Resmed
(NYSE: RMD)
announced today that it began a comprehensive brand evolution to unify its brand portfolio.
The company aims to serve more people and healthcare providers worldwide and reflect growing direct-to-consumer engagement.
San Diego-based Resmed, a leader in respiratory therapy — including CPAP therapy for sleep apnea — also offers digital health solutions. Its last brand update in 2014 marked a shift to connectivity, introducing cloud-connected medical devices. This latest evolution represents a transformation into a “fully unified health technology brand,” the company says. This enables Resmed to serve millions of consumers, healthcare professionals and software users worldwide.
“We are at a pivotal moment in health – sleep and breathing health are gaining the attention once reserved for diet and exercise, with consumers taking a more proactive role in their care,” said Katrin Pucknat, Resmed chief marketing officer. “Our brand evolution is more than a new look – it’s a bold step forward in our strategy to make sleep and breathing health a mainstream priority in global healthcare.”
As part of the shift, Resmed plans to consolidate its brands, products and services under a single brand. It wants to create a more streamlined view for both consumers and healthcare providers. The company also introduced a new visual identity with a redesigned logo.
Resmed plans for a first U.S. consumer campaign to destigmatize CPAP therapy and position sleep health as more approachable. Its targeted primary care physician education campaign, starting in the U.S., could drive earlier sleep apnea diagnosis and intervention. The company also has a sleep health awareness campaign in key markets in Asia Pacific and Europe.
“Resmed has evolved beyond its origins as a CPAP device and mask manufacturer. Our new brand reflects who we are today – a global leader in health technology, delivering solutions that help people rise to their full potential through better sleep and breathing, with care delivered in the home,” said Mick Farrell, Resmed chair & CEO. “With this evolution, we are reaffirming our commitment to empowering 500 million people worldwide to achieve their full health potential by 2030 and changing the delivery of healthcare.”
