Bay Radiology
Bay Radiology is a New Zealand regional diagnostic imaging provider operating 10 clinics across the Bay of Plenty region, offering MRI, CT, X-ray, ultrasound, mammography, PET-CT, bone density, and interventional radiology services via referral-based and self-pay channels, operating as a subsidiary of the RHCNZ Medical Imaging Group.
- Company typePrivate
- Founded-
- HeadquartersTauranga, New Zealand
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Bay Radiology does
Bay Radiology is a regional diagnostic imaging provider operating 10 clinics across the Bay of Plenty region of New Zealand, delivering a comprehensive range of medical imaging services including X-ray, ultrasound (including pregnancy ultrasound), MRI, CT scans (including CT Calcium Score and CT Colonography), PET-CT, mammography with 3D tomosynthesis, bone density (DEXA), interventional procedures, and immigration X-rays. The company operates as a subsidiary brand within RHCNZ Medical Imaging Group, one of New Zealand's leading radiology networks that also encompasses Auckland Radiology, ARG Te Tai Tokerau, and Pacific Radiology; cross-referral relationships with these sister brands extend reach outside the Bay of Plenty catchment.
The technology stack pairs GE Pristina Via mammography hardware with tomosynthesis imaging across multiple sites, IntelePACS for secure referrer image and report access (with multi-factor authentication and access auditing), an AWS-hosted encrypted data and image storage layer, and a myImaging patient portal with online booking. IANZ accreditation underpins compliance, and BreastScreen Aotearoa participation anchors a portion of breast imaging volume.
Revenue is generated fee-for-service across individual patients (self-pay), health-insurer-funded scans (including Southern Cross with prior approval), and ACC (Accident Compensation Corporation) accident-related claims. The go-to-market is sales-led and referral-driven: GPs, specialists, physiotherapists, osteopaths, and chiropractors generate the majority of scan volume via the referrer portal, with self-referral permitted only for breast screening mammograms and Bone Density scans under specified conditions. Distribution is purely regional (Bay of Plenty), with no disclosed international footprint.
Bay Radiology firmographics
Firmographics- Name
- Bay Radiology
- Legal name
- Bay Radiology Limited
- Website
- https://bayradiology.co.nz
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Bay Radiology is a New Zealand regional diagnostic imaging provider operating 10 clinics across the Bay of Plenty region, offering MRI, CT, X-ray, ultrasound, mammography, PET-CT, bone density, and interventional radiology services via referral-based and self-pay channels, operating as a subsidiary of the RHCNZ Medical Imaging Group.
- Ownership category
- akta.pro rank
Bay Radiology industry classification
Industry- Product category
- Diagnostic Medical Imaging
- NAICS
- Diagnostic Imaging Centers (621512)
- SIC
- Services-Health Services (8000)
- akta.pro primary industry
- Radiology Imaging Centers (X-ray/CT/MRI/Ultrasound) (HLAFAKAA)
- akta.pro secondary industries
- Breast Imaging Centers (Mammography/Tomosynthesis) (HLAFAKAD), Advanced Imaging & Specialty Radiology Centers (PET/CT, Nuclear Medicine, Interventional Radiology) (HLAFAKAB), Women’s Imaging & Breast Health Centers (HLAFAJAJ)
Keywords
Where Bay Radiology is headquartered
LocationHeadquarters
- HQ city
- Tauranga
- HQ country
- New Zealand
- HQ region
- Oceania
Offices11 records
Markets served
Bay Radiology business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales
Revenue model
- Medical Imaging Services: Fee-for-service model for radiology imaging procedures including MRI, CT scans, X-rays, ultrasounds, mammography, and other diagnostic scans. Patients may self-pay, use health insurance, or access through ACC claims.
- ACC-funded Services: Treatment and imaging services provided as part of ACC (Accident Compensation Corporation) claims for sports injuries and workplace accidents.
- Health Insurance Billing: Services facilitated through health insurers including Southern Cross, with prior approval processes for eligible members.
