Case Study: Better Medicine

Case studies

Client: Better Medicine
Project Type: One-off PR campaign
Focus: €1M raise for CE-certified AI kidney cancer detection tool
Date: August 2025
HQ: Tartu, Estonia

Brief

Better Medicine, an Estonian medtech startup, needed a strong media push to announce its €1M pre-seed funding and the CE certification of its flagship AI product, BMVision Kidney. The company is building a deep-learning-powered diagnostic suite to detect cancer faster and more accurately, starting with kidney cancer. With this milestone, Better Medicine was ready to go to market in Europe and prepare for a U.S. entry.

Black Unicorn PR was to support Better Medicine for a single-project collaboration to amplify this dual milestone: funding and certification.

Our Approach

We used the funding milestone not as the main story, but as the gateway to a broader narrative, namely: addressing radiologist shortages and cancer detection delays with rigorously validated AI. We positioned Framed Better Medicine as the developer of the first CE-certified AI tool for kidney cancer detection, highlighting both innovation and regulatory credibility. It was also important for us to balance the clinical depth with human impact. We combined their impressive data points (99.2% detection rate, 52% time savings) with a compelling mission to reduce burnout and save lives.

Results

The campaign generated widespread international coverage, with 30+ articles across startup, healthtech, VC, and regional media. The outreach delivered a wide and solid footprint.

The client’s feedback perhaps says it better than anything else:

“I was welcomed back by the most delightful kind of explosion—a media explosion! It was wonderful to see the breadth of coverage. Big thanks to the Black Unicorn PR team for your highly professional and impactful work.” — Helena Ije, COO & Co-Founder, Better Medicine