How BrainsWay closed $1.3M in deals by targeting smarter

BRAINSWAY CHOSE DEFINITIVE HEALTHCARE TO:

• Target high-value prospects
• Uncover new market opportunities
• Help support customer success after the sale

Empowering clinicians to expand treatment for mental health and addiction

Many patients with mental health and addiction disorders don’t respond to traditional treatments. Options like pharmacotherapy, psychotherapy, and electroconvulsive therapy can fall short, leaving a gap in effective care.

BrainsWay’s Deep Transcranial Magnetic Stimulation (Deep TMS™) offers a clinically validated, noninvasive alternative. This in-office treatment uses targeted magnetic stimulation to activate neural networks in the brain, improving symptoms of depression, obsessive-compulsive disorder, and smoking addiction.

Powered by BrainsWay’s patented H-Coil technology, Deep TMS delivers deeper and broader stimulation than first-generation coils, enhancing neuron activation and reducing likelihood of targeting errors. The result is effective care for patients with hard-to-treat conditions, backed by clinical data and trusted by providers worldwide.

The challenge

Driving targeted sales in a complex healthcare market

Mental health providers and hospitals weigh cost, clinical value, and competition carefully before adopting new tech. To break through, BrainsWay needed to clearly demonstrate the value of Deep TMS, backed by credible data, and find the right prospects for conversion. Strong post-sale support was also critical to help clients get the most from their systems and build sustainable growth.

Specifically, BrainsWay sought to:

• Support sales reps with up-to-date insights to focus outreach where it counts
• Spot competitive advantages to convert prospects using rival tech
• Equip clients with data-driven post-sale guidance to get the most out of Deep TMS

At the heart of it all: empowering clinicians to close treatment gaps in mental health and addiction and helping more patients get access to the care they need.

The solution

Data-driven targeting and support for smarter sales and stronger partnerships

BrainsWay has made Definitive Healthcare data core to its commercial engine, supporting smarter provider targeting, greater efficiency in the field, and stronger post-sale support.

Sales reps use Definitive Healthcare’s intelligence, including claims data related to certain diagnostic, CPT procedure, and Rx codes, to find and engage prospects with region-specific insights, allowing them to focus outreach where it’s most likely to convert. Just as important, this data helps them spot dead ends early, allowing the team to quickly test new markets and course correct if opportunities don’t pan out.

For example, when a pilot campaign specifically targeting providers with significant numbers of late-life patients with mental health conditions didn’t deliver ideal results, the team was able to quickly redirect efforts without resource loss. The ability to “fail fast” has allowed BrainsWay to explore new populations with more confidence and less risk.

In the field, BrainsWay’s sales reps integrate Definitive Healthcare’s flexible data with tools like Google Maps, giving reps turn-by-turn directions to high-value prospects, making every minute count. They also use zip-code-level provider counts to regularly rebalance territories and make sure no rep is stretched too thin, and no opportunity gets left behind.

On the competitive front, the company uses custom queries to identify high-volume users of rival systems, particularly those paying steep per-use fees, so reps can deliver a sharp pitch for BrainsWay’s more cost-effective, all-you-can-treat model.

After the sale, Definitive Healthcare data continues to add value by powering BrainsWay’s provider support program, helping customers with referral-building, marketing, and adoption. This bakes long-term value into every relationship, empowering clinicians to expand access to care, reach more patients with mental health and addiction disorders, and grow their practice in the process.

The impact

Key result: 10 deals totaling over $1.3M in 18 months

BrainsWay’s strategic use of Definitive Healthcare data has become a cornerstone of their commercial success, enabling a data-driven, customer-focused approach from prospecting to long-term client engagement. Most importantly, by helping providers close treatment gaps with Deep TMS, BrainsWay is advancing patient care across mental health and addiction.

Pipeline growth: Since 2024, at least 10 deals valued over $1.3 million originated from Definitive Healthcare leads.

Competitive wins: Converted high-cost competitors by highlighting the financial impact of BrainsWay’s all-you-can treat pricing model compared to rivals’ payper-use model.

Stronger customer partnerships: Post-sale support positions BrainsWay as a true business partner, helping clients maximize system utilization and expand referral networks. As a result, nearly 50% of BrainsWay’s revenue is from repeat customers.

Market agility: Definitive Healthcare data enables BrainsWay to test new target populations quickly, minimizing wasted time and focusing efforts on high-value opportunities.