Vivos Therapeutics, Inc. (VVOS): Marketing Mix Analysis [Dec-2025 Updated]

You're looking for a quick, clear breakdown of Vivos Therapeutics' marketing mix, so you can map their market position and defintely understand their growth levers. As a former BlackRock analyst, I see a company in a critical pivot point; their Q3 2025 results on November 19th showed revenue hitting $6.78 million, a 76% year-over-year jump driven by their shift to acquiring medical sleep centers, but that came with rising expenses and cash on hand of only $3.1 million as of September 30, 2025. This isn't just about the latest earnings beat; it's about how their core strategy-the Product, Place, Promotion, and Price-is engineered to support this new, more direct-to-patient model. See the full breakdown below to understand the mechanics behind this high-stakes transition.

Vivos Therapeutics, Inc. (VVOS) - Marketing Mix: Product

You're looking at the core offering of Vivos Therapeutics, Inc. (VVOS), which centers on its non-surgical, non-invasive oral appliance therapy designed to treat Obstructive Sleep Apnea (OSA). This is the foundation of their value proposition, focusing on addressing the anatomical root cause of sleep-disordered breathing rather than just managing symptoms.

The primary offering is the Vivos System, which utilizes proprietary oral appliances as part of The Vivos Method. This method is positioned as the first clinically effective nonsurgical, noninvasive, nonpharmaceutical and cost-effective solution for treating mild to severe OSA in adults and moderate to severe OSA in children ages 6 to 17. The devices work by altering the size, shape, and position of the jaw and soft tissues that make up a patient's upper airway and/or palate. The company has seen significant regulatory milestones supporting this product line.

Key appliances in this system include the DNA (Daytime-Nighttime Appliance®) device, which is part of the Complete Airway Repositioning and Expansion (CARE) line of devices. The DNA appliance has received specific regulatory clearances that underscore its importance in the product portfolio.

• FDA clearance for adults (all severity levels of OSA) received in 2023.
• FDA 510(k) clearance for children (moderate to severe OSA, ages 6 to 17) received in September 2024.
• The DNA device is the only oral appliance of any kind that has been FDA cleared to treat children with OSA.

Clinical data supports the efficacy of the DNA device in pediatric patients. For example, in one study, 79% of patients showed OSA improvement, with 61.7% improving by 50% or more, and 17% experiencing resolution of their OSA. Furthermore, 93% of children in that study with severe OSA saw their symptoms decrease by at least 50%.

The product element also historically included professional training for dentists to administer The Vivos Method. While Vivos Therapeutics, Inc. has pivoted its sales model to focus more on provider-based alliances and acquisitions, the training infrastructure was a key component. As of December 31, 2024, Vivos had trained more than 2,000 dentists in the use of The Vivos Method.

To give you a sense of the scale of product movement, in the first quarter of 2025, Vivos Therapeutics, Inc. sold 3,736 oral appliance arches for a total of approximately $1.8 million. This is set against a backdrop where, as of December 31, 2024, approximately 58,000 patients worldwide had been treated with the company's patented oral appliances.

Here's a quick look at some key product-related metrics available from recent reporting periods:

The company's strategic pivot, highlighted by the June 2025 acquisition of SCN, is designed to capture more direct revenue from diagnostic services and treatment centers, which is now reflected in the revenue mix. For the nine months ended September 30, 2025, product and service revenue reached $13.6 million, with product revenue for that period increasing by approximately $300,000 year-over-year compared to the same nine-month period in 2024. That shift means the physical appliance sales are now integrated into a broader service delivery model.

Vivos Therapeutics, Inc. (VVOS) - Marketing Mix: Place

The Place strategy for Vivos Therapeutics, Inc. (VVOS) as of late 2025 reflects a significant, deliberate pivot away from its historical distribution channel toward a model centered on direct medical practice integration and acquisition.

The legacy distribution involved a network of Vivos-trained independent dentists, referred to as Vivos Providers, where treatment delivery occurred in certified dental practices across the US and Canada. This model was historically the source of Vivos Integrated Provider (VIP) fee revenue. The company has been actively weaning off this legacy enrollment revenue stream.

The current distribution strategy is anchored by strategic affiliations with, or outright acquisitions of, sleep-focused medical practices and testing centers. This shift is designed to capture both OSA diagnostic and treatment revenue through more direct patient relationships. The key example of this new distribution channel is The Sleep Center of Nevada (SCN), acquired in June 2025, which is the largest operator of medical sleep centers in Nevada.

