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Operator
Welcome to Inogen second-quarter 2024 earnings conference call. (Operator Instructions) As a reminder, this conference is being recorded today, August 6, 2024.
I would now like to turn the call over to Ryan Peterson of Investor Relations.
Ryan Peterson - Investor Relations Associate Director
Thank you all for participating. In today's call. Joining me are President and CEO Kevin Smith; and CFO Michael Bourque.
Earlier today, Inogen released financial results for the second-quarter of 2024. This earnings release is available in the Investor Relations section of the company's website, along with a supplemental financial package.
As a reminder, the information presented today will include forward-looking statements, including without limitation, statements about our growth prospects and strategy for 2024 and beyond.
Expectations related to our financial results for the full year 2024 progress on our strategic initiatives, including innovation our expectations regarding the market for our products on our business and supply and demand for our products in both the short term and long term.
Forward-looking statements in this call based on information currently available to us as of today's date, August 6, 2024. These forward-looking statements are only predictions and involve risks and uncertainties that are set forth in more detail in our most recent periodic reports filed with the Securities and Exchange Commission.
Actual results may vary, and we disclaim any obligations to update these forward-looking statements, except as may be required by law, we have posted historical financial statements to our Investor Presentations in the Investor Relations section of the company's website.
Please refer to these files for more detailed information during the call, we will also present certain financial information on a non-GAAP basis. Management believes that non-GAAP financial measures taken in conjunction with US GAAP financial measures provide useful information for management and investors by excluding certain noncash items and other expenses that are not indicative of Inogen's core operating results.
Management uses non-GAAP measures internally to understand, manage and evaluate our business and make operating decisions. Reconciliations between US GAAP and non-GAAP results are presented in tables within our earnings release.
With that, I will turn the call over to Inogen's President and CEO Kevin Smith.
Kevin Smith - Chief Executive Officer
So good afternoon and thank you for joining our second quarter 2024 conference call. During today's call, I will provide updates on our progress towards our three strategic priorities, driving top-line growth, advancing our path to profitability and expanding our innovation pipeline.
I will then turn the line to Mike for a full review of our financials and outlook.
Before I provide updates on our strategic priorities, I would like to briefly highlight our strong second quarter 2024 results. We achieved $89 million in total second quarter revenue, reflecting 6% year-over-year growth and 14% growth from the first quarter of 2024.
Our performance in the quarter was reflective of strong commercial execution from our team worldwide. We have also now completed our executive leadership transition and are excited to move forward with the concrete team in place.
Now turning to updates on our strategic initiatives, and I will start by highlighting our progress on driving top line growth. A highlight of the quarter was growth in our business-to-business channels. Our team continues to do a stellar job building and strengthening relationships with new and existing customers worldwide.
We believe our differentiated POC offerings resonate with our customers as Inogen offers the highest quality POCs, the lowest total cost to serve and a host of digital health and value added services that make us an attractive partner.
In addition, we saw a modest tailwind in our B2B channel related to a recent competitive exit from the market. This nicely complemented our base growth in the quarter, which overall was driven by our differentiated offerings and strong commercial execution in our direct-to-consumer sales channel, we again saw year-over-year declines, but also generated 10% sequential growth.
This sequential growth in the channel reflects our progress in improving lead generation and rep productivity. As a reminder, we are operating with a downsized and more efficient sales force on a year-over-year basis.
We are excited about the progress we are now making as we continue to optimize our approach to this attractive and high-margin channel, across the business we're also continuing to work through our previously announced hospital and patient first pilot programs.
The hospital initiatives in our rental channel target hospitals, in addition to individual practitioners are targeting hospitals we are able to access patients earlier in their care pathway, increasing the duration over which we can receive payment.
Our patient first initiatives in our DTC channel involves the cross training of sales reps to execute both cash sales and insurance rentals. Our goal is to ensure that everyone who wants to receive an antigen POC can receive on quickly and easily. We are seeing encouraging results and look forward to providing more updates on those programs as they are formally put in place.
Switching over to our progress on reaching sustained profitability, where we made significant advances in the quarter. I'm thrilled to report first quarter of adjusted EBITDA profitability in my tenure at Amgen business, an exciting milestone and a meaningful step in the right direction.
But please note our path to durable profitability will not necessarily be linear as we will continue to invest thoughtfully and support growth over time. We do see a pathway to sustainable adjusted EBITDA profitability with our current innovation pipeline and product portfolio.
