Medical Direct

What Medical Direct does

Medical Direct is a Barcelona-based online retailer (medicaldirect.es) that sells medical and sanitary equipment directly to healthcare professionals and facilities in Spain and Portugal. The company's catalog spans more than 28 product categories, organized into diagnostics (electrocardiographs, otoscopes, spirometers, ultrasound scanners, vital signs monitors, glucose meters), emergency equipment (defibrillators, video laryngoscopes, transport stretchers, immobilization devices), physiotherapy modalities (electrotherapy, ultrasound, laser, magnetotherapy, pressotherapy, tecar therapy), surgical instruments (electrosurgical units, electrocoagulators, laryngoscopes), and medical furniture (examination and treatment tables).

The platform is built on a standard self-serve e-commerce stack; users register to view locality-adjusted VAT-inclusive pricing, browse the catalog, and complete online purchases. Medical Direct operates as an authorized distributor for premium international brands including SECA (scales and anthropometers), HEINE (optical diagnostic instruments), Telefunken and Primedic (defibrillators), DermLite, Panasonic, PhysioLed, and Cardiax, with no proprietary manufacturing. The company supplements transactional sales with a loyalty points program (Programa de puntos), a discounted outlet section (zona outlet), and a technical service zone (multiCare-In) for equipment support.

The business model is direct-to-customer B2B/B2B-pro hardware resale, with unit-based pay-as-you-go pricing, online payment processing, and shipping to Spain and Portugal. Marketing relies on the website, an educational blog, social media (Facebook, Twitter/X, LinkedIn, Vimeo), email/newsletter, and SEO. The company is privately held with no disclosed revenue, funding, or ownership signals, and employs between 11 and 50 people.

Name

Medical Direct

Legal name

Medical Direct

Website

https://medicaldirect.es

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Medical Equipment Distribution

NAICS

Medical, Dental, and Hospital Equipment and Supplies Merchant Wholesalers (423450)

SIC

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

akta.pro primary industry

Medical, Dental & Lab Supply Marketplaces (CRAFAHAG)

Keywords

• Medical equipment supplies
• Diagnostic devices
• Emergency medical equipment
• Physiotherapy devices
• Healthcare professional supplies

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Medical Direct generates revenue through direct sales of medical equipment, supplies, and consumables to healthcare professionals. Products range from diagnostic equipment (electrocardiographs, otoscopes, spirometers) to emergency equipment (defibrillators, stretchers), physiotherapy devices, and medical furniture. The company operates a B2B e-commerce model with prices displayed including VAT.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Medical Direct operates a B2B e-commerce platform that sells professional medical equipment, diagnostic devices, emergency medical supplies, physiotherapy devices, surgical instruments, and medical furniture to healthcare professionals and facilities in Spain and Portugal. The platform offers over 28 product categories from recognized brands including SECA scales, HEINE diagnostic instruments, Telefunken and Primedic defibrillators, Hyfrecator electrocoagulators, and SpiroTube spirometers. The company generates revenue through direct product sales with VAT-inclusive pricing, a loyalty points program, and a separate outlet section for discounted items.

Product overview

Medical Direct is an online medical supplies distributor operating as a comprehensive e-commerce platform offering professional healthcare products across 26+ categories. The portfolio includes diagnostic equipment (electrocardiographs, spirometers, ultrasound scanners, vital signs monitors, blood pressure devices, glucose meters), emergency/ambulance equipment (defibrillators, video laryngoscopes, transport stretchers, spinal immobilization), physiotherapy/rehabilitation devices (electrotherapy, ultrasound therapy, laser therapy, magnetotherapy, pressotherapy, tecar therapy), surgical equipment (electrosurgical units, electrocoagulators, laryngoscopes), and medical furniture. The platform features brand-name products including SECA weighing systems, HEINE optical instruments, Primedic and Telefunken defibrillators, Hyfrecator electrocoagulators, SpiroTube spirometers, and various physiotherapy modality devices. Medical Direct also operates a technical service zone (multiCare-In) for equipment support and an outlet section for discounted products.

