Hello, and thank you for standing by, and welcome to Butterfly Network First Quarter 2021 Earnings Call. At this time, all participants are in a listen only mode. After the speakers' presentation, there will be a question and answer session. Please be advised that today's call is being recorded. I would now like to hand the conference over to your speaker today, Agnes Lee, Vice President of Investor Relations.
Please go ahead.
Good morning and thank you for joining us today. Earlier this morning, Butterfly released financial results for the Q1, which ended March 31, 2021, and provided a business update. The release and earnings presentation, which include a reconciliation of management's use of non GAAP financial measures compared to the most applicable GAAP measures are currently available on the Investors section of the company's website atir.butterflynetwork.com. Doctor. Todd Futcherman, Butterfley's President and Chief Executive And Stephanie Fielding, Butterfley's Chief Financial Officer will host this morning's call.
During today's call, we will be making certain forward looking statements. These statements may include statements regarding, Among other things, expectations with respect to financial results, future performance, development of products and services, Potential regulatory approvals, anticipated financial impacts and other effects of the business combination on our business, These forward looking statements are based on current information, assumptions and expectations that are subject to change and involve a number of Risks and uncertainties that may cause actual results to differ materially from those contained in the forward looking statements. These and other risks are described in our filings made with the Securities and Exchange Commission. You are cautioned not to place undue reliance on these Forward looking statements and the company disclaims any obligation to update such statements. During this call, we will refer to non GAAP financial measures, including adjusted gross margin, adjusted gross profit and adjusted EBITDA.
These financial measures are not prepared in accordance with U. S. Generally Accepted Accounting Principles or GAAP. These non GAAP financial measures are not intended to be considered in isolation or to substitute the results prepared in accordance with GAAP. The definitions and reconciliations of these non GAAP financial measures to the most directly comparable GAAP financial measures and a discussion of why we present these non GAAP financial measures are included in today's press release and at the end of the slide presentation.
As a reminder, this call is being webcast live and recorded, and we will be referencing a slide presentation in conjunction with our remarks. Because there is a short delay between the live telephone audio and the presentation being shown on the webcast, for the best experience, Please use either the webcast for both the audio and video content or if you've dialed in by telephone, download the slides from our website in advance of yourselves. To access the webcast, please visit the Events section in the Investors section of our website and a replay of the event will be available following the call. I would now like to turn the call over to Doctor. Preckerman.
Thank you, Agnes, and good morning, everyone. We appreciate you taking the time to join us today. I welcome you to this earnings call, our second Since Butterfley became a public company and look forward to updating you on the results we achieved during the Q1 of the year. Following my overview of Butterfley's performance, Stephanie will walk through the details of our financial results. We will take your questions at the very end.
As I said on our first earnings call, what brought me to this company is Butterfley's immense potential to drive fundamental change in health care by delivering information at the point of care, enabling healthcare practitioners to make more informed clinical decisions in a variety of care settings. This potential for transformation is what motivates every member of our team And there are tireless efforts to bring breakthrough innovation to markets around the world. During my first 90 days as CEO, I have become even more excited about the potential for our technology and solutions to drive demand, utilization and market expansion. Our semiconductor based technology, ultrasound on a chip, is the foundation of our point of care solution that enables the acquisition of information to inform clinical decision making. This technology gives us maximum flexibility in how we develop solutions both to deliver value and create new business models and is Butterflies' point of key differentiation.
And while we intend to continuously refine our longer term strategy, we are excited about the demand in the marketplace today And are pleased to reaffirm revenue guidance and provide additional transparency for 2021. Stephanie will walk through our guidance details later in the call. But before I talk about our Q1 performance, I want to take a moment to share a real world case Butterfley's impact on healthcare. With tens of thousands of people who have used Butterfley across the globe, the impact of this company on patients is best represented by the lives it touches and stories shared by the healthcare professionals who are living examples of Butterfley's vision. Here is one such story from Austin, Texas.
