As an early pioneer in AI-driven ultrasound, EchoNous had to move quickly to educate AI-skeptical doctors, educational institutions, ultrasound educators, and procurement teams about its first-to-market offering. I led a team that developed and executed a content strategy around a dozen marketing and tutorial videos that reached each audience.
For the initial video, we targeted front-line doctors who were naturally skeptical of a computer replacing their years of experience. For the EchoNous KOSMOS device (which focused on heart scans), we positioned it as a tool rather than as a diagnostician.
In the late 2010s, many people weren’t familiar with how AI worked at all. This video targeted procurement teams, explaining the science and why EchoNous was uniquely positioned to bring it to life.
Biomedical equipment technicians are key members of any medical device procurement team. This video outlines how customer-focused the EchoNous service-and-repair model is compared to others.
As adoption increased, EchoNous created the KOSMOS UP platform to aid ultrasound educators. The first KOSMOS UP video focused on a general audience made up of educators, administrators, and university procurement teams.
The second KOSMOS UP video specifically addressed ultrasound educators. This “nuts and bolts” video demonstrated how professors could archive, manage, edit, and assess student exams.
As part of the EchoNous product experience, we created videos that offered guidance right on the device. That built-in support also gave sales reps another feature to promote: practical instruction available where customers would use it.