Medihumana

What Medihumana does

Medihumana (legal name MEDIHUMANA COLOMBIA) is a privately held Colombian medical-device distribution and hearing-healthcare services company founded in 1999 and headquartered in Bogotá. The company is the exclusive authorized distributor of Oticon hearing aids in Colombia, offering adult models (Oticon Intent, Real, Own, Zircon, Ruby), pediatric models (Oticon Play PX, Xceed Play), and super-power devices (Oticon Xceed) for severe-to-profound hearing loss, plus the Epiplating bone-anchored auricular prosthetic system for ear reconstruction cases. The technology stack it distributes is largely Oticon's: BrainHearing acoustic-environment processing, 4D user-intention sensors, Bluetooth direct-streaming to iPhone and Android, rechargeable batteries, and IP68-rated pediatric hardware, with the Oticon Companion App enabling remote audiologist consultations.

Medihumana monetizes through unit-priced hardware sales (hearing aids and diagnostic equipment such as audiometers, impedanciometers, otoacoustic-emission devices, and modular soundproof booths) and professional services including hearing evaluations, hearing-aid fitting and calibration, technical support and repair, and newborn hearing screening. Pricing is largely quote-based; pediatric hearing aids start from $4,290,000 COP and interest-free financing is offered. The company serves four customer segments — adults/seniors with hearing loss (primary), children with hearing loss, audiology clinics and healthcare facilities, and patients with ear deformities or trauma — through a hybrid go-to-market combining direct inbound phone/email/web sales with a nationwide ally network of more than 200 certified audiologists (Directorio de Aliados).

The business is structurally a distribution-and-services franchise layered on top of Oticon's manufacturing footprint. With approximately 29 employees, more than 30,000 cumulative users served over 25+ years, and no disclosed external investment, the company is a profitable, founder-operated specialty distributor rather than a venture-backed growth platform. Its strategic levers are limited to portfolio refresh cycles driven by Oticon's product roadmap, expansion of the allied-audiologist channel, and adjacent growth in diagnostic-equipment sales to clinics.

Name

Medihumana

Legal name

MEDIHUMANA COLOMBIA

Website

https://medihumana.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Medihumana is the exclusive authorized Oticon hearing-aid distributor in Colombia, selling adult, pediatric and power hearing aids, the Epiplating auricular prosthetic system, and audiology diagnostic equipment through a network of 200+ certified audiologist allies serving end consumers and clinics.

Ownership category

akta.pro rank

Product category

Hearing Healthcare and Audiology Distribution

NAICS

Offices of Physical, Occupational and Speech Therapists, and Audiologists (621340), Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134)

SIC

Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047), Surgical & Medical Instruments & Apparatus (3841), Electromedical & Electrotherapeutic Apparatus (3845), Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

Audiology & Hearing Services (ENT-Affiliated) (HLAKAMAI)

akta.pro secondary industries

Audiology & Hearing Diagnostic Centers (HLAFAKAH), Hearing Enhancement / Assistive Listening Audio Devices (CRACANAL), Otology & Neurotology (Ear/Hearing/Balance) (HLAKAMAC)

Keywords

• Hearing aid distribution
• Audiology services
• Hearing diagnostics
• Pediatric hearing aids
• Audiological equipment

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Hearing Aid Sales (Adults and Children): Medihumana distributes Oticon hearing aids (adult and pediatric models) through its authorized dealer network across Colombia. Revenue is generated through device sales, with pricing varying by technology level, hearing loss degree, and device type. The company also offers financing plans.
2. Diagnostic Equipment Sales and Distribution: Sale and distribution of audiological diagnostic equipment including audiometers, impedance meters, otoacoustic emission (OAE) devices, vestibular/balance equipment, newborn hearing screening devices, and soundproof audiological booths. Equipment is sourced from recognized international brands.
3. Technical Support and Maintenance Services: Technical support services including preventive and corrective maintenance, calibration, remote technical support, training, and installation advisory for hearing aids and diagnostic equipment. Provided by internationally trained engineering specialists.
4. Hearing Evaluation and Adaptation Services: Professional hearing assessments and hearing aid adaptation services performed through a network of certified audiologist allies nationwide. The process includes diagnostic evaluation, device selection, personalized calibration, and ongoing clinical follow-up.
5. Auricular Prosthetics (Epiplating System): Sale and support of implantable auricular prosthetic systems (Epiplating) for patients with congenital or acquired ear deformities. Requires specialist medical accompaniment.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Medihumana distributes Oticon-branded hearing aids for adults, children, and patients with profound hearing loss in Colombia, supported by a nationwide network of over 200 certified audiologists providing hearing evaluations, device fitting, calibration, and ongoing clinical follow-up. The company also sells audiological diagnostic equipment (audiometers, impedanciometers, soundproof booths, OAE devices) and the Epiplating bone-anchored auricular prosthesis to audiology clinics, hospitals, and end-patients.

