Easymed
Easymed is a Danish family-owned B2B distributor, founded 1996, that sells medical imaging accessories and training phantoms/simulators from third-party manufacturers to hospitals and clinical training institutions across Denmark, Sweden, and Norway.
- Company typePrivate
- Founded1996
- HeadquartersVærløse, Denmark
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Easymed does
Easymed ApS is a privately held, family-owned Danish B2B distributor founded in 1996, operating with approximately 14 employees across Scandinavia. The company sells medical imaging accessories and medical training simulators — known as phantoms — to hospitals, radiology departments, and clinical training institutions in Denmark, Sweden, and Norway. Its principal product lines consist of distributed third-party brands rather than proprietary hardware, including Kyoto Kagaku (medical training simulators), Data Spectrum (imaging accessories), and Pehamed (phantoms). The company goes to market through a quote-based, relationship-driven B2B sales motion with a multi-language Scandinavian website (Danish, English, Swedish, Norwegian) supporting regional customer engagement.
The business model is classic specialty distribution: Easymed earns gross margin on the resale of third-party-manufactured medical training devices and imaging consumables, with no disclosed subscription, recurring software, or service-revenue component. Pricing is project- or quote-based rather than list-price, consistent with institutional hospital and education procurement. No external funding has been disclosed, and the company transitioned ownership in 2021 from founder Lars Broen to Benjamin Poul Rye Broen, indicating a generational succession rather than a venture-backed scale-up. Customer pricing, contract values, and revenue figures are not publicly disclosed.
The technical product set is hardware-only: physical anthropomorphic phantoms used for ultrasound, X-ray, CT, and clinical-skills training, plus associated imaging accessories. There is no indication of proprietary software, AI, or digital twin integration within the Easymed offering. Competitive positioning rests on regional specialization, multi-brand catalog breadth, and supplier relationships accumulated over nearly three decades, rather than on technology differentiation.
Easymed firmographics
Firmographics- Name
- Easymed
- Legal name
- Easymed ApS
- Website
- https://easymed.dk
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Easymed is a Danish family-owned B2B distributor, founded 1996, that sells medical imaging accessories and training phantoms/simulators from third-party manufacturers to hospitals and clinical training institutions across Denmark, Sweden, and Norway.
- Ownership category
- akta.pro rank
Easymed industry classification
Industry- Product category
- Medical Imaging Equipment Distribution
- NAICS
- Surgical Appliance and Supplies Manufacturing (339113), Surgical and Medical Instrument Manufacturing (339112), Medical Equipment and Supplies Manufacturing (33911)
- SIC
- Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047), Surgical & Medical Instruments & Apparatus (3841)
- akta.pro primary industry
- Contrast Media Injectors & Radiology Accessories (HLAHABAK)
- akta.pro secondary industries
- Radiologic Imaging Support (X‑Ray Assistant, Limited Scope) (EDAOAJAH), Nuclear Medicine Imaging Agents & Kits (Cold Kits/Precursors) (HLAIAGAG)
Keywords
Where Easymed is headquartered
LocationHeadquarters
- HQ city
- Værløse
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
Easymed business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales
Revenue model
- Medical Phantom and Simulator Sales: Revenue generated through direct sales of medical training phantoms and simulators. Products are sold to healthcare institutions for training purposes. Pricing is quote-based, indicating a consultative sales process for specialized equipment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Custom quotation-based pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
Easymed product offering
Product offeringCore offering
Easymed distributes medical imaging accessories, radiology phantoms, and medical simulation training equipment to healthcare institutions across Scandinavia. The company acts as a B2B distributor for international manufacturers including Kyoto Kagaku, Pehamed, and Data Spectrum, supplying products for X-ray, CT, MRI, ultrasound, nuclear medicine, and radiation therapy applications. Their portfolio covers patient positioning, dosimetry, ultrasound examination phantoms, and clinical skills simulators for acute care, suturing, injection/puncture procedures, obstetrics, and patient care.
Product overview
Easymed is a Scandinavian medical equipment distributor founded in 1996, specializing in medical imaging accessories and medical simulation training products. The company operates as a B2B supplier serving healthcare institutions across Scandinavia. The product portfolio is organized into two main divisions: (1) Medical Imaging Equipment and Accessories covering X-ray/CT (dental, dosimetry, mammography, patient positioning, radiology phantoms from Kyoto Kagaku and Pehamed, X-ray protection, tables, markers, software), MRI scanning (phantoms, accessories, positioning devices, audio/visual, hygiene, hearing protection), Ultrasound (examination phantoms), Nuclear Medicine (phantoms from Data Spectrum and Kyoto Kagaku), and Radiation Therapy (dynamic phantoms, body phantoms, quality assurance phantoms); (2) Medical Simulation Training covering health examination simulators, clinical skills simulators for acute care/suturing and injection/puncture procedures, obstetrics/neonatal/pediatrics/gynecology simulators (including named products like Hana, Cherry, Keiko, Yaye), patient care mannequins, and ultrasound procedure simulators. Easymed acts as a distributor for multiple international brands including Kyoto Kagaku, Pehamed, and Data Spectrum.
Differentiator
Problem solved
Functional benefit
Products and services
- X-ray and CT Equipment and Accessories Distribution of X-ray and CT equipment including dental systems, dosimetry, mammography, patient positioning devices, radiology phantoms (Kyoto Kagaku, Pehamed brands), X-ray protection gear, X-ray tables, X-ray markers, and software for healthcare institutions.
