Medical Devices
Business maturity stage
Grow
Primary business outcome
Build category leadership
Delivered by
AOx3
Business
Challenge
For years, Butterfly Network was known for its portable ultrasound machine, a device so beloved by doctors that it was featured on HBO’s The Pitt. But Butterfly’s ambitions are much bigger than a single device.
Integrated
Solution
Butterfly is taking a page from Nvidia’s playbook, positioning its proprietary silicon chip that digitized ultrasound as the foundational hardware engine powering the next-gen interface between AI and the human body. Starting at the JPM Healthcare Conference, Butterfly made the case for its Ultrasound-on-Chip as the new platform for medical imaging. AOx3 built a four-part program to make sure it became Butterfly’s story, not just a supplier credit: shifting the narrative from ‘ultrasound company’ to the technology powering the future of medical imaging, leading on AI with key stakeholders, engaging leading technology, healthcare and business media to reach audiences beyond traditional medtech, and amplifying the vision through executive thought leadership, influencer engagement and owned content.
Result
What could have been a supporting mention in someone else’s launch became a defining moment for Butterfly, repositioning it from an ultrasound company to the technology powering the future of medical imaging.