Just as the stethoscope allows a doctor to make a quick assessment of a patient's condition, Butterfley is a powerful tool for healthcare professionals to provide valuable clinical information and improve patient care. The more they understand Butterfley's value, the more they will use it with their patients. This was on full as a primary care physician was learning how to incorporate Butterflies into his patient's exams with our education team. An elderly patient presented to the physician's practice with an elevated heart rate, slightly lower than expected blood pressure and complaints of dizziness. There were no other significant findings on standard physical exam, but in addition to listening to the patient's heart sounds, In this exam, the doctor imaged the patient's heart with butterfly.
To his surprise, a large collection of fluid had accumulated around the heart, A pericardial effusion, which in this case posed a significant risk to the patient and required immediate clinical attention. The physician called 911 and contacted the emergency room staff. With the team informed, when the patient arrived at the ER, They were prepared to rapidly treat him and were able to drain the fluid around the heart. The patient's condition dramatically improved and the crisis was averted Because the treatment was administered rapidly. In many traditional clinical scenarios, this could easily have been a lengthy journey Comprising multiple visits and tests to get to the right diagnosis, all while the patient remained compromised and at risk.
While this is one specific case, It is not unusual that the information gleaned from point of care ultrasound in a primary care setting better informs care and influences the outcomes of care. In an article from the British Medical Journal, routine use of point of care ultrasound in a primary care practice changed Clinical management in half of the patients on which it was used. We believe the affordability, versatility and usability of This is just one of many stories about our impact on patients, physicians and nurses. Butterfleye is a truly disruptive technology With the potential to allow more people than ever before to access information from inside the body at the point of care. The flexibility of our ultrasound on a chip technology allows us to design different user experiences and build new form factors for the probe Fit for purpose based on the application.
Additionally, within our core technology, we can bring unprecedented processing power enhances the user experience and makes the acquired imaging information practical, actionable and valuable to that specific use case. As a result, our point of care ultrasound solution can be tailored to different user needs and has the potential to be used across the continuum of care settings by a variety of practitioners. Now I'd like to review our Q1 2021 performance and give an update on our progress towards the near term foundational goals laid out in our last earnings call. Reflecting a solid start to 2021, we reported a revenue increase of 44% compared to
the Q1
We believe this demonstrates the excitement and demand for Butterfleye technology in the marketplace. We continue to make strong progress in the Q1 towards putting Butterfley into the hands of users across different disciplines in healthcare. As our customer base expands and the demand for our product grows, we expect a further broadening in the range of used cases and care settings where our solution can bring value. You have my commitment to provide more insight on commercialization and our anticipated milestones as soon as it's appropriate to do so with a target of doing so by the end of the year. However, to help you think about our progress in 2021, I'd like to go back to the 5 near term foundational goals for Butterfley that we introduced on the Q4 earnings call.
The first was to broaden and strengthen our team at Butterfley. The second was to broaden our partnerships with clinical leaders. The 3rd was to align with the payer community to improve health outcomes and reduce the cost of care. The 4th was to develop commercial partnerships across care settings, specialties and geographies to deliver patient centric value based healthcare and the 5th was to invest in our industry leading innovation. As I noted, we expect that success against these 5 foundational goals: team, clinical partnerships, payer alignment, Commercial expansion and innovation will help us to drive our societal impact, our commercial growth and our ability to improve clinical care across a diversity of geographies, applications and care settings.
During the quarter, we made significant progress In all of these foundational categories, and I would like to share some of the progress we have made in the Q1 towards 3 of these goals. The first And perhaps most important goal at this time is to broaden and strengthen our team. For me, there is no version of success for Butterflies Without the right team operating in the right environment where they can be successful. This is why over the course of the quarter and looking ahead through the next stages of its growth and development, while also filling out the rest of our organization. These hires will add to our core capabilities And enhance the ability of our team to succeed.
Given our growth objective and desire to create The best people environment possible, it is important that we also continue to strengthen our leadership team. We recently welcomed Tim Trodden, Butterflies' new Chief Human Resources Officer to our team. In this role, Tim will oversee the development and implementation of ButterfliesPeople strategy, which will include hiring, developing and retaining talent, Tim comes to Butterfley after 4 years at WellCare Health Plans, a Fortune 150 managed healthcare company, where he led An integrated HR function responsible for creating and driving an enterprise wide talent and culture strategy. He brings 16 years of prior experience as a leader at Johnson and Johnson, where he was most recently Head of Human Resources for the Corporate Enterprise Functions. We would also like to highlight 2 new Vice President appointments to lead critical roles in external affairs, Working more closely with investors and policymakers, 2 key audiences for us as a public healthcare company.
