Strategic Leadership for a Global Health Challenge
The appointments arrive at a critical juncture for Neuromod, following years of rigorous clinical development and successful regulatory approvals for Lenire. The company is now poised for an aggressive commercial rollout, aiming to establish Lenire as a widely accessible and effective treatment option. The global prevalence of tinnitus is staggering, with estimates suggesting that approximately 10-15% of the adult population experiences the condition, translating to an estimated 740 million sufferers globally. For many, tinnitus significantly impairs quality of life, leading to sleep disturbances, concentration difficulties, anxiety, and depression, highlighting a substantial unmet medical need for effective, evidence-based therapies.
Joe Ghiz, assuming the role of Chief Commercial Officer, will join Neuromod’s senior management team, taking the helm of the company’s global commercial function. His extensive background is particularly relevant, marked by a distinguished career in developing and scaling entirely new treatment categories across highly competitive sectors such as dental, orthodontic, and vision care markets. This experience is expected to be instrumental in navigating the complex landscape of medical device commercialization and market penetration for a novel tinnitus therapy.
Joe Ghiz: A Proven Track Record in Market Creation
Ghiz’s professional journey includes a significant tenure at Align Technology, the pioneering company behind the revolutionary Invisalign clear aligner system. During his time at Align Technology, he held multiple global commercial leadership positions, including General Manager of Sales. In these roles, he was a key architect of initiatives that dramatically expanded the adoption of clear aligner treatment, fundamentally reshaping orthodontic practices and creating new commercial models that propelled Align Technology to become a multi-billion-dollar enterprise. His ability to foster a new treatment category from niche to mainstream is precisely the expertise Neuromod seeks to replicate with Lenire in the tinnitus space.
Prior to his impactful contributions at Align Technology, Ghiz dedicated over a decade to Johnson & Johnson Vision Care. There, he served in various leadership capacities spanning sales, marketing, and business development. His work at Johnson & Johnson included critical initiatives focused on engaging independent optometry practices and expanding the market presence of the ACUVUE® contact lens business. This experience provided him with a deep understanding of direct-to-clinician commercial models and patient access strategies within a highly regulated healthcare environment.
Neuromod’s leadership has explicitly stated that Ghiz’s experience in developing and implementing commercial models within the dental and orthodontic fields will be crucial in supporting the company’s ambitious efforts to expand the integration and use of Lenire within ENT and audiology practices. The parallels are striking: just as Invisalign disrupted traditional orthodontics by offering a new, patient-centric approach, Lenire aims to redefine tinnitus care with its non-invasive, bimodal neuromodulation technology.
Dr. Ross O’Neill, CEO of Neuromod Devices, expressed profound enthusiasm regarding Ghiz’s appointment. “We are delighted to welcome Joe Ghiz to Neuromod at a pivotal moment where robust clinical evidence, global regulatory approval, and broad commercial adoption has positioned our company for rapid scaling to address the needs of 740 million tinnitus sufferers worldwide,” Dr. O’Neill remarked. He further highlighted the strategic importance of Ghiz’s past successes, stating, “Mr. Ghiz brings experience from Align Technology, where he helped the company create a new category of aligner, which reshaped how orthodontists and dentists practice and built a $10 billion company as a result. This category-creation expertise is precisely what Neuromod needs as we strive to revolutionize tinnitus treatment.”
Commenting on his new role, Ghiz articulated his vision for Lenire’s expanded reach. “I’m excited to join Neuromod at such an important time in the company’s growth. Lenire has already transformed the lives of tens of thousands of tinnitus patients and has the potential to revolutionize tinnitus care as a whole,” Ghiz stated. He added, “I look forward to working with Neuromod’s leadership team to deliver the commercial strategy required to reach more clinicians and give millions of patients access to life-changing care.” His remarks underscore a shared ambition to not only grow the company but to fundamentally alter the treatment landscape for a severely underserved patient population.
Shannon Basham: Deep Expertise in Hearing Care Channels
Complementing Ghiz’s strategic commercial leadership, Neuromod has also appointed Shannon Basham as Vice President of Channel Development. Basham brings an invaluable depth of over 20 years of specialized experience within the hearing care industry, making her an ideal fit for driving Lenire’s integration into audiology and ENT clinics.
Most recently, Basham served as the Senior Director of Audiology and Education for Sonova in the United States. In this pivotal role, she acted as the market-facing head of audiology for Sonova’s prominent Phonak and Unitron wholesale businesses. Her responsibilities included overseeing the strategic direction for the company’s audiology and clinical education departments, ensuring that hearing care professionals were well-equipped with the knowledge and skills to effectively utilize Sonova’s product portfolio. This experience is directly transferable to Neuromod’s objective of educating and integrating Lenire within the existing clinical workflow of audiology practices.
Before her senior role at Sonova, Basham dedicated approximately a decade as the Director of Clinical Training for Phonak. During this period, she was instrumental in developing and executing comprehensive training and educational programs that supported the company’s diverse product portfolio. Her collaborative work with marketing, clinical, and sales teams ensured a cohesive approach to product launches and ongoing professional development, a model that Neuromod will undoubtedly seek to emulate for Lenire.
