Assure Holdings Corp. (IONM): Marketing Mix Analysis [Dec-2025 Updated]

You're looking at Assure Holdings Corp. (IONM) as we close out 2025, and honestly, understanding the core marketing mix-the Product, Place, Promotion, and Price-is more critical now than ever, especially when the stock is trading around $\mathbf{\$0.048}$ and the company is navigating a complex reimbursement landscape. As a former BlackRock analyst, I see this 4P breakdown not just as textbook theory, but as the operational blueprint that either justifies a turnaround or signals where the next near-term risk lies in their specialized Intraoperative Neuromonitoring (IONM) service delivery. We need to map out exactly how they are positioning their high-complexity surgical support to drive revenue growth and margin improvement, so let's dive straight into the strategy below.

Assure Holdings Corp. (IONM) - Marketing Mix: Product

The product Assure Holdings Corp. offers is a suite of outsourced intraoperative neuromonitoring (IONM) and remote neurology services designed to support surgeons and medical facilities during invasive procedures where the nervous system is at risk. This offering is a combination of physical presence and remote oversight, delivered as a turnkey clinical and operational service.

The core service delivery is segmented into two distinct, yet integrated, components:

• The Technical Component: Provided by in-house interoperative neurophysiologists (INP) who are physically present in the operating room throughout the procedure.
• The Professional Component: Delivered by telehealth-oriented supervising practitioners who provide real-time monitoring and risk mitigation support to the onsite INP and the surgical team.

As of late 2025, the delivery of this product is highly focused due to prior asset sales. The company currently provides IONM services in limited markets, primarily concentrated in Arizona and Montana.

The product is applied across several high-stakes surgical verticals. The company delivers this monitoring tool for procedures including:

• Neurosurgery
• Spine procedures
• Cardiovascular surgeries
• Orthopedic surgeries
• Ear, nose, and throat surgeries

The telemedicine capability is inherent in the Professional Component, where supervising practitioners offer remote oversight, which was intended to enhance service quality control and provide a level of redundancy in monitoring support.

To provide context for the current scale of the product delivery team and the financial structure supporting it, here are the latest available operational and financial figures:

The company's mission historically focused on utilizing best-of-class personnel to deliver outcomes that benefit all stakeholders, which implies a focus on quality assurance, though specific, verifiable 2025 complication reduction statistics are not publicly available in the latest reports. The service suite also includes administrative support such as scheduling the INP and supervising practitioner, patient advocacy, and subsequent billing and collection services, which are integral to the overall product value proposition.

Assure Holdings Corp. (IONM) - Marketing Mix: Place

The Place strategy for Assure Holdings Corp. as of late 2025 is fundamentally shaped by the strategic divestiture of its core intraoperative neuromonitoring (IONM) service delivery assets in March 2024. The distribution channel, which historically relied on direct service delivery within operating rooms, has been largely transferred to MPOWERHealth, which acquired most of the healthcare facility contracts and clinical equipment for a total consideration of up to $4.5 million.

The current 'Place' focus shifts from decentralized, in-person service provision to centralized administrative and financial support for retained assets. The company kept its accounts receivable and its employees dedicated to the revenue cycle management team. This means the physical 'place' of service delivery is now managed by the acquirer, while Assure Holdings Corp.'s operational footprint is concentrated on the financial backend supporting past services.

Historically, the distribution network was built around direct partnerships, which covered a significant geographic area prior to the asset sale. The former operational footprint included facilities across 12 states in the United States. The company's former concentration was in high-growth markets, with Texas noted as its largest market. The services were delivered directly within the operating room environment by technologists, supporting procedures across specialties like spine, cardiovascular, and orthopedic surgery.

The current distribution strategy, therefore, is characterized by the following structural elements:

• Centralized Administrative Hub: Functions for billing and collections are maintained centrally, supporting the retained accounts receivable.
• Decentralized Service Handover: The physical delivery of IONM services to hospitals and surgical centers is now executed by MPOWERHealth, which acquired the majority of the facility contracts.
• Geographic Legacy: The former operational base included states such as Texas, Colorado, and Louisiana, which were pivotal to the prior case volume of approximately 21,600 managed cases in 2022.
• Contract Strategy Shift: The expansion strategy is now focused on managing the financial realization of services rendered under legacy agreements, rather than securing new long-term facility contracts for direct service provision.