Direct-to-consumer patient lead generation is now intended to drive traffic to these newly integrated or affiliated medical sleep centers, rather than solely to the legacy Vivos Providers. The SCN acquisition itself provides a substantial patient funnel, having historically served over 200,000 Obstructive Sleep Apnea (OSA) patients since 2019.

The performance of the new distribution model in its initial phase is quantifiable:

• Diagnostic sleep testing services revenue recognized from SCN in the first twenty days post-closing (Q2 2025) was approximately $500,000.
• In the third quarter of 2025, SCN added $2.2 million of diagnostic sleep testing revenue.
• In the third quarter of 2025, SCN added $1.3 million of treatment center revenue, a new stream from Vivos' operation of SCN.

Capacity expansion is underway to support this new distribution focus. Management projects deploying 3.5 Sleep Optimization (SO) teams at SCN by the end of 2025. Each SO team is targeted to potentially process up to 250 patients monthly.

The transition is evident in the revenue composition, showing the impact of the new structure:

Regarding strategic expansion into new international markets via licensing and partnerships, Vivos is actively developing an updated sleep practice management model for practices interested in offering the full suite of Vivos treatments without being acquired. The first such management agreement was entered into on July 14, 2025, with MISleep Solutions LLC. Vivos is exploring similar arrangements in other states, but specific figures for international market penetration as of late 2025 were not detailed in the Q3 2025 reports.

Vivos Therapeutics, Inc. (VVOS) - Marketing Mix: Promotion

Promotion for Vivos Therapeutics, Inc. centers on validating their non-surgical, drug-free approach to Obstructive Sleep Apnea (OSA) for both the medical community and the general public. This strategy is intrinsically linked to their pivot toward a direct sales and medical practice acquisition model, as seen in their Q3 2025 results showing a 78% sequential quarter-over-quarter revenue growth.

Professional Education Programs through the Vivos Institute to Train New Providers

Vivos Therapeutics heavily promotes its educational arm, The Vivos Institute, to build out its provider network. The facility in Denver, Colorado, is a significant promotional asset, designed to accommodate 300 to 400 healthcare professionals a day.

The promotional success of this education effort can be benchmarked against the installed base of trained providers. As of the first quarter of 2025, The Vivos Method had proven effective in approximately 58,000 patients treated worldwide by more than 2,000 trained dentists.

The core offering for professional education is the Advanced Sleep and Airway Medicine: Comprehensive CARE Program, which was scheduled to run in May 2025, offering 18.5 Continuing Education Units.

Here's a look at the educational capacity and reach:

Direct-to-Consumer Digital Marketing and Social Media Campaigns to Raise Awareness

While the company has been actively pivoting its sales model, direct-to-consumer (DTC) efforts are still a component, often supporting the new provider-centric model. The overall operating expenses for the first quarter ended March 31, 2025, were $5.4 million, reflecting continued cost-cutting in sales and marketing, which decreased 5% year-over-year from $5.7 million in Q1 2024.

The shift in the sales model, which focuses on direct sales to patients highlighted by the acquisition of The Sleep Center of Nevada, suggests a continued, albeit potentially streamlined, digital presence to drive patient interest toward their affiliated centers.

The volume of product movement indicates consumer demand being generated:

• Oral appliance arches sold in Q1 2025: 3,736 arches.
• Oral appliance arches sold in Q1 2024: 1,996 arches.
• Revenue from product sales increased 8% year-over-year in Q1 2025.

Public Relations Emphasizing FDA Clearance and Non-Surgical, Drug-Free Treatment

Public relations heavily features the regulatory milestones achieved by Vivos Therapeutics, Inc. The messaging consistently emphasizes the non-surgical, nonpharmaceutical nature of The Vivos Method.

Key FDA clearance milestones promoted include:

• FDA 510(k) clearance for the DNA oral appliance to treat mild-to-moderate OSA (prior to September 2024).
• FDA 510(k) clearance in September 2024 for the DNA device to treat moderate to severe OSA in children ages 6 to 17.
• The CARE oral appliances are the only FDA 510(k) cleared technology for treating severe OSA in adults.

