Chief Operating Officer, ZYNEX INC
Zynex COO highlights strong reimbursement strategy and growth in non-opioid pain management
Zynex Chief Operating Officer Anna Lucsok joined Steve Darling from Proactive to discuss the company's commitment to providing ...
About Anna Lucsok
Anna Lucsok, Chief Operating Officer at Zynex, has described the company's focus on non-opioid pain management products, including electrotherapy devices like the NexWave, as well as complementary items such as bracing and hot/cold therapy. In interviews from December 2024 and March 2025, Lucsok stated that Zynex accepts all insurances and has a reimbursement department that navigates coverage with third-party payers. She noted that the company's sales force has grown to 350 representatives, with a goal of reaching 800, and that per-rep performance has doubled compared to two years prior. Lucsok also mentioned that Zynex recently reached one million patients and plans to remain focused on the U.S. market for the next three to five years before expanding internationally. Lucsok said that a patient survey of 20,000 respondents indicated a 60% reduction in pain and a 50% reduction in medication use after using the NexWave device. She described Zynex's mission as becoming a "one stop shop" for patients seeking alternatives to opioids and pain medication, and stated that the company works with thousands of doctors across the U.S. who prescribe its devices. Lucsok has been COO since January 2021, with responsibilities including sales, reimbursement, operations, quality, IT, HR, compliance, and legal.
Transcript (18 segments)
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Anna Lucsok0:00
We have a very strong reimbursement department, and we have been able to navigate the challenging field of working with third party payers. We accept all insurances, so we help all patients regardless of what type of insurance they're covered by. And as you can imagine, that's thousands and thousands of different insurance carriers that you need to understand and navigate. And our reimbursement team has been very successful at identifying how to secure coverage for patients.
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Steve0:31
All right, welcome back inside our Proactive Newsroom. And joining me now is Anna Lucsok. She is the chief operating officer for Zynex. And Anna, it's good to see you. How are you?
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Anna Lucsok0:39
Good. How are you, Steve?
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Steve0:40
I'm doing very well. Thanks. That would be a great opportunity to learn a bit more about the work that you do at Zynex and a bit about your past as well. So why don't we start in the present? You're the chief operating officer. So tell me what that entails when you're working at Zynex.
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Anna Lucsok0:55
So I've been chief operating officer at Zynex since January 2021. So I've been in this position for a little bit over four years now. I am responsible for our sales reimbursement, sales operations, quality, IT, HR, and compliance and legal. So pretty much everything except for accounting and engineering reports up to me. And this is within my scope of responsibility and has been for the last four years.
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Steve1:23
Yeah. Let's talk about reimbursement, because I think that's a really important part of what Zynex is all about and what you're trying to do. Talk to me a bit about the reimbursement part of it, why that's so important to the company.
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Anna Lucsok1:34
Well, this is one of the main reasons why we've been successful in this industry. And this is what makes us stand out among our competitors. We have a very strong reimbursement department, and we have been able to navigate the challenging field of working with third party payers. We accept all insurances, so we help all patients regardless of what type of insurance they're covered by. And as you can imagine, that's thousands and thousands of different insurance carriers that you need to understand and navigate. And our reimbursement team has been very successful at identifying how to secure coverage for our patients.
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Steve2:11
Yeah. Let's talk about what Zynex does. And so people understand what really drew you towards the company itself and the work that they do.
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Anna Lucsok2:19
Well, Zynex has an incredible mission. We offer pain management products that are alternative to opioids and other pain medication for patients in pain, chronic pain, acute pain, any type of pain. And what drew me to the company is the mission of being able to help patients in pain have a better quality of life. Zynex provides solutions such as electrotherapy, as well as other complimentary products like bracing, cervical traction, hot and cold therapy, along with our electrotherapy products, to patients in pain.
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Steve2:56
So let's talk about a couple of the parts of your responsibilities, one on the sales side. Obviously, that's key for a company like Zynex and moving forward. Talk to me a bit about what you're seeing now and where you want to see growth happening.
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Anna Lucsok3:08
Absolutely. So our sales force, as I mentioned, is one of our biggest assets. We have an incredible sales channel and relationships with doctors throughout the nation. Our sales force has been doing an incredible job. Their performance is steadily increasing and is twice as high per rep at this point compared to two years ago. So this indicates that our sales reps are becoming much more productive as they become more tenured and experienced in selling our products. We will continue to expand our sales force, but we will be much more focused on performance management and keeping productivity levels high.
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Steve3:54
Is it becoming harder now for a company like Zynex in reimbursements, Medicare collections, sales, all that kind of stuff? Or are you finding it easier now with advancements in a number of different tools, accounting tools and things like that? Is it easier now to sort of do what you do?
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Anna Lucsok4:13
Well, I think working with third party payers, I wouldn't ever describe it as easy. But I think the part that makes it easier is having the right people in place, solutions in place, and technology in place that can be leveraged to improve your time in covering your claims and getting coverage for patients. But overall, it's people who make it work. And we have really great teams both on the operations and sales side. They're able to make it happen.
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Steve4:45
Yeah. And lastly, from your point of view, what should people understand about the work that Zynex does and really where the company is going?
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Anna Lucsok4:52
Well, the company is going to continue to expand. We want Zynex to be a household name for any patient that's suffering from pain. We want to be a one-stop shop and one solution for any patient that needs non-opioid or non-medication alternatives to pain management. Zynex is going to continue to grow and expand and bring in additional products into our product line. And we have a really bright future ahead.
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Steve5:22
All right. And Anna, we'll leave it there. Thanks so much. Good to get an insight into what you're doing and what the company is doing as well. Really appreciate your time.
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Anna Lucsok5:29
Thank you, Steve.
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Steve5:31
All right. There's Anna Lucsok. She's the chief operating officer for Zynex.