To illustrate the transition in the distribution model, here is a comparison of the historical service delivery scope versus the retained administrative functions:

The services were historically delivered by highly trained technologists providing a direct point of contact in the operating room, with physicians monitoring neural structures in real-time. The company's former expansion strategy aimed at securing new long-term facility contracts to grow managed case volume. Now, the company's immediate financial success in the 'Place' context is tied to the successful collection of outstanding receivables from the services that were distributed to MPOWERHealth, which paid $2.32 million in cash at the initial closing.

Assure Holdings Corp. (IONM) - Marketing Mix: Promotion

You're looking at the promotion strategy for Assure Holdings Corp. (IONM) as of late 2025, keeping in mind the significant restructuring that occurred with the asset sale in March 2024. The promotional focus now centers on the retained core functions and communicating the forward-looking financial targets.

Direct sales force targeting neurosurgeons and orthopedic spine surgeons

The promotional structure relies on direct engagement, though the scale has shifted following the March 26, 2024, asset sale, which included most of the healthcare facility contracts and a majority of employees. The company retained its employees in the revenue cycle management team. As a baseline for the remaining operational/sales support structure, the total employee count was reported at 95 as of December 30, 2023. The value proposition communicated to surgeons centers on the retained service continuity and the financial backing from the asset sale, which totaled up to $4.5 million.

Investor relations activities to communicate growth story and financial performance

Investor communication centers on the current market standing and future projections. As of November 28, 2025, the share price was $0.0480, trading on the OTCPK exchange. The market capitalization as of December 2, 2025, stood at US$1.837k. Analysts have forecasted the annual EBITDA for the year ending 2025-12-31 to be $9MM, with a forecasted annual EBIT of $5MM for the same period.

Participation in key industry conferences (e.g., NASS, CNS) to build brand awareness

Specific quantitative data on Assure Holdings Corp. (IONM) participation in NASS or CNS conferences for 2025 is not publicly available in the latest reports. The company's promotional activity in this area is inferred through its continued focus on clinical services.

Educational content and case studies demonstrating clinical value and patient safety

The demonstration of clinical value is supported by the company's accreditation status. Assure Holdings Corp. is accredited by The Joint Commission. Specific metrics on the volume or impact of educational content disseminated in 2025 are not reported.

Focus on value proposition to hospital administrators: risk mitigation and revenue cycle management

The core promotional message to administrators emphasizes the retained, specialized functions. The company explicitly retained its employees in the revenue cycle management team post-asset sale. This focus is quantified by the financial structure, where the asset sale generated up to $4.5 million in proceeds, which supports the operational continuity and financial stability necessary for risk mitigation services.

The retained operational focus is highlighted by the following structural elements:

• Retained employees in the revenue cycle management team.
• Focus on services for neurosurgery, spine, cardiovascular, orthopedic, and ear, nose, throat surgeries.
• Communication of financial targets: $5MM EBIT and $9MM EBITDA forecasts for 2025.
• Trading on the OTCPK exchange.

Finance: draft 13-week cash view by Friday.

Assure Holdings Corp. (IONM) - Marketing Mix: Price

Fee-for-service model billed to commercial payers, Medicare, and Medicaid

• Reimbursement delays: More than 40% of respondents report taking two months or longer to receive reimbursement for services rendered as of 2025.
• Medicaid payment cycle: Often stretching beyond six months as of 2025.
• Commercial reimbursement estimate: Nationally estimated at approximately 196% of fully loaded Medicare Fee-For-Service (FFS) rates for medical services in 2025.
• Medicare/Medicaid alignment: The Medicaid NCCI program uses the same definition of global days as the Medicare program.

Separate billing for the technical and professional IONM components

Pricing structure reflects the high-value, specialized nature of the service

Revenue cycle management is a core function to maximize collections from complex payer mix

• Collection cost impact: Some organizations reported that current systems cost them more than 10% of the total bill just to collect payment in 2025.

High average revenue per procedure, reflecting the specialized clinical expertise