What Sonmedica does

Medical Direct is a privately held Barcelona-based B2B e-commerce retailer founded in 2018 that sells medical equipment and supplies online to healthcare professionals. The company operates a single direct storefront at medicaldirect.es, with delivery coverage spanning Spain and Portugal. Its catalog spans approximately 26 product categories including cardiology (ECG devices, Holter monitors, electrodes, gels and software), emergency response equipment (defibrillators, PPE, transport stretchers, video laryngoscopes), physiotherapy devices (TENS, ultrasound, laser, tecar and pressotherapy units), point-of-care diagnostics (dermatoscopes, sphygmomanometers, stethoscopes, oximeters), surgical/operating-room instruments, patient monitoring, pulmonary function equipment, and medical furniture such as examination tables and gynecology chairs. All products carry CE marking for sale in the European market.

The business model is straightforward transactional e-commerce: unit-level retail pricing displayed to registered healthcare professional buyers, with VAT-inclusive prices and a pay-as-you-go billing cadence. Distribution is entirely direct through the company's own storefront, with no third-party marketplaces, channel partners, or named institutional customers disclosed. The company supplements product sales with two service lines — multiCare-In technical service support and a battery replacement service for installed medical equipment — and runs a loyalty points program intended to drive repeat purchase from professional accounts. Marketing relies on organic content (a blog covering topics such as spirometry, cardiovascular health, and the DICOM ECG waveform standard), a social media presence across Facebook, Twitter, Vimeo, and LinkedIn, and an email newsletter.

There is no disclosed revenue, headcount, funding history, investor base, management team, or partnership network in the source material. The company appears to be an independently owned and operated Iberian medical-distribution e-commerce business with no disclosed AI/ML capabilities, no mobile apps, no public API, and no enterprise integration footprint.

Name

Sonmedica

Legal name

Medical Direct

Website

https://sonmedica.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Medical Direct is a Barcelona-based B2B e-commerce platform founded in 2018 that sells CE-marked medical equipment and supplies across roughly 26 categories to healthcare professionals in Spain and Portugal.

Ownership category

akta.pro rank

Product category

Medical Supplies E-commerce

NAICS

Medical Equipment and Supplies Manufacturing (3391)

SIC

Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047)

akta.pro primary industry

Medical, Dental & Lab Supply Marketplaces (CRAFAHAG)

Keywords

• Medical supplies
• Medical equipment
• Diagnostic instruments
• Physiotherapy equipment
• Surgical instruments

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Direct sales of medical supplies and equipment through online storefront. Sells a wide range of medical products including cardiology equipment, emergency supplies, physiotherapy equipment, diagnostics, surgical instruments, and medical furniture to healthcare professionals.

Pricing tiers

Distribution channels1 record

Marketing channels3 records

Core offering

Medical Direct operates a B2B e-commerce platform (medicaldirect.es) that sells a broad catalog of CE-marked medical supplies and equipment to healthcare professionals in Spain and Portugal. The catalog spans cardiology (ECG, Holter), emergency response, physiotherapy (electrotherapy, ultrasound, laser), point-of-care diagnostics (sphygmomanometers, otoscopes, dermatoscopes), operating room surgical instruments, ultrasound scanners, patient monitoring, medical scales and anthropometers, medical furniture, pulmonology, and patient transport equipment. The company also offers technical service support and battery replacement for medical equipment under its multiCare-In service.

Product overview

Medical Direct operates as an online medical supplies e-commerce platform (B2B) offering a comprehensive catalog of medical and healthcare products across approximately 26 product categories. The product portfolio includes diagnostic equipment (ECG, spirometers, ultrasound), emergency response supplies, physiotherapy equipment (electrotherapy, laser, ultrasound), surgical/operating room instruments, patient monitoring, and medical furniture. The company serves healthcare professionals in Spain and Portugal, with CE-marked products for European compliance. They also provide technical service support and an outlet zone for discounted products.

