Myomo, Inc. (MYO): Marketing Mix Analysis [Dec-2025 Updated]

You're digging into Myomo, Inc. (MYO) now, trying to see past the clinical complexity to the actual business model, especially as we wrap up 2025. Honestly, the whole investment thesis hinges on one critical factor: can the company consistently navigate the insurance maze to get its high-value, custom-fabricated MyoPro arm brace-which often carries an average selling price exceeding $50,000-reimbursed? I've spent two decades dissecting these exact situations, and the strategy here is a tightrope walk between clinical excellence and payer acceptance. Below, I lay out the four P's-Product, Place, Promotion, and Price-to show you precisely how Myomo, Inc. is attempting to convert specialized medical need into reliable, scalable revenue, mapping out the key opportunities and the defintely present reimbursement risks you need to track.

Myomo, Inc. (MYO) - Marketing Mix: Product

The product element for Myomo, Inc. (MYO) centers on the MyoPro line of custom-fabricated, powered arm braces, which are designed to restore function to the wearer's paralyzed or weakened upper extremity. The technology is analogous to an "inside out" myoelectric prosthesis, utilizing electromyographic (EMG) technology to detect residual muscle signals, which a microprocessor then amplifies to activate electric motors in the device.

This device functions as a non-invasive orthosis for individuals with neuromuscular weakness, such as that resulting from stroke, brachial plexus injury, or traumatic brain injury. The MyoPro is registered with the Food and Drug Administration as a Class II medical device. The company is actively working to support medical necessity through ongoing studies, including a randomized control trial pilot at the University of Utah as of the third quarter of 2025.

The product line includes several configurations to address varying needs. While the current commercially available versions are the MyoPro 2x and MyoPro 2+, the prompt references specific configurations within the MyoPro 2 series, which are now considered legacy models alongside the Motion G. The device is custom fabricated for each patient for optimum comfort and performance.

Here is a breakdown of the specified MyoPro 2 configurations and their functional components:

The mechanical capabilities of the powered joints offer specific torque outputs. For instance, the elbow motor offers approximately 7 Newton-meters of torque. For the Motion G, the grasp motor offers approximately 1.1 Newton-meters of torque. The device uses dry electrodes, meaning no adhesive or gel is needed for signal detection.

The product requires a formal pathway involving healthcare professionals. It requires prescription and fitting by certified orthotists, as the company sells the product to orthotics and prosthetics (O&P) providers and bills insurance companies directly. The company is expanding its network, having trained over 1,500 occupational therapists on the MyoPro across the country as of Q2 2025. The company also launched the MyoConnect program to strengthen relationships with therapists and physicians for recurring patient referrals.

The company's operational performance reflects product volume and pricing as of late 2025. For the third quarter of 2025, Myomo recognized revenue on 186 MyoPro units, which was up 16% over the same period a year ago. The Average Selling Price (ASP) for Q3 2025 was approximately $54,200. Furthermore, the company achieved its strongest quarter of the year for authorizations and orders, recording 229 authorizations and orders in Q3 2025. Medicare Part B patients represented 54% of the third quarter 2025 revenue.

The product's value proposition is supported by post-delivery services and continuous data collection:

• The company offers MyoCare, a post-delivery support system for patients and their healthcare team.
• All MyoPro 2 hardware and electronics, battery charger, and carrying bag are covered by a 3-Year Warranty; soft goods and the battery have a 1-Year Warranty.
• The company is focused on continuous clinical data collection, as evidenced by the ongoing randomized control trial pilot.
• The pipeline of potential users is actively tracked; as of June 30, 2025, there were 1,611 MyoPro candidates in the patient pipeline, an increase of 37% year-over-year.

Myomo, Inc. (MYO) - Marketing Mix: Place

The Place strategy for Myomo, Inc. centers on a hybrid distribution model that blends direct patient engagement with a growing network of specialized clinical partners, primarily within the United States, while actively pursuing international growth.

Direct-to-patient sales model via a clinical team

Myomo, Inc. maintains a significant direct component to its distribution, where the company itself acts as the provider, billing insurance companies directly for the MyoPro device. This direct billing approach was the dominant revenue source through the first three quarters of 2025. For instance, in the first quarter of 2025, Direct Billing accounted for 79% of total revenue. By the third quarter of 2025, Medicare Part B patients, a key segment served through this direct channel, represented 54% of that quarter's revenue. The company utilizes its clinical team to engage with healthcare professionals nationwide through the MyoConnect program, which is designed to generate recurring patient referrals and improve pipeline quality.

