Company

Launched in 2008, Demasq specializes in medical imaging software and was founded on the research carried out by Professor Hechmi Toumi, a specialist in the muscle-bone-tendon unit at Cardiff University School of Biosciences. Demasq’s first product is the revolutionary Knee Imaging Software (KIS) system. Using existing plain digital X-rays, KIS will provide surgeons, radiologists, rheumatologists, physiotherapists and GP's with the bone and soft tissue detail of the knee joint, detail which is normally visualized only with MRI imaging. Demasq is also developing a pipeline of additional products that will greatly improve the visualization of other medical images.

Strategy

Demasq aims to become a leading global provider of medical imaging tools to the healthcare profession. Its strategy to achieve this is straightforward:

• Work with medical experts in the appropriate fields to identify unmet medical imaging needs;
• Deploy its medical software experts to develop new tools that meet this unmet need;
• Validate the utility of these tools in consultation with medical experts to ensure that they meet their needs;
• Make these tools available in the most simple, practical way possible;
• Proactively engage with the users of these tools throughout the product’s life to ensure that they keep pace with the rapidly advancing medical imaging field.

Our first product, the Demasq Knee Imaging Software (KIS), is due for launch in Summer 2009 and is an excellent example of how this strategy is being implemented.