Agnes Lee, our new Vice President of Investor Relations, will help us connect more closely with our investor community, Ensuring we give this critical stakeholder group the timely and useful information they need. Agnes brings 2 decades of prior Investor Relations, Finance and Integrated Communications Experience across Medical Device, Life Science and Diagnostic Companies. Our new Vice President of Government Affairs, Andrea Hakavaria, is another important hire for us. We view better technology as an enabler of global health equity and policy. And as Butterfley grows, Andrea brings over a decade of experience as a staffer in the United States Senate and as a government relations professional that will help us to connect with government and public officials more closely and to align on aspects of care provision, Pricing and Product Policy.
We also welcome Doctor. Jill Kalman to Butterfley's commercial leadership team. Doctor. Coleman is an expert in congestive heart failure, a significant opportunity for Butterfley to create value in chronic disease management. She is joining Butterfley after previous roles as Executive Director at Lenox Hill Hospital and Director of the Cardiomyopathy Program at both Beth Israel Medical Center and Tisch Hospital.
In addition to Doctor. Kallman, We made meaningful progress in Q1 with our commercial organization, doubling the size of our highly experienced sales team. Overall, our team continues to evolve in key areas that dramatically increase our capacity and capabilities to deliver Butterfley to the market. This critical investment in our people is essential to ensuring we have the coverage and sales bandwidth needed to convert demand for Butterflies into revenue growth. In particular, we expect this investment to help drive penetration and adoption in the Enterprise segment starting this year.
I look forward to sharing more progress in coming months as we expect to bring on additional industry leaders and experts to help shape the future of Butterfleye. 2nd, we are hard at work developing commercial partnerships across care settings, Specialties and Geographies. These new relationships demonstrate how Butterfleye is being used to evolve the delivery of patient care In an expanding range of use cases across a growing number of settings. When thinking about these new relationships, it's important to consider how each is a demonstration of the power of Butterfleye and of our scope and scale to ultimately go to wherever the patient may be. Recently, we announced an innovative partnership with Sientra, a leading manufacturer of plastic surgery implantable devices to expand Butterfley's footprint into the cosmetic and plastic surgery marketplace.
Our partnership with Sientra highlights Butterfley's ability to deliver actionable diagnostic insights as an advanced assessment tool allowing for more informed clinical decision making. Through this unique partnership, Butterfley and Sientra are enabling plastic surgeons to provide a better experience for patients, Improve resource planning and ultimately deliver more efficient care. To operationalize this partnership, Sientra has begun promoting Butterfly IQ Plus into the large plastic surgery market with the official launch of the partnership at the Aesthetics meeting in April. This partnership allows us the opportunity to fully reach a specialized call point By an experienced and entrenched team, while enabling us to focus on using our own expanded sales team in different commercial context. Butterfley aspires to break down the legacy barriers to access imaging information through portability, Usability, versatility and affordability.
We believe the Sientra partnership in particular Illustrates a way that Butterfley can partner with clinicians across specialties and applications. Finally, I'd like to talk more about how we can use Butterfley to service an expanding range of use cases. While we have already demonstrated Butterfleye's potential among practitioners of human medicine, we are very excited about the opportunity to transform animal health With Butterfly IQ Vet. Indeed, the veterinary market is both vast with over 120,000 Right at the point of care, wherever that may be. While traditional ultrasound systems have struggled to meaningfully penetrate this market Because of cost, difficulty of use and logistics related to portability, Butterfly IQ Vet addresses these challenges through its affordability, portability and ease of use.
