Medtech PR case study: Building credibility for Ultromics

We got the opportunity to work on the launch of EchoGo Core – a system that uses artificial intelligence to analyse echocardiograms to improve the assessment of cardiovascular function. Built by Oxford-based Ultromics, Echo-Go Core is the world’s first outcomes-driven, AI-based, ultrasound diagnostic tool for coronary heart disease. Ultromics needed to get the technology in front of clinicians and procurement teams.

Our Strategy

We started by conducting research to establish Ultromics’ market position, including audience, media and competitor insights. And then we worked with Ultromics on devising media messaging for three key target audiences: patients, clinicians and procurement teams. Then we went to the media:

  • Using Ultromics’ Series A funding announcement to build anticipation of the EchoGo Core product launch
  • Leveraging the EchoGo Core FDA clearance to generate media opportunities
  • Taking advantage of media interest in artificial intelligence to generate opportunities for Ultromics thought leaders


In 13 months, we:

  • Achieved 146 media hits including coverage in RAD Magazine, Clinical Services Journal, Radiology Business, Cath Lab Digest, Healthcare Business, AI in Healthcare and Radiology Business
  • Secured five meetings with journalists at publications including Engineering and Technology, Medical Technology, Silicon Republic, Computer Weekly and Forbes

“I have been continually impressed by the skill and judgement of the Definition team. They’ve created intelligent, measured profile-raising articles and releases. They’ve collaborated with us to create outstanding coverage across a range of national and industry publications. This has allowed us to evolve from a start-up to a successful business. They go above and beyond to deliver results and always have great ideas.”

Sarah Jackson, digital marketing specialist, Ultromics