Welcome to HLC Medical (Pty) Ltd

Medical sales & consulting

Providing the best skill and support within the Healthcare Industry

HLC-Medical (Pty) Ltd, a sales agency and distribution team, is a subsidiary of HLC-Consulting (Pty) Ltd.  

Henry-Lines Consulting (Pty) Ltd was founded in 2015. The aim of the company is to assist organisations of all sizes to address contemporary and anticipated challenges facing the South African healthcare sector. We have a set focus on developing a sales organisation as both an
agency but also as a distributorship.

Together HLC Medical have more than 75 years of total sales experience. Our sales coverage includes Johannesburg, Pretoria, Kwazulu-Natal, Western Cape, Eastern Cape, Free State, Northwest Province and Namibia.

HLC Medical (Pty) Ltd expanded into the entire Sub-Saharan Africa region. SADC countries: Namibia, Botswana, Zimbabwe, Mozambique, Eswatini, Madagascar and Mauritius.  East Africa: Kenya, Rwanda, Uganda, Ethiopia and Tanzania. West Africa: Ghana, Senegal, Ivory Coast. Central Africa: CHAD, DRC.
More about Dr Heather Henry-Lines

More about Dr Heather Henry-Lines

Dr. Heather Henry-Lines is the Founder and Managing Director of Henry-Lines Consulting (HLC) and is a highly regarded healthcare and business professional. She originally trained and registered as a Nurse, Midwife and an Intensive Care Nursing Sister. However, her drive and curiosity led her to a rich and varied academic journey. Dr. Heather Henry-Lines holds a PhD, awarded at the Faculty of Economics at Stellenbosch University. Her research was a collaboration between the Stellenbosch Business school and the Faculty of Health Sciences and focused on atrial fibrillation in South Africa. Heather holds an Advanced Diploma in Business Administration, an MBA and a Certificate in Health Technology Assessment, all from Stellenbosch University. She also holds a master’s degree in Pharmaco and Health Economics from Barcelona School of Management and a Doctorate in Business Administration with a focus on Health Economics through the Faculty of Economics at Stellenbosch University. And her journey continues. Heather has more than 14 years’ experience as a senior manager, leading sales and marketing teams in selling medical devices into the cardiovascular market at healthcare giants like Medtronic South Africa, Johnson and Johnson South Africa and DISA Health Sciences. Apart from specialising in health economics and reimbursement, Heather also has experience in market analysis of the healthcare sectors in both South Africa and Sub-Saharan Africa. In all these roles she built and led loyal, professional sales teams, who went on to win both national and international sales awards. Heather has held the role of CEO at HLC-Medical for 9 years. Heather is strategically minded and has a proven record of accomplishment of growing small businesses or turning failing economically challenged businesses around. Heather has served on the EXCO of industry bodies for example SASCI (South Africa Society of Cardiac Interventionists) and CASSA (Cardiac Arrhythmia Society South Africa) and until recently served on the board of The International Society for Pharmaco-economics and Outcomes Research (ISPOR) and served on the board of the Vascular Society of Southern Africa’s Special Projects group. She currently serves as a director and fund raiser for Thanda Non-profit organisation.

Mission and Vision

Mission and Vision

Mission - Our mission defines what we set out to do each day, which is to provide healthcare professionals with the best skills and support that ensure a level of service excellence that benefits our customers, patients, peers, employees and the communities we serve. Vision - Our vision reminds us of what we should be striving for each day and what we ultimately want as a company, which is to: Offer the best service to our clients and produce the most innovative solutions to the healthcare industry; See more patients accessing cost-effective treatment; Drive synergies and economies of scale that stimulate the growth in the EP market and beyond; Learn from customers and identify the gaps in the market that are barriers to patients getting the treatment they require, thereby enabling healthcare professionals to have more time to treat their patients.

Our Services

Our Services

Health economic consultation; Research; Strategic and Operational Consulting Services; Project Management and Sales Development of strategic road maps for companies; Negotiations with medical aids; Market research and market analysis; Developing of branding strategies, marketing plans and sourcing marketing material and branded items; Health and pharma-economics; Sales support and coaching; Clinical support; Clinical engineering.

