HED

What HED does

HED (Health Engineering Design) is a Bogotá-based, private healthcare design and manufacturing company founded in 2020 that uses 3D printing / additive manufacturing to produce anatomically accurate, disassemblable models for medical education, surgical planning, and patient communication. Its catalog spans orthopedics (knee, shoulder, hip, spine, foot, hemipelvis, hand/carpal tunnel), ENT (larynx), and the HYPNOS post-operative cushion for hip replacement recovery, all listed on its DTC e-commerce platform hedexperience.com. The core technical proposition is rapid, on-demand 3D printing of customizable anatomical pieces that physicians can use to explain pathologies, implants, and surgical procedures, supported by a co-creation approach with clinicians and patients.

The business model is direct-to-consumer e-commerce: HED sells individual SKUs at fixed unit prices denominated in Colombian Pesos (ranging roughly from $253,000 COP for basic models to $1,089,000 COP for advanced multi-pathology models, with HYPNOS at $340,000 COP), paid via credit card or PSE, with a 30-day return policy. Customers are primarily healthcare professionals, medical educational institutions, and patients in 17 countries across Europe and Latin America. A strategic alliance with the Sociedad Colombiana de Cirugía Ortopédica y Traumatología provides clinical validation and underpins the orthopedic product line.

The go-to-market relies entirely on the proprietary e-commerce storefront, supplemented by organic social (Facebook, Instagram) and customer reviews as social proof; no paid acquisition, distributor, or reseller channels are disclosed. A complementary professional-services line, Diseño y Desarrollo, offers user-centered co-design of medical tools, devices, and surgical-logistics solutions, providing a non-product revenue stream. HED employs 1–10 people, has not disclosed any external funding, and operates from a single office at Calle 95 # 11A - 37, oficina 209, in Bogotá.

Name

HED

Legal name

Health Engineering Design - HED

Website

https://hedexperience.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

HED (Health Engineering Design) is a Bogotá-based 3D printing healthcare manufacturing company that designs and sells disassemblable anatomical models and the HYPNOS post-operative hip cushion to clinicians, medical schools, and patients across 17 countries via its DTC e-commerce store.

Ownership category

akta.pro rank

Product category

Medical Devices

NAICS

Surgical Appliance and Supplies Manufacturing (339113)

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

Medical & Dental 3D Printing Services (patient-specific devices, dental labs) (IMAAADAG)

akta.pro secondary industry

Medical & Dental Prototyping (Models, Guides, Pre-Op Planning) (IMAAAFAI)

Keywords

• 3D printed anatomical models
• Medical education devices
• Orthopedic anatomical models
• Post-operative cushions
• Custom medical design services

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Offices1 record

Markets served

Cost components

Technology or R&D, Operations, Supply Chain, Personnel, Marketing or Sales

Revenue model

1. Anatomical Model Sales: HED generates revenue through the sale of 3D printed anatomical models for medical education, surgical planning, and patient communication. Products include disassemblable models of various body parts (knee, shoulder, hip, spine, foot, hand, larynx) that illustrate pathologies, implants, and surgical conditions. Sold directly to healthcare professionals and medical institutions via e-commerce.
2. Medical Device Sales (HYPNOS): Sale of the HYPNOS post-operative cushion for hip replacement patients, available in sizes A and B based on thigh circumference. One-time product purchase for patient recovery support.
3. Co-creation/Design Services: HED offers co-creation services working alongside doctors, patients, and organizations to design tools, devices, and solutions that improve medical practice, optimize clinical procedures, and offer better alternatives for patients.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

HED designs, manufactures, and sells 3D-printed anatomical models for medical education, surgical planning, and patient communication, as well as specialized medical devices such as the HYPNOS post-operative cushion. The company co-creates products with physicians, patients, and healthcare organizations and distributes them directly through its own e-commerce store (hedexperience.com) across 17 countries in Europe and Latin America.

