Sensus Healthcare, Inc. (SRTS): Marketing Mix Analysis [Dec-2025 Updated]

You're trying to make sense of Sensus Healthcare, Inc.'s current market footing, and honestly, looking at their 4Ps-Product, Place, Promotion, and Price-as of late 2025 cuts right through the noise. While the SRT-100 Vision™, their Image-Guided Superficial Radiotherapy (IG-SRT) system, remains the core offering, the strategy is clearly pivoting toward recurring revenue through the Fair Deal Agreement (FDA) program, which drove 20% sequential volume growth in Q3. Still, you see the financial strain: gross margin compressed to 39.1% this past quarter, even as they expand globally and prepare for the massive catalyst of new CPT codes expected to boost delivery reimbursement by over 300% starting January 1, 2026. Let's map out exactly how their product pipeline, distribution network, marketing spend of $2.2 million in Q3 2025, and pricing structure are set for this major inflection point.

Sensus Healthcare, Inc. (SRTS) - Marketing Mix: Product

Sensus Healthcare, Inc. (SRTS) product focus centers on non-invasive and minimally-invasive treatments for oncological and non-oncological skin conditions, specifically non-melanoma skin cancer and keloids.

The flagship offering is the SRT-100 Vision™, which is the only FDA-cleared Image-Guided Superficial Radiotherapy (IG-SRT) system. This system integrates high-frequency ultrasound capabilities directly into the treatment system for real-time visualization and enhanced precision.

The commercial portfolio of Superficial Radiotherapy (SRT) systems includes three primary models:

• SRT-100 Vision™: IG-SRT with integrated imaging.
• SRT-100+™: Features remote diagnostics and patient medical records integration.
• SRT-100®: The original system, delivering a dose that penetrates about five millimeters below the skin's surface.

Sensus Healthcare, Inc. (SRTS) continues to invest in product development, as evidenced by the $2.6 million Research and development expense reported for the first quarter of 2025, which included finalizing development of the TransDermal Infusion (TDI) product.

The pipeline includes pre-commercial products being developed:

• A prototype handheld ultrasound device designed for lesion detection.
• The TransDermal Infusion (TDI) product, which incorporates Sentinel™ IT Solutions capabilities.

Recent operational statistics tied to product deployment and utilization through late 2025 include:

The company exited the third quarter of 2025 with 21 active FDA sites, with an additional 11 pending to go live.

Sensus Healthcare, Inc. (SRTS) - Marketing Mix: Place

The Place strategy for Sensus Healthcare, Inc. centers on leveraging established domestic channels while aggressively pursuing expansion into new clinical settings and international territories. The core distribution mechanism remains focused on bringing the Superficial Radiation Therapy (SRT) systems directly to the U.S. dermatology market.

The primary distribution channel involves direct sales to dermatology practices in the U.S., evidenced by the ongoing utilization within the Fair Deal Agreement (FDA) program. As of the third quarter of 2025, Sensus Healthcare reported 21 FDA sites active with an additional 11 pending sites expected to come online. Total system shipments for Q3 2025 were 16 SRT systems.

Expansion into the hospital oncology segment is being executed through a strategic agreement with Radiology Oncology Systems (ROS), which serves as the primary distribution partner targeting U.S. hospital-based radiation oncology departments and freestanding oncology centers nationwide. This partnership is designed to accelerate adoption within the broader oncology continuum of care.

Key distribution and inventory metrics as of the end of Q3 2025 are summarized below:

Global access is being streamlined through significant regulatory achievement. Sensus Healthcare, Inc. achieved MDSAP certification for the full SRT product portfolio. This certification is expected to accelerate commercial expansion into key international markets, including Canada, Brazil, Japan, and Australia, by satisfying Quality Management System requirements across multiple jurisdictions with a single audit.

International expansion remains active, with concrete shipment data supporting this push. Specifically, 3 SRT systems were shipped to China during the third quarter of 2025, reflecting ongoing global interest. The company is positioned to meet anticipated demand across all channels, maintaining an inventory of nearly 100 SRT systems as of Q3 2025.

• MDSAP certification provides streamlined regulatory pathways in key global markets.
• ROS partnership targets hospital-based radiation oncology departments nationwide.
• International shipments included 3 units to China in Q3 2025.
• Inventory level of nearly 100 SRT systems supports immediate demand fulfillment.

Sensus Healthcare, Inc. (SRTS) - Marketing Mix: Promotion

You're looking at how Sensus Healthcare, Inc. (SRTS) is pushing its Superficial Radiation Therapy (SRT) technology to the market as of late 2025. Promotion here is all about validating the technology and driving utilization under the new reimbursement landscape.