Product overview

Medihumana is an authorized Oticon distributor in Colombia with over 25 years of experience providing comprehensive hearing health solutions. The product portfolio centers on Oticon-branded hearing aids for adults (Oticon Intent, Real, Own, Zircon, Ruby) and children (Oticon Play PX, Xceed Play), plus power hearing aids (Oticon Xceed) for profound hearing loss. Additional products include Epiplating bone-anchored hearing systems for ear reconstruction cases, diagnostic equipment (audiometers, impedanciometers, soundproof booths), and supporting services including hearing tests, hearing aid fitting and calibration, technical support and repair, and newborn hearing screening. The company operates through a national network of over 200 certified audiologist allies across Colombia.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Over 30,000 users helped to improve their quality of life through hearing solutions
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability3 records

Feature9 records

Partnerships

One partnership is on record.

• OticoncoreChannel Partner/ Reseller/ DistributorMedihumana is the exclusive authorized distributor of Oticon hearing aids in Colombia. This partnership grants Medihumana exclusive rights to distribute Oticon's full portfolio of hearing solutions including Oticon Intent, Real, Own, Zircon, Ruby, Xceed (adults), Play PX, and Xceed Play (pediatric). Oticon is a Danish hearing aid manufacturer with over 100 years of global leadership in hearing technology. Medihumana represents all Oticon products across its nationwide audiologist ally network.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• GN Hearing (ReSound/Beltone): GN Hearing manufactures ReSound and Beltone hearing aids and distributes across Latin America. Comparable to Medihumana as a global hearing-aid brand competing in the Colombian market for audiologist partnerships and patient prescriptions.
• Starkey Hearing Technologies: US-based global hearing-aid manufacturer with AI-driven product lines and Latin American distribution. Comparable to Medihumana as another global hearing-aid brand vying for Colombian clinical channel share.
• GAES (Grupo Amplifon): Global hearing-care retailer (part of Amplifon group) operating in Colombia with multi-brand hearing-aid centers. Comparable to Medihumana as a competing hearing-aid distribution and fitting network in Colombia, but with significantly broader geographic and brand reach worldwide.
• WS Audiology (Signia/Widex) LatAm: Global hearing-aid manufacturer behind Signia, Widex, and other brands with growing presence in Latin America. Comparable to Medihumana as a competing premium-brand supplier seeking Colombian audiologist partnerships and patient mindshare.
• Sonova (Phonak) Colombia distribution: Sonova is one of the world's largest hearing-aid manufacturers (Phonak, Unitron) and operates regional distribution in Latin America. Comparable as a rival global hearing-aid brand channel competing for Colombian audiologist relationships and end-customer share.

Emerging players

• Interton: Value-tier hearing-aid brand within the GN group with distribution in Latin America. Comparable to Medihumana as a regional hearing-aid channel partner targeting price-sensitive Colombian consumers, representing a competitive threat to Medihumana's entry-level Oticon Ruby line.

Others

• Cochlear Limited (LatAm): Global leader in implantable hearing solutions (cochlear implants, bone-anchored systems) with presence across Latin America. Comparable to Medihumana only at the Epiplating bone-anchored prosthesis adjacency; Cochlear operates in a different and more clinical segment of the hearing-loss treatment pathway.

Regional players

• Audición y Salud (Colombia): Colombian audiology clinic chain providing hearing evaluations, hearing-aid fittings, and rehabilitation services. Comparable to Medihumana as a domestic audiology service provider competing for the same end patient population, though without Medihumana's exclusive-brand distribution advantage.
• Oticon Mexico (Demant LatAm): Sister Demant distribution entities serving other LatAm markets with the same Oticon product portfolio. Comparable to Medihumana as a regional Oticon exclusive distributor model, useful for benchmarking what scaling the Colombian operation could look like.
• Audifarma: Major Colombian hearing-aid retail and distribution chain that sells multiple global brands directly to consumers. Comparable to Medihumana as a domestic Colombian hearing-care distributor with national presence and direct-to-patient fitting services, though broader brand portfolio.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/medihumacolombia
• LinkedInlinkedin.com/company/medihumana

Compliance3 records

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 Medihumana