Distribution relies on a network of certified orthotists and prosthetists

Distribution is increasingly supported by a network of certified orthotists and prosthetists (O&P) clinics, which are becoming a more cost-effective source of qualified patients. The O&P channel achieved record revenue in the third quarter of 2025, generating $900,000, marking a 154% increase year-over-year and contributing 9% of the total Q3 2025 revenue. This channel requires O&P providers to conduct a clinical patient evaluation, shape capture, custom fabrication, fitting, and ongoing adjustment, relying on standard O&P practices. The company also sells the product to O&P providers internationally.

The breakdown of revenue channels provides a clear view of the distribution focus as of the first quarter of 2025:

Primary market is the United States, with growing international expansion (e.g., Germany)

The United States remains the primary market, heavily influenced by Medicare Part B coverage, which began in April 2024. International expansion is a noted area of growth, with Germany being a key focus. International revenue reached a record $1.8M in the third quarter of 2025, representing a 63% year-over-year increase. In 2024, more than 100 O&P clinics in Germany were certified to provide the MyoPro. Furthermore, Myomo, Inc. anticipated launching the MyoPro in China by the end of 2025 through a joint venture.

Telehealth and virtual assessments used for initial patient screening

Telehealth is an integrated part of the initial patient qualification process. The initial clinical screening is frequently conducted using a telehealth platform before medical records are reviewed to confirm device appropriateness. This virtual step helps streamline the complex patient journey, which can otherwise take months to convert awareness into an order. The company is also focused on improving lead quality, shifting advertising focus to television, which historically generated higher quality leads with stronger patient engagement.

Focus on major rehabilitation centers and VA hospitals

The distribution strategy involves strengthening relationships with healthcare professionals integrated into the continuum of care, which naturally includes major treatment centers. The Veterans Administration (VA) has been a long-standing partner, pioneering the research that rooted the MyoPro design in the 1990s. The VA accounted for 3% of revenue in the first quarter of 2025. The MyoConnect program specifically targets engagement with therapists and physicians nationwide to expand the network of professionals familiar with the device's benefits.

Key elements of the clinical engagement strategy include:

• Visits to Occupational/Physical Therapy (OT/PT) therapists and doctors.
• Expansion of the referring medical specialist network.
• Engaging clinicians to add the MyoPro to their product offerings.
• Utilizing the clinical team to engage with therapists and physicians.

Myomo, Inc. (MYO) - Marketing Mix: Promotion

Promotion for Myomo, Inc. (MYO) in late 2025 centers on substantiating clinical value to healthcare professionals while driving direct-to-consumer awareness, with a strategic pivot toward lower-cost referral channels.

Emphasis on clinical evidence and peer-reviewed publications

The promotional narrative heavily relies on the growing body of clinical evidence to support medical necessity and expand reimbursement. This data is crucial for convincing payers and clinicians of the MyoPro orthosis's efficacy. For instance, research published in 2024 in Prosthetics and Orthotics International demonstrated improved Disabilities of the Arm, Shoulder and Hand scores after home use in chronic stroke patients. Furthermore, a 2022 study in the peer-reviewed journal Frontiers in Neurology showed that use of the MyoPro resulted in statistically significant improvements, including a +7.5 point gain on the Fugl-Meyer assessment for individuals with chronic arm weakness. This data directly supports why payer communities, including in Germany, continue to expand coverage.

Direct outreach to occupational therapists and prescribing physicians

Myomo, Inc. is actively shifting focus to professional channels to lower customer acquisition costs and generate more reliable patient leads. A key initiative is the MyoConnect clinical referral program, designed to engage therapists and physicians nationwide. This strategy is showing traction, as revenue from the Orthotics and Prosthetics (O&P) channel reached a quarterly record of $900,000 in the third quarter of 2025, representing a 154% year-over-year increase and accounting for 9% of total Q3 2025 revenue. The company also invested in training, with over 300 Certified Prosthetist Orthotists (CPOs) trained by the end of the first quarter of 2025, up from 160 at the start of the year. The overall patient pipeline stood at 1,669 patients as of September 30, 2025, a 32% increase year-over-year.