What We Do

What We Do

More recent projects have included but are not limited to: Setting up the Cordis business under the umbrella of DISA Vascular (Pty) Ltd Consulting for Siemens Pty Ltd in the field of Electrophysiology in South Africa; Strategic management for Biosense Webster (a division of J&J); Clinical engineering service for both Biosense Webster and Boston Scientific; Negotiating and preparing for tender with the Eastern Cape Government; Our sales organisation embodies excellence and exemplifies what professionalism is. We strongly believe that our passion in wat we do is our success. We take pride in being a highly professional and competitive team. Continuing professional development is highly encouraged - all employees are instructed and trained on Healthcare Compliance issues and are complaint under the US Foreign Corrupt Practices Act. We are a Level 4 B-BBEE contributor..

How We Work

How We Work

HLC’s core values, mission and vision drive everything we do. The patient remains central to processes, negotiations and transactions. By incorporating this “patient first” ethos into our daily work and making it an integral part of the culture of this growing sales and consulting firm, we believe we are poised for success in all our future endeavours. Values - Our values embody who we are and what we believe in - you “reap in life what you sow” and the paramount importance “giving before receiving”. We have: An inflexible commitment to quality, health, safety and the environment; A culture of understanding the needs of our customers; An open relationship with our staff, peers, fellow consultants and customers; based on mutual respect and trust; Transparency, accountability, integrity and discipline in all business dealings; Financial responsibility to our internal and external stakeholders.

Corporate Governance

Corporate Governance

HLC believes that our primary responsibility is to ensure effective governance over the company’s affairs for the benefit of all its stakeholders. These responsibilities include but are not limited to: Finding and appointing suitable staff members or sub-contractors (where applicable) who are skilled in the service needed to offer clinical or technical solutions to the clients. Annually reviewing and approving short-term and long-term strategic and business plans and monitoring corporate performance against such plans. Adopting policies of corporate conduct, including compliance with applicable laws and regulations and maintenance of accounting, financial, disclosure and other controls, as well as reviewing the adequacy of compliance systems and controls. Reviewing matters of corporate governance from time to time.

Code of Business Conduct

Code of Business Conduct

The Code of Business Conduct of HLC (referred to hereafter as The Company) consists of policies relating to the ethical and legal standards of conduct to be followed by its management and shall apply to any additional member of the team who may be included in the company.

Legal Compliance

Legal Compliance

The Company undertakes to comply with the legal system of the country in which it operates as well the FCPA and the Marketing Code of Conduct in the South African Healthcare Sector as well as Act 101 as amended in June 2017.


Dr. Heather Henry Lines

Owner / CEO

Tracey Longstaff

Operations Manager

Riana Meyer

Business Development Manager

Carole Willis

Africa - Sales

Nick Pretorius

HLC Medical Agent

Johannesburg / Bloemfontein

Jessica Lines

HLC Medical Territory Manager

Johannesburg / Pretoria

Nicky Jacobs

HLC Medical Agent

Cape Town

Lizelle de Beer

HLC Medical Agent


Lester Damon

HLC Medical IT Support

  • Cardiology

  • Peripheral Vascular

  • Electrophysiology

  • Structural

"Become a distribution partner in your region" contact Africasales@hl-consulting.co.za for more information

The Africa Continent

Has more than 1.3 billion people living on it in 54 different countries. HLC Medical (Pty) Ltd have established distribution networks in numerous regions and are always open to expand to new territories where we can assist with our extensive range of products (incl. Interventional Products, Coronary Guiding Catheters, Balloons and Coronary Stents) in the entire Sub-Saharan Africa region, including SADC countries: Namibia, Botswana, Zimbabwe, Mozambique, Eswatini, Madagascar and Mauritius, East Africa: Kenya, Rwanda, Uganda, Ethiopia and Tanzania, West Africa: Ghana, Senegal, Ivory Coast and Central Africa: CHAD, DRC. HLC-Africa has signed agreements in 19 of these major countries with a population exceeding 600 million people. Our Africa Sales team come with in depth knowledge of all of these territories, the culture of each customer and have well established relationships in the countries we focus on. We understand the regulatory processes of each region and follow strict processes for selling into each region.

SADC countries


East Africa


West Africa


Central Africa


HLC Medical Catalogue

  • 9 B Loudoun Lane, Northern Acres, Sandton, South Africa
  • Cape Town branch: 4 Mayfair Court, 7 Roslyn Road, Rondebosch, South Africa

Company Trading Name Henry-Lines Consulting (Pty) Ltd t/a HLC-Medical (Pty) Ltd Company Registration Number 2015/183083/07 Company Tax / VAT Number Tax number: 9443002184 VAT number: 4500279189