As a result, Butterfly iQ Vet is already being embraced by veterinarians across companion animal, equine medicine and academic settings. Equine diagnostic applications are an excellent example of a use case for butterflies. Veterinarians, for instance, Commonly use ultrasound to determine why a horse is lame, if there are ligament or tendon issues Or to perform injections. However, the lack of portability of traditional ultrasound is a major barrier to care With a truly portable ultrasound solution that can be used easily and reliably wherever the horse is stable. In the last quarter, we built a dedicated commercial team around our veterinary solution and plan to aggressively ramp the business this year As we have the opportunity to not only expand ultrasound use in veterinary medicine, but also be a leader in the category.
You can expect additional updates on our technical and commercial progress of our veterinary solution along with its global expansion within the next few quarters. As I mentioned on our last call, Butterfleye is delivering technology with a solution to a global marketplace that we believe is anxious to receive it. Our technology captures information to inform clinical decisions and it can be used across a range of care settings by a variety of practitioners. I look forward to sharing more information on the evolution of our strategy as we put our plans together and continue to execute on the goals we just discussed. I will now turn the call over to Stephanie for a review of our financial results.
Stephanie?
Thank you, Todd. I will take you through The details of our Q1 financial performance shortly and then end with 2021 guidance. But first, I would like to share a highlight from the quarter in light of the forecast we shared ahead of our February SPAC merger. Notably, our gross margin has turned positive over the course of the past 2 quarters and now outpaces The forecast we shared in November. Total revenue for the Q1 2021 was $12,400,000 Which is a 44% increase year over year from $8,700,000 in the Q1 of 2020.
Product revenue for the quarter was $9,600,000 an increase of 33% from $7,200,000 in the same period in 2020. Units fulfilled, the main driver of product revenue, were 5,013 in the quarter compared with 3,711 In Q1 2020, an increase of 35%, reflecting the early steps in the expansion of our customer base within hospitals and larger institutions. Subscription revenue was approximately $2,900,000 in the Q1, growing approximately 93% from approximately $1,500,000 in Q1 2020. Our subscription mix, which we define The percentage of our total revenue recognized in a reporting period that is subscription based was 23% compared with 17% in the Q1 of 2020, a 6 percentage point increase. Subscription revenues increased along with device sales as well as with renewals on year on year sales.
Due to the timing of revenue recognition and mix of revenue, we currently expect Quarter to quarter variability for subscription revenue. But over time, we expect that recurring revenues such as subscription mix will continue to grow. Turning to cost of revenue. The cost of revenue for Q1, 2021 was $6,000,000 A decrease of approximately 37 percent from $9,500,000 in the Q1 of 2020. Cost of product revenues was $5,600,000 for Q1 2021, a 39% decrease from $9,300,000 in the same period in 2020.
And the cost of subscription revenue was $379,000 Increasing 55 percent from $244,000 year over year. In line with our expectations, our gross margins turned positive over the course of the past 2 quarters. And in Q1, gross margin was 51.6%, while adjusted gross margin was 47.8%. Gross profit was $6,400,000 for Q1 2021 Compared to Q1 2020 gross profit of negative $836,000 Adjusted gross profit, which includes a one time adjustment For warranty accrual methodology was $5,900,000 Adjusted gross margin and adjusted gross profit reconciliation calculations The GAAP net loss can be found in today's press release and at the end of the slide presentation. Consistent with our intent to use the proceeds of the Longview merger An increase of $36,500,000 or 154% compared to Q1 2020.
The increase was primarily due to headcount growth and changes on a year on year basis, expenses associated with stock based compensation and costs associated with going public. Loss from operations was $53,700,000 an increase from $24,500,000 in Q1 of 2020, primarily driven by higher operating expenses, offset by the increase in gross margin. Net loss was $700,000 as compared to a net loss of $24,400,000 during the Q1 of 2020. Adjusted EBITDA was a loss of Adjusted EBITDA reconciliation calculations to GAAP net loss can be found in today's press release. Moving to the balance sheet.
Throughout much of 2020, we focused on having adequate capital resources and liquidity to support the business over the near and long term. As of March 31, 2021, cash and cash equivalents and marketable securities were $545,300,000 Of note, inventory in the Q1 was $36,100,000 a $10,300,000 increase over $25,800,000 reported in the Q4 of 2020. This increase was primarily related to our contractual wafer commitments that we described in our last earnings call. This inventory will help ensure that we have access to product and innovation as we scale and innovate our business I would now like to take a moment to update all of you on our recent SEC 8 ks firing. The SEC issued a statement on accounting and reporting considerations for warrants issued by SPACs.
