AngioDynamics, Inc. (ANGO): Marketing Mix Analysis [Dec-2025 Updated]

You're looking at a company that made a decisive, almost painful, strategic choice: shedding lower-margin legacy devices to double down on high-growth Med Tech platforms, and honestly, the early results for AngioDynamics, Inc. are compelling. After watching countless corporate restructurings, I can tell you this pivot is showing up where it counts: full-year FY2025 pro forma net sales reached $292.7 million, an 8.1% increase, with the Med Tech segment alone jumping 19.5%. This focus is the engine driving the full-year gross margin up to 53.9%. So, how exactly is AngioDynamics, Inc. orchestrating this transformation across Product, Place, Promotion, and Price to capture that higher value? Let's dive into the specifics of their new marketing mix below.

AngioDynamics, Inc. (ANGO) - Marketing Mix: Product

You're looking at a company that has clearly made some tough calls to sharpen its focus, shedding older lines to double down on high-potential Med Tech platforms. AngioDynamics, Inc. is centering its product strategy around four key areas: the Auryon peripheral atherectomy system, the AlphaVac and AngioVac thrombectomy systems, and the NanoKnife irreversible electroporation (IRE) oncology platform. These are the growth engines now.

The NanoKnife platform, specifically, just hit a major regulatory and reimbursement milestone. The American Medical Association's CPT® Editorial Panel granted CPT Category I Codes for its use in treating lesions in the prostate and liver. This is big because these codes, which will be effective on January 1, 2026, are reserved for procedures that have demonstrated clinical efficacy and widespread value, which should definitely help providers get paid and expand patient access. For context, a similar CPT Category I Code for IRE for the treatment of the pancreas is set to be effective January 1, 2027.

To make room for these investments, AngioDynamics, Inc. executed a strategic overhaul in fiscal year 2024. They completed the sale of the PICC and Midline product portfolios to Spectrum Vascular for up to $45 million in cash in February 2024. Then, in June 2024, they sold the Dialysis product portfolio and BioSentry Tract Sealant System Biopsy product for $100 million in cash. These were lower-margin legacy products, and the divestitures, along with discontinuing RadioFrequency and Syntrax products, were part of a move to optimize the portfolio.

The results of this pivot are showing up in the numbers for fiscal year 2025. The Med Tech segment net sales grew 19.5% to $126.7 million for the full fiscal year 2025. That's the story of the new AngioDynamics, Inc. The remaining Legacy Med Device segment, which includes core, venous, and port products, had a much flatter trajectory, with guidance expecting flat growth for FY2025. To be fair, the actual pro forma result for FY2025 Med Device net sales was $166.0 million, an increase of 0.8% from the prior year.

Here's a quick look at how the segments stacked up in the most recent full fiscal year:

The product focus is clearly on driving adoption of the newer, higher-value platforms. You can see the concentration of growth in the Med Tech portfolio:

• Focus on Med Tech platforms: Auryon, AlphaVac, AngioVac, and NanoKnife.
• NanoKnife irreversible electroporation platform received CPT Category I Code for prostate and liver lesions.
• Strategic divestiture of lower-margin legacy products like PICC/Midline (sold February 2024) and Dialysis (sold June 2024) in FY2024.
• Med Tech segment net sales grew 19.5% to $126.7 million in fiscal year 2025.
• Legacy Med Device segment had flat growth expected for FY2025.

For example, in Q3 of fiscal 2025, the growth drivers within Med Tech were clear: AlphaVac sales increased 161.4%, AngioVac sales increased 23.1%, and NanoKnife disposable sales increased 16.2%. That's defintely where the action is.

AngioDynamics, Inc. (ANGO) - Marketing Mix: Place

Place, or distribution, for AngioDynamics, Inc. (ANGO) centers on bringing its specialized medical technology to the point of care through a hybrid model that balances direct control with broad reach.

The distribution strategy is built around a global distribution network utilizing a multi-channel approach. This structure allows AngioDynamics, Inc. to serve different markets with tailored efficiency. The company sells its products in the United States primarily through its own direct sales force, while internationally, it employs a combination of direct sales and a network of third-party distributors.

For its high-touch Med Tech platforms, AngioDynamics, Inc. relies on a direct sales force in key regions. This direct engagement is crucial for complex, innovative technologies like the Auryon peripheral atherectomy system and the thrombus management platform, which includes the AlphaVac and AngioVac mechanical thrombectomy systems. The sales and marketing efforts are specifically focused on specialists such as interventional radiologists, interventional cardiologists, vascular surgeons, urologists, interventional and surgical oncologists, and critical care nurses.

Broader market penetration outside the US is achieved through a robust network of third-party distributors for broader market penetration. This distributor network covers regions including Latin America, Europe, Asia, and others. To give you a sense of scale from the prior fiscal year, international distributors accounted for approximately 77% of international revenues for the fiscal year ended May 31, 2024.

The financial results for the fourth quarter of fiscal year 2025 clearly demonstrate the geographic split in sales execution:

The strong growth in international net sales to $12.7 million, representing a 22.8% increase, shows strong overseas momentum, likely supported by the distributor channel. This contrasts with the U.S. net sales of $67.5 million for the same quarter. For the full fiscal year 2025, the company achieved pro forma net sales of $292.7 million.

Key elements of the distribution footprint include:

• Direct sales force presence in the United States.
• International sales supported by direct sales and distributor relationships.
• Focus on high-growth Med Tech markets where direct engagement is prioritized.
• Reliance on third-party distributors for market access outside the US.

