What MedicalVR does

MedicalVR, commercially branded as Surgical Reality, is a Netherlands-based private company that develops AI-powered 3D medical imaging software for thoracic surgery. The platform converts CT scan DICOM data into interactive, patient-specific 3D anatomical models through AI-driven anatomical labeling, and supports both pre-operative planning and intraoperative guidance for lung procedures including segmentectomies, lobectomies, and bronchoscopy. A five-step workflow covers DICOM loading from PACS, CT-to-3D conversion in minutes, tumor annotation and resection planning, interactive 3D model exploration with tissue simulation, and real-time overlay of 3D anatomy onto VATS/RATS endoscopic video during surgery. The platform is locally hosted within hospital infrastructure with no external data transfer, integrating with PACS to keep patient data within the hospital network.

The product has been clinically validated in published studies, with reported outcomes of greater than 97% anatomical accuracy, surgical plan modification after 3D review in 52% of consecutive segmentectomy cases, and approximately 30 minutes of operating time reduction for 3D VATS compared with 2D VATS. Reference deployments include the cardiothoracic surgery department at Erasmus MC and the surgical oncology department at HMC (Haaglanden Medisch Centrum), with the company developing the platform in close collaboration with thoracic surgeons and aligned with international technical guidelines (Brunelli et al., 2023).

Revenue is generated through B2B medical software licenses sold on a recurring, likely annual or multi-year basis, to hospitals and surgical centers. Go-to-market is enterprise field sales, with a demo-driven, consultative motion emphasizing clinical validation and evidence-based outcomes; pricing is quote-based and not publicly disclosed. The company is co-funded by the European Union through European Commission programs, indicating international ambition beyond its Dutch base, and operates with 11-50 employees under founder and CEO Chris Hordijk.

Name

MedicalVR

Legal name

Surgical Reality

Website

https://medicalvr.eu

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

MedicalVR (Surgical Reality) is a Netherlands-based private company that sells an AI-powered 3D medical imaging platform to thoracic surgery departments and hospital systems, converting CT scans into patient-specific 3D models for pre-operative planning and intraoperative VATS/RATS guidance.

Ownership category

akta.pro rank

Product category

Surgical Planning & 3D Medical Imaging Software

NAICS

Software Publishers (5132)

SIC

Services-Prepackaged Software (7372), Surgical & Medical Instruments & Apparatus (3841)

akta.pro primary industry

Radiology AI, CAD & Advanced Visualization Software (HLAHABAJ)

akta.pro secondary industries

Imaging Informatics & Workflow (PACS/RIS/VNA) (HLAHABAI), Surgical Visualization & OR Video Integration (4K/3D, Recording, Routing) (HLAHADAD), Surgical Navigation, Tracking & Intraoperative Guidance (Ortho/Neuro/ENT) (HLAHADAG), AI Orchestration & Imaging Analytics Platforms (Model Management/Triage) (HLACALAG), Medical Imaging AI (HDAAAEAH)

Keywords

• 3D medical imaging
• Surgical planning software
• Thoracic surgery tools
• AI CT imaging
• Intraoperative guidance

Headquarters

HQ city

Nieuw-vennep

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Medical Software Licenses: B2B software platform for thoracic surgery 3D imaging, likely sold as annual or multi-year licenses to hospitals and surgical centers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

MedicalVR (doing business as Surgical Reality) develops an AI-powered 3D medical imaging software platform that converts DICOM CT scans into patient-specific interactive 3D anatomical models in minutes. The platform is designed for thoracic surgeons and supports pre-operative planning (tumor annotation, resection margins, measurements) and intra-operative guidance via real-time AR overlay alongside VATS/RATS endoscopic video for lung procedures such as segmentectomies and lobectomies. It is deployed locally within hospital IT infrastructure with direct PACS integration.

Product overview

Surgical Reality offers a single unified product: an AI-powered 3D medical imaging platform designed specifically for thoracic surgery. The platform supports complex lung procedures including segmentectomies and lobectomies, providing clinicians with patient-specific 3D visualizations for both pre-operative planning and intraoperative guidance. The workflow consists of five integrated steps: loading CT data from PACS, AI-driven CT-to-3D conversion, tumor marking and surgical planning, interactive 3D model exploration, and real-time intraoperative overlay alongside endoscopic video feeds.

Differentiator

Problem solved

Functional benefit

Products and services

• Surgical Reality Platform

Quantifiable outcome

• 97%+ anatomical 3D model accuracy
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability4 records

Feature7 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• EchoPixel: Developer of true-3D interactive visualization for surgical planning (True3D/HoloMD). Comparable because it competes head-on with Surgical Reality's patient-specific 3D model workflow for pre-operative planning across multiple surgical specialties.
• Body Vision Medical: Lung-focused imaging and navigation company (LungVision) for bronchoscopy and thoracic procedures. Comparable because it targets the same thoracic surgery customer segment with complementary lung-imaging AI capabilities and similar clinical evidence-led GTM.
• Surgical Theater: Direct competitor offering VR/3D visualization for surgical planning (notably neurosurgery and now broader). Most comparable peer because of identical product modality (patient-specific 3D models from imaging) and overlapping enterprise hospital GTM motion.

Emerging players

• Medivis: Startup building AR/AI surgical visualization for intraoperative use cases. Comparable because it directly overlaps with Surgical Reality's intraoperative AR guidance overlay feature and operates in the same enterprise hospital channel.
• ImmersiveTouch: VR/AR surgical simulation and planning company (ImmersiveView). Comparable because it competes in patient-specific 3D visualization for surgical planning and uses a similar hospital-enterprise sales motion, albeit with broader specialty coverage and a training-anchored offering.
• FundamentalVR: VR-based surgical training and simulation platform (Fundamental Surgery). Comparable because it operates in the same VR/3D category for healthcare and pursues enterprise hospital channel sales, though focused on training rather than pre/intra-operative planning.
• Augmedics: AR surgical guidance with xvision spinal system. Comparable because it overlaps in intraoperative AR overlay positioning and pursues the same enterprise surgical-department sales motion, though concentrated in spine rather than thoracic.

Broad incumbents

• Siemens Healthineers (syngo.via): Imaging modality vendor with syngo.via advanced visualization and AI-Rad Companion. Comparable because it is the dominant PACS/imaging incumbent in European hospitals and could bundle AI-3D planning features into existing enterprise imaging contracts.
• Philips (Image-Guided Therapy / Azurion): Large medical imaging and image-guided therapy incumbent (IntelliSpace Portal, Azurion). Comparable because Philips bundles planning/visualization software into its installed PACS and OR base that hospitals evaluate alongside specialized players like Surgical Reality.
• Brainlab: Large incumbent in surgical planning, intraoperative navigation, and OR visualization software (Elements, Buzz Digital O). Comparable because hospitals looking at Surgical Reality's offering are typically also evaluating Brainlab's broader surgical planning suite.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/medicalvr

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 MedicalVR