Mildura Health operates as a not-for-profit, member-owned health insurance fund and private hospital provider. Established in 1929, it serves over 35,000 members nationwide, with a strong focus on regional Australia. Services include hospital covers, extras covers, and dental plans. The target audience is Australian residents, particularly those in regional areas. The unique selling proposition is its commitment to providing competitive premiums and high member satisfaction through a regional focus, with 98-99% member satisfaction rates reported. This approach allows for more benefits to members without shareholder dividends.