Differentiator

Problem solved

Functional benefit

Products and services

• Cardiology supplies Electrocardiographs, Holter ECG monitors, ECG cables, disposable and reusable ECG electrodes, ECG gels, ECG paper, ECG software, and Cardiax ECG options for cardiology practice.
• Emergency response equipment Ambulance accessories, PPE, secretion aspirators, bags and backpacks, defibrillators, CPR training manikins, evacuation equipment, hypothermia treatment, infusion pumps, medication kits, burn treatment, water rescue equipment, transport systems, triage supplies, and video laryngoscopes.
• Physiotherapy equipment Examination tables, electrotherapy devices (TENS, Base+ Line, Megasonic, TNS Omega, Physioled Electra), ultrasound gels, hydrotherapy, infrared lamps, laser therapy, magnetotherapy (Physioled Tesla), mechanotherapy (Megatrac 101), pressotherapy, tecar therapy (PhysioLed Therma), and ultrasonotherapy.
• Point-of-Care Diagnostics Alcohol breathalyzers, dermatoscopes (HEINE, DermLite), sphygmomanometers, stethoscopes, blood glucose meters, ear irrigation devices, laryngoscopes, lactate meters, Mini 3000 LED diagnostic sets, ophthalmoscopes, otoscopes, rectoscopy equipment, thermometers, and rapid tests.
• Operating Room equipment Yankauer suction cannulas, electrosurgical units (electrobisturís), bipolar and monopolar cables, disposable and reusable electrodes, electrocoagulators (Hyfrecator 2000), nerve stimulators, surgical smoke evacuators, surgical gloves, biopsy instruments, surgical staplers, surgical blades, dissection forceps, and surgical markers.
• Ultrasound Scanners Ultrasound imaging equipment with consumables including ultrasound gels, video printer paper, and ultrasound consumables.
• Scales and Anthropometers Medical weighing scales including electronic and mechanical, Class III-IIII certified, baby scales, height meters, stadiometers, measuring tapes, and SECA-brand accessories.
• Patient Monitoring equipment Vital signs monitors, monitor carts, monitoring accessories, and pulse oximeters.
• Medical Furniture Electric examination tables (2-5 sections, BoBath), fixed tables, gynecology tables, hydraulic tables, folding tables, transfer stretchers, auxiliary tables, massage chairs, treatment chairs, and stools.
• Pulmonology and Pulmonary Function equipment Aerosol therapy devices, spirometers (including ultrasonic SpiroTube Pro USB), spirometry mouthpieces and filters, and spirometry software.
• Patient Transport Systems Ambulance stretchers (automatic, semiautomatic, oleodynamic, scoop, rescue), nest stretchers, folding stretchers, stretcher accessories, stretcher fixation systems, stretcher mattresses, ambulance chairs, evacuation chairs, and transport frames and carts.
• Technical Aids (Ayudas Técnicas) Bathroom and shower equipment, transfer and lifting devices for patient mobility assistance.
• Dispensary supplies Needles, syringes, IV cannulas, butterfly needles, hypodermic needles, lancets, suction devices, first aid kits, Berman cannulas, connections, vaginal specula, hemodialysis supplies, IV infusion sets, three-way stopcocks, masks, proctoscopes, resuscitators, razors, tourniquets, Guedel tubes, Penrose drains, and elastic bandages.
• multiCare-In Technical Service Technical service support for medical equipment, provided as an after-sales service for customers who purchase devices from Medical Direct.
• Medical Equipment Battery Replacement Service Battery replacement service for medical equipment, supplying replacement batteries for devices purchased through or used by Medical Direct customers.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights4 records

Direct peers

• Praxisdienst: Long-established German online retailer of medical supplies, equipment, and instruments serving healthcare professionals across Europe. Directly comparable in business model, target customer, and CE-marked medical product catalog.
• DocCheck Shop: German medical e-commerce platform selling supplies, instruments, and equipment to registered healthcare professionals. Closely matches Medical Direct's professional-only B2B e-commerce model with a broad multi-specialty catalog.

Broad incumbents

• Mediq: Major European distributor of medical devices, supplies, and home healthcare products operating across multiple countries. Overlaps with Medical Direct in medical supply distribution but serves a much broader European footprint with homecare as a key vertical.
• Henry Schein: Global Fortune 500 distributor of healthcare products to dental, medical, and animal health practitioners. Overlaps with Medical Direct's medical supply distribution but at vastly larger scale with comprehensive catalog and established supply relationships.
• McKesson Medical-Surgical: U.S.-headquartered major distributor of medical-surgical supplies to physician offices, clinics, and surgical centers. Comparable supply categories and customer base, though at far greater scale and geographic reach than Medical Direct.
• Medline Industries: One of the largest privately-held medical supply manufacturers and distributors globally, serving hospitals, surgery centers, and physician offices. Operates in overlapping medical supply categories and competes for the same healthcare professional buyers.
• Patterson Companies: U.S. distributor of dental, animal health, and medical products to healthcare providers. Comparable distribution model targeting professional healthcare buyers, with broader portfolio and U.S. focus.
• Owens & Minor: Global medical supply distribution and healthcare logistics company serving hospitals and healthcare providers. Comparable in the medical supply distribution space but operates at vastly larger scale with hospital systems as primary customers.
• Cardinal Health: Major U.S.-headquartered healthcare services and medical product distributor with significant medical-surgical supply operations. Competes in the same supply categories Medical Direct distributes, with global scale advantages.

Emerging players

• Amazon Business: B2B marketplace increasingly used by healthcare professionals for procurement of medical, lab, and office supplies. Represents a structural competitive threat to small specialized medical e-commerce retailers like Medical Direct.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/SonmedicaR
• Facebookfacebook.com/medicaldirect.es
• LinkedInlinkedin.com/company/sonmedica

Compliance1 record

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 Sonmedica