The core of the promotional push centers on the Fair Deal Agreement (FDA) program, which is their shared-services, recurring revenue model. This model is clearly gaining traction, as evidenced by utilization metrics.

Here are the key statistical highlights driving the promotion narrative:

• FDA treatment volume showed a 20% sequential increase in Q3 2025 over Q2 2025.
• Quarterly treatment volumes have increased by 157% since the FDA program launched late last year.
• There are currently 21 active FDA sites, with another 11 pending to go live.
• Sensus Healthcare shipped 16 SRT systems in Q3 2025, including 3 to China.

The investment in promotion is scaling up significantly to support this growth and the recent regulatory clarity. You can see this clearly in the operating expenses.

The increase in Selling and marketing expense for Q3 2025 to $2.2 million from $1.3 million in Q3 2024 reflects higher headcount and payroll costs tied to commissions from the new placement program, which is a direct sales incentive supporting the FDA model.

Sensus Healthcare uses high-profile medical conferences to connect directly with the target audience of dermatologists and industry leaders. This is a critical component of their awareness strategy.

• Engaged in the 2025 American Academy of Dermatology (AAD) Annual Meeting, held March 7-11, 2025, in Orlando, Florida, at Booth #2451.
• The Q1 2025 AAD event was noted as highly successful for customers and prospects, featuring Olympic swimmer Katie Ledecky.
• The company also showcased its technology at other events, like the 2025 Winter Clinical Dermatology Conference.

Validation through peer-reviewed evidence is a cornerstone of their promotional messaging, especially following the finalization of dedicated CPT codes by CMS. This clinical proof supports the sales pitch.

The promotional content heavily relies on scientific backing:

• Utilizes published clinical studies to validate SRT efficacy.
• Specifically cites a study published in Dermatologic Therapy showing SRT combined with punch excision treats keloids.

If you are tracking the cost of customer acquisition, the jump in Selling and marketing expense from $3.6 million over nine months in 2024 to $5.1 million for the first nine months of 2025 shows a clear ramp-up in promotional spend.

Finance: draft 13-week cash view by Friday.

Sensus Healthcare, Inc. (SRTS) - Marketing Mix: Price

You're looking at the pricing strategy for Sensus Healthcare, Inc. (SRTS) as of late 2025, and the numbers tell a story of transition. The pricing element here isn't just the sticker price of the SRT systems; it's about the total economic value delivered, especially as reimbursement certainty changes the calculus for your customers. Honestly, the recent financials show the immediate impact of unit sales volatility on top-line pricing realization.

Your Q3 2025 total revenue was reported at $6.9 million, a noticeable decline from the $8.8 million recorded in the third quarter of 2024. This revenue drop directly correlates with lower unit sales volume for the quarter, with only 16 units shipped in Q3 2025 compared to 27 units shipped in Q3 2024. This highlights a current dependency on large, lumpy system sales, which directly impacts short-term pricing power and revenue recognition.

The pressure on pricing realization is also evident in the gross margin. Gross margin compressed significantly to 39.1% in Q3 2025, a sharp drop from the 59.1% achieved in Q3 2024. This compression stems from a combination of lower sales volume, higher costs associated with servicing existing systems, and the initial costs tied to the new placement program. For the first nine months of 2025, the gross margin was 44.4%, down from 60.3% in the same period of 2024.

However, the revenue mix is actively shifting toward more predictable, recurring revenue streams, primarily driven by the FDA placement program. This shift is a key strategic move to stabilize the revenue base against volatile system sales. To support this strategy and maintain operational flexibility, Sensus Healthcare ended Q3 2025 with a solid cash position of $24.5 million, up from approximately $22 million at the end of 2024, and importantly, with no outstanding debt.

The major catalyst that will redefine the pricing environment starting in 2026 is regulatory. The Centers for Medicare & Medicaid Services (CMS) established new Current Procedural Terminology (CPT) codes for Superficial Radiotherapy (SRT). This is a game-changer because these new codes are expected to increase the delivery code reimbursement by over 300%, effective January 1, 2026. This reimbursement certainty fundamentally improves the return on investment for dermatologists adopting the technology, which should translate into stronger future pricing power for Sensus Healthcare's systems and services.

Evidence of pricing flexibility in the current environment was seen in late 2024 when the company offered a one-time discount to secure a large new customer agreement, which remains in effect. This shows Sensus Healthcare is willing to adjust upfront pricing to lock in long-term revenue potential, especially before the full impact of the new CPT codes is realized.

Here's a quick look at the key comparative financial data points influencing the current pricing strategy:

The expected reimbursement increase of over 300% starting January 1, 2026, is the primary factor that should allow Sensus Healthcare to command premium pricing or, at minimum, reduce the need for significant upfront incentives moving forward. This regulatory tailwind is the key to unlocking better pricing realization on future unit sales.