How BrainsWay closed $1.3M in deals by targeting smarter

BrainsWay, which makes Deep Transcranial Magnetic Stimulation (Deep TMS™) devices for mental health treatment, needed to help sales reps target effectively, differentiate against rival technologies, and guide customers post-sale to maximize system adoption in a market where providers scrutinize cost and clinical value. It used Definitive Healthcare claims data (diagnostic codes, CPT procedures, Rx codes) combined with Google Maps to prioritize sales targets, zip-code-level provider counts to rebalance territories, custom queries to find high-volume users of costly pay-per-use competitor systems, and embedded post-sale support powered by the same data. Since 2024, at least 10 deals worth over $1.3 million originated from Definitive Healthcare leads, BrainsWay converted high-cost competitor customers by showing the financial edge of its all-you-can-treat pricing, and nearly 50% of revenue now comes from repeat customers; per Zach Leber, Director of Analytics, "Every BrainsWay customer knows they're going to get post-sale support powered by Definitive Healthcare data. It's embedded into our workflows."

Definitive Healthcare is a claims and provider-reference data platform used by pharma commercial teams for go-to-market planning and sales targeting.

This sits in the Data Providers stage of the AI use-case lifecycle: Named examples from the real-world-data, claims and competitive-intelligence providers pharma AI systems are trained on, benchmarked against, or run inside of.