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Bay Radiology product offering
Product offeringCore offering
Bay Radiology operates 10 clinics across the Bay of Plenty region of New Zealand providing diagnostic medical imaging services including X-ray, ultrasound, MRI, CT scan, PET-CT, mammography with 3D tomosynthesis, bone density (DEXA), CT calcium score, CT colonography, interventional radiology, and immigration X-ray services. The company serves individual patients, medical referrers, and ACC claimants through its online booking platform, myImaging patient portal, and IntelePACS referrer portal.
Product overview
Bay Radiology provides a comprehensive range of medical imaging services across the Bay of Plenty region of New Zealand through a network of 10 clinics. The offering is organized as a unified radiology practice with multiple imaging modalities including X-ray, Ultrasound, MRI, CT Scan, PET-CT, Breast Imaging, and Bone Density services. The company also offers specialized services such as Pregnancy Ultrasound, CT Colonography, Immigration X-ray, Interventional Services, and Screening Services. Recent investments include GE Pristina Via mammography machines and 3D tomosynthesis technology. Patients access services through an online booking system and the myImaging patient portal, while referrers use the IntelePACS system for image access and reporting.
Differentiator
Problem solved
Functional benefit
Products and services
- X-ray Diagnostic X-ray imaging service using minimal radiation doses for safe imaging of bones and internal structures. Available across Bay Radiology clinics in the Bay of Plenty region.
- Ultrasound Non-invasive imaging service using sound waves to create images of organs and tissues, considered safe for all patients.
- Pregnancy Ultrasound Specialized ultrasound scanning service for pregnant women, considered safe with no known harmful effects on mother or baby. Performed by experienced sonographers.
- MRI Magnetic Resonance Imaging service using a magnetic field and advanced software to provide detailed images of internal organs and tissues without radiation.
- CT Scan Computed Tomography scanning service providing detailed cross-sectional images of the body.
- CT Calcium Score Specialized CT scan that measures calcified plaque in coronary arteries to assess heart disease risk.
- CT Colonography Advanced CT-based screening for colon cancer using 3D imaging of the colon.
- Breast Imaging Comprehensive breast imaging services including mammography and tomosynthesis for early detection of breast conditions, including BreastScreen Aotearoa participation.
- Breast Tomosynthesis (3D Mammography) 3D mammography technology providing enhanced imaging of breast tissue, particularly beneficial for patients with dense breast tissue. Expanded across all mammography sites in November 2025.
- PET-CT Positron Emission Tomography combined with CT scanning for detailed imaging of metabolic activity and structure.
- Bone Density (DEXA) Dual-energy X-ray absorptiometry (DEXA) scanning to measure bone mineral density and diagnose osteoporosis. Self-referral available under specific conditions.
- Immigration X-ray Medical imaging services specifically for immigration medical examinations as part of visa and residency requirements.
- Interventional Services Minimally invasive image-guided procedures for diagnosis and treatment of various conditions.
- Screening Services Preventive health screening imaging services to detect conditions before symptoms develop.
- GE Pristina Via Mammography Advanced mammography technology with ergonomic design that enhances patient comfort, delivers exceptional image quality even for dense breast tissue, and maintains outstanding clarity across all breast thicknesses. Installed at Papamoa and Mount Maunganui branches in November 2025.
Quantifiable outcome
- Expanded 3D mammography access to 17th Avenue, Mount Maunganui, Papamoa, and Whakatane locations
- +1 more outcomes
Companies that use Bay Radiology
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Bay Radiology technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Bay Radiology partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Sports Medicine New ZealandcoreRenewed long-standing partnership supporting Sports Medicine New Zealand in leading education and collaboration in sport and exercise medicine. Provides specialized radiology services for sports injuries to athletes in the Bay of Plenty region.
- Triathlon New ZealandcoreThree-year partnership extension as part of RHCNZ's commitment to Triathlon New Zealand. Provides athletic healthcare imaging services for triathletes.
- Auckland RadiologyminorTrusted partner providing care across Aotearoa New Zealand for patients seeking imaging services outside Bay Radiology's regional coverage.
