180 Medical

What 180 Medical does

180 Medical is a privately held national distributor of intermittent urinary catheters, ostomy supplies, and incontinence products, founded in 2001 by Todd Brown and headquartered in Oklahoma City. The company serves individuals with spinal cord injuries, spina bifida, multiple sclerosis, neurogenic bladder, prostate conditions, and ostomies, as well as the healthcare professionals who prescribe their supplies. 180 Medical operates an insurance-based direct-to-consumer model, verifying coverage and billing Medicare, Medicaid, and over 1,600 private insurance plans directly on behalf of customers with no upfront payment required, generating recurring monthly revenue from catheter and ostomy resupply.

The company's core product portfolio spans intermittent catheters (straight, coudé, hydrophilic, closed system, pediatric, and pocket variants) from major manufacturers including BD, Coloplast, Hollister, Convatec/GentleCath, Cure Medical, LoFric/Wellspect, Medline, Rusch/Teleflex, CompactCath, and TruCath, complemented by ostomy pouches, skin barriers, and accessories from Convatec and Eakin. Supporting technology includes the My 180 Medical mobile app (iOS/Android), an E-Script electronic prescription portal for healthcare providers, an internal insurance verification system, and the HowToCath.com instructional resource. Differentiated services include a Peer Support Team staffed by actual catheter users, the 180 Medical Kids Club for pediatric patients and families, free product samples, and ACHC accreditation.

180 Medical is organized as a roll-up under 180 Medical, Inc. (incorporated in New Jersey), with eight affiliated operating entities (USHSG, PRN Medical Services/Symbius Medical, South Shore Medical Supply, J&R Medical, WPI Acquisition, Wilmington Medical Supply, A Better Choice Medical Supply, All American Medical Supply) extending its geographic footprint and customer base. The company describes itself as the largest nationally accredited provider of catheter supplies in the United States, with 251–500 employees, over 12,500 5-star Trustpilot reviews, and multiple 2025 industry awards.

Name

180 Medical

Legal name

180 Medical, Inc.

Website

https://180medical.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

251–500 employees

Short description

180 Medical is a privately held national distributor of intermittent urinary catheters, ostomy supplies, and incontinence products serving individual patients and prescribing healthcare providers through an insurance-billed direct-to-consumer model covering Medicare, Medicaid, and 1,600+ private plans.

Ownership category

akta.pro rank

Product category

Home Medical Equipment Distribution

NAICS

Home Health Care Services (621610)

SIC

Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047), Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842), Surgical & Medical Instruments & Apparatus (3841)

akta.pro primary industry

Urinary Catheters & Drainage (Intermittent/Foley Catheters, Bags, Securement) (HLAHALAI)

akta.pro secondary industries

Incontinence & Urological Supplies (Catheters, Briefs, Ostomy Supplies) (HSABAKAH), Durable Medical Equipment (DME) & Home Health Distribution (CRAOAHAF)

Keywords

• Intermittent catheters
• Ostomy supplies
• Medical supply distribution
• Home medical equipment
• Urological supplies

Headquarters

HQ city

Oklahoma City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Medical Supply Sales (Insurance-Billed): Primary revenue from selling catheters, ostomy supplies, and incontinence supplies to patients. Company bills Medicare, Medicaid, and private insurance plans directly. Customers pay little to no out-of-pocket costs depending on their insurance coverage. Revenue is derived from insurance reimbursements for medically necessary supplies.
2. Insurance Contractual Reimbursements: Revenue from contracted rates with over 1,600 insurance plans including Medicare Part B, state Medicaid programs, BlueCross BlueShield, UnitedHealthcare, Aetna, Cigna, Humana, Tricare, and others. Supply amounts and reimbursement rates vary by plan and prescription.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

180 Medical distributes intermittent urinary catheters, ostomy supplies, and incontinence products directly to consumers nationwide. The company verifies patient insurance coverage, bills Medicare, Medicaid, and over 1,600 private insurance plans directly, and provides free discreet home delivery with no upfront payment required from customers.

