Women's Obstetric and Gynaecology Specialists

What Women's Obstetric and Gynaecology Specialists does

Women's Obstetric and Gynaecology Specialists (WOGS) is a private specialist medical practice in Parkville, Melbourne, founded in 1998 by three female specialists as a pioneering shared-call group obstetric model. The practice employs ten staff: six female FRANZCOG-qualified obstetricians and gynaecologists (Dr Philippa Costley, Dr Lauren De Luca, Dr Jenny Dowd, Dr Kym Jansen, Dr Charlotte Reddington, and Dr Kimberley Norton-Old), three midwives, a practice manager, and reception staff. Services are delivered from rooms co-located above the Royal Women's Hospital, with all deliveries performed exclusively at Frances Perry House, a fully accredited private obstetric and surgical hospital co-located with the public hospital. The core offering comprises obstetric care (24-hour consultant availability, antenatal care, delivery, and six-week postnatal care) and gynaecological services covering menstrual disorders, endometriosis, ovarian cysts, PCOS, fibroids, pelvic organ prolapse, incontinence, contraception, fertility, and menopause.

The practice operates a small technology footprint appropriate to a private specialist clinic: secure electronic medical records with role-based access controls, electronic appointment scheduling, telehealth, and AI-assisted administrative tools (automated consultation transcription, AI triage and scheduling, and AI chatbots) governed by an explicit privacy framework with mandatory human review. There are no mobile apps, public APIs, or proprietary software products. Service expansion has come through partnerships rather than technology build: a March 2024 exclusive postnatal care program with Maternal and Infant Wellbeing Melbourne (massage, sleep and settling, Pilates, baby carrying) and a fertility services collaboration with Number One Fertility for preconception care, ovulation induction, IUI, and egg freezing.

WOGS generates revenue through professional services billing on a fee-for-service basis. Patients access obstetric services via direct phone booking, while gynaecology requires a valid GP referral triaged by the relevant consultant. Consultation fees apply with Medicare rebates available with referral, and private health insurance is required for obstetric care and hospital-based procedures at Frances Perry House. Pricing is not publicly disclosed. Patient acquisition relies on GP and specialist referral networks, the Frances Perry House co-location, and word-of-mouth; the practice maintains a content-led website with patient education materials. The business is privately held by its specialist doctors, with no institutional or external investment identified.

Name

Women's Obstetric and Gynaecology Specialists

Legal name

Women's Obstetric and Gynaecology Specialists

Website

https://womensogs.com.au

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

WOGS is a private specialist obstetrics and gynaecology practice in Melbourne, founded in 1998, with six female specialists delivering 24-hour consultant obstetric care at Frances Perry House and offering gynaecology, fertility, and postnatal services.

Ownership category

akta.pro rank

Product category

Obstetrics and Gynaecology Healthcare Services

NAICS

Offices of Physicians (except Mental Health Specialists) (621111), Family Planning Centers (621410)

SIC

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

akta.pro industry

PRIMARYHLAKAJAA

General Obstetrics (Prenatal/Antepartum Care)

Healthcare & Life Sciences/Specialist Medical Practice/Obstetrics & Gynecology (OB/GYN)

SECONDARYHLAFAJAA

Obstetrics & Gynecology (OB/GYN) Clinics

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

SECONDARYHLAKAJAG

Family Planning & Contraception (Including Abortion Care)

Healthcare & Life Sciences/Specialist Medical Practice/Obstetrics & Gynecology (OB/GYN)

Keywords

• Obstetric care services
• Gynaecology consultations
• Antenatal care programs
• Minimally invasive gynaecological surgery
• Private maternity services

Headquarters

HQ city

Parkville

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Obstetric Services: Private obstetric care including antenatal consultations, delivery at Frances Perry House, and postnatal care. Patients require private health insurance for obstetrics. Consultation fees apply with Medicare rebates available with GP referral.
2. Gynaecology Services: Consultations and procedures for gynaecological conditions including in-office procedures, hysteroscopies, laparoscopic surgery, and hysterectomies. Private health insurance required for operations at Frances Perry House.
3. Postnatal Care Program: Exclusive postnatal care program in collaboration with Maternal and Infant Wellbeing Melbourne offering care packages including Luxury Day Stay Experience, Mummy and Me massage, sleep and settling consultations, Pilates classes, and baby carrying consultations.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

WOGS is a private specialist group medical practice that provides obstetric care (pregnancy management, delivery at Frances Perry House, antenatal and postnatal care up to six weeks) and gynaecological services (consultations and surgical treatment for conditions such as endometriosis, fibroids, PCOS, ovarian cysts, menstrual disorders, pelvic organ prolapse, incontinence, contraception, fertility, and menopause). Services are delivered by six female specialist obstetricians/gynaecologists and a midwife team at rooms co-located above the Royal Women's Hospital and Frances Perry House in Parkville, Melbourne.