During the quarter, we continued to drive operating improvements in our DTC sales and rental channels to position for higher go-forward margins in these areas of our business. These are part of a host of initiatives we are executing, including a variety of programs to optimize our operating profile. We are excited about the prospects of these initiatives, but they will take time to begin flowing through the financials.
Turning to operating expense, we experienced and expect further increases in advertising costs as we approach the November elections. These costs primarily affect our direct to consumer sales channel, which relies heavily on TV advertising to reach consumers and generate leads.
Finally, I would like to share updates on our innovation pipeline. We look forward to bringing the Simeox product to the US market and continue to make meaningful progress toward FDA clearance. We will provide updates as they become aware.
Moving to our POC portfolio, we continue to expect the launch of the newest generation POC the road for the back half of the year. Well, four offers patients, a new fourth flow setting a service life of up to eight years and the highest oxygen production in the lightest weight POC in the market.
These innovations are representative of our mission to provide patients on oxygen therapy with an opportunity to maintain mobility and quality of life as they undergo treatment. Additionally, we continue to invest in our digital offerings to ensure energy devices remain as easy to utilize and maintain as possible.
With that, I would like to say I am proud of the significant progress our team has made towards our strategic initiatives in the quarter, we will continue to position Inogen for near and long-term success.
I will now turn the call over to Mike for a more detailed review of our financial results. Mike?
Michael Bourque - Chief Financial Officer, Executive Vice President, Treasurer
Thank you, Kevin, and good afternoon, everyone. Unless otherwise noted, all financial comparisons to the prior year comparable period. Total revenue for the second quarter of 2024 was $88.8 million, an increase of 6.1% compared to the prior year.
The increase was primarily driven by higher international and domestic business-to-business sales, partially offset by lower direct to consumer sales and rental revenue. For the second quarter, foreign exchange had a negative 10 basis points impact on total revenue and a negative 30 basis points impact on international revenue.
Looking at second quarter revenue, on a more detailed basis, direct to consumer sales decreased 15.6% to $22.6 million from $26.8 million in the prior period, driven primarily by lower representative headcount. Domestic Business to Business revenue increased 16.5% to $21.3 million versus $18.3 million in the comparable period, driven by increased volumes with new and existing customers.
International business-to-business revenue increased 31.1% to $30.5 million compared to $23.3 million in the prior period. Similar to our domestic business, the increase was primarily driven by increased volumes with new and existing customers.
Rental revenue decreased 6.2% to $14.3 million from $15.3 million in the prior period, primarily driven by lower average billing rates due to the mix shift to private payers.
Now on to discuss our gross margins. Total gross margin was 48.1%, increasing 740 basis points from the same period in the prior year, primarily driven by lower premiums paid for components as well as onetime favorable adjustments to reserves, which drove a benefit of approximately 300 basis points.
We expect gross margins to be in the low to mid 40s and the back half of the year sales revenue gross margin was 48.5%, an increase of 1,000 basis points, driven primarily by a reduction in premium price components and increased volumes.
Rental revenue gross margin was 46.2%, a decline of 430 basis points, driven by a decrease in the percentage of patients build and mix shift towards private payers.
Moving on operating expense in the second quarter, total operating expense increased to $49.8 million compared to $45.8 million in the prior period, representing an increase of 8.7%. The increase was primarily due to higher personnel-related expenses, partially offset by lower sales and marketing consulting expenses due to the exit of our third party relationship as we manage our spending in this area thoughtfully, we also saw higher advertising expenses given elevated costs of television advertisements associated with the US presidential election season, and we expect that trend to continue into the second half.
In the second quarter of 2024, we reported a GAAP net loss of $5.6 million and a loss per diluted share of $0.24. On an adjusted basis, we had a net loss of $1.6 million and adjusted loss per diluted share of $0.07. Adjusted EBITDA was positive $1.3 million compared to a loss of $3.2 million in the prior year period.
We're pleased to report positive adjusted EBITDA and are managing our expenses closely as we continue to the back half of the year. That said, our second quarter performance should not necessarily be viewed as predictive of upcoming quarters.
Moving onto our balance sheet. As of June 30, 2024, we had cash, cash equivalents, marketable securities and restricted cash of $121.2 million with no debt outstanding.
Before I turn the line back to Kevin, I would like to share our revenue expectations for the full year 2024. Based on our progress in the first half of the year and trends in our business today, we expect full year 2024 revenue to be within $325 million to $330 million, reflecting approximately 3% to 5% year-over-year growth. In addition, as I mentioned earlier, we expect gross margins to be in the low to mid 40s in the back half of the year.
