About
About
LANZ.Business
LANZ.Business is a specialised advisory practice focused on the commercial side of the diagnostics and laboratory technology industry in Germany.The firm works with international companies that are preparing to enter the German market or expand their commercial presence in the country. The focus lies on the commercial architecture behind successful market entry, including customer segmentation, go-to-market structure, distributor logic and the early build-up of a commercial presence. Rather than broad management consulting, LANZ.Business concentrates on a concise number of critical decisions that shape long-term success in the German diagnostics market.
Why does
LANZ.Business exist?
Germany is one of the largest diagnostics markets in Europe. It is also one of the easiest markets to misunderstand from the outside.
The laboratory landscape is highly professionalised, purchasing structures vary across segments, and distributor models differ significantly depending on the type of technology and customer group. As a result, commercial assumptions that work in other markets often do not translate well to Germany.
LANZ.Business was created to help international diagnostics and laboratory technology companies make smarter commercial decisions before significant resources are committed.
About
The Founder
LANZ.Business was founded by Dr. Marcelo Lanz.
His professional background lies on the commercial side of the diagnostics and laboratory technology industry, including business development, sales strategy and market development within the German diagnostics landscape. Over the years he has worked closely with laboratories, diagnostics companies and international commercial teams navigating the realities of the German market.
This experience shaped a central observation: successful market entry rarely fails because of technology. More often it fails because commercial assumptions about the market do not hold in practice.
Through LANZ.Business, Dr. Lanz works with leadership teams that want to approach the German market with greater clarity and a more realistic commercial strategy.
How does
Lanz.Business work?
LANZ.Business operates as a focused boutique advisory practice working with a limited number of clients.The emphasis is on structured thinking, industry context and practical understanding of how the German diagnostics market functions commercially. The work is typically advisory in nature, supporting leadership teams in making informed strategic decisions rather than acting as an operational consulting organisation.The goal is simple: to make the German market understandable enough that companies can build a successful commercial presence with confidence.
