Keith Sullivan
Analyst · William Blair
Thank you, Steve. Before providing our thoughts on strategic priorities for 2021, I wanted to discuss some of the activities that have occurred since the beginning of the year. As noted earlier, we kicked off the year with our national sales meeting in January, which was held in person in Orlando, Florida. Over 100 people attended the weeklong meeting, which started on a Monday when we rolled out the new revised compensation plans to the team and ended on a Friday afternoon. We felt that hosting this event in person was critical to introduce new programs and generate the excitement needed to be successful going forward. We took the utmost precautions when putting on the event to ensure the safety of those employees who attended as well as people who would come in contact with them after the fact. All attendees were required to produce multiple negative tests before arriving, pass a rapid test upon arrival and then go through daily monitoring protocols, including temperature screening and contact evaluation forms. Throughout the event, we had a medical team on staff, and we required everyone to strictly adhere to the guidelines related to face coverings and social distancing. Attendings were also required to get a COVID test after they returned home, and I'm pleased to report that 100% of these tests were negative. A major theme of our meeting was understanding the MDD patients journey and how the NeuroStar treatment can help them. Over the last several months, we went through an exhaustive exercise to gain thorough insight into the patient journey for someone suffering for major depressive disorder. If someone can't sleep because of the medication that they're on and begins to do research on treatment alternatives, what happens to the patient from that point, up until they complete their first NeuroStar treatment session. Specifically, we wanted to identify where that patient might encounter a barrier that causes them to fall out or discontinue their journey to treatment. We identified a number of dropout points, many of which happened within our customers' practices, and we now train our customers to close those gaps and improve patients' access to care. Much of our time spent together at the National Sales Meeting was focused on new practice education initiatives, BDM and NPC training and roll out -- rolling out partnership programs with our customers to make sure that we are helping them assist as many patients as possible. During the week, we launched two unique exciting programs that, in partnership with our customers, will increase awareness of NeuroStar as a safe, effective, nondrug alternative for treating MDD. We are also working to make it easier for those seeking treatment to get the help they need by removing the barriers and eliminating the drop-off points in the patient's journey to improve their mental health. First is the five stars to success program, which is a proven, detailed and very prescriptive formula to improving a customer's TMS practice, regardless of where they fall in the spectrum of using NeuroStar from completely new to performing NeuroStar treatments to marketing savvy. The five stars to success formula is based on the best practices from over 10 years of experience working with customers to make access to care with NeuroStar easy for patients. The five stars include best practices for identifying, consulting and treating patients, a concierge call center, national marketing and digital and social engagement. The second program is our Precision Pulse program, which is designed to build awareness among the MDD patient population about NeuroStar. Within the program, there is a series of benefits customers can access based on their volume of treatment session purchases. These include access to our co-op marketing program and co-branded social media assets. At the highest level, the goal within the commercial organization is to help each customer site treat one additional patient per month. As customers more effectively deploy their NeuroStars and help more patients, this goal will provide meaningful revenue for them. One additional patient per month averages out to around $100,000 in practice revenue on an annualized basis. MDD patients are a woefully underserved population, so there are many levers to pull to drive NeuroStar awareness and help patients access treatment. We are teaching our customers to better identify existing patients who can benefit from NeuroStar within their practice. Through the five stars, practices learn to better handle new patients. These patients may come through our concierge call center or in response to our geo-targeted social media marketing programs. Over the past 30 years, my teams have successfully implemented these types of programs, and we're very excited to start executing them here at Neuronetics. Turning to our strategic priorities for 2021. For the year, we are primarily focused on two areas: one, building awareness and teaching accounts how to educate patients on the benefits of NeuroStar; and two, executing on our clinical and regulatory strategy. Taken together, we believe that this will educate additional patients, resulting in increase treatment session revenue over the long run and that focusing on initiatives to drive increased pull-through will ultimately make the process of selling new systems easier. As we went through in detail earlier on the call, we have crafted a new communication strategy, realigned the priorities of our commercial organization and developed partnership programs aimed at building awareness and educating both patients and customers on the benefits of NeuroStar. The application of new initiatives have already begun, and we expected to see continued acceleration of growth as we progress through the year. We have seen early success with our new messaging and customer programs through the results of a targeted call center effort we ran during January with nine individual psychiatrist accounts. While we are not going into the details, we are very excited that the new messaging we tested has been able to get people to act and seek treatment with NeuroStar Advanced Therapy for mental health. Our second focus is executing on our clinical and regulatory strategy. We recently hired a new Vice President of Clinical, and we intend to put into place a new, efficient, effective clinical strategy that not only supports our commercial goals, but also supports our longer-term regulatory strategy. In January, we announced that our outcomes registry now included data from over 10,000 patients. The number is large and impressive, but it's only part of the story. The fact is we've treated over 90,000 patients. This creates an even greater database of patient data we can mine. We will leverage all of this data to help us drive commercial adoption, aid in payer reimbursement changes and potentially support indication expansion efforts in the U.S. and regulatory filings in the international markets. In closing, I am very excited about the future of Neuronetics. We have generated a tremendous amount of momentum during the second half of 2020 and thus far in 2021. I can feel the energy throughout the organization as we are finally able to transition from the rebuild mode in 2020 into the execution mode in 2021. We have a massive opportunity in front of us, and we will work diligently to bring the benefits of NeuroStar Advanced Therapy to all of the patients suffering from drug-resistant depression. I would now like to open the line for Q&A.