It comes as HCi looks to set up an international network of Viocare clinics and develop a range of new products. Up will initially be tasked with raising awareness of the "smart diabetic insole", which helps diabetes patients better manage the care of their feet.
The agency said it was responsible for supporting chief technology officer Christos Kapatos and chief operating officer Heleen Kist as the company expands into new markets with new products and clinics.
The Mediterranean and the Middle East are among the target areas for new clinics for the Glasgow-based firm.
Kist said: "We are developing a portfolio of game-changing products that will deliver huge benefits to patients and practitioners across healthcare sectors. We’re excited to be working with UP to tell our story and build awareness of these significant innovations."
Stuart Jackson, CEO of UP, said: "HCi Viocare is one of the most exciting new businesses we’ve come across over the last year. It sits at the intersection of healthcare and technology and its innovations have the potential to change the lives of millions. We’re looking forward to supporting HCi Viocare in telling its story."