The company hired a new head of marketing to optimize both direct-to-consumer and B2B outreach. The cost per pipeline add, a key metric for marketing efficiency, was $2,589 in Q3 2025, which was a 5% sequential decline.

Patient testimonial videos and success stories on digital platforms

While specific metrics for testimonial video engagement aren't public, the strategy involves optimizing direct-to-consumer advertising, which saw a shift to television advertising that yielded a higher percentage of leads meeting clinical criteria. The company's total operating expenses for Q3 2025 were $10.0 million, with higher advertising spending being a primary driver compared to the prior year. The overall strategy is to rely less on advertising-driven revenues in 2026, focusing instead on the MyoConnect platform and O&P channel penetration.

Participation in medical and rehabilitation trade shows

Direct engagement at industry events is a component of strengthening professional relationships. In September 2025, Myomo, Inc. attended the American Orthotics and Prosthetics Association National Assembly, which is noted as the major trade show for the O&P industry. This participation was aimed at meeting with existing and prospective channel partners to grow sales through that channel.

Educational webinars to simplify the complex reimbursement process

The promotional focus includes educating clinicians and payers on the reimbursement landscape. The company is actively working to file claims with payers that were previously avoided due to reimbursement uncertainty, following the posting of updated Medicare fees for its HCPCS codes as of March 2025. The financial figures associated with these codes are significant for reimbursement discussions:

Medicare Part B patients represented 60% of Q1 2025 revenue. The company is also leveraging positive rulings by the Social Court in Germany, where Statutory Health Insurance firms must reimburse for the MyoPro in certain cases.

Key financial metrics related to marketing and pipeline efficiency in 2025 include:

• Q3 2025 Operating Expenses: $10.0 million.
• Q1 2025 Operating Expenses: $10.1 million, up 64% year-over-year.
• Q3 2025 Cost Per Pipeline Add: $2,589.
• Q1 2025 Cost Per Pipeline Add: Approximately $2,300.
• Q1 2025 Goal for Cost Per Lead: Around $1,400 to $1,500.
• New Candidates Added to Pipeline (Q3 2025): 826, up 28% from Q3 2024.

Myomo, Inc. (MYO) - Marketing Mix: Price

You're looking at the core of how Myomo, Inc. monetizes its technology; for a high-cost medical device like the MyoPro, the price strategy is inseparable from insurance coverage.

The average selling price, or ASP, for the MyoPro is definitely in the high-cost category, often hovering around $54,000 in recent periods. For instance, the ASP in the third quarter of 2025 was approximately $54,300, which was a 5% decrease versus the prior year period due to a change in how insurance payments were recognized in the prior year.

Pricing strategy pivots entirely on securing favorable insurance reimbursement, which dictates accessibility and, ultimately, revenue realization. Revenue growth is tied directly to the number of units that are successfully reimbursed and shipped out. In the third quarter of 2025, revenue from patients covered by Medicare Part B accounted for 54% of total revenue, showing the weight of that single payer source.

The key focus remains on achieving consistent approvals, especially from Medicare. The Centers for Medicare & Medicaid Services (CMS) finalized new payment determinations for the MyoPro codes effective January 1, 2025, which supports the current pricing structure. The company also reports having signed or pending contracts with a number of state Blue Cross Blue Shield plans covering 18.6 million lives as of April 2025, indicating active pursuit of private payer approvals.

Patient financial responsibility-the out-of-pocket cost-will vary widely depending on the patient's specific deductible and co-insurance structure under their respective insurance plan. The company shipped 186 MyoPro revenue units in Q3 2025, contributing to total revenue of $10.1 million for that quarter. The company has guided full-year 2025 revenue to be between $40 million and $42 million.

Here's a quick look at the latest official reimbursement figures that anchor the pricing model:

The reliance on these reimbursement mechanisms means that any friction with Medicare Advantage plans or delays in private payer authorization directly impacts the speed at which the company can convert an order into recognized revenue. The company is focused on improving operating leverage and lowering cash burn in 2026, which suggests continued pressure to maximize the realized price per unit through efficient collection processes.

The pricing structure is supported by the following key dependencies:

• Medicare Part B patients represented 54% of Q3 2025 revenue.
• The company shipped 186 revenue units in Q3 2025.
• Full year 2025 revenue guidance is $40 million to $42 million.
• Private payer contracts cover over 18.6 million lives.

Finance: draft 13-week cash view by Friday.