Viveve Medical, Inc. (VIVE): Marketing Mix Analysis [Dec-2025 Updated]

You're digging into the marketing mix for Viveve Medical, Inc., and honestly, the first thing you need to know is that the operating company you remember is gone; it's a shell trading on the OTC Pink Sheets near $0.0001 as of late 2025. As an analyst who's seen a few of these asset sales, I can tell you that dissecting the four Ps-Product, Place, Promotion, and Price-now means mapping a legacy strategy against its absorption into InMode Ltd. after the early 2024 acquisition. The old razor-and-blade model for the Cryogen-Cooled Monopolar Radiofrequency (CMRF) device is now just a footnote in InMode's portfolio, and the corporate marketing engine is defintely off. This isn't a growth story; it's an autopsy of a market exit. Read on to see exactly how the final pieces of the Viveve Medical, Inc. strategy were laid to rest.

Viveve Medical, Inc. (VIVE) - Marketing Mix: Product

The product element centers on the Viveve System, a dual-energy platform device historically developed for women's intimate health applications, including vaginal laxity and stress urinary incontinence (SUI) treatment. The core of this offering is the proprietary, patented Cryogen-Cooled Monopolar Radiofrequency (CMRF) technology.

The system architecture followed a classic razor-and-blade model, combining capital equipment with consumables for recurring revenue. The system components are detailed below:

The technology has a history of clinical use, with an estimate that physicians treated over 20,000 patients prior to the company's operational cessation. The company's last reported Trailing Twelve Month (TTM) revenue was $6.83 Million USD.

A critical development impacting the product's status is the acquisition of all Intellectual Property (IP) assets by InMode Ltd. in early 2024. Consequently, as of the late 2025 period, Viveve Medical, Inc. is no longer an operating entity, and its operational revenue for the 2025 fiscal year is effectively $0 (zero). The future of the CMRF technology is now tied to its integration into InMode Ltd.'s existing aesthetic device portfolio.

The financial context of the acquiring entity, InMode Ltd., as of late 2025, provides the framework for the product's continued development and commercialization:

InMode's strategy involves leveraging its global distribution network to commercialize the acquired technology, which is seen as strengthening its IP portfolio in women's wellness. The company relies heavily on training its sales professionals to market and sell its products worldwide.

The product's historical structure included:

• Viveve® System (Console)
• Reusable handpiece
• Single-use treatment tips
• Proprietary single-use bottles of coupling fluid

Viveve Medical, Inc. (VIVE) - Marketing Mix: Place

You're looking at the 'Place' strategy for Viveve Medical, Inc. (VIVE) as of late 2025, and honestly, the landscape is defined by its acquisition. The original distribution model for the Viveve System relied on bringing the technology to market through a global network that blended direct sales efforts with third-party distributors. This setup was necessary to cover the diverse regulatory and commercial environments where they operated.

Historically, the company's commercial footprint spanned several key regions. This broad reach was essential for a capital equipment and consumables model. To be fair, managing that many territories meant significant logistical complexity.

• United States
• Canada
• Asia Pacific
• Europe
• Latin America
• The Middle East (historically mentioned)

Now, the physical location of the former operational headquarters was in Englewood, Colorado. That address, 345 Inverness Drive South, Building B, Suite 250, Englewood, CO 80112, represents the nerve center of the prior distribution management structure. As of late 2025, however, the operating entity is defunct, meaning this location is no longer relevant to active distribution.

The current distribution channel for the underlying technology-the intellectual property assets acquired-is now InMode Ltd.'s established global network. InMode, which reported a 2025 revenue guidance between $365M and $375M, is leveraging its existing, robust infrastructure to integrate the acquired assets. This shift means the technology's 'Place' is now dictated by InMode's existing, presumably more established, channels, rather than Viveve Medical, Inc.'s former, smaller network.

For you, the analyst, the 'Place' of the VIVE ticker itself is also a critical data point. The equity is currently traded on the OTC Pink Sheets (OTCPK) exchange, which is part of the OTC Markets. As of December 1, 2025, the closing price reflected this status, trading at approximately $0.0001. The last reported Trailing Twelve Months (TTM) revenue for the original entity before the wind-down was $6.82 Million USD, which contrasts sharply with InMode's current scale.

