Medicross
Medicross, a brand of DAN Group GmbH (Liechtenstein), sells direct-to-consumer hair-based diagnostic tests for micronutrients and food intolerances across the DACH region and internationally, offering follow-on personalized nutrient formulas and nutrition counseling.
- Company typePrivate
- Founded-
- HeadquartersVaduz, Liechtenstein
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Medicross does
Medicross, a brand of DAN Group GmbH registered in Vaduz, Liechtenstein with operational presence in Lindau am Bodensee, Germany, is a direct-to-consumer e-commerce business selling hair-based diagnostic tests in the complementary/alternative medicine category. The company offers three core human tests (Micronutrient Test, Intolerance Test, and Combo Test covering up to 105 micronutrients and up to 850 substances/foods), with parallel product lines for pets. The methodology relies on customer self-collection of 10-20 hairs mailed in with a self-printed digital submission form; results are returned as PDF documents. The company has expanded into modular add-ons (heavy metals, microplastics, toxins, expanded food panels), personalized nutrient formulas manufactured via partner pharmacy/Madana GmbH, paid and bundled nutrition counseling, and a small portfolio of digital e-books.
The business model is one-time DTC transactions priced at $46-$138 per test (currently heavily discounted 40-50%), with add-ons ($11-$23), supplements (separate purchase), and digital content (€7-€20) layered on. Marketing combines an educational blog, Klaviyo-driven email automation, four social channels, and discount-led acquisition. Fulfillment is digital-first (no physical test kits shipped), with localized postal routes for Germany, Austria, Switzerland, Liechtenstein, and the US, and an 8-language storefront supporting European and selected international markets. Management is led by Managing Director Daniel Maier with nutritionist Christiane Dezini anchoring the advisory offering; the company is bootstrapped with no disclosed external funding.
Medicross firmographics
Firmographics- Name
- Medicross
- Legal name
- DAN Group GmbH
- Website
- https://medicross.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Medicross, a brand of DAN Group GmbH (Liechtenstein), sells direct-to-consumer hair-based diagnostic tests for micronutrients and food intolerances across the DACH region and internationally, offering follow-on personalized nutrient formulas and nutrition counseling.
- Ownership category
- akta.pro rank
Medicross industry classification
Industry- Product category
- Holistic Wellness Diagnostics
- NAICS
- Testing Laboratories and Services (541380), Diet and Weight Reducing Centers (812191)
- SIC
- Services-Testing Laboratories (8734)
- akta.pro industry
- Food, Feed & Nutraceutical Analytical TestingHealthcare & Life Sciences/Life Science Tools & Services (CRO/CDMO/Lab Services)/Laboratory Testing & Analytical ServicesGeneral Nutrition CoachingHome & Personal Services/Fitness, Wellness & Personal Training/Nutrition Coaching & Weight Management
Keywords
Where Medicross is headquartered
LocationHeadquarters
- HQ city
- Vaduz
- HQ country
- Liechtenstein
- HQ region
- Europe
Offices3 records
Markets served
Medicross business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Diagnostic Tests: One-time purchase revenue from hair-based diagnostic tests for humans and pets. Products include Micronutrient Tests, Intolerance Tests, and Combo Tests with various price points. Results delivered as PDF documents via email. No physical test kits shipped.
- Personalized Nutrient Formulas: Custom-formulated nutrient combinations (vitamins, minerals, amino acids, enzymes in capsule form) based on individual test results. Manufactured by partner pharmacy or Madana GmbH. Separate purchase from the initial test.
- E-books and Digital Content: Digital educational content including Fasting E-Book (€20), Sleep E-Book (€7), Iron E-Book, and Detox E-Book. Free E-Book included with each test purchase.
