Market Research

The Australian GP home visit market: size, growth, and the daytime opportunity

Australia's GP industry is worth $29.1 billion. Australians average 6.1 GP visits per person per year. The daytime private home visit segment is underserved, proven by existing operators, and growing. Here is the complete market picture, with sources.

A $29 billion industry built on high-frequency visits

According to IBISWorld's 2026 industry analysis, Australia's General Practice Medical Services industry generates $29.1 billion in revenue with 53,415 GP businesses. The Australian Institute of Health and Welfare reports that Australians average 6.1 GP visits per person per year — up from 3.8 when Medicare began in 1984 — and that more than 8 in 10 Australians had at least one Medicare-subsidised GP visit in 2024-25.

The shift away from bulk billing

Medicare statistics show the bulk billing rate for non-referred GP consultations has fallen from 88.9% in 2020-21 to 77.9% in 2024-25 — a decline of 11 percentage points in four years despite government incentive programs. The consequence is that more than 1 in 5 Australians now pay a gap fee for GP visits. Private billing is no longer an unusual arrangement — it is the growing norm.

The home visit segment within this market

Perth Home GP has operated a private daytime home visit service in the Perth metropolitan area since 2020. The founder identified the daytime gap as the most significant unmet need in Australian primary care. According to their GP jobs page, the service pays home visiting GPs $300–$325 per hour take-home with a $250 per hour minimum guarantee for the first three months — earnings that are only possible on a private billing model where the government rebate ceiling does not apply. The service is still operating, still growing, and still recruiting — the clearest market signal that private patients will pay for daytime home visits at prices that make the model financially viable.

The national opportunity

Perth Home GP is Perth only. Melbourne, Sydney, Brisbane, and Adelaide have no equivalent daytime private home visit service operating at scale. C.A.L.L.S is the national marketplace that takes this proven model to every Australian city — verified GPs, GPS-tracked dispatch, trust-held payments, and a flat membership model where no commission is ever taken from a consultation fee.