Johnson & Johnson MedTech today announced several of its medical technologies businesses will be renamed.
The Ethicon, DePuy Synthes, Biosense Webster, Abiomed and Cerenovus businesses will now go by the J&J MedTech name. Johnson & Johnson (NYSE: JNJ) said the rename is part of its updated brand and visual identity update, which was announced in September last year.
Even as the medtech giant moves on from some names that have existed since the middle of the 20th century and even the 19th century, this most recent rebrand will not impact the medical technology products the company currently offers.
“At Johnson & Johnson, we are addressing some of the largest unmet needs in healthcare through innovative medicine and medical technology. By bringing our medtech businesses together under the Johnson & Johnson name, the scale of our impact in healthcare will be even more apparent, unlocking new opportunities for us to strengthen our competitiveness,” said Tim Schmid, executive VP and worldwide chair of the J&J MedTech business.
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J&J said partners, customers and consumers will begin seeing rebrand changes on social media channels and marketing materials over the coming weeks. The updated brand and visual identity will not impact the company’s portfolio.
“While Ethicon, DePuy Synthes, Biosense Webster, Abiomed, and Cerenovus will now go by Johnson & Johnson MedTech, we will continue to honor the legacies of these brands by maintaining the products, services and approach to collaboration that made them some of the most trusted names in healthcare,” Schmid said.
More about Johnson & Johnson’s rebrand
Previously called Johnson & Johnson Medical Devices, the company rebranded the MedTech business unit in March 2022 as it moved deeper into digital technology.
Then, Johnson & Johnson announced in September last year that it rebranded with a new logo and name for its Janssen pharmaceutical business, one year after its MedTech business rebrand.
The company replaced its 136-year-old logo with a “more modern logo and brighter red, keeping the iconic ampersand.” CEO Joaquin Duato said the change was meant to call attention to the company’s focus on innovative medicine and medtech.
J&J MedTech is the second-largest medtech company in the world, according to Medical Design & Outsourcing‘s latest Medtech Big 100 ranking.
