(BWAY) BrainsWay Ltd. Business Model Canvas Research

Healthcare reimbursement stakeholders matter because coverage and payment rules shape adoption of BrainsWay Ltd.'s non-invasive TMS therapy. Payers, insurers, and reimbursement consultants cut provider purchasing friction by clarifying coding, prior auth, and patient access; Medicare and commercial coverage decisions can swing clinic uptake fast.

• Coverage drives clinic adoption
• Consultants reduce reimbursement risk
• Payment clarity speeds purchasing

BrainsWay Ltd. relies on medical device suppliers and contract manufacturers to keep Deep TMS production steady, support ISO/FDA-level quality controls, and meet global regulatory rules. In 2025, that kind of partner base mattered even more as the company scaled across markets and reduced sourcing risk from single-region supply shocks.

• Protects production continuity
• Supports quality and compliance
• Spreads global sourcing risk

BrainsWay's sales teams sell Deep TMS systems to medical providers, then help install and onboard them onsite so clinics can start treatment with less delay. Training clinicians on protocol and device use is central, because correct setup and delivery drive first-patient adoption and lower implementation friction.

• Sell to clinics
• Install onsite
• Train clinicians
• Speed first treatment

BrainsWay Ltd. must keep its FDA-cleared platform compliant across markets and keep payer support in place, because reimbursement can decide if clinics adopt the therapy. With 4 U.S. FDA-cleared indications, each approval and coverage update directly affects market access and how fast sales convert into revenue.

• Keep approvals current.
• Support payer coverage.
• Lower clinic out-of-pocket risk.
• Speed revenue conversion.

BrainsWay’s sales and distribution footprint spans 3 core regions: the United States, Europe, and Israel, plus other international markets. That reach helps it place more systems, expand the installed base, and avoid dependence on one geography.

• 3 core regions served
• Broader clinic access
• Lower single-market risk

BrainsWay Ltd. relies on specialized engineering and support teams to design, maintain, and troubleshoot its neurostimulation systems. These teams are central to product updates, service response, and high device uptime, which directly shape clinic satisfaction and recurring use.

• Supports system design and upgrades
• Handles service and troubleshooting
• Helps protect device uptime

BrainsWay positions Deep TMS as a clinically supported, non-drug option for patients who do not respond well to medication, especially in treatment-resistant depression where about one-third of patients may not respond to a first antidepressant. For physicians, it adds a drug-free tool that can widen care choices without adding systemic medication side effects.

• Clinically supported alternative to drugs
• Useful when medication response is weak
• Gives physicians a non-pharmacological option

BrainsWay Ltd. pairs global clinical support with onboarding and education, so providers can adopt the system faster and with less setup friction. Ongoing training helps standardize treatment delivery across sites, which supports steadier patient outcomes and stronger long-term customer use.

• Speeds provider onboarding
• Reduces implementation barriers
• Improves treatment consistency
• Supports repeat customer value

BrainsWay Ltd. has to keep physicians updated on clinical data and new indications, because evidence drives trust and repeat use. Ongoing education also helps clinics move Deep TMS from one department to more, which can lift utilization.

• Clinical proof supports adoption.
• Education builds physician confidence.
• New indications expand department reach.

BrainsWay Ltd. turns the first device sale into a steady service loop: consumables, training, maintenance, and clinical support keep customers in contact after installation, which helps retention and opens room for expansion across sites. This model is strongest when centers keep using the system regularly, because repeat visits and replenishment tie revenue to ongoing treatment volume.

• Consumables drive repeat purchases.
• Service keeps contact after sale.
• Support helps retain and expand accounts.

Digital and medical education is a high-ROI channel for BrainsWay Ltd. because online content can explain its 3 core FDA-cleared indications, treatment workflow, and clinical evidence before a buyer talks to sales. It also keeps physicians and clinics engaged after purchase through webinars, case updates, and onboarding support.

• Explains indications, workflow, evidence

• Pre-sells prospects before purchase

• Supports customer education and retention

Large hospitals and IDNs often buy BrainsWay Ltd. systems through formal tenders or GPO contracts, and these channels can stretch sales cycles but also help secure multi-site placements. In the U.S., about 90% of hospitals use group purchasing organizations, so price, compliance, and timing often decide wins.

• Formal bids drive price discipline.
• Contracts can extend sales cycles.
• Procurement wins support bigger placements.

Academic medical institutions are key for BrainsWay Ltd. because teaching and research hospitals can validate new indications and treatment protocols, then turn them into peer-reviewed evidence that speeds clinical adoption. They also act as high-credibility reference accounts for other providers.

These sites matter most in U.S. academic centers, where nearly 400 teaching hospitals influence specialty care and publication activity.

• Validate new uses and protocols
• Drive publications and adoption
• Serve as reference accounts

Neurology, pain, and rehabilitation clinics are a fit because BrainsWay’s Deep TMS platform is not limited to psychiatry; it can support neurological and pain-related care paths, so the same device can serve wider referral flow. This matters as the platform’s cleared indication set gives clinics a way to add non-psychiatric demand beyond mood-disorder volumes.

• Broader use than psychiatry-only clinics
• Supports neurological and pain cases
• Can widen clinic referral sources

BrainsWay Ltd. treats regulatory and compliance systems as a fixed cost: medical-device firms must keep quality systems, documentation, and post-market surveillance running year-round. Under EU MDR, many device certificates can run up to 5 years, while FDA establishment registration renews each year, so global commercialization needs steady spend, not one-off work.

• Fixed quality-system cost
• Annual FDA renewals
• Up to 5-year EU MDR cycles

Service, support, and administration are recurring costs for BrainsWay Ltd. Customer training, field service, and support keep the platform in use, while headquarters and general admin add overhead. These spend lines usually scale slower than sales, so they can pressure margins until install base grows.

• Customer support and training recur
• Field service protects uptime
• HQ admin lifts fixed overhead

BrainsWay Ltd. can bill training and installation separately, so onboarding adds revenue around each Deep TMS system sale. These services help clinics start treatment faster, lower setup risk, and support safer first use.

They also raise deal value beyond hardware alone; in regulated medical tech, that extra fee stream is a common way to monetize deployment work.

• Separate onboarding fee possible
• Speeds clinic go-live
• Lowers deployment risk
• Adds revenue near sale

BrainsWay Ltd. uses leasing and recurring contracts to cut upfront cost for clinics, which helps price-sensitive sites adopt Deep TMS without a large capital outlay. This model also extends revenue over time through monthly fees and service tie-ins, which supports steadier cash flow than one-time system sales.

• Lower upfront spend lifts adoption.
• Recurring fees extend revenue life.
• Best fit for budget-tight sites.