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 fell from 88.9% in 2020-21 to 77.9% in 2024-25 a decline of 11 percentage points in four years. In 2024-25 that meant more than 1 in 5 Australians paid a gap fee for GP visits. The rate then recovered to 84.1% in the June 2026 quarter after new incentives, but private billing remains a common arrangement.

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.

Getting to the clinic is a cost and a barrier

Access is not only about the fee. The ABS Patient Experiences survey for 2024-25 asks people who delayed or did not see a GP when needed about their reasons, and transport and distance are among the reasons it records (see the ABS methodology). People in outer regional or remote areas were more likely to delay or not use a GP than people in major cities, 30.4 percent compared with 25.9 percent, according to the ABS release. A review of accessibility to health services by older Australians found that transport to cover the distance to services posed multiple barriers, and that older people with no transport rely on family members or other forms of transport. The AIHW also discusses mobility, transport and remoteness among the barriers to coordinated health care for people with chronic and complex conditions. Taxis and rideshare fill part of the gap, and subsidised schemes such as the Multi-Purpose Taxi Program are limited to eligible people, as set out on healthdirect. We have not found published data on how much patients spend on taxis or rideshare to reach a GP, so we do not quote a figure.

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, payment released once the visit is confirmed, and a flat membership model where no commission is ever taken from a consultation fee.