Women's Health Melbourne
Women's Health Melbourne is a private boutique women's health clinic in Melbourne, Australia, founded by CREI-certified fertility specialist Dr Raelia Lew, offering fertility treatments, gynaecology, menopause care, endocrinology, and integrative medicine across two locations with telehealth support.
- Company typePrivate
- Founded2016
- HeadquartersCaulfield North, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Women's Health Melbourne does
Women's Health Melbourne (WHM) is a private, boutique women's health practice based in Melbourne, Australia, structured as The Trustee for Women's Health Melbourne Unit Trust and founded by CREI board-certified fertility specialist Dr Raelia Lew. The practice operates from two Melbourne locations (Collingwood and Caulfield), both co-located with Melbourne IVF laboratories, and delivers a comprehensive women's health service spanning fertility treatments (IVF, ICSI, IUI, ovulation induction, egg freezing, PGT, donor conception), gynaecology (cervical screening, endometriosis, pelvic pain, laparoscopic and cosmetic gynaecology), menopause and perimenopausal care, endocrinology, Chinese medicine and acupuncture, and an antenatal shared care program with Sandringham Public Hospital.
WHM is led by a multidisciplinary team of approximately seven practitioners covering fertility, gynaecology, obstetrics, medical oncology, gastroenterology, endocrinology, and integrative Chinese medicine. The practice generates revenue through private billing for consultations and procedures, with a $100 deposit required to confirm bookings and a $35 fee for reissued documentation; patients access Medicare rebates and private health insurance rebates for eligible services, while the IVF laboratory component of each cycle is billed through Melbourne IVF. Ancillary revenue is produced by the Ellechemy sub-brand of intimate wellness lubricants and moisturisers sold via ellechemy.com.au, and brand reach is extended through the Knocked Up podcast on Spotify and Apple Music, an active blog, and Instagram presence under Dr Lew and the podcast brand.
Patient acquisition is a direct-to-consumer mix of GP referrals, website and blog discovery, podcast listenership, social media, and word of mouth, supported by telehealth delivery via Skype and Zoom. The practice's competitive positioning rests on CREI subspecialist credentials, Dr Lew's dual role as W.H.M Director and Melbourne IVF Medical Director, her lead authorship of Australasian elective egg freezing guidelines, and the operational integration with Melbourne IVF for assisted reproductive technology procedures.
Women's Health Melbourne firmographics
Firmographics- Name
- Women's Health Melbourne
- Legal name
- The Trustee for Women's Health Melbourne Unit Trust
- Website
- https://womenshealthmelbourne.com.au
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Women's Health Melbourne is a private boutique women's health clinic in Melbourne, Australia, founded by CREI-certified fertility specialist Dr Raelia Lew, offering fertility treatments, gynaecology, menopause care, endocrinology, and integrative medicine across two locations with telehealth support.
- Ownership category
- akta.pro rank
Women's Health Melbourne industry classification
Industry- Product category
- Women's Health and Reproductive Medicine Services
- NAICS
- Offices of Physicians (except Mental Health Specialists) (621111), Offices of Other Health Practitioners (6213)
- SIC
- Services-Offices & Clinics Of Doctors Of Medicine (8011)
- akta.pro industry
- Fertility, Reproductive Endocrinology & IVF CentersGynecology (General Non-Obstetric Care)Menopause & Midlife Women’s HealthFertility & Reproductive Endocrinology Telehealth (IVF/IUI, infertility evaluation)Healthcare & Life Sciences/Telehealth Platforms/Women’s & Family Health Telehealth Platforms (fertility, pregnancy, pediatrics)Male Reproductive & Sexual Medicine (Andrology)
Keywords
Where Women's Health Melbourne is headquartered
LocationHeadquarters
- HQ city
- Caulfield North
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Women's Health Melbourne business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Medical Consultations and Treatments: Private billing medical practice where fees are paid at the time of consultation. Consultation fees are discussed upon contact with staff. Treatment planning appointments are billed separately from IVF cycle fees. The practice provides transparent billing schedules in advance of every treatment to ensure financial consent.
- Medicare Rebates: Medicare rebates help cover some healthcare costs for eligible services including outpatient specialist appointments, fertility treatments (IVF, assisted reproductive treatments, oocyte cryopreservation when performed for medical reasons), pathology tests, diagnostic imaging, pregnancy ultrasounds, and pregnancy counselling.
- Private Health Insurance Rebates: Private health insurance rebates cover day hospital expenses not covered by Medicare, including surgeries conducted in private hospital settings and IVF treatments. Patients with private health insurance have reduced out-of-pocket costs for procedures.