With that, I will pass the call back to Kevin for closing remarks.
Kevin Smith - Chief Executive Officer
The first half of 2024 was a time of transition for Inogen as we welcomed Mike to the CFO role, and I am excited to have a new management team in place. Our team remains steadfast in our determination to deliver best in class care to respiratory therapy patients around the globe, and we will maintain that approach into the second half of 2024.
We look forward to updating you on our progress as we continue to expand our impact for patients with respiratory disease.
With that, I will open it up for questions. Operator?
Operator
Thank you. We'll now be conducting a question-and-answer session. (Operator Instructions)
Robbie Marcus, J.P. Morgan.
Unidentified Participant_1
This is actually on Lili on for Robbie. Thanks for taking the question. Maybe starting with DTC, but can you could give a little bit of color on the sales force? Are you thinking about the progression of the size of the sales force over 2024? And how should we be thinking about productivity in the commercial organization ramping from here?
Kevin Smith - Chief Executive Officer
Sure. Hey, well, thanks, for the question, this is Kevin. I'll start with that one. Michael? Yes, as we indicated in our I believe it was in our last call our recent call, the sales organization. The DTC side is in that 150 to 170 range.
And so we're not going to why continue to comment on that size of that organization unless it varies amongst various outside of that significantly the but that size team that we are comfortable with going forward.
We believe that we have a good team building the tenure of the training and so forth that that we need to have in order to grow. We're seeing positive traction, come out of them. We're not going to go into an individual metrics within that other than as we're talking about revenue here today. But we are focused on increasing our productivity within that DTC channel.
We do have the patient first pilot that we had referenced as well. We're trying to make it as easy as possible for any patient who wants to have managed and POC to get an antigen POC. So we're making that smooth and efficient, and we believe that's going to help us continue to grow in future.
Unidentified Participant_1
Great. Thank you. And then on the rental side of the business, you talked about the hospital strategy. So can you give a bit more color on how those efforts have been progressing and how we should be thinking about how big of an opportunity this can be for you relative to individual practitioners? Thanks so much.
Michael Bourque - Chief Financial Officer, Executive Vice President, Treasurer
And certainly, Lilly, the when you look at the hospital pilot so the I what as we're looking at that, what that is, and I've referenced this a little bit in the prepared remarks as well as before, but some additional color this is going a bit further upstream, right? So that that rental channel, you think about that as the prescribers, the sales team that's going to be physicians' offices too wide to gain referrals from those from those offices.
We had previously a third-party organization that we were partnering with out there that is now just purely an in-house team of a scaled back a little bit, but we are we're satisfied with the results the team has achieved, and we're actually very, very happy with that.
It's an opportunity for us to continue to build, but going into the hospital side, it's going even further upstream. So by the time, the patient leaves the hospital they're set up with oxygen, often a tank that are coming out of out of the center we are at with the prescriber to kind of get those patients further downstream, but they've already had some months of billing that are eating away before they go into that capitated period.
But if we go into the hospital, we get that patient day one coming out of the hospital, set them up with a POC with an antigen and be able to capture that billing. Plus we're more efficient with the number of patients.
We can have referrals for per sales call with the sales with the sales reps that is, as I'll remind you, is in a pilot phase right now. We don't see that falling into the financial statements until I until we're fully executing on that one. But I wouldn't expect to see that as a as a meaningful. So flow through here in this outcome.
Unidentified Participant_1
Got it. Thank you.
Operator
James Beard, William Blair.
James Beard - Analyst
Hey, guys, thanks for taking the question. This is Jamie on for Margaret and congrats on the good quarter. I wanted to first start off on some of the B2B strength you saw maybe looking first at US on, are there any large tenders during the quarter? I know it tends to be a little lumpier internationally.
And then can you just give us a sense on your confidence on international continuing at that rate? And then also on B2B domestic, could you also just parse out I know you mentioned that you saw a tailwind related to Respironics from exiting the market is also the market getting better and maybe say they've improved relationships on your end.
Kevin Smith - Chief Executive Officer
Thanks, Jamie, and Michael, maybe, do you want to start with.
Michael Bourque - Chief Financial Officer, Executive Vice President, Treasurer
Sure, Kevin. I'll take the first part of that question. So in terms of Jimmie, in terms of your question on any large one-time orders or tenders?
