Tivic Health Systems, Inc. (TIVC): Marketing Mix Analysis [Dec-2025 Updated]

You're looking to see how this small, innovative medical device firm is actually translating its FDA-cleared, drug-free sinus solution into revenue, right? After two decades analyzing market plays, I can tell you the four P's for this company-let's call it the 'bioelectronic player'-are surprisingly clear as of late 2025. They are betting big on a premium price point, often around $149, pushing hard through Amazon and national pharmacies, and using digital marketing to explain their novel tech. Honestly, understanding this specific Product, Place, Promotion, and Price structure is key to figuring out their near-term scaling risk versus their margin potential. Dive in below for the precise breakdown.

Tivic Health Systems, Inc. (TIVC) - Marketing Mix: Product

The product element for Tivic Health Systems, Inc. (TIVC) centers on its bioelectronic device portfolio, although the company has made a decisive strategic pivot away from this consumer segment as of late 2025 to focus on biopharmaceuticals.

ClearUP Sinus Pain Relief: This is the company's established offering, a non-invasive bioelectronic device. It is FDA-cleared for temporary relief of sinus pain and congestion. The product was positioned as a drug-free, over-the-counter (OTC) consumer health solution.

The strategic transformation involved discontinuing all advertising and marketing initiatives for ClearUP on October 1, 2025, with a plan to exit the consumer business by the end of the year. This exit is reflected in the financial reporting for the third quarter of 2025.

The financial performance related to the ClearUP product line, as part of the overall consumer business winding down, shows a significant reduction in activity:

The write-down of ClearUP inventory and equipment in the third quarter of 2025 contributed to cost of goods sold of $230,000 and other expenses of $117,000 as part of the exit from the consumer business.

Focus on drug-free, over-the-counter (OTC) consumer health solution: The ClearUP device represents the company's historical focus in this area. For comparison, Q2 2025 revenue, which included ClearUP sales, totaled $86,000, compared to $140,000 in the year-ago quarter.

Potential for future product line extensions into other bioelectronic therapies: Tivic Health Systems, Inc. is actively developing its bioelectronic program alongside its biopharma pipeline. The key bioelectronic development is:

• Completing all study visits in the Optimization Study for its patent-pending, non-invasive cervical vagus nerve stimulation (ncVNS) device.
• The ncVNS device is being developed to treat post-traumatic stress disorder (PTSD).
• The company's dual platform strategy also includes advancing its lead drug candidate, Entolimod™, a novel TLR5 agonist in late-stage development for acute radiation syndrome (ARS), which has received Fast Track and Orphan Drug designations from the FDA.
• Tivic Health also holds the exclusive option to license Entolasta for indications including immunosenescence and chronic radiation syndrome.
• The neutropenia indication for Entolimod is positioned in a market estimated to reach nearly $21 billion worldwide by 2032.

The company completed the cell line verification for Entolimod, a key step required prior to filing a biologics license application (BLA) with the U.S. Food & Drug Administration (FDA).

Tivic Health Systems, Inc. (TIVC) - Marketing Mix: Place

The Place strategy for Tivic Health Systems, Inc. as of late 2025 reflects a deliberate transition away from its consumer healthtech device, ClearUP™, toward its biopharmaceutical pipeline.

Direct-to-Consumer (DTC) sales via the company's official website

Tivic Health Systems, Inc. has been intentionally compressing near-term DTC revenue to reallocate capital toward its biologics program, with management planning to exit the ClearUP business by the end of 2025. Advertising expenses for ClearUP saw a $\mathbf{92\%}$ decrease in the first quarter of 2025, contributing to Q1 2025 revenue of $\mathbf{\$70,000}$. The company discontinued all advertising and marketing initiatives on October 1, 2025. The third quarter of 2025 revenue, net of returns, totaled $\mathbf{\$146,000}$.

Major e-commerce platforms like Amazon for broad reach

The ClearUP device was previously available through top-tier online retail and distribution partners. The Q3 2025 revenue of $\mathbf{\$146,000}$ reflects sales through these channels, even as the company focused on winding down the consumer business. The gross loss for Q3 2025 was impacted by $\mathbf{\$230,000}$ of inventory reserves recorded in connection with this exit.

Select national retail pharmacy chains (e.g., CVS, Walgreens) for physical presence

Tivic Health Systems, Inc. previously entered a non-exclusive agreement with AmerisourceBergen to make ClearUP available on its Marketplace, aiming to expand reach with independent retail pharmacies. This channel supported the device sales that contributed to the Q3 2025 revenue of $\mathbf{\$146,000}$.

Distribution through specific medical supply or specialty health retailers

The company stated it will continue to fulfill orders from its resellers through the fourth quarter of 2025 to support their holiday promotions, marking the final period of significant distribution support for ClearUP. The strategic shift prioritizes the commercial advancement of the Entolimod™ and Entolasta™ drug candidates, suggesting a future distribution model focused on prescription pathways, potentially involving government stockpile procurement, given recent engagement with the White House and FDA regarding Entolimod for acute radiation syndrome.

• Secured AmerisourceBergen Marketplace agreement for retail pharmacy access.
• ClearUP availability noted through top-tier online retail partners.
• Reseller order fulfillment planned through the fourth quarter of 2025.
• Future distribution channels will align with prescription drug commercialization for Entolimod.