- Product Sales (Ellechemy): Ellechemy intimate wellness products (lubricants and moisturisers) developed by Dr Raelia Lew, sold through the Ellechemy website and potentially through the WHM practice.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Per occurrence | Consultation fees - private billing |
| Unit Pricing | Per occurrence | Documentation reissuance fee |
| Subscription | Per occurrence | Medicare rebatable services |
| Subscription | Per occurrence | Private health insurance coverage |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Women's Health Melbourne product offering
Product offeringCore offering
Women's Health Melbourne is a private holistic women's health practice delivering fertility treatments (IVF, egg freezing, ICSI, IUI, ovulation induction, donor conception, PGT), gynaecology (cervical screening, endometriosis, pelvic pain, laparoscopic and cosmetic gynaecology, labiaplasty), menopause and perimenopause management, endocrinology, Chinese medicine and acupuncture, and antenatal shared care. The practice provides both in-person consultations at two Melbourne locations and telehealth consultations, with advanced ART laboratory work delivered through Melbourne IVF.
Product overview
Women's Health Melbourne is a holistic women's health practice offering a comprehensive range of medical services spanning fertility (IVF, egg freezing, ICSI, ovulation induction, IUI, donor conception), gynaecology (treatment of endometriosis, pelvic pain, menstrual problems, laparoscopic surgery, cosmetic gynaecology), menopause management, endocrinology (PCOS, thyroid disorders, diabetes), and Chinese medicine/acupuncture. The practice provides both in-person consultations and telehealth services via Skype and Zoom, with procedures performed at partner facilities. Additional offerings include the Ellechemy intimate wellness sub-brand (lubricants), the Knocked Up educational podcast, and an Antenatal Shared Care Program for patients choosing private antenatal care with public hospital delivery.
Differentiator
Problem solved
Functional benefit
Brands
- Ellechemy: A range of intimate moisturisers and lubricants formulated and developed by Fertility Specialist Dr Raelia Lew and Jordi Morrison. The products are medically designed to enhance pleasure and address specific intimacy issues for women in all stages of life.
Products and services
- IVF (In-Vitro Fertilization) Treatment Personalised IVF treatment led by CREI Board Certified Fertility Specialist Dr Raelia Lew, with full cycle management and IVF laboratory procedures delivered through Melbourne IVF; assists couples and individuals to start a family.
- Egg Freezing Complete egg freezing cycle using modern vitrification methods, led by Dr Raelia Lew who is lead author of the current Australasian Guidelines on elective egg freezing; maximises treatment success for elective and medical fertility preservation.
- Fertility Services Comprehensive fertility care including ICSI, ovulation induction, IUI, andrology and male fertility specialists, assisted parenthood for singles, PCOS care, preconception genetic screening, PGT and advanced embryo selection, secondary infertility care, and donor conception.
- Gynaecology Services Full suite of gynaecological services from cervical screening and pelvic pain treatment to minimally invasive surgery and cosmetic gynaecology, including menstrual problems, endometriosis, contraception, miscarriage care, laparoscopic surgery, and labiaplasty.
- Menopause Management Preventative menopausal and perimenopausal care including hormonal and non-hormonal therapies, early ovarian insufficiency care, HRT, and well-woman care for women transitioning through menopause.
- Endocrinology Services Specialist endocrinology covering PCOS, osteoporosis, menopause, diabetes (including gestational diabetes), and thyroid disorder management at all life stages including preconception and pregnancy.
- Chinese Medicine and Acupuncture Specialised Chinese medicine and acupuncture treatments focused on fertility and long-term wellbeing, individually tailored and addressing male and female reproductive health, fertility, and pregnancy care.
- Antenatal Shared Care Program Integrative antenatal care for patients who wish to attend antenatal visits privately before planned delivery in a public hospital; currently offered for patients giving birth at Sandringham Public Hospital, led by Dr Tzippora Ben-Harim.
- Telehealth Consultations Virtual consultations delivered via Skype and Zoom, providing convenience for Melbourne-based patients and access to specialist fertility care for non-metropolitan patients; Medicare benefits may apply with a valid GP referral.
- Hysteroscopy Short day procedure performed under general anaesthetic; diagnostic hysteroscopy uses a small telescope for direct visualisation of the uterine cavity, and operative hysteroscopy may correct uterine abnormalities.
- Laparoscopy Minimally invasive gynaecological surgery performed under general anaesthetic by two experienced gynaecologists for examination and treatment of conditions such as endometriosis.