We didn't receive any orders that we believe that we call out one-time and not repeatable. The results in our B2B channels were the result of broad-based demand from both new and new and existing customers?
So to answer that first question, no, there really wasn't anything to call outsized orders.
Kevin Smith - Chief Executive Officer
Yeah. And those are we do see the opportunity to continue to build there internationally for that reason that Mike said, this is I know it can be pretty chunky at times. But we feel that the relationships that are being built, the is certainly adding to the to the growth that we'll see internationally.
And on the domestic side of things. We certainly do see some tailwind from a from the exit of our competitor in the US market. We see this as a growth. We've gained new customers. We've also we've also gained somewhat some additional business and existing customers. I don't see this as a one-time deals that we gain because of that exit, but certainly that tailwind.
James Beard - Analyst
Great. Thanks. That's helpful. Maybe switching gears a little bit on the touch on guidance. And you grew 6% this quarter, 8% last quarter. I mean, you're now growing high single digits, call it in the first half of the year. I think the guide now implies a deceleration in the second half despite a similar that easier comps. So maybe why the more conservative outlook.
And then maybe as you look to 2025 and long term, what's the right range of growth we should sort of model for this business going forward? Thank you.
Michael Bourque - Chief Financial Officer, Executive Vice President, Treasurer
Hey, Jimmie, and thank you for that question. First of all, we're I'll start off by saying we're really pleased with the strong first half we had in 2024 I'll talk a little bit just about our guidance philosophy. So our guidance philosophy is to really set prudent and achievable ranges, and we want to be able to commit to that number meet or exceed it in terms of our guidance for, say, the full year guidance and therefore the second half of the year guidance, what we're seeing is that we're anticipating headwinds beyond normal seasonality based on the national election advertising we're expecting to be more expensive, may be difficult to obtain a good slots, and we believe that that may result in less ads being placed.
So we may have fewer leads as a result of the advertised advertising changes. So we kind of see that as an impact to our DTC business and that's really what's driving that of that guidance for the second half of the year.
James Beard - Analyst
Great. That was helpful. Thank you, guys.
Kevin Smith - Chief Executive Officer
Now in terms of your question, your other question about kind of future. So we're kind of kind of stick to what we've talked about in terms of guidance. And as we kind of progress towards the rest of the year, we get into our AOP process and kind of move forward, we'll determine what type of guidance we think we should give going forward. But at this time, we're really not going to comment on 2025 or beyond at this point.
James Beard - Analyst
Great. Thank you.
Operator
Mathew Blackman, Stifel.
Unidentified Participant_2
Hi, guys. This is Colin on for Matt. I wanted to start in the rental business thinking specifically about the productivity ramp for the prescriber channel efforts that you brought and in house, how do you think about that productivity ramping? And could we see this return to being your fastest-growing business in the near term or even in 2025, what would?
Michael Bourque - Chief Financial Officer, Executive Vice President, Treasurer
Yeah. So I'll start, basically, I think it just may be helpful to get kind of our view on what's going on in that rental business at this point in time. And then we can we can expand on some of the other questions you had.
But what's going on as we see it, we're still seeing a trend towards private payers less than Medicare. So the lower reimbursement rate per month on the private pay versus Medicare part of that trend by relates to the patient shifting to Medicare Advantage, as we look at patients on service were up compared to say, Q2 of last year.
But our patient services stayed somewhat consistent over the past few quarters with attrition offsetting new patients. So what we're seeing is a more care patients, therefore, less bill patients. Those are the candidate dynamics impact their rental business, obviously on the top line.
But those are also drop-downs impacting our gross margin as well. We are focused on adding more billable patients to the funnel.
Kevin, maybe you can add some color here and kind of how we're approaching this channel.
Kevin Smith - Chief Executive Officer
Yes, certainly, in that will they'll go back to the looking at the hospital pilots that we're working through that through that channel opportunities, too, we get more and more opportunities per sales rep further up the further up that food chain right in to be able to get more months of billing before patient enters the capitated period.
So more revenue per patient and then also opportunity to have more referrals per year per sales call, if you will, going into the to the discharge planners at the hospital. So we do see opportunities for that to continue to build that assertiveness.
I won't comment in the future the specific channel there as to why as to how that will compare with the other ones at this point in time, but we do see a good opportunity.