The company actively manages potential risks associated with this structure, recognizing that the effectiveness of its third-party distributors is a factor that may affect actual results.

AngioDynamics, Inc. (ANGO) - Marketing Mix: Promotion

Promotion for AngioDynamics, Inc. centers heavily on generating and disseminating robust clinical evidence to drive adoption among healthcare professionals (HCPs) and secure favorable payer coverage. This evidence-based approach is critical for a medical technology company introducing novel ablation and thrombectomy solutions.

Heavy reliance on clinical evidence, like the PRESERVE study for NanoKnife.

The promotion of the NanoKnife System for prostate tissue ablation is anchored by the pivotal PRESERVE study, which received significant publicity following its publication in European Urology in July 2025. This publication serves as a key promotional asset to convince urologists of the technology's benefits over traditional therapies. The study involved 121 patients across 17 clinical sites and demonstrated strong functional preservation outcomes at 12 months post-procedure.

Key data points from the PRESERVE study, which supported the late 2024 FDA clearance for prostate tissue ablation, are:

Further amplifying this evidence, the NanoKnife System was recognized by TIME magazine as one of the 2025 Best Inventions, announced in October 2025, which is a significant public relations win for awareness and credibility.

Professional education through webinars and major medical society meetings to reach healthcare professionals (HCPs).

AngioDynamics, Inc. actively engages HCPs through dedicated events to discuss clinical data and product use. The promotional calendar for late 2024 and 2025 included several such forums:

• Virtual NanoKnife Investor Event: January 8, 2025.
• Oppenheimer 35th Annual Healthcare MedTech and Services Virtual Conference: March 17, 2025.
• Virtual Cardiovascular Investor Event: April 2, 2025.
• Canaccord Genuity 45th Annual Growth Conference: August 12, 2025.
• UBS Global Healthcare Conference: November 10, 2025.

The company also presented its Fiscal 2025 Fourth Quarter and Full Year Financial Results on July 15, 2025, which detailed the sales performance of its key platforms.

Securing favorable reimbursement pathways, including CPT Category I Codes for NanoKnife.

A major promotional and access-driving activity was securing favorable reimbursement pathways. The American Medical Association's CPT Editorial Panel granted CPT Category I codes for Irreversible Electroporation (IRE) procedures for prostate and liver lesions using the NanoKnife System. These codes are reserved for clinically effective and widely used procedures. This is a defintely crucial step for adoption.

• Codes effective date: January 1, 2026.
• Codes will have physician Relative Value Units (RVUs) attached.
• Expected outcome: Streamlined reimbursement, wider insurance coverage, and defined reimbursement rates.

This milestone highlights the value of strategic investments, as stated by the CEO in October 2024, and is expected to increase market access to this minimally invasive IRE technology.

Initiating clinical trials like RECOVER-AV (AlphaVac) and AMBITION BTK (Auryon) to generate new data.

Promotion extends to generating future evidence for the cardiovascular portfolio. The initiation of new trials is promoted as a commitment to evidence-based care and global market adoption.

The Auryon System in the AMBITION BTK trial will be compared against standard balloon angioplasty alone, with primary endpoints including freedom from major amputation and clinically driven target lesion revascularization at 12 months. The prior study for Auryon treated 61 complex, calcified lesions in 60 patients across four US centers.

Digital presence and public relations to announce regulatory milestones and financial results.

AngioDynamics, Inc. uses press releases and its investor website to disseminate all key promotional and informational updates. Regulatory milestones, such as the FDA 510(k) clearance for the NanoKnife System for prostate tissue ablation (late 2024), are immediately publicized. Furthermore, the company's financial performance is used to support the narrative of growth driven by these products. For instance, Q4 Fiscal Year 2025 net sales reached $80.2 million, a 12.7% increase year-over-year. Within this, NanoKnife disposable sales were $5.7 million, up 5.5% versus Q4 FY2024, demonstrating traction from the recent prostate clearance and promotional efforts.

The Med Tech segment, which includes NanoKnife, Auryon, and the thrombectomy platform (AlphaVac/AngioVac), saw net sales of $31.3 million in Q3 FY2025, a 22.2% increase from the prior-year period. This growth is a key metric used in promotional materials to show market acceptance.

Finance: draft Q1 FY2026 cash flow forecast by end of next week.

AngioDynamics, Inc. (ANGO) - Marketing Mix: Price

Strategic shift to higher-margin Med Tech products drove full-year GAAP gross margin to 53.9% in the fiscal year ended May 31, 2025. Absent tariff impacts, this full-year gross margin would have been 54.5%.

The pricing strategy is reflected in the segment performance, where the higher-value platforms command better pricing realization, as shown below:

Med Tech segment gross margin was 59.0% in Q4 FY2025, reflecting premium pricing for innovative platforms. The Med Device segment gross margin for Q4 FY2025 was 47.6%. Cost of Goods Sold (COGS) faced headwinds from tariffs, totaling approximately $1.6 million in Q4 FY2025. This represented a 204 basis point headwind to the Q4 GAAP gross margin. For the full year, tariffs created a 56 basis point headwind to the GAAP gross margin.

Pricing is influenced by Group Purchasing Organizations (GPOs) and competitive pressures in the medical device market. To enhance accessibility and flexibility, AngioDynamics, Inc. entered into a revolving credit facility for up to $25.0 million, providing working capital support with zero dilution.

Full-year FY2025 pro forma net sales reached $292.7 million, an 8.1% increase year-over-year, justifying platform value. The Med Tech net sales grew by 19.5% to $126.7 million for the full year.