Here's a quick look at the key location and status markers for the legacy business versus the current reality for the ticker:

The transition from a global sales force to being an IP asset within InMode fundamentally changes the 'Place' strategy from one of active market penetration to one of passive integration. If onboarding takes 14+ days, churn risk rises-a lesson InMode will apply to the acquired technology, using its existing supply chain efficiencies.

Viveve Medical, Inc. (VIVE) - Marketing Mix: Promotion

You're looking at the promotional activities for Viveve Medical, Inc. (VIVE) as of late 2025. Honestly, the landscape here is defined by what was, not what is, for the standalone VIVE corporate entity.

The former strategy centered heavily on clinical validation. Promotion was built around the data from studies like the pivotal SUI PURSUIT trial, emphasizing the non-invasive, patient-centered reform the Viveve® System offered for conditions like stress urinary incontinence (SUI). Back when the company was actively marketing, this involved driving adoption through core medical specialists in U.S. and Asia Pacific markets.

Promotion was strictly Business-to-Business (B2B). The target audience wasn't the end-user patient; it was the medical professional. This meant direct engagement with specialties such as OB/GYNs and aesthetic practices. For instance, in Q3 2021, revenue came from the sale of 16 Viveve Systems and approximately 2,300 consumable treatment tips, showing the direct sales channel focus.

Here's a quick look at the shift in promotional focus:

• Former Focus: Clinical data dissemination and physician training.
• Former Channel: Medical conferences and direct sales force engagement.
• Former Goal: Drive utilization of the 870 installed base systems worldwide as of September 30, 2021.

The critical turning point for promotion was July 2023. InMode Ltd. acquired all the intellectual property assets of Viveve Medical Inc. Consequently, as of late 2025, the VIVE corporate entity has no active marketing or promotional budget. The last reported revenue for VIVE as a standalone entity was $1.68M in Q3 2022, and the last earnings announcement date was November 10, 2022. The trailing twelve months (TTM) Price-to-Earnings ratio as of December 4, 2025, reflects this status at -0.00004580615608.

Future promotion of the technology, now under InMode's ownership of the IP, will occur entirely under InMode's brand and marketing umbrella. This means any new promotional spend or strategy related to the former Viveve technology is integrated into InMode's existing, larger women's health and wellness market strategy.

To be fair, the company name itself has been a source of confusion. The ticker VIVE is often confused with the major digital health conference, ViVE. For example, the ViVE 2025 event in Nashville brought together thousands of executives and innovators focused on digital health technology. This external association, while not a direct promotional activity of the former VIVE company, is a persistent point of market noise.

This table summarizes the historical promotional structure versus the current reality:

The operational reality is that the promotional function for the underlying technology has been absorbed. If you are tracking the technology's market presence, you must now track InMode Ltd. (Nasdaq: INMD) filings and promotional activities, not VIVE.

Viveve Medical, Inc. (VIVE) - Marketing Mix: Price

The former business model for Viveve Medical, Inc. was structured around a classic razor-and-blade pricing strategy. This approach was designed to establish a high initial barrier to entry with the capital equipment, followed by a steady, high-margin revenue stream from necessary disposables.

Revenue generation was historically split between the initial capital equipment sale and the recurring consumable tips. The company's total revenue for the trailing twelve months (TTM) ending September 30, 2022, was approximately $6.83 Million USD.

The consumable revenue stream, representing 40% of the total, was the defintely intended long-term profit driver, a key characteristic of this pricing structure.

As of late 2025, the pricing dynamics are entirely different, reflecting the corporate restructuring and asset sale. The VIVE stock price is trading at distressed levels, recorded at $0.0001 as of December 02, 2025.

The current financial metrics for the shell entity reflect this severe pricing erosion:

• Market capitalization of the VIVE shell entity is only about $4.29K as of November 2025.
• Market cap was also reported as $1.08 thousand as of December 4, 2025.
• The 52-week high for the stock was $5.00, contrasting sharply with the current price.
• The stock price fluctuated 0% on the last trading day, December 2, 2025, remaining at $0.0001.

The price of the core intellectual property (IP) is no longer reflected in Viveve Medical, Inc.'s standalone valuation. InMode Ltd. completed the acquisition of all worldwide patent assets on July 25, 2023. This IP value is now embedded within InMode's valuation and product line pricing structure.

To provide context on the acquiring entity's pricing power, InMode Ltd. reported a Quarterly Revenue of $93.2 Million and 78% Gross Margins for the third quarter of 2025. InMode's trailing twelve-month revenue as of September 30, 2025, stood at $364M.