Product overview

180 Medical is a medical supplies distributor specializing in intermittent urinary catheters, ostomy supplies, and incontinence products. The company operates as a national supplier offering insurance-billed products across Medicare, Medicaid, and private insurance plans. The core product portfolio centers on intermittent catheters available in multiple types (straight, coudé, hydrophilic, closed system, pediatric, pocket catheters) from major manufacturers including BD/Bard, Coloplast, Hollister, GentleCath, LoFric, Cure Medical, Rusch, TruCath, CompactCath, and Medline. Complementary offerings include ostomy supplies (pouches, skin barriers, accessories) from brands like Convatec, Eakin, and others. The company provides customer-facing digital tools including the My 180 Medical mobile app for account management, the HowToCath.com instructional resource, and the 180 Medical Kids Club educational program. All products are fulfilled through insurance verification and direct billing services with free discreet shipping nationwide.

Differentiator

Problem solved

Functional benefit

Brands

• My 180 Medical: Mobile app and customer portal for managing catheter and ostomy supply orders, tracking shipments, and account management.
• 180 Medical Kids Club
• 180 Medical College Scholarship Program
• Caregiver College Scholarship

Products and services

• Intermittent Urinary Catheters Single-use catheters for intermittent bladder catheterization, available in multiple types including straight, coudé tip, hydrophilic, closed system, and pediatric variants from manufacturers including BD, Coloplast, Hollister, GentleCath, LoFric, Cure Medical, Rusch, Medline, TruCath, and CompactCath. Covered by Medicare (up to 200 per month), Medicaid, and private insurance.
• Ostomy Supplies Comprehensive ostomy product line including drainable and closed pouches, urostomy pouches, skin barriers, barrier seals, paste, adhesive removers, skin prep wipes, and deodorants for colostomy, ileostomy, and urostomy patients. Brands include Convatec (ActiveLife, Natura, Natura+, Esteem+, Little Ones, Moldable Technology), Eakin Healthcare, and ESENTA.
• Incontinence Supplies Products for managing urinary incontinence, offered as part of 180 Medical's continence management portfolio alongside catheter and ostomy supplies.
• GentleCath Catheters Convatec GentleCath products including GentleCath Glide hydrophilic catheters with FeelClean Technology, and GentleCath Air pocket catheters in male, female, and coudé tip variants.
• Coloplast Catheters Coloplast urological product line including SpeediCath hydrophilic catheters, SpeediCath Flex Pro, SpeediCath Compact, Self-Cath Plus, and Self-Cath Soft closed system catheters.
• Hollister Catheters Hollister brand catheters including Advance Plus Coudé Catheter Kit, Infyna Chic hydrophilic female catheter, and related catheter kits with insertion supplies.
• BD (Bard) Catheters BD/Bard products including Magic3 GO hydrophilic catheters in male, female, pediatric, and coudé variants featuring CleanGlide Technology and SureGrip insertion sleeve.
• LoFric Catheters Wellspect LoFric hydrophilic catheters including LoFric Origo (foldable with Urotonic surface technology) and LoFric SimPro Now, featuring insertion grip sleeves and sterile saline sachet activation.
• Cure Medical Catheters Cure Medical products including Cure Pocket catheter, Cure Hydrophilic catheter, Cure Dextra closed system, and Cure Extension Tubes.
• Rusch Catheters Rusch brand catheters including EasyCath female catheter kits and PocketPac catheter kits with lubricant and insertion supplies.
• TruCath Catheters HR Healthcare TruCath hydrophilic intermittent catheters with integrated water pouch and touch-free sleeve.
• CompactCath Catheters CompactCath brand compact catheters designed for discreet travel and portability.
• Medline Catheters Medline products including vinyl straight catheters, red rubber catheters (straight and coudé), pediatric catheters, My-Cath Touch-Free closed system catheters, and pre-connected catheterization trays.
• Convatec Ostomy Products Convatec ostomy products including ActiveLife, Little Ones pediatric ostomy, Moldable Technology skin barriers, Natura and Natura+ systems, and Esteem+ pouches.
• Eakin Healthcare Ostomy Products Eakin Cohesive seals and Eakin Healthcare ostomy supplies for skin protection and secure ostomy appliance placement.
• ESENTA Ostomy Products Convatec ESENTA brand sting-free skin barrier wipes and sprays, and hydrocolloid barrier strips (formerly Convatec Ease Strips) for ostomy skin care.

Quantifiable outcome

• 180 Medical may help reduce UTIs compared to catheter reuse
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered core.