The company is the first ever to have an oral appliance cleared by the FDA to treat moderate and severe OSA in adults, 18 years of age and older, when used with PAP and/or myofunctional therapy, as needed. The treatment is marketed as a clear alternative to CPAP or surgical neurostimulation implants for severe OSA patients.

Clinical Data and Peer-Reviewed Studies Used to Validate Efficacy for Medical Community

Validation through clinical data is a cornerstone of promotion to the medical community. A significant recent data release involved a multicenter clinical trial published in the European Journal of Pediatrics in September 2025.

The results from this pediatric OSA trial, which included 47 participants in the analytic dataset, provide concrete efficacy numbers:

• 77% of participants experienced at least a 50% reduction in OSA severity.
• 93% of children with severe OSA achieved at least a 50% reduction in OSA severity.
• 17% of patients experienced complete resolution of their OSA.
• Airway volume increased by an average of 67.8%.
• Pediatric Sleep Questionnaire (PSQ) symptom scores decreased by 31%.

Further data used to promote the treatment's broader benefits include:

• In one study, 50% of children saw bedwetting results within two weeks, with 97.4% resolving within 60 days.
• Another study showed that 61% of children with OSA reported their ADHD symptoms were completely resolved or rarely occurred after just seven months of treatment.
• A third study found that 90% of children had their OSA symptoms completely resolved after a similar treatment period.

Vivos Therapeutics, Inc. (VVOS) - Marketing Mix: Price

You're looking at how Vivos Therapeutics, Inc. (VVOS) structures the money customers pay for its airway remodeling treatments as of late 2025. The pricing strategy reflects a clear pivot from a legacy provider enrollment model to one centered on direct patient access and medical service delivery, which supports a premium positioning for specialized, FDA-cleared technology.

Premium pricing model reflecting the specialized medical device and comprehensive treatment protocol.

The pricing strategy is now anchored in the value of the Complete Airway Repositioning and Expansion (C.A.R.E.) oral medical devices, which are the only ones cleared by the U.S. Food and Drug Administration for treating moderate to severe Obstructive Sleep Apnea (OSA) in adults and children. This specialized, non-surgical intervention supports a price point reflecting its comprehensive, long-term treatment protocol, which management positions as an alternative to established therapies like CPAP.

Revenue generated from fees for dentist training/certification and appliance sales to providers.

The company is actively moving away from its legacy Vivos Integrated Provider (VIP) fee revenue structure. In the first quarter of 2025, revenue from sales of Vivos' products, which includes oral appliance arches, increased 8% year-over-year. Specifically, Vivos Therapeutics sold 3,736 oral appliance arches in Q1 2025, generating approximately $1.8 million in product revenue, up from 1,996 units for $1.7 million in Q1 2024. This shift meant VIP enrollment revenue saw an expected drop of $700 thousand in Q1 2025. For context on the legacy provider pricing, training on The Vivos System previously cost dentists $28,000.

Here's a quick look at the product and service revenue dynamics reported for the first half of 2025:

Significant effort focused on securing medical insurance and Medicare reimbursement for patients.

Securing third-party payer coverage is central to making the treatment accessible and driving patient volume under the new model. The American Medical Association issued new CPT® medical codes applicable to all Vivos CARE oral medical devices, which became effective January 1, 2025. This development is intended to facilitate coverage and reimbursement by commercial medical insurance payers. This followed an important approval Vivos Therapeutics received for Medicare coverage just a few months prior to October 2024.

Treatment cost is a comprehensive fee, often comparable to other long-term medical interventions.

The new model, highlighted by the June 2025 acquisition of The Sleep Center of Nevada (SCN), allows Vivos Therapeutics to capture both OSA diagnostic and treatment revenue directly. Management projects that each fully operational Sleep Optimization (SO) team can process up to 250 patients per month, potentially generating over $500,000 in monthly net collections with contribution margins above 50%. This structure positions the total patient cost as a comprehensive fee, similar to other significant, long-term medical interventions, rather than just a device sale.

The company's focus is now on scaling this provider-based model, with management aiming to reach cash flow breakeven in the fourth quarter of 2025.

• New CPT® codes effective: January 1, 2025.
• SCN contributed $500,000 in service revenue in its first 20 days of operation in Q2 2025.
• Legacy Vivos System product cost was cited at $9,000.
• Projected contribution margin for new SO team collections: Above 50%.