New brand for deep-tech firm set to transform medical imaging market


One of the UK’s most promising deep-tech companies, set to transform the global medical imaging market with innovative technology, has revealed its new brand. Sonosine, formerly Oxford Enhanced Medical Ltd (OxEML), based in Oxfordshire, announced the name change and fresh brand identity for the company today. [08/02/21]

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.  

Sonosine’s new website will go live by 12:00 GMT on 08/02/21, in line with the brand launch.



Editors notes

Press Contact:

Claire Cunningham – Sonosine PR Associate


Mobile: 07909 727330

Please contact Claire for further information and interview requests.

Please find a fact sheet and video explaining the patented EMA technology and images here.

A video showing a typical patient journey will be available here by 12:00 GMT on 08/02/21.

In addition from 08/02/21 – the videos explaining the EMA technology and the patient journey will also be live and available to embed from Youtube at the following links:

Sonosine Patient Journey (Long) 

Sonosine Patient Journey (Short) 

Sonosine EMA Render 

Media interviews

 Sonosine CEO David Herbada is available for interview by video call.

Please contact Claire to request an interview.


 Sonosine is a ’deep- tech’ company based in the UK, with a worldwide mission, to make our new type of medical imaging scanner accessible to all. We have developed and patented a new and advanced medical imaging technology (EMA), that makes high-quality medical diagnostics quicker, safer and more comfortable for patients.

Our EMA technology will be embedded into our first product, the Pulsar 1, that will be mobile and produce MRI-like images at the cost and experience of an ultrasound scan.

With roots in the UK science base and founded as a spin-out from the University of Oxford in 2015, at Sonosine we are committed to drawing on our deep technical and industrial expertise to improve the way clinicians can diagnose and treat their patients in primary care settings.

Find out more  

 Background information

 Over the next few years, we plan to partner with medical corporates and develop our commercial EMA ultrasound scanner product, Pulsar 1. This will reduce the complexity and time required to secure approvals from the US-FDA and attain the CE marking, approval paths that we are already advanced on.

We plan to enter the $13bn* US medical imaging market with the Pulsar 1 system focusing initially on sport medicine, trauma and orthopaedics. Our aim is to follow up by expanding into the EU, UK and Asia Pacific markets to disrupt the global $42bn** medical imaging market. *$13bn is 2020 estimate **$42bn is 2020 estimate.