- Professional Services: Nutrition counseling services offered as add-on consultations. 20-minute consultation with nutritionist available as part of Medicross Care 90-day satisfaction guarantee. Additional paid consultations available.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Combo Test - Intolerance & Micronutrient Test for Humans |
| One time/ perpetual license | Pay-as-you-go | Micronutrient Test for Humans |
| One time/ perpetual license | Pay-as-you-go | Intolerance Test for Humans |
| Unit Pricing | Pay-as-you-go | Test Extension - Additional Micronutrients & Foods |
| Unit Pricing | Pay-as-you-go | Heavy Metal Test Extension |
| Unit Pricing | Pay-as-you-go | Microplastic Test Extension |
| Unit Pricing | Pay-as-you-go | Toxin Test Extension |
| Unit Pricing | Pay-as-you-go | Express Processing |
| Unit Pricing | Pay-as-you-go | Shipping to Switzerland |
| Unit Pricing | Pay-as-you-go | Shipping to Germany |
| Unit Pricing | Pay-as-you-go | Shipping to Austria |
| One time/ perpetual license | Pay-as-you-go | Sleep E-Book |
| One time/ perpetual license | Pay-as-you-go | Fasting E-Book |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Medicross product offering
Product offeringCore offering
Medicross fundamentally sells holistic, non-medical hair-based diagnostic tests that assess micronutrient levels and reactions to up to 850 foods and environmental substances. Customers order tests online, self-print submission forms, mail hair samples directly to Medicross, and receive PDF results. The company additionally sells personalized nutrient formulas manufactured by partner pharmacies, nutrition counseling with staff scientists, and related educational e-books.
Differentiator
Problem solved
Functional benefit
Products and services
- Combo Test (Human)
Quantifiable outcome
- 43% of surveyed customers have stomach problems and food reactions simultaneously
- +5 more outcomes
Companies that use Medicross
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Medicross technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Feature3 records
Medicross partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Madana GmbHcoreContract manufacturer for personalized nutrient formulas. When customers order individual nutrient formulations based on their micronutrient test results, orders are forwarded to Madana GmbH for production. Contract is between Madana GmbH and the consumer, not Medicross.
- Partner PharmacycorePharmacy partner for manufacturing personalized nutrient formulas. Medicross forwards orders to partner pharmacy or Madana GmbH at their discretion. Formulas are produced under pharmacy standards with high purity and quality raw materials.
- PayPalminorPayment processing partner. Customers can pay via PayPal. Medicross charges €15.00 administration fee for unjustified PayPal buyer protection claims.
- StripeminorPayment processing for credit card transactions. Handles payment data securely. Processing fee of €25 for unauthorized chargebacks.
- Sofort GmbH (Klarna)minorInstant bank transfer payment option for German customers. Processes payments directly from customer's bank account with real-time confirmation.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Medicross competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Medicross social profiles
Digital presenceMedicross financial estimates
Financial estimateRevenue estimate
Valuation estimate
Medicross leadership team
Management profileNumber of profiles
Profiles2 records
Medicross funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Medicross 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 Medicross
What does Medicross do?
Medicross fundamentally sells holistic, non-medical hair-based diagnostic tests that assess micronutrient levels and reactions to up to 850 foods and environmental substances. Customers order tests online, self-print submission forms, mail hair samples directly to Medicross, and receive PDF results. The company additionally sells personalized nutrient formulas manufactured by partner pharmacies, nutrition counseling with staff scientists, and related educational e-books.
Is Medicross a public or private company?
Medicross is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Medicross founded?
Medicross was founded in -1. It employs 11 to 50 people.
Where is Medicross based?
Medicross is headquartered in Vaduz, Liechtenstein, in the Europe region.
How does Medicross make money?
Four revenue lines are on record. Diagnostic Tests are the primary driver. The others are personalized Nutrient Formulas, E-books and Digital Content and professional Services.
Does Medicross have an API?
No public API is recorded for Medicross.
What industry is Medicross in?
Medicross's product category is Holistic Wellness Diagnostics. Its primary akta.pro industry code is HLAGADAN, Food, Feed & Nutraceutical Analytical Testing, with a secondary code of HSADAFAA, General Nutrition Coaching. Its NAICS code is 541380 and its SIC code is 8734.