Earlier in her career, Basham further honed her expertise as a Clinical Training Manager at InSound Medical. In this capacity, she managed the company’s national training team and developed educational content crucial for clinician adoption. She played a significant role in collaborating with various departments on the commercialization and expansion of the innovative Lyric hearing aid, a device known for its unique extended-wear capabilities. InSound Medical was subsequently acquired by Sonova, further solidifying her trajectory within the hearing care sector. Basham’s deep understanding of the audiology channel, from clinical education to market adoption, is expected to be a cornerstone of Neuromod’s commercial success.
Expanding Access to Lenire: A Paradigm Shift in Tinnitus Treatment
The strategic appointments of Ghiz and Basham are a clear indication of Neuromod’s accelerated global expansion plans for Lenire. The device is not merely another treatment option; it represents a bimodal neuromodulation approach, a significant advancement in the field of tinnitus therapy. Lenire combines precisely timed audio stimulation, delivered through headphones, with mild electrical stimulation applied to the surface of the tongue via Neuromod’s proprietary Tonguetip® device. This unique combination aims to retrain neural pathways in the brain that are implicated in tinnitus, offering a non-invasive and patient-centric treatment methodology.
The treatment protocol for Lenire is designed for patient convenience and clinical oversight. It is prescribed by an appropriately qualified healthcare professional following a thorough audiological assessment, ensuring suitability and personalized care. Once prescribed, patients complete the treatment at home, typically for 60 minutes daily over several weeks or months, as directed by their clinician. This home-based approach enhances accessibility and adherence, crucial factors for long-term treatment success.
Lenire has undergone rigorous clinical validation, culminating in significant regulatory milestones. It holds CE-mark certification, allowing its commercialization across the European Economic Area. Critically, it also received a De Novo grant from the U.S. Food and Drug Administration (FDA). The De Novo pathway is reserved for novel, low-to-moderate risk devices for which no legally marketed predicate device exists. This FDA approval, based on compelling clinical trial data such as the T305 study, underscores Lenire’s safety and efficacy, paving the way for its widespread adoption in the highly regulated U.S. market. The T305 trial, a pivotal U.S. clinical study, demonstrated sustained improvements in tinnitus symptoms for a significant portion of participants, with high patient satisfaction and a favorable safety profile.
Currently, Lenire is available in several key international markets, including the United States, Canada, Europe, and Australia. Furthermore, its efficacy and recognition are evidenced by its inclusion as a treatment option through the U.S. Department of Veterans Affairs, providing access to a substantial population of veterans who often suffer from service-related hearing loss and tinnitus. This institutional adoption by the VA system highlights the device’s credibility and the pressing need for effective solutions for this patient group.
The Broader Impact and Future Outlook
The strategic strengthening of Neuromod’s commercial leadership team marks a transformative period for the company and, more broadly, for the field of tinnitus treatment. With Joe Ghiz’s proven ability to create and scale new market categories and Shannon Basham’s deep-rooted expertise in navigating the hearing care channel, Neuromod is exceptionally well-positioned to capitalize on the vast unmet needs of tinnitus sufferers worldwide.
Industry analysts suggest that the global market for tinnitus treatment is poised for significant growth, driven by an aging population, increased awareness, and technological advancements like bimodal neuromodulation. While precise market figures for novel devices like Lenire are still emerging, the sheer volume of affected individuals – projected to grow further – underscores the immense commercial opportunity. The challenge will lie not only in educating clinicians and patients about this new therapeutic approach but also in securing favorable reimbursement policies and establishing Lenire as a first-line treatment option.
The implications of Neuromod’s aggressive commercial push extend beyond corporate growth. It offers renewed hope for millions who have long struggled with a condition for which effective treatments have been scarce. By leveraging sophisticated neuromodulation technology and a targeted commercial strategy, Neuromod aims to shift the paradigm of tinnitus management, moving from symptom masking and coping strategies to active, evidence-based therapy. The success of Lenire could pave the way for further innovation in treating other neurological conditions, solidifying neuromodulation as a critical frontier in medical science. The coming years will reveal the full extent of Neuromod’s impact as Ghiz and Basham spearhead the global rollout of this life-changing technology.
About Neuromod Devices
Neuromod Devices is a dedicated medical technology company with strategic offices in Ireland and North America. Its core mission is the research, development, and commercialization of advanced neuromodulation technologies specifically targeting tinnitus. The company’s flagship product, the Lenire system, is a non-invasive bimodal neuromodulation device that uniquely combines personalized sound stimulation with mild electrical stimulation of the tongue. This innovative treatment is prescribed under the direct supervision of a qualified healthcare professional, ensuring patient safety and optimal therapeutic outcomes. Through its pioneering work, Neuromod Devices is committed to delivering transformative solutions for individuals living with tinnitus globally.