This has a broad impact on And former SPACs generally, not just Butterfleye. As a result, we have filed an amendment to our annual report On Form 10 ks, in which we restated Longview's audited financial statements as of and for the year ended December 31, 2020 To account for our public warrants and private placement warrants as derivative liabilities rather than prior accounting as components of equity. The classification of these warrants as liabilities did not have any impact on the company's previously And finally, on to guidance. As Todd discussed earlier, now that he has been on board for 3 months and has had a chance to evaluate the business, we want to provide an update On our 2021 financial plan, we also expect to provide more transparency on our operating plans, which will inform our expectations for 2022 in the second half of this year. For the full year of 2021, total revenue is projected to be approximately $76,000,000 to $80,000,000 were 64% to 73% growth year over year.
Gross margin is expected to be 43% to 47% And net loss is expected to be $135,000,000 to $155,000,000 Adjusted gross margin is expected to be 42 to 46% and adjusted EBITDA is expected to be negative $140,000,000 to negative $160,000,000 Our revenue guidance reflects the anticipated acceleration of our investment in enterprise sales, Where we believe there are attractive opportunities to implement the Butterfleye solution. This has the potential to offer institutions the benefits of access to clinical information Earlier to make more informed decisions, allowing for improvements across the care continuum, device management and governance solutions along with integrated workflow. Finally, we plan to continue to build upon a touch point we have with customers, including direct to user, Which we previously referred to as e commerce, the IQVet offering and the partnership arrangements like the one we just described with Sientra. We expect revenue growth to accelerate in the second half of the year, and we expect the investments we are making to yield both near and long term results. Our guidance for gross margin and adjusted gross margin is influenced primarily by our expected revenue mix.
The net loss and adjusted EBITDA guidance reflects the investments we plan to make in the business. We have opportunities to drive growth through people and infrastructure. Specifically, we plan to invest in software solution enhancements designed to assist with customer workflows and AI to support insight and clinical decision making. The breadth of ranges reflects the uncertainty around the timing of our investments as we evolve our strategy and innovation roadmap. And with that, I will pass it back to Todd for summary comments.
Thank you, Stephanie, and thank you all for participating in Butterfley's Q1 2021 earnings call. We are still at the very beginning of our journey as a public company, but our rapid and broad progress this quarter in areas such as Callon, clinical partnerships and commercial models gives me confidence that we are poised for continued success and growth. I would like to thank the Butterfley team for their dedication to our mission and the excellent progress we made in Q1 to expand our markets and partnerships. I hope that you share my excitement and I look forward to our next update with you. I will now turn the call over for questions.
Thank you. Your first question comes from Josh Jennings from Cowen. Your line is open.
Hi, good morning, Tom and Stephanie. Thanks for taking the I was hoping to start off on the 2021 guidance. It's encouraging to see and implies a nice ramp throughout the rest of this year. And I was hoping to just get a little bit more insight into your team's visibility into revenues, but On the enterprise contract side, if you could help us understand, 1, your visibility? And then 2, just remind us Just the kind of timing of book to bill and those contract processes, Because it sounds like that channel is already full and you're continuing to build out that pipeline at least is full with enterprise contracts and continue to build up that sales force.
But Anyway, a lot of that one question, but wanted to just understand visibility into revenues and then just a reminder on how the enterprise contracts, the timing sets up in terms of Contact with these enterprise or these hospital system customers and then generation of revenue.
Good morning, Josh, and thanks for the question. So first, if you think about the build, right, We are looking to see more growth in the back half of the year with sequential improvement As we continue to see the revenue mix shift both with the product and user shift more from the direct to the enterprise. And I think that's what we have been working through and I think you'll see that build as the course of the year goes on. And we're doing the investments behind that to execute that, which we talked about, investing in the sales force and As the year goes through, as it relates to how it builds in the Enterprise segment, it's a VaaS segment And we are looking at approaches right now with partners where we're having Great conversations at the highest levels with lots of excitement in that and we are continuing To begin to create these partnerships and we will see that happen Over time, it really started accelerating towards the end of the year and into the next year. I'll turn it over to Stephanie for a few comments How that's starting to be realized?
