PROCEPT BioRobotics Corporation (PRCT): Marketing Mix Analysis [Dec-2025 Updated]

You're looking at a medical device firm that's clearly hitting its stride, trying to see if the market narrative holds up against the numbers. Honestly, after watching this sector for twenty years, I can tell you PROCEPT BioRobotics' trajectory toward a projected $325.5 million in total revenue for fiscal 2025 isn't just luck; it's the result of a very tight marketing mix. The real key, beyond the heat-free Aquablation therapy itself, is the strategic rollout of the AI-powered HYDROS system and that massive win-the Category I CPT code secured in July 2025. So, let's break down exactly how their Product, Place, Promotion, and Price strategies are setting up this defintely strong growth story below.

PROCEPT BioRobotics Corporation (PRCT) - Marketing Mix: Product

The product element for PROCEPT BioRobotics Corporation centers on its robotic-assisted surgical platform, designed to treat benign prostatic hyperplasia (BPH) and, increasingly, localized prostate cancer.

The core offering is Aquablation® therapy for BPH, a condition impacting approximately 40 million men in the United States. This technology is a heat-free, robotic-assisted waterjet ablation solution. The procedure allows the surgeon to specify which prostate areas to remove while preserving the anatomy responsible for erectile function, ejaculatory function, and continence. The technology is designed to deliver effective, safe, and durable outcomes independent of prostate size or surgeon experience.

The next-generation platform is the HYDROS™ Robotic System, which is AI-Powered. This system features FirstAssist AI™ treatment planning, which is built from a library of real-world Aquablation therapy procedures, using advanced image recognition software to suggest an optimal treatment plan. The system leverages insights from over 50,000 procedures to enhance efficiency and accuracy. The U.S. launch of the HYDROS system continues to build momentum, with approximately 45% of U.S. system placements in the first quarter of 2025 coming from corporate Integrated Delivery Network (IDN) multi-unit orders.

Revenue is driven by a dual stream: initial system sales and recurring handpiece/consumable sales. You can see the split of this revenue generation across the first three quarters of 2025 in the table below. Note how handpiece and consumable revenue consistently forms the larger portion of the U.S. revenue base.

PROCEPT BioRobotics Corporation is actively developing its pipeline for prostate cancer with the WATER IV PCa study. This is a multicenter, prospective, randomized clinical trial comparing Aquablation therapy against radical prostatectomy for men with Grade Group 1 to 3 localized prostate cancer. The study aims to enroll up to 280 patients. The trial officially started in February 2025, and the primary completion is estimated for July 2027, with study completion estimated in January 2037. Recently, procedures for the trial were successfully completed in an Ambulatory Surgery Center (ASC) setting, demonstrating a potential expansion of the treatment environment.

• The technology uses a robotically-controlled waterjet for resection.
• The procedure is image-guided, using real-time ultrasound imaging combined with cystoscopy.
• The goal of the PCa study is to assess safety and efficacy, with a focus on harm reduction compared to radical prostatectomy.
• The company reiterated its full-year 2025 total revenue guidance to be approximately $325.5 million.

PROCEPT BioRobotics Corporation (PRCT) - Marketing Mix: Place

PROCEPT BioRobotics Corporation (PRCT) executes its Place strategy primarily through a direct sales team targeting U.S. hospitals for the placement of its robotic surgical systems.

The strategy heavily emphasizes securing large, predictable capital commitments through Integrated Delivery Networks (IDNs). In the first quarter of 2025, approximately 45% of U.S. system placements were associated with corporate IDN multi-unit orders executed at the corporate level.

The distribution channel is actively expanding beyond established centers. In the first quarter of 2025, approximately half of the system placements were made in low or medium-volume BPH hospitals, balancing placements in high-volume BPH centers.

The expansion of the installed base is a core metric for driving recurring revenue from handpieces and consumables. The U.S. installed base reached 595 systems as of June 30, 2025, and was further expanded to 653 systems by September 30, 2025. Management projects exiting the full year 2025 with an estimated installed base of 715 systems in the U.S.

International revenue represents a growing segment of the distribution footprint. International revenue reached $9.6 million for the second quarter of 2025, and was reported at $9.4 million for the third quarter of 2025. The full-year 2025 international revenue is projected to be approximately $37.5 million.

• Primary sales channel: Direct sales team to U.S. hospitals.
• Strategic focus: Securing multi-unit orders from IDNs.
• Q1 2025 IDN multi-unit orders accounted for approximately 45% of U.S. system placements.
• Q1 2025 system placements were split approximately 50/50 between high-volume and low/medium-volume BPH hospitals.
• U.S. installed base reached 653 systems as of September 30, 2025.
• Projected full-year 2025 international revenue is $37.5 million.