- Emergency Contraception Emergency contraception options including the morning after pill (effective up to 72 hours) and copper IUD (effective within 5 days) for preventing pregnancy after unprotected intercourse.
- Ellechemy Lubricant and Moisturiser Medically designed intimate moisturisers and lubricants formulated by Dr Raelia Lew and Jordi Morrison to enhance pleasure and address specific intimacy issues for women in all stages of life; sold direct via ellechemy.com.au.
- Knocked Up Podcast Educational podcast covering fertility, pregnancy, and women's health topics, hosted by Dr Raelia Lew and Jordi Morrison; available on Apple Music and Spotify.
Quantifiable outcome
- Average IVF cycle collects 10-12 eggs; expect 2-3 blastocysts to develop for transfer or vitrification
- +2 more outcomes
Companies that use Women's Health Melbourne
Customer profileSegments6 records
Ideal customer profiles6 records
Women's Health Melbourne technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature4 records
Women's Health Melbourne partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Melbourne IVFcoreWomen's Health Melbourne works in close collaboration with Melbourne IVF. Dr Raelia Lew serves as Medical Director of Melbourne IVF while also being the founder and Director of Women's Health Melbourne. The Collingwood WHM clinic is located within Melbourne IVF's 36 Wellington Street Precinct. WHM provides fertility planning and consultation services while Melbourne IVF handles all IVF laboratory procedures, egg retrieval, embryo transfer, and related cycle treatments. The two teams work closely together with daily communication to coordinate patient care.
Recent moves6 records
Expansion highlights5 records
Women's Health Melbourne competitors and assessment
Company assessmentBroad incumbents
- Genea:
- Monash IVF: Monash IVF is one of Australia's largest fertility clinic groups with multiple sites across Victoria and interstate, offering IVF, egg freezing, and gynaecology services. It competes directly with WHM in Melbourne while operating at significantly greater scale and geographic breadth.
- Virtus Health: Virtus Health operates a national network of fertility clinics (including IVFAustralia, Queensland Fertility Group, Melbourne-based TasIVF) and offers the same core ART services as WHM plus day hospitals. It is a major incumbent competitor with significantly greater scale and capital resources.
Direct peers
- Melbourne IVF: Melbourne IVF is the co-located ART laboratory partner of WHM and shares clinical leadership through Dr Raelia Lew. It provides the full IVF cycle, embryology, and PGT services that WHM plans for, making it both a strategic partner and a direct service peer in the Melbourne fertility market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Women's Health Melbourne social profiles
Digital presenceWomen's Health Melbourne compliance and trust
Trust signalCompliance1 record
Women's Health Melbourne financial estimates
Financial estimateRevenue estimate
Valuation estimate
Women's Health Melbourne leadership team
Management profileNumber of profiles
Profiles7 records
Women's Health Melbourne funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Women's Health Melbourne M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Women's Health Melbourne
What does Women's Health Melbourne do?
Women's Health Melbourne is a private holistic women's health practice delivering fertility treatments (IVF, egg freezing, ICSI, IUI, ovulation induction, donor conception, PGT), gynaecology (cervical screening, endometriosis, pelvic pain, laparoscopic and cosmetic gynaecology, labiaplasty), menopause and perimenopause management, endocrinology, Chinese medicine and acupuncture, and antenatal shared care. The practice provides both in-person consultations at two Melbourne locations and telehealth consultations, with advanced ART laboratory work delivered through Melbourne IVF.
Is Women's Health Melbourne a public or private company?
Women's Health Melbourne is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Women's Health Melbourne founded?
Women's Health Melbourne was founded in 2016. It employs 11 to 50 people.
Where is Women's Health Melbourne based?
Women's Health Melbourne is headquartered in Caulfield North, Australia, in the Oceania region.
How does Women's Health Melbourne make money?
Four revenue lines are on record. Medical Consultations and Treatments are the primary driver. The others are medicare Rebates, private Health Insurance Rebates and product Sales (Ellechemy).
Who are Women's Health Melbourne's main competitors?
Broad incumbents on record are Genea, Monash IVF and Virtus Health. Melbourne IVF is listed as a direct peer.
Does Women's Health Melbourne have an API?
No public API is recorded for Women's Health Melbourne.
What industry is Women's Health Melbourne in?
Women's Health Melbourne's product category is Women's Health and Reproductive Medicine Services. Its primary akta.pro industry code is HLAFAJAD, Fertility, Reproductive Endocrinology & IVF Centers, with a secondary code of HLAKAJAL, Gynecology (General Non-Obstetric Care). Its NAICS code is 621111 and its SIC code is 8011.