Thanks for the question, Josh. Yes, I think as you noted, the direct user is For formerly e commerce channel, it's an immediate sale. The sales cycle for the enterprise, it is a longer sale. And so, but as Todd noted that enterprise or health systems, group is not a uniform block of customers. So there is a range of the sales process there as well.
As we continue to build there, we get better and better at Sales cycle and understanding our customer needs and working with them. And as we bring on a sales team that gets more experience In engaging with those customers that process also improves over time. So we do expect that rent to happen in the back half of the year, Because we're investing now and because that sales cycle takes some additional time.
And I'd just say the last thing that is that As we enter into these relationships, the scope and span of them increased with time too. So I think that's one of The nice pieces of our business is not just a piece of equipment that goes into the account. We're actually enabling Value in how they practice medicine and getting value out of their institutions. So that's why some of this is evolving and that's why it's Actually really quite exciting.
Excellent.
And that's my segue into my next question. We appreciate The clinical value proposition of Butterfly IQ and the anecdotal case you shared in your prepared Mark, it's Todd. I think that's very clear. I was wondering if you could share any anecdotes or case Studies on and then how you're marketing the financial instead of a ButterflyIQ adoption for both Individual practitioners and enterprises, because that seems like another attractive element of the technology clearly for individual practitioners to Have an alternate revenue stream in their practice and in their business, but also on the enterprise side in terms of using ultrasound more imaging And with reimbursement fully in place, capturing additional revenues. But I was wondering if you could share any details there on the Just the financial incentive for prospective customers and how you're marketing that angle of the story.
Thanks a lot.
Sure, Josh. Actually Stephanie will start.
Yes. So as you noted, Josh, we have Seeing reimbursement codes for these use cases. I think what's exciting about Fireflies that there's both the existing Reimbursement model, but also the tailwind of value based care and how this can drive better insight, better decision making And ultimately, we believe we'll lower our cost of care overall. And we think that the range of customers are seeing those benefits Both from the direct reimbursements as well as kind of larger institutional change in their both cost structure and patient care outcomes.
And just to follow on to that, Josh, to your point, we're starting to it really becomes How you bring the information that you obtained with the Butterflies into your clinical practice and into your workflow and your it's really into the And how do you realize that value in the institutional piece? So we're seeing that in primary care practices now, moving that forward both In the value of doing a more enhanced exam rapidly, to your point that you made where you can get a different level of billing for doing that, But being able to do it in a timely and efficient way. And then for the institutional piece of that, realizing that value and what it Later on, the economic benefit of healthcare is delivered. They're reducing secondary imaging studies, reducing unnecessary referrals because you bring more valuable information to the actual decision making point of care. And that's where We see a lot of value.
And then as you put that into standardization in larger institutions and workflows, that's where you get a lot of value out of Information. So we see that both at the individual practitioner level and at the institutional level. And it's really about getting powerful information At the right time. And that's what Butterfley, I think, really brings is an ability and in a format That you can get a level of information that you couldn't get at that primary decision making.
Excellent. Thanks for the help there.
Your next question comes from Matt Taylor from UBS. Your line is open.
Good morning and thanks for taking the question. So the first one I wanted to ask about was, Obviously, you assumed some acceleration in the year. So there's 2 things that I wanted to touch on. The first is In the press release and your comments, you talked about the doubling of the sales force and continued commercial investments. Could you just give us An understanding of the cadence of hiring that you've been doing and the current state of the sales force, how many folks you have and how you expect that to grow over the course of the year?
Matt, thanks. So we're looking at obviously Bill Deane, Denise and Lisa, we have and currently we have the sales we doubled the sales force in the Q1. We're at about 27 heads currently and we're continuing to evaluate where we think we need to enhance coverage as we look at how we use our direct to help with the value proposition and what we just talked about mainly in the Enterprise segment. And we're continuing to look at as we are having these conversations, how we need to continue to add, but we Doubled in the Q1.