- Pacific RadiologyminorTrusted partner providing care across Aotearoa New Zealand for patients seeking imaging services outside Bay Radiology's regional coverage.
- RHCNZ Medical Imaging GroupcoreParent organization - one of New Zealand's leading radiology providers delivering imaging services through brands including Auckland Radiology, ARG Te Tai Tokerau, Bay Radiology, and Pacific Radiology. Bay Radiology operates as a regional brand under this group.
- GE HealthcarecoreTechnology partner providing GE Pristina Via mammography machines installed at Papamoa and Mount Maunganui branches. Provides applications specialist support for mammography technology.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Bay Radiology competitors and assessment
Company assessmentDirect peers
- Canopy Imaging: New Zealand diagnostic imaging provider with multiple sites offering MRI, CT, and other modalities. Comparable as a multi-site regional radiology competitor in the broader NZ market.
- Auckland Radiology: Sister brand under RHCNZ Group Limited providing diagnostic imaging services across the Auckland region. Operates the same multi-modality model (X-ray, CT, MRI, ultrasound, mammography) and is the most direct comparable in product offering and customer base.
- Pacific Radiology: Another sibling brand within RHCNZ Group, providing diagnostic imaging across multiple New Zealand regions. Direct competitor in the multi-site radiology space with overlapping modality coverage and referrer-driven GTM.
- ARG Te Tai Tokerau: Northern New Zealand radiology brand under RHCNZ Group, offering comparable imaging modalities and serving a similar referrer base. Directly comparable in operating model and scale within the same parent group.
- Mercy Radiology: Auckland-based diagnostic imaging provider offering X-ray, MRI, CT, ultrasound, mammography, and interventional services. Operates a similar multi-modality, referral-based model and is a national competitor outside of RHCNZ.
Broad incumbents
- I-MED Radiology Network: Australia's largest diagnostic imaging network with hundreds of clinics across Australia. Operates a virtually identical multi-modality, referrer-driven model at far greater scale, making it a benchmark for unit economics and operating leverage.
- Sonic Healthcare: Global diagnostics and radiology operator providing imaging and pathology services. Comparable as a bro
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Bay Radiology social profiles
Digital presenceBay Radiology financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bay Radiology leadership team
Management profileNumber of profiles
Profiles1 record
Bay Radiology funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bay Radiology 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 Bay Radiology
What does Bay Radiology do?
Bay Radiology operates 10 clinics across the Bay of Plenty region of New Zealand providing diagnostic medical imaging services including X-ray, ultrasound, MRI, CT scan, PET-CT, mammography with 3D tomosynthesis, bone density (DEXA), CT calcium score, CT colonography, interventional radiology, and immigration X-ray services. The company serves individual patients, medical referrers, and ACC claimants through its online booking platform, myImaging patient portal, and IntelePACS referrer portal.
Is Bay Radiology a public or private company?
Bay Radiology is a private company. It is classified as corporate owned and is currently operating.
When was Bay Radiology founded?
Bay Radiology was founded in -1. It employs 11 to 50 people.
Where is Bay Radiology based?
Bay Radiology is headquartered in Tauranga, New Zealand, in the Oceania region.
How does Bay Radiology make money?
Three revenue lines are on record. Medical Imaging Services are the primary driver. The others are ACC-funded Services and health Insurance Billing.
Who are Bay Radiology's main competitors?
Direct peers on record are Canopy Imaging, Auckland Radiology, Pacific Radiology, ARG Te Tai Tokerau and Mercy Radiology. Broad incumbents are I-MED Radiology Network and Sonic Healthcare.
Does Bay Radiology have an API?
No public API is recorded for Bay Radiology.
What industry is Bay Radiology in?
Bay Radiology's product category is Diagnostic Medical Imaging. Its primary akta.pro industry code is HLAFAKAA, Radiology Imaging Centers (X-ray/CT/MRI/Ultrasound), with a secondary code of HLAFAKAD, Breast Imaging Centers (Mammography/Tomosynthesis). Its NAICS code is 621512 and its SIC code is 8000.