PROCEPT BioRobotics Corporation (PRCT) - Marketing Mix: Promotion

You're looking at how PROCEPT BioRobotics Corporation communicates the value of its Aquablation therapy and HYDROS™ system to the market, which is heavily weighted toward clinical validation and reimbursement milestones as of late 2025. The promotional narrative centers on establishing Aquablation as the definitive standard of care for benign prostatic hyperplasia (BPH), which impacts approximately 40 million men in the United States. This credibility is built on a significant and growing body of clinical evidence.

Marketing emphasizes clinical outcomes, backed by over 150 peer-reviewed publications. This evidence base is crucial for convincing urologists and hospital administrators of the system's benefits, especially its ability to deliver durable symptom relief independent of prostate size or surgeon experience. The next-generation HYDROS™ system, which features AI-Powered Treatment Planning and advanced image guidance, is being promoted to support mass-market adoption, partly by highlighting its streamlined workflow and simpler setup for independent nursing staff use.

The biggest promotional catalyst is the major win: Category I CPT code assignment in July 2025, effective January 2026. This transition from the Category III code 0421T to the new Category I code 52XX1 is a massive step for adoption, as it signals broad clinical acceptance to payers. The final rule regarding payment rates was anticipated in November 2025, but the proposed rates already provide a strong talking point for the sales force.

Here's the quick math on the reimbursement front, which directly impacts the capital equipment placement strategy:

The commercial strategy is designed to capitalize on this momentum. The sales force targets urologists and hospital executives for capital equipment placement, using the new Category I code to drive urgency. Management expects to exit 2025 with an installed base of 715 systems, up from 595 in the U.S. as of June 30, 2025. This installed base growth is a key metric tied to promotional success.

The company is also promoting the 'halo effect,' which suggests that the adoption of Aquablation therapy attracts overall urology procedure volume to the hospital. This is a powerful value proposition for hospital executives concerned with service line growth. The focus on the HYDROS system's simpler setup is designed to reduce friction for adoption, especially in facilities where staff training and turnover are concerns. The full-year 2025 U.S. system sales guidance remains at 210 units, showing the expected volume increase driven by these promotional efforts.

Key promotional focus areas include:

• Clinical validation via over 150 peer-reviewed publications.
• The transition to CPT code 52XX1 effective January 1, 2026.
• Proposed reimbursement of approximately $540 for the new code.
• Driving installed base growth toward 715 systems by the end of 2025.
• Emphasizing the HYDROS system's AI and streamlined workflow.

Finance: draft the Q4 2025 sales forecast update incorporating the CPT code impact by next Tuesday.

PROCEPT BioRobotics Corporation (PRCT) - Marketing Mix: Price

When you look at the pricing strategy for PROCEPT BioRobotics Corporation, you see a clear focus on capturing value from both the initial system placement and the subsequent, high-margin utilization. The price element here isn't just a sticker price; it's a structure designed to support long-term revenue streams from the consumables.

For the full fiscal year 2025, the company projects total revenue to land at approximately $325.5 million. This top-line expectation is supported by the pricing of the capital equipment and the recurring revenue engine.

The initial investment for a hospital to acquire the system reflects a premium positioning. For instance, the U.S. system Average Selling Price (ASP) for greenfield systems in Q2 2025 was reported at approximately $455,000. This capital price point is balanced by the company's margin profile; the gross margin is projected to be approximately 64.5% for the full year 2025, which shows they are managing the cost of goods sold effectively, even with the system component.

Here's a quick look at the key pricing and margin figures we have for 2025:

The real financial story, though, is in the recurring revenue. PROCEPT BioRobotics' business model is heavily reliant on the high-margin consumables, specifically the handpieces used in each Aquablation therapy procedure. In Q2 2025 alone, U.S. handpiece and consumable revenue hit $43.1 million. To support the full-year forecast, they are maintaining the handpiece ASP at approximately $3,200 and expecting to sell approximately 52,000 units in the U.S. for the full year 2025.

External factors like reimbursement are critical for procedure adoption, which drives that consumable revenue. For 2026, the Centers for Medicare & Medicaid Services (CMS) has proposed a national average payment for the procedure under the Physician Fee Schedule of approximately $540. This proposed payment is slightly above the rate for the traditional TURP procedure, which is a positive signal for competitive access.

The pricing strategy is clearly segmented:

• System placement price supports market penetration.
• Handpiece ASP of approximately $3,200 drives high-margin recurring revenue.
• Projected other consumable revenue for 2025 is approximately $9.5 million.
• The 2026 Medicare proposed payment of $540 supports procedure economics.

Finance: draft 13-week cash view by Friday.