- MRI Scanning Equipment and Accessories
- Ultrasound Phantoms
- Nuclear Medicine Phantoms
- Radiation Therapy Phantoms
- Health Examination Simulators
- Clinical Skills Simulators (Acute Care and Suturing)
- Clinical Skills Simulators (Injection and Puncture)
- Obstetrics, Neonatal, Pediatrics, and Gynecology Simulators
- Patient Care Simulators
- Ultrasound Simulators
Companies that use Easymed
Customer profileSegments2 records
Ideal customer profiles2 records
Easymed technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Easymed partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Kyoto KagakucoreKyoto Kagaku is a key supplier of radiology phantoms to Easymed. Their products include radiologifantomer (radiology phantoms) for X-ray, CT, and other imaging modalities, as well as medical simulators for training purposes.
- Data SpectrumcoreData Spectrum is a supplier of nuclear medicine phantoms to Easymed. Their phantoms are used for quality assurance and training in nuclear medicine imaging procedures including PET and SPECT.
Scale indicators2 records
Recent moves6 records
Expansion highlights3 records
Easymed competitors and assessment
Company assessmentDirect peers
- Surgical Science Sweden AB: Swedish medical simulation company focused on minimally invasive surgery, endovascular procedures, and ultrasound training. Overlaps with Easymed's laparoscopic suture training, intraoperative ultrasound (IOUSFAN), and ultrasound procedure simulator lines.
- TruCorp: Ireland/UK-based medical simulator manufacturer specializing in airway management, vascular access, and surgical task trainers. Comparable to Easymed's difficult airway management and clinical skills simulators.
- Mentice AB: Swedish endovascular simulation company serving hospitals and physicians with procedural training solutions. Comparable as a Nordic-based medical simulation provider targeting the same Scandinavian hospital buyer base.
- Limbs & Things: UK-based manufacturer of medical task trainers and clinical skills simulators (injection, suturing, examination). Directly overlaps with Easymed's clinical skills product lines for injection, puncture, and suturing training.
- Laerdal Medical: Norwegian-headquartered leader in patient care simulation (Resusci Anne, SimMan families). Directly comparable to Easymed's patient care simulator lines (Keiko, Cherry, Yaye) and shares the Scandinavian healthcare market footprint.
- 3B Scientific: German-based manufacturer and distributor of medical simulators, anatomical models, and skills trainers with strong European presence. Directly competes with Easymed in the medical simulation/physics training space across Europe.
Others
- Kyoto Kagaku: Japanese manufacturer of radiology phantoms and medical simulators that supplies Easymed. Comparable as the upstream manufacturer of products in Easymed's portfolio and a potential direct competitor in non-Scandinavian markets.
- Data Spectrum Corporation: US-based manufacturer of nuclear medicine phantoms (Jaszczak, PET/SPECT, NEMA-compliant) that supplies Easymed. Comparable as a specialized phantom manufacturer whose products form part of Easymed's nuclear medicine offering.
Broad incumbents
- CAE Healthcare: Global healthcare simulation incumbent offering a broad portfolio of patient, surgical, and ultrasound simulators. Overlaps with Easymed's full-body simulator and ultrasound training offerings but operates at a much larger scale and broader geographic footprint.
Regional players
- Unfors RaySafe (part of Fluke Biomedical): Swedish-based dosimetry and radiation monitoring solution provider serving radiology and radiation therapy departments. Comparable as a Scandinavian-headquartered medical imaging accessory specialist with overlapping customer segments.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Easymed social profiles
Digital presenceEasymed financial estimates
Financial estimateRevenue estimate
Valuation estimate
Easymed leadership team
Management profileNumber of profiles
Profiles1 record
Easymed funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Easymed M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Easymed
What does Easymed do?
Easymed distributes medical imaging accessories, radiology phantoms, and medical simulation training equipment to healthcare institutions across Scandinavia. The company acts as a B2B distributor for international manufacturers including Kyoto Kagaku, Pehamed, and Data Spectrum, supplying products for X-ray, CT, MRI, ultrasound, nuclear medicine, and radiation therapy applications. Their portfolio covers patient positioning, dosimetry, ultrasound examination phantoms, and clinical skills simulators for acute care, suturing, injection/puncture procedures, obstetrics, and patient care.
Is Easymed a public or private company?
Easymed is a private company. It is classified as family owned and is currently operating.
When was Easymed founded?
Easymed was founded in 1996. It employs 11 to 50 people.
Where is Easymed based?
Easymed is headquartered in Værløse, Denmark, in the Europe region.
How does Easymed make money?
One revenue line is on record: medical Phantom and Simulator Sales.
Who are Easymed's main competitors?
Direct peers on record are Surgical Science Sweden AB, TruCorp, Mentice AB, Limbs & Things, Laerdal Medical and 3B Scientific. Others are Kyoto Kagaku and Data Spectrum Corporation. CAE Healthcare is listed as a broad incumbent. Unfors RaySafe (part of Fluke Biomedical) is listed as a regional player.
Does Easymed have an API?
No public API is recorded for Easymed.
What industry is Easymed in?
Easymed's product category is Medical Imaging Equipment Distribution. Its primary akta.pro industry code is HLAHABAK, Contrast Media Injectors & Radiology Accessories, with a secondary code of EDAOAJAH, Radiologic Imaging Support (X‑Ray Assistant, Limited Scope). Its NAICS code is 339113 and its SIC code is 5047.