy, sonohysterography, pelvic floor, renal), breast imaging (mammography, ultrasound, elastography, biopsy, hookwire placement), and bone densitometry. Supporting the clinical services, the practice provides a Patient Portal (powered by Zed Technologies) enabling patients to view images online and share them via Quick Share codes, along with a Pregnancy Calculator tool. All imaging services are conducted using state-of-the-art equipment, with sonographers holding Fetal Medicine Foundation accreditation and specialisation in SAFE-endorsed endometriosis scanning.

Differentiator

Problem solved

Functional benefit

Products and services

• Obstetric Ultrasound Services Specialised ultrasound imaging services for pregnancy at all stages, from early dating scans through to growth and wellbeing assessments, performed by FMF-accredited sonographers using specialty obstetric ultrasound equipment with 3D/4D imaging capability.
• Dating Scan Early pregnancy ultrasound scan (~30 minutes) to confirm pregnancy dates, assess embryo location (uterine vs ectopic), determine number of embryos, and examine ovaries and kidneys.
• 12-14 Week Scan (Nuchal Translucency) First trimester screening scan (45-60 minutes) combining ultrasound measurements with blood test results to assess risk for chromosomal abnormalities (including Down syndrome) and pre-eclampsia; accredited by Fetal Medicine Foundation.
• 20 Week Morphology Scan Detailed anatomy scan (45-60 minutes) performed between 18-22 weeks to screen fetal organs, assess placental position, measure cervical length, and identify sex of baby if desired.
• 22+ Weeks Growth and Wellbeing Scan Medical growth assessment scan (up to 30 minutes) measuring fetal anatomy to monitor development, assess placental position, review prior ultrasound findings, and monitor any detected anomalies.
• Gynaecology Ultrasound Services Comprehensive gynaecological ultrasound scanning including pelvic scans, endometriosis assessment, tubal patency testing (HyCoSy), saline sonohysterography, pelvic floor scans, and renal scans, with longer-than-average scan times for thorough examination.
• Pelvic Scan Ultrasound assessment of uterus, ovaries, and pelvic structures (~45 minutes) using both transabdominal and transvaginal approaches to evaluate gynaecological concerns.
• Endometriosis Scan Specialised endometriosis assessment (45-60 minutes) performed by sonographers accredited by SAFE (Sonographic Association for Endometriosis), the only such accredited practice in Tasmania; includes transvaginal ultrasound for deep infiltrating endometriosis detection.
• Hysterosalpingo Contrast Sonography (HyCoSy) Ultrasound-based tubal patency assessment using contrast fluid (saline or ExEm foam gel) to evaluate whether fallopian tubes are open or blocked, commonly performed as part of infertility investigation.
• Saline Sonohysterography Procedure using sterile saline injection into the uterine cavity to better visualise the endometrial lining, performed to investigate abnormal bleeding, uterine masses, infertility causes, or retained products.
• Pelvic Floor Scan Specialised scan (~45 minutes) for urinary incontinence assessment including transabdominal and transvaginal ultrasound plus dedicated pelvic floor muscle assessment with real-time monitoring.
• Renal Scan Ultrasound assessment of kidneys, bladder, and pelvic region (~30 minutes) performed with full and empty bladder to evaluate kidney issues and urinary function.
• Breast Imaging Services Breast imaging including mammography with reduced radiation dose, breast ultrasound, ultrasound elastography for lesion characterisation, biopsy, fine needle aspiration, and hookwire placement for surgical localisation.
• Mammography High-definition breast X-ray imaging using state-of-the-art equipment with reduced radiation dose and enhanced cancer detection compared to standard machines.
• Breast Ultrasound Pulsed high-frequency soundwave imaging for further assessment of breast abnormalities, used for patients under 35 or for supplementary evaluation following mammography.
• Breast Biopsy / Fine Needle Aspiration Tissue sampling procedure (~30 minutes) performed under ultrasound or mammography guidance to obtain samples for pathological analysis, with results available within 48 hours.
• Hookwire Placement Pre-surgical localisation procedure (~30 minutes) placing a hookwire in breast lesions under imaging guidance to assist breast surgeons in precise lesion removal during surgery.
• Bone Densitometry (DXA) Bone density scanning using dual-energy X-ray absorptiometry (DXA) with fracture risk assessment software to calculate 10-year probability of osteoporotic fractures and hip fractures.
• Patient Portal Online platform powered by Zed Technologies enabling patients to view, access, and manage their medical images. Includes account activation via SMS/email, Quick Share functionality for sharing images with care providers, and mobile app access (iOS and Android).