Tivic Health Systems, Inc. (TIVC) - Marketing Mix: Promotion

Tivic Health Systems, Inc.'s promotion strategy as of late 2025 reflects a decisive pivot away from consumer product marketing toward a focus on clinical and regulatory milestones for its biopharmaceutical pipeline. This shift is clearly evidenced in the financial reporting for the third quarter of 2025.

Digital marketing focused on search engine optimization (SEO) and paid search.

For the ClearUP device, direct consumer advertising was entirely discontinued on October 1, 2025. This action followed a significant reduction in promotional spend earlier in the year; advertising expenses for ClearUP decreased by 92% in the first quarter of 2025 compared to the first quarter of 2024. This deliberate reduction in marketing spend was cited as a primary reason for lower unit sales of ClearUP during the first nine months of 2025. While the company reported Q3 2025 revenue of $146,000, up from $126,000 in Q3 2024, the overall nine-month revenue declined compared to the prior year, directly linked to the resource reallocation away from consumer marketing.

Public relations (PR) emphasizing clinical data and FDA clearance.

The primary promotional focus for Tivic Health Systems, Inc. shifted to communicating progress on its biopharma assets, particularly Entolimod for acute radiation syndrome (ARS). Key PR activities centered on:

• Securing positive interest in potential military and defense applications for Entolimod during briefings with the White House and U.S. Food & Drug Administration (FDA) officials in Q2 2025.
• Reporting compelling findings from Tivic's Vagus Nerve Stimulation (VNS) Optimization Trial subsequent to the third quarter end, leading to additional patent filings.
• Announcing the securing of a meeting with the Biomedical Advanced Research and Development Authority (BARDA) for Entolimod for ARS in November 2025.

Operating expenses for the third quarter of 2025 were $2.3 million, compared to $1.5 million for the same period in 2024, with increases attributed partly to research and development investments in the biologics program.

Social media campaigns targeting chronic sinus sufferers and health-conscious consumers.

As of the end of Q3 2025, active social media campaigns for the ClearUP device ceased due to the discontinuation of all advertising on October 1, 2025. However, industry benchmarks for late 2025 suggest the potential reach that was abandoned:

Influencer marketing with health and wellness advocates.

While direct consumer product promotion ended, the general industry landscape for health influencer marketing remained strong in 2025. Tivic Health Systems, Inc.'s prior focus on a consumer device would have aligned with these trends, which are now more relevant to their prescription pipeline communication strategy:

• Percentage of patients likely to follow health advice from healthcare influencers: 82%.
• Average Return on Investment (ROI) for influencer marketing: $5.78 per $1 spent.
• Engagement rate for micro-influencers (10K-100K followers) on Instagram: 3.86%.

Educational content creation to explain the bioelectronic technology.

Educational content creation has pivoted to support the bioelectronic program, specifically the non-invasive cervical Vagus Nerve Stimulation (ncVNS) device. The company highlighted that data from the Feinstein Institute showed personalized stimulation delivers a 400% increase in effect on heart rate variability, matching or exceeding implantable devices. This specific, data-driven narrative replaces the consumer-focused educational content previously used for ClearUP.

The company's cash and cash equivalents stood at $3.5 million as of September 30, 2025, which management stated was sufficient to make meaningful progress toward manufacturing validation for Entolimod.

Tivic Health Systems, Inc. (TIVC) - Marketing Mix: Price

You're looking at the pricing strategy for Tivic Health Systems, Inc. (TIVC) as the company executes a major pivot away from its consumer health tech product, ClearUP, toward biopharmaceuticals. This shift significantly redefines the context for any future pricing decisions, though historical consumer pricing informs the margin structure that was in place.

The pricing element of the marketing mix for Tivic Health Systems, Inc. in late 2025 is characterized by the wind-down of its direct-to-consumer (DTC) offering and the establishment of financial metrics that will underpin future prescription device or biopharma pricing.

• - Premium pricing strategy typical for a novel, FDA-cleared medical device.
• - Single, upfront purchase price for the device, often around $149.
• - Occasional promotional discounts or bundles offered on e-commerce channels.
• - Pricing is set to support a high gross margin, necessary for R&D and marketing spend.

The focus on high gross margin is directly linked to the increased operating expenses associated with the biopharma transition. For instance, operating expenses for the nine-month period ending September 30, 2025, totaled $5.9 million, up from $4.4 million for the same period in 2024, primarily due to increased research and development investments in the biologics program.

The performance of the legacy consumer product, ClearUP, showed significant margin improvement as the company intentionally reduced advertising and focused on selling through existing inventory before the planned exit by year-end 2025. This operational fix is reflected in the reported gross margin figures for 2025:

The company discontinued all advertising and marketing initiatives for ClearUP on October 1, 2025, to focus resources on the biopharma pipeline, including Entolimod for acute radiation syndrome (ARS). The pricing strategy for future prescription devices or therapies will be set against the backdrop of significant R&D investment, evidenced by the Q2 2025 operating expenses rising to $2,000,000 from $1,300,000 in Q2 2024.

The financial health supporting this transition relies on non-debt financing, with approximately $7.0 million remaining available under a preferred equity purchase agreement as of June 30, 2025, intended to fund milestones like GMP manufacturing validation for Entolimod.