Challenge:

Introduce the world’s first outcomes-driven, AI-based ultrasonic diagnostic support solution for coronary artery disease (CAD) and establish its presence in the US. The company that developed this breakthrough in applying machine learning to echocardiography, Ultromics, was founded at the University of Oxford in the UK.

Solution:

First up: This new echocardiography breakthrough capitalizing on artificial intelligence and machine learning needed a name—one that captures its critical advantages quickly and memorably. So we conducted an extensive naming process. The top choice: EchoGo.

Our team then created an impactful logo, targeted positioning, and messaging tailored to each of our audiences. And we developed a distinctive, memorable branding that quickly and memorably communicates the advantages of the product.

With these foundational items in place, we then went on to plan, write, design, program, and test the website and created a promotional strategy to increase awareness of EchoGo, including making waves at the client’s biggest conference of the year.

Results:

Awareness of Ultromics has soared. Clinicians in the cardiology community worldwide are eager to embrace what promises to be the most significant advance in the accuracy of echocardiography since the test was first developed in the 1950s. Interest is also heightened among investors.

Takeaway tip:

When creating a name, don’t fall in love with a short list of just two or three. Develop lots of names. In a typical trademark search, you’ll lose at least 8 of every 10 names you generate. (Sometimes more.) Also, explore translations of words relevant to your product. For instance, the name Sanka is a contraction of the French phrase “sans caffeine.”