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Oxford deep tech medical imaging firm rebrands as it goes for global growth

8 February 2021
The Business Magazine article image for: Oxford deep tech medical imaging firm rebrands as it goes for global growth
Patient with orthopedist doctor in his office. Knee sonography.

An Oxford based deep-tech companies, which says it is set to transform the global medical imaging market with innovative technology, has  rebranded. Sonosine, formerly Oxford Enhanced Medical Ltd (OxEML), announced the name change today.

Sonosine’s patented Electro Magnetic Acoustic imaging (EMA) technology, embedded in its first product the Pulsar 1, is a step-change in medical imaging and the first significant development in this field for many years.

CEO David Herbada said that the Sonosine team will be working throughout 2021 to reduce the time that it takes to get to market by fostering and developing their relationships with a range of different players in the medical imaging world.

He added: “Sonosine’s new branding and name, signals an intention to step-up in 2021 and beyond, to take our first product, the Pulsar 1, through commercial development, ultimately putting it into the hands of medical specialists.

"We are motivated by the drive to do this because we believe that medical imaging procedures should be accessible and affordable to all, including the billion plus population in less economically privileged countries.”

Developed in 2006 at the University of Oxford by Sonosine’s Founder and Chief Technology Officer, Professor David Edwards, EMA uses radio signals as well as ultrasound, revealing the tissue types in areas of concern in a way that ultrasound alone cannot.

Professor Edwards said: “Sonosine’s medical imaging product, the Pulsar 1, will put new safer, cheaper and less invasive medical imaging technology, into the hands of clinicians and change the experience of medical scans for patients.

The handheld and mobile Pulsar 1 device, currently in commercial development, will be different to all other medical imaging products on the market because it will use our patented Electro Magnetic Acoustic imaging (EMA) technology to provide high-quality images, enabling quicker, on-the-spot diagnoses and supporting improved clinical decision making. It will do this by increasing the amount and quality of information available to help make a diagnosis.”

The images produced by Pulsar 1 are comparable to MRI, at the cost of an ultrasound scanner, with a very similar experience for the patient. It will enable clinicians to diagnose and treat their patients in-situ, removing the need for referrals and medical imaging escalation. It will also increase workflow efficiency in a hospital environment.

Nicky Godding is editor of The Business Magazine. Before her journalism career, she worked mainly in public relations moving into writing when she was invited to launch Retail Watch, a publication covering retail and real estate across Europe.

After some years of constant travelling, she tucked away her passport and concentrated on business writing, co-founding a successful regional business magazine. She has interviewed some of the UK’s most successful entrepreneurs who have built multi-million-pound businesses and reported on many science and technology firsts.

She reports on the region’s thriving business economy from start-ups, family businesses and multi-million-pound corporations, to the professionals that support their growth and the institutions that educate the next generation of business leaders.

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