Product overview

HED (Health Engineering Design) is a Colombian healthcare design company that operates primarily through its HED Store e-commerce platform. The company offers a portfolio of anatomical models produced via 3D printing technology, developed in partnership with the Colombian Society of Orthopedic Surgery and Traumatology. Products include dis assemblable anatomical models for educational use (knee, shoulder, hip, foot, spine, pelvis, larynx, hand models) and medical devices like the HYPNOS post-operative hip replacement cushion. The company also provides custom design and development services for medical solutions, including medical devices and surgical logistics optimization. The product ecosystem centers on user-centered co-creation with physicians, patients, and healthcare organizations.

Differentiator

Problem solved

Functional benefit

Products and services

• HED Store HED's main e-commerce platform for selling anatomical models and medical devices, designed for healthcare professionals and patients in Latin America and Europe.
• Modelo de Rodilla Implante

Quantifiable outcome

• Products with average ratings of 4.67-5.00 stars across 100+ verified customer reviews
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles4 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Sociedad Colombiana de Cirugía Ortopédica y TraumatologíacoreStrategic or Co-development PartnerHED develops anatomical models in alliance with the Sociedad Colombiana de Cirugía Ortopédica y Traumatología. These include models for knee implants, shoulder, hip, spine, and other orthopedic applications. The partnership provides clinical validation and medical expertise, ensuring anatomical accuracy and relevance to orthopedic practice.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Synaptive Medical: Medical device and imaging company with products for surgical planning, neurosurgical navigation, and intra-operative visualization. Adjacent peer to HED in surgical planning workflows, with overlap in educational modeling and orthopedic/spine indications.
• Embodi3D: Community and marketplace for 3D printable anatomical models, offering downloadable files for medical education. Comparable to HED through its orthopedic anatomy products, but distributing digital files rather than manufactured 3D prints; addresses a similar educator/budget-conscious buyer.
• Surgical Theater: Provider of VR-based surgical visualization and planning tools used for patient-specific rehearsal. Comparable to HED as a surgical planning and patient communication solution, but operating in immersive VR rather than physical 3D-printed anatomical models.
• Tangible Solutions: Contract manufacturer focused on 3D printed orthopedic implants and patient-matched instruments in titanium. Adjacent peer to HED in the additive-manufactured orthopedic device space, though Tangible's core focus is implants rather than educational anatomical models.
• Axial3D: Specialist in patient-specific 3D printed anatomical models derived from medical imaging, used for pre-operative planning and patient communication. Closely comparable to HED's patient-specific anatomical model mission; a slightly larger and better-capitalized peer focused on hospital systems rather than direct e-commerce.

Broad incumbents

• Anatomage: Provider of virtual dissection tables (Anatomage Table) and 3D anatomy software used in medical schools worldwide. Comparable to HED as a medical-education anatomy tool provider, though their core modality is digital/tabletop rather than 3D-printed physical models.
• Materialise (Medical): Global 3D printing company with a dedicated medical division producing patient-specific anatomical models and surgical guides. Closely comparable to HED in medical 3D printing services and patient-matched planning models, but operating at enterprise scale across multiple specialties.
• 3D Systems (Healthcare): Major 3D printing platform with a healthcare business serving surgical planning, patient-specific anatomical models, and orthopedic applications. Comparable to HED in 3D-printed medical models, though 3D Systems is a broad industrial 3D printing incumbent rather than a boutique educational model provider.
• Stratasys (Medical): Industrial 3D printing OEM with a medical applications arm producing anatomical models and surgical guides via its PolyJet technology. Comparable to HED through its medical 3D printing products, but Stratasys primarily sells printers/materials and partners with healthcare providers rather than running a consumer-facing anatomical model storefront.

Direct peers

• Sawbones (Pacific Research Laboratories): Long-established manufacturer of synthetic anatomical models and orthopedic training simulators used for medical education and surgical planning. Directly comparable to HED as a supplier of orthopedic-focused anatomical training models, though Sawbones serves a much broader global catalog from the US.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/hed.experience
• Instagraminstagram.com/hed.experience

Revenue estimate

Valuation estimate

Number of profiles

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 HED