Unidentified Participant_2
Understood. That's really helpful. And then I had one on gross margins beyond the higher cost inventory rolling off, can you walk me through again, the driving costs of the driving forces are the step-up from last quarter and particularly which gross margin line rental or sales, the onetime adjustments really affected during the during the second quarter?
Kevin Smith - Chief Executive Officer
Sure, so in terms of what we're getting a little bit of a uptick this quarter from some adjustments to our reserve accounts. So there the typical adjustments that we went through in our closing process jobs can always consistently re-evaluating and estimating what those are going to be, but those I would call them onetime adjustments representing about 300 basis points of favourability to our gross margin in Q2.
And in terms of what was your other question, I'm sorry, the second part of that question?
Unidentified Participant_2
Really gross margin line sales or rental, did that did that flow through during the quarter? You should understand which parts fall off going forward?
Kevin Smith - Chief Executive Officer
Sure. That's under the sales gross margin line.
Unidentified Participant_2
Okay, understood. Thank you.
Operator
Mike Matson, Needham & Company.
Mike Matson - Analyst
Yes, thanks. I just wanted to ask one on pricing trends. Kind of in the different channels. So your domestic B2B, international B2B and DTC sales, in particular on Norton, I guess just on a year-over-year basis, what's happening with price in those channels.
Kevin Smith - Chief Executive Officer
It's, you know, with the pricing in the channels we've been we've been maintaining some pricing discipline as we go through there. And there's this price pressure Yes, certainly we are we see that we feel that from our competitors, but we do feel that we have the that we have to write them that we've got the right data, the right messaging to be able to want to pull through on that.
But we've been we've been holding relatively stable. There's a little bit of a downward momentum on the on that, but it's particularly in our B2B channels. We've been holding on holding on tight to that. We certainly see some I hear some you wouldn't see the DTC sales.
We see some pressure certainly there on price with resellers and so forth and nine, there's the moment certainly when we start to compete with our with ourselves on that still live cell imaging devices that we are that we're working through there.
But, but we do feel that we've got the right pricing strategy. We've got the right messaging and that's particularly important when we start to look at need to be on how we can maintain our pricing with the with the lower margin sales.
Mike Matson - Analyst
Yeah. Okay. And then I did miss some of the prepared remarks. I apologize if you mentioned this, but I just wanted to check in on the Simeox product on the were there any updates there in terms of FDA pathway or timing or anything like that?
Kevin Smith - Chief Executive Officer
No, we haven't given any updates on the timing for that one. So what you should expect to hear to see at a firm update on timing would be when we have the regulatory clearance from that, then we will provide the update and basically that outlook as to what that commercialization plan and time line will look like.
Mike Matson - Analyst
Okay. All right. And then just on the DTC sales business. So it's been declining for a while now. And I know there's been kind of a scaling back in the rep headcount and so forth. But on what is it going to take, I guess, to get that business back to growth? And when do you think that could potentially happen.
Michael Bourque - Chief Financial Officer, Executive Vice President, Treasurer
Yeah. So Mike, I guess just from a from a high-level perspective, when you talk about what's going on with that business, again, as we've talked earlier about rep counts in that. So clearly that's that is what's driving that pretty much driving the reduction.
If you look on a year-over-year basis for Q2 and year to date, we are we are seeing though we're seeing we've seen some favorable things there. We're seeing in a higher revenue per rep. We're seeing some pretty decent ASPs as well.
But as we look at that I'll let Kevin comment mine of the future, and we want to talk about that. But effectively, that's where you've seen that drop. We've cut a lot of cost out of that DTC sales force, we've seen that benefit running through selling and marketing on a year-over-year basis, but we're trying to rightsize that that up that channel.
Kevin Smith - Chief Executive Officer
Right. And as a reminder, that's where we're going at this as a [re-baseline] year. And Steve and with that DTC headcount, we feel we've got the right side, the right team in place. The right leadership in place. We have we have excellent marketing effort that we believe this is put together and supporting that team as we go forward in this pilot program that we've been running that we've talked about a little bit here with that patient first, enabling any patient that wants to get an engine, the easily able to get that smoothly and easily be able to get a an antigen POC regardless of whether they come in as potential cash sale or if they have choosing insurance coverage for that option.
So that will work and do the pilots on. They're working on making sure that we're managing the costs within that two or the optimized.
But we feel we feel good with the structure that we have today going forward.
Mike Matson - Analyst
Okay, great. Thank you.
Operator
Thank you. There are no further questions at this time. This does conclude today's conference. You may disconnect your lines at this time. Thank you for your participation.