Quantifiable outcome

• Reduced unnecessary biopsies through Breast Ultrasound Elastography
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• IDX Group (Integral Diagnostics)coreStrategic or Co-development PartnerWomen's Imaging is part of the IDX Group (Integral Diagnostics) family of radiology practices. IDX Group is an Australian diagnostic imaging provider listed on the ASX, operating across Australia and New Zealand through subsidiaries including Apex Radiology, Capital Radiology, Lake Imaging, and others including Radiology Tasmania.
• Radiology TasmaniacoreStrategic or Co-development PartnerWomen's Imaging operates as part of the Radiology Tasmania network, part of IDX Group. The practice recruits sonographers, radiographers and reception team members across the Women's Imaging and Radiology Tasmania network.
• Maternal Fetal Medicine Unit at Royal Hobart HospitalcoreStrategic or Co-development PartnerWomen's Imaging works closely with the Maternal Fetal Medicine Unit at the Royal Hobart Hospital, collaborating on high-risk pregnancy scanning and counselling. Dr. Kristine Barnden works at both the Royal Hobart Hospital MFM Unit and Women's Imaging.
• Private Obstetricians and GynaecologistscoreStrategic or Co-development PartnerWomen's Imaging works closely with private obstetricians and gynaecologists throughout Tasmania for patient referrals and collaborative care.
• Zed TechnologiescoreTechnology or IntegrationWomen's Imaging uses Zed Technologies' patient portal platform (Zed Patient) for online image viewing, Quick Share functionality, and patient communication. The portal is powered by Zed Technologies and includes iOS and Android mobile apps.
• BreastScreen TasmaniaminorStrategic or Co-development PartnerBreastScreen Tasmania provides screening mammograms for asymptomatic women aged 40 and above without referral. Women's Imaging refers appropriate patients and their breast radiologists are accredited with BreastScreen Tasmania.
• Rikke Kronborg (Medical Liaison Officer)minorOthersMedical Liaison Officer who assists clinicians with setting up access to patient images through radtas-online.com.au portal. Contact: M: 0429 016 671 | E: [email protected]
• Fetal Medicine FoundationminorOthersInternational organization that provides accreditation and certification for sonographers in obstetric ultrasound. Women's Imaging sonographers hold Certificates in Competence from FMF.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Sonic Healthcare: Global ASX-listed diagnostics group with Australian radiology operations. Operates as a broad incumbent across multiple diagnostic services, overlapping with Women's Imaging on obstetric ultrasound, mammography, and bone densitometry services nationally.
• Healius (formerly Primary Health Care): ASX-listed healthcare operator with a large diagnostic imaging division (Lumus Imaging). Competes with Women's Imaging in obstetric and breast imaging as part of a diversified primary care, pathology, and imaging portfolio across Australia.
• I-MED Radiology Network: Australia's largest diagnostic imaging network operating ~250 clinics. Overlaps with Women's Imaging across obstetric ultrasound, mammography, and bone densitometry, but competes as a broad incumbent rather than a women's health specialist; presence in Tasmania makes it a meaningful local competitor.

Regional players

• BreastScreen Tasmania: Government-funded screening mammography program in Tasmania where Women's Imaging's radiologists hold accreditation. Provides free breast screening to asymptomatic women aged 40+, overlapping on modality and geography but operating as a publicly funded, non-referral-based alternative.
• Royal Hobart Hospital Women's Health Services: Public hospital counterpart in Tasmania where Women's Imaging's lead clinician also practices. Competes for women's imaging demand on a public-funded basis, but Women's Imaging's specialist private model (SAFE-accredited endometriosis, FMF-accredited obstetric ultrasound) targets higher-margin private and semi-private referrals.

Direct peers

• Radiology Tasmania: Direct peer within the IDX Group operating general diagnostic imaging in Tasmania. Women's Imaging actually shares clinician recruitment and clinical infrastructure with Radiology Tasmania, making it the closest operational comparison for women's imaging services within the same parent network.
• Lake Imaging: IDX Group subsidiary in regional Victoria providing diagnostic imaging including obstetric ultrasound and breast imaging. Same parent, same referral-led GTM motion, same Medicare-dependent revenue model.
• Capital Radiology: IDX Group subsidiary offering diagnostic imaging including obstetric ultrasound and mammography across Victoria. Comparable as a sister practice operating the same referral-led model with Medicare billing and obstetric/gynaecology scanning within the same parent group.
• Apex Radiology: Another IDX Group subsidiary providing obstetric, gynaecological and women's imaging services across regional Australia. Directly comparable business model, customer mix, and modality focus under the same parent corporate umbrella.

Others

• Zed Technologies: Technology partner powering Women's Imaging's patient portal, Quick Share, and mobile apps. Not a competitor but a key adjacent ecosystem participant whose platform enables Women's Imaging's digital patient experience and image-sharing workflow.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/womensimaging18
• LinkedInlinkedin.com/company/womens-imaging

Compliance4 records

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 Women’s Imaging