• BD (Bard)coreTechnology or Integration180 Medical carries BD (formerly Bard) catheter products including Magic3 GO hydrophilic catheters, Magic3 male hydrophilic catheters, and other Bard/BD urological supplies. BD is a major manufacturer of intermittent catheters and urological products.
• ColoplastcoreTechnology or Integration180 Medical offers Coloplast catheter products including SpeediCath hydrophilic catheters, SpeediCath Flex Pro, Self-Cath Plus, and compact catheter options. Coloplast is a leading manufacturer of urological and ostomy products.
• HollistercoreTechnology or Integration180 Medical carries Hollister catheter products including Advance Plus coudé catheter kits, Infyna Chic hydrophilic catheters, and other urological supplies. Hollister is a major manufacturer of ostomy and urological products.
• Convatec (GentleCath)coreTechnology or Integration180 Medical offers Convatec GentleCath products including GentleCath Glide hydrophilic catheters with FeelClean Technology and GentleCath Air catheters. Convatec is a major medical products company.
• Cure MedicalcoreTechnology or Integration180 Medical carries Cure Medical catheter products including Cure Pocket catheters, Cure Hydrophilic catheters, Cure Dextra closed system catheters, and Cure catheter extension tubes.
• LoFric (Wellspect)coreTechnology or Integration180 Medical offers LoFric hydrophilic catheters including LoFric Origo and LoFric SimPro Now with Urotonic surface technology. LoFric is known for innovative hydrophilic catheter technology.
• MedlinecoreTechnology or Integration180 Medical carries Medline catheter products including Medline vinyl catheters, red rubber latex catheters, My-Cath touch-free closed system catheters, and catheterization trays.
• Rusch (Teleflex)coreTechnology or Integration180 Medical offers Rusch brand catheters including Rusch EasyCath female catheters and Rusch PocketPac catheter kits.
• Convatec (Ostomy Brands)coreTechnology or Integration180 Medical offers Convatec ostomy supplies including ActiveLife, Natura, Natura+, Esteem+, Little Ones pediatric ostomy, and Moldable Technology skin barriers.
• Eakin HealthcarecoreTechnology or Integration180 Medical carries Eakin Cohesive seals and Eakin Healthcare ostomy products for skin protection and secure ostomy pouching.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• AdaptHealth: Large publicly traded DME distributor covering sleep, respiratory, diabetes, catheters, and ostomy with national reach and insurance billing — broader portfolio but overlapping catheter/urology distribution capability.
• Hollister: Major manufacturer of ostomy and intermittent catheter products (Advance Plus, Infyna) with direct-to-patient fulfillment — supplies 180 Medical and competes with it for end customers via its own channels.
• Coloplast: Global manufacturer of ostomy and urological/catheter products (SpeediCath) that also sells direct-to-patient via Coloplast Care — both an upstream supplier of products 180 Medical distributes and a competing DTC channel.
• BD (Bard): Global medical device manufacturer (formerly Bard) producing Magic3 hydrophilic catheters and urological supplies — both an upstream supplier to 180 Medical and a competitor in the urological device space.
• Convatec: Global medical device company manufacturing GentleCath intermittent catheters and a leading ostomy portfolio (Esteem+, Natura, Moldable) — both an upstream brand supplier and direct competitor for catheter/ostomy patients.
• Apria Healthcare (Owens & Minor): National home medical equipment provider acquired by Owens & Minor, offering urological supplies among its broader portfolio — comparable payer relationships and home-delivery model, though not a specialist.
• Lincare: Large national home medical equipment provider with respiratory focus but also distributing urological and related supplies — comparable insurance-based home-delivery infrastructure at greater scale.

Direct peers

• Comfort Medical: Specialist catheter and incontinence supply distributor serving patients nationwide with insurance billing and home delivery — closely comparable niche focus and recurring-reimbursement model to 180 Medical.
• Byram Healthcare: National home-delivered medical supply distributor with a major focus on catheters, ostomy, incontinence, and urological supplies billed through Medicare and private insurance — directly comparable product mix and customer base to 180 Medical.
• Edgepark Medical Supplies: Established online and phone-based distributor of catheters, ostomy, and incontinence supplies with insurance verification and direct billing — directly competes with 180 Medical across the same Medicare/Medicaid/insurance-paid DME use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/180medical
• YouTubeyoutube.com/channel/UCyBjhY8uL3EDL72i-7FYZ-A
• Facebookfacebook.com/180medical
• Instagraminstagram.com/180medical
• LinkedInlinkedin.com/company/180-medical

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 180 Medical