Differentiator

Problem solved

Functional benefit

Products and services

• SECA Scales and Anthropometers Professional medical scales including electronic, mechanical, Class III-IIII certified, infant scales, and anthropometric measurement devices for healthcare professionals and facilities.
• Electrocardiographs (ECG) Electrocardiograph devices for cardiac diagnostics with associated cables, adapters, disposable/reusable electrodes, gels, paper, and software options for cardiology professionals.
• Holter ECG Ambulatory ECG monitoring systems including Holter monitors and dedicated cables for continuous cardiac monitoring applications.
• Defibrillators Automated and manual external defibrillators from Telefunken and Primedic brands for emergency cardiac care in clinical and emergency response settings.
• Electrosurgical Units (Electrobisturís) High-frequency electrosurgical units with bipolar and monopolar cables, electrodes, forceps, scissors, and dispersive plates for surgical procedures.
• Hyfrecator 2000 Electrocoagulator Electrocoagulation device for precise tissue coagulation in clinical procedures.
• SpiroTube Pro USB Spirometer Ultrasonic spirometer for pulmonary function testing, portable with USB connectivity for respiratory diagnostics.
• Vital Signs Monitor M3 Vital signs monitor for patient monitoring applications in clinical settings.
• HEINE Otoscopes and Ophthalmoscopes Optical diagnostic instruments including otoscopes, ophthalmoscopes, retinoscopes, and Mini 3000 LED handheld variants with accessories from HEINE brand.
• Electrotherapy Equipment TENS, electrostimulation, and iontophoresis devices including IONO Base+, Linea Base+, TNS Omega, Megasonic, and Physioled Electra product lines with associated electrodes and cables for physiotherapy professionals.
• Ultrasound Therapy Equipment Therapeutic ultrasound devices including Megasonic 212K and 313 P4 models with accessories for physiotherapy applications.
• Laser Therapy Equipment Laser therapy equipment for physiotherapy applications.
• Magnetotherapy Equipment Magnetotherapy devices including Physioled Tesla with accessories for physiotherapy treatments.
• Pressotherapy Equipment Sequential compression therapy devices for lymphatic drainage and circulation in physiotherapy and clinical applications.
• Tecar Therapy Equipment Capacitive and resistive transfer therapy devices including PhysioLed Therma for physiotherapy applications.
• Medical Examination Tables (Camillas) Electric, hydraulic, and fixed examination/treatment tables in 2, 3, 4, and 5-section configurations, BoBath specialty tables, and folding models for clinical and physiotherapy use.
• Ultrasound Scanners (Ecógrafos) Diagnostic ultrasound systems with consumables including ultrasound gels and video printer paper for medical imaging.
• Cardiotocographs (CTG) Cardiotocography devices for fetal monitoring during pregnancy with associated gels for obstetric and gynecology professionals.
• Primedic DEFI-N Defibrillator Automated external defibrillator from Primedic for emergency cardiac situations, offered through the outlet section at discounted pricing.
• Telefunken HR1 Defibrillator Semi-automatic external defibrillator with voice prompts from Telefunken for emergency cardiac care.
• GAMMA G5 Sphygmomanometer Blood pressure measurement device with latex-free polyamide/elastomer casing, microfilter, and velcro cuff for clinical blood pressure monitoring.
• Lactate Pro 2 Lactate Analyzer Lactate analyzer for sports medicine and clinical applications to measure blood lactate levels.
• ergo_bike cardio_3 Cycle Ergometer Cardiovascular diagnostic exercise bike for stress testing and rehabilitation applications.
• Video Laryngoscopes Video laryngoscopes for difficult airway management with accessories for emergency and anesthesia use.
• Patient Transport Systems Ambulances, stretchers, scoop stretchers, evacuation chairs, spine boards, and patient transport accessories for emergency medical services.
• Immobilization Equipment Spinal immobilization equipment including cervical collars, vacuum mattresses, vacuum splints, inflatable splints, and pediatric immobilization systems for emergency response.
• CPR Training Manikins Training manikins for CPR, Heimlich maneuver, pediatric and neonatal resuscitation, and water rescue scenarios for medical training.
• Laryngoscopes Laryngoscope devices with reusable and disposable blades in McIntosh, Miller, Paed, and flexible tip configurations for intubation procedures.
• Blood Glucose Meters Blood glucose monitoring devices and strips for clinical and patient self-monitoring applications.
• Holter NIBP Ambulatory blood pressure monitoring systems for continuous patient blood pressure tracking.
• multiCare-In Technical Service Technical service and support access zone for medical equipment maintenance and assistance for healthcare professionals.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• SECAcoreTechnology or IntegrationMedical Direct is an authorized distributor of SECA brand medical scales and measuring equipment, including infant scales, electronic scales, mechanical scales, and accessories. SECA products are prominently featured throughout the product catalog with dedicated subcategories.
• HEINEcoreTechnology or IntegrationMedical Direct stocks a comprehensive range of HEINE diagnostic instruments including otoscopes, ophthalmoscopes, dermatoscopes, laryngoscope blades and handles, sphygmomanometer replacements, and lighting equipment with corresponding replacement parts and accessories.
• TelefunkencoreTechnology or IntegrationMedical Direct is an authorized seller of Telefunken defibrillators and emergency medical equipment, prominently featured in the product catalog and emergency equipment section.
• PrimediccoreTechnology or IntegrationMedical Direct stocks Primedic defibrillators including the Defi-N model, available through their outlet section at discounted pricing.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Praxisdienst: German online retailer specializing in medical supplies and equipment for healthcare professionals. Directly comparable to Medical Direct as a Europe-based B2B e-commerce medical equipment distributor with a broad multi-category catalog and authorized brand distribution.
• DocCheck Shop: European online shop for medical and practice supplies serving registered healthcare professionals. Operates an analogous model to Medical Direct with verified professional customer base, broad product catalog, and CE-marked medical equipment assortment.
• Dentaltix: Spanish-headquartered online distributor of dental supplies and equipment targeting dental professionals. Highly comparable given shared Iberian base, B2B e-commerce GTM to professionals, and multi-category equipment catalog with authorized brand partnerships.

Broad incumbents

• Medline Industries: Large private manufacturer and distributor of medical supplies and clinical solutions serving hospitals, ambulatory surgery centers, and physician offices. Comparable as a broad incumbent serving healthcare professionals with overlapping product categories.
• Henry Schein: Global Fortune-500 distributor of medical, dental, and veterinary supplies serving healthcare professionals. Comparable as a much larger incumbent offering overlapping equipment and consumable categories to the same professional customer base.
• McKesson Medical-Surgical: Major North American medical-surgical supply distributor with growing digital and B2B e-commerce channels serving physician offices and clinics. A large-scale incumbent in the same broad distribution category.
• Mediq: European-headquartered medical device and supply distributor serving healthcare providers and professionals. Overlaps with Medical Direct in medical equipment distribution to clinics and professionals across multiple European markets.

Regional players

• Medicalex: France-based medical equipment and supplies retailer with both online and offline channels serving healthcare professionals. Comparable in business model and customer base, with primary geographic concentration in a different EU market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/medicaldirectes
• Facebookfacebook.com/medicaldirect.es
• LinkedInlinkedin.com/company/medical-direct

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 Medical Direct