Can you double it year over year? Can you talk about the cadence of hiring last year and how it's impacted sales or anything on productivity? How should we think about that in terms of sales per person?
Yes. I'm happy to say that. So We doubled it from the prior year, not in the Q1 prior year, but actually sequentially. The sales team is obviously ramping, but we're incredibly pleased with the Quality of the talent that we're getting and the diversity of backgrounds given the products and the solution that we sell, it's really important that we find Individuals who are able to represent the holistic breadth of what we're offering, and we've been really pleased at the quality of the People who are coming in the door and their, kind of connections and ability to, work with the institutions that are their customers.
Okay, cool. Thanks for that. Excuse me. And then since you haven't seen the quarterly from last year, I know But you're typically a little bit more back end loaded. Can you talk about how you expect sales to fall through the year and in Q4?
And Given you're doing some different initiatives this year like the enterprise selling, do you think the cadence will be different this year than it is last year?
Yes. I think this is a unique year for us, both because of the way that we're pivoting our Business model because we have incremental resources to invest, grow. And so we certainly expect this to be a In Q4, that was in part due to the direct to user approach that we've had. Yes, we do expect it to be back end weighted this year, but for slightly different reasons in terms of our investment kind of bearing fruit. I would say that over time, The seasonality, the back end weightedness is likely to balance out more as we get more of the kind of subscription recurring revenues and have that ongoing sales process with our customers where we continue to add value.
And that will be more of a conversation that has less of the timing variation. But for this year, for sure, we expect that kind of ramp.
I'd just say Matt, as it relates to the productivity and to what Stephanie was talking about, I think we tried to convey that at this point in the journey, there's just so much excitement And interest and people are still feeling out the utility. So it's a lot about getting Into the workflows, whether it's in practices or whether it's in institutional accounts, as we get into those and The scope of the offerings more define themselves, it becomes a little bit clearer as Where we sell in the next accounts and the next accounts. So right now, it's actually quite an exciting time and there's a ton of opportunity In each of the accounts that we're working on, because the scopes are quite large, because we're not just putting A single product into the account, we're actually unlocking a lot of value, so we work with them both on how they're going to use Butterflies and how it makes sense A variety of workflows and practices within them and then how they take that data and then put it into their institutional workflow And help out some decision making. And that's why I think the question we're evolving into the answer to the question because we're evolving with our And what I would say is the opportunity and the demand is just it's incredibly large and so we're working on meeting it.
Okay, good. That's good perspective. Maybe I could sneak in one more. I just wanted to understand Pricing and units, so you made some disclosures here in the quarter. It looks like pricing was down about 1%.
I mean, I realize That could be due to some of these bigger contracts, but you also have the IQ launch in Q3. So maybe just about generally In the future, how do you expect like for like pricing to trend and including some of these bigger deals? And then when you come out with new products, Are they going to be priced higher or the same? What's the right way to think about that?
Yes. I think the pricing over time, there are a lot of Factors that go into that, I wouldn't read too much into kind of minor variations. It's the international mix has an impact. There's the so there are a variety of things kind of going into that from a revenue recognition standpoint. So I think the way I would think about this more broadly is we have a pricing structure right now that We've discussed and it's got different kind of tiers around direct to user and larger health systems accounts.
We are thinking carefully about the ways that we're creating value for our customers and how we want to structure over time, so they drive value for the customer and for the Butterfly because we view that as a kind of partnership relationship. The individual pricing variation, I wouldn't read into for this quarter.
And Matt, I think The other thing that's important is to remember, we're a digital health company. So in the value we bring into the market With our customers, we have the element of the device which acquires the information and then we have the software that makes the information usable. And So that aggregate is the value that we work with our customers over. So it's not just on a price per unit basis. And I think as we are evolving our You'll see that evolve with us.
Okay, great. Thanks for the color. Let me leave it there and let
Thank you, everyone. This brings us to the end of our Q and A session today. I turn the call back over to the presenters closing remarks.
I just want to thank everyone for joining us today and we look forward to our next call with you.
Thank you, everyone. This will conclude today's conference call. You may now disconnect.