Endometriosis often takes years to diagnose. This ultrasound simulation innovation could help change that
Updated
March 17, 2026 1:01 AM
A group of women facing backwards. PHOTO: UNSPLASH
Endometriosis affects roughly one in ten women worldwide, yet diagnosing the condition often takes years. In many cases, patients experience symptoms for nearly a decade before receiving a confirmed diagnosis. One reason is that detecting endometriosis through ultrasound requires specialized training and clinicians do not always encounter enough real cases to build that expertise.
To address this gap, medical simulation company Surgical Science has introduced a new ultrasound training module designed specifically for identifying endometriosis. The system allows clinicians to practice scanning techniques in a virtual environment, helping them recognize signs of the disease without relying solely on real-patient cases.
A key feature of the simulator is training on the “sliding sign,” an ultrasound indicator used to detect deep endometriosis. Because the condition can appear differently from patient to patient, mastering this assessment in real clinical settings can be difficult. The simulator allows clinicians to repeat the process across multiple scenarios, improving their ability to identify the condition during routine examinations.
The module also incorporates the International Deep Endometriosis Analysis (IDEA) protocol, which provides a structured method for performing a complete pelvic ultrasound assessment. Additional training cases, region-based scenarios and certification options are included to support standardized learning.
Early training results suggest strong improvements in clinician confidence, including higher skill levels in transvaginal ultrasound and better recognition of deep endometriosis. By expanding access to structured ultrasound training, simulation tools like this could help reduce diagnostic delays and improve care for millions of women living with the condition.
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Amid AI and tech startups, Eastseabrother proved the power of demand and trust.
Updated
January 23, 2026 10:41 AM
Cats having a jolly good time with a can of tuna. PHOTO: UNSPLASH
At a Silicon Valley pitch event crowded with AI, SaaS and deep-tech startups, the company that stood out was not selling software or algorithms. It was selling pet treats.
Eastseabrother, a premium pet food brand from South Korea, ranked first at a Plug and Play–hosted investor pitch competition in Sunnyvale. The product itself is simple: single-ingredient pet treats made from wild-caught seafood sourced from Korea’s East Sea. The company follows a principle it calls “Only What the Sea Allows”, working directly with regional fishermen while avoiding overfishing. With no additives and minimal processing, what sets Eastseabrother apart is not novelty, but control—over sourcing, supply chains and consistency.
That clarity helped the company walk away with both Best Product and Best Potential. “Investors asked detailed questions about repeat purchase rates and customer feedback, not just our technology or supply chain”, said Eunyul Kim, CEO of Eastseabrother. “That told us the market is shifting—real consumer trust now carries as much weight as a compelling tech narrative”.
What truly caught investors’ attention was not an ambitious vision of the future, but concrete evidence of traction today. Eastseabrother has already secured shelf space in specialty pet stores across California, New York and North Carolina, including an exclusive partnership with EarthWise Pet, a national specialty retail chain. At a consumer showcase at San Francisco’s Ferry Building, the brand recorded the highest on-site sales among all participating companies.
At its core, the pitch was built on simplicity: one ingredient, clear sourcing and a defined customer need. In a market saturated with complex products and abstract claims, that focus and transparency stood out.
The judges’ decision also reflects a broader shift in venture capital thinking. Not every successful startup is built on complex software or high-tech innovation. In categories like pet care—where trust, quality and transparency shape buying behavior—execution and credibility can matter more than technical sophistication.
Today, Eastseabrother has extended its reach beyond the U.S., expanding into Singapore and Hong Kong, with additional plans to grow further in North America as demand for premium pet food rises. And the broader takeaway from this pitch is not that consumer brands are overtaking tech startups. It is that investors are increasingly focused on fundamentals: who is buying, why they are returning and whether the business can sustain itself beyond the pitch deck.