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Partner Interview
Published November 24, 2025

Sanuwave: Device Growth, Applicator Shortfalls, and Post-Sale CRM Gaps

Executive Bio

Former Senior Manager of Sales Operations at Sanuwave

Summary

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Interview Transcript

Disclaimer: This interview is for informational purposes only and should not be relied upon as a basis for investment decisions. In Practise is an independent publisher and all opinions expressed by guests are solely their own opinions and do not reflect the opinion of In Practise.

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The issue was that they shipped 155 UltraMIST devices, so they had a very good quarter in that regard. However, the applicators didn't ship at all. Is there a scenario where people have the devices but don't use them, or they build up inventory in the channel? How could that happen?

Yes, that can happen. It has occurred in the past when clinics experience staff changes or turnover. The UltraMIST devices might end up in a closet, and people won't even know they're there. The issue here is about client relationship management. Someone needs to check in on them and ensure the staff knows how to use the machine. This has happened before, and we resolved it by sending a salesperson to train the new staff, including nurses and doctors. It is possible, but if there's such a big dip, it concerns me. It suggests they aren't managing client relationships well. There should be more emphasis on client retention, not just acquiring new ones. You need to nurture existing relationships too. It's possible a device or two ended up forgotten in a closet.

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