Product overview

Women's Obstetric and Gynaecology Specialists (WOGS) is a private medical practice established in 1998, offering a unified suite of women's health services. The core offerings consist of obstetric services and gynaecological services, supplemented by patient education modules (including antenatal classes and educational videos), a postnatal care program (offered in partnership with Maternal and Infant Wellbeing Melbourne), and fertility services (provided through Number One Fertility). All services are delivered by a team of female obstetricians and gynaecologists at their rooms co-located at Frances Perry House in Parkville, Victoria.

Differentiator

Problem solved

Functional benefit

Products and services

• Obstetric Services Specialist obstetric care including 24-hour access to consultant obstetricians, delivery at Frances Perry House, antenatal appointments from approximately 8 weeks of pregnancy, and postnatal care up to six weeks after birth. Designed for pregnant women in Melbourne and Victoria seeking private specialist-led maternity care.
• Gynaecological Services Comprehensive gynaecological care covering abnormal menstrual bleeding, endometriosis, ovarian cysts, PCOS, fibroids, pelvic organ prolapse, incontinence, contraception, fertility, and menopausal symptoms. Includes consultations and surgical procedures such as in-office procedures, hysteroscopies, laparoscopic surgery, and hysterectomies. Services require a valid GP referral and are performed at Frances Perry House.
• Postnatal Care Program Exclusive postnatal care program offered in collaboration with Maternal and Infant Wellbeing Melbourne including the Luxury Day Stay Experience, Mummy and Me massage, online and in-clinic sleep and settling consultations, Private Mum and Bub Pilates classes, and Baby Carrying Consultations. Available to WOGS postnatal patients.
• Fertility Services Fertility services delivered through a collaboration with Number One Fertility including preconception care, fertility assessments, ovulation induction, intrauterine insemination (IUI), and egg freezing for fertility preservation. Provided by Dr Kimberley Norton-Old for women seeking specialist fertility care.

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• Frances Perry HousecoreStrategic or Co-development PartnerFrances Perry House is a fully accredited private obstetric and surgical hospital co-located with the Royal Women's Hospital. All WOGS patients are delivered exclusively at Frances Perry House, providing access to specialist and emergency services. The partnership provides WOGS patients with private hospital rooms, 24-hour anaesthetists and paediatricians, and comprehensive postnatal support including lactation consultants.
• Maternal and Infant Wellbeing MelbournecoreStrategic or Co-development PartnerCollaboration partner for WOGS postnatal care program launched March 2024. Offers exclusive care packages including Luxury Day Stay Experience, Mummy and Me massage, online/in-clinic sleep and settling consultations, Private Mum and Bub Pilates classes, and Baby Carrying Consultations.
• The Royal Women's HospitalcoreStrategic or Co-development PartnerWOGS rooms are co-located above the Royal Women's Hospital. WOGS doctors hold consultant positions at the hospital and work in public clinics, operating theatres, mentoring and training the next generation of O&G specialists. In emergencies, WOGS has access to hospital facilities including operating theatres, paediatric staff, pathology, radiology, and blood bank.
• Number One FertilityminorStrategic or Co-development PartnerDr Kimberley Norton-Old works with Number One Fertility offering fertility services including preconception care, fertility assessments, ovulation induction, intrauterine insemination (IUI), and egg freezing.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• Epworth HealthCare: Large Victorian private hospital group operating maternity, gynaecology and surgical services; relevant incumbent that could recruit private O&G specialists or absorb them into hospital-employed models.
• Monash IVF: ASX-listed fertility and women's health group offering IVF, fertility preservation and gynaecology across Australia; relevant because it competes with WOGS's fertility offering and is consolidating private reproductive care.
• Mercy Health (Mercy Hospital for Women): Major Victorian provider of obstetric and gynaecological services including a dedicated women's hospital; relevant as a public/private alternative provider competing for the same specialist and patient pool.
• St Vincent's Private Hospital Melbourne: Private hospital offering maternity, gynaecology and minimally invasive surgery services in Melbourne; competing admitting facility for private obstetric patients and gynaecological surgery referrals.
• City Fertility: National fertility and reproductive health network offering IUI, IVF and gynaecology services; comparable to WOGS's fertility arm and indicative of corporate-scale competition in the same women's health category.
• Genea: Australian fertility provider with full IVF, IUI and fertility preservation services plus gynaecology; overlaps with WOGS's fertility subspecialty and represents the kind of scaled platform WOGS could partner with or compete against.

Direct peers

• Melbourne Obstetric Group: Private group obstetric and gynaecology practice in Melbourne offering shared on-call specialist care and private hospital deliveries; structurally the closest analogue to WOGS's group model and patient mix.
• Number One Fertility: Melbourne fertility clinic partnered with WOGS's Dr Kimberley Norton-Old; directly comparable on fertility services delivery and shares the same patient pipeline.

Others

• Frances Perry House: The private obstetric and surgical hospital co-located with the Royal Women's Hospital where all WOGS deliveries occur; partner and channel rather than competitor, but defines the practice's service envelope and economics.
• Royal Women's Hospital: Public tertiary women's hospital where WOGS specialists hold consultant positions and where WOGS patients are co-located above; provides emergency backup and is a major referral source.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/women's-obstetric-and-gynaecology-specialists

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

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 Obstetric and Gynaecology Specialists