According to the Merriam-Webster online Medical dictionary (http://www.merriam-webster.com/medical/echogenicity), if you break the work down to its root "echogenic", that definition is: reflecting ultrasound waves
Now, the nice thing about medical terminology is that when you know what the prefixes and suffixes mean, you can usually get a good idea what the whole word means. In this case, hypo means less than, below, or under. Therefore, hypoechogenicity could refer to something that does not reflect ultrasound waves well (or uniformly).