J&J MedTech case study

J&J united six medical technology brands under the Johnson & Johnson name

The healthcare company used Smart Brevity to unite six businesses and keep staff in sync amid the changes.

70,000

MedTech employees

Six

MedTech businesses

100%

participation across business units in the rebranding program

The story

The challenge

This was an emotional change for customers, a business change for stakeholders, and an operational change for employees.

The approach

The team partnered with Axios HQ to create “Now @MedTech,” a single-source-of-truth newsletter for staff communications. This channel was established in late 2023 and was a critical channel throughout the brand transition for delivering consistent updates and resources as a part of a comprehensive change management strategy.

In their words

“Axios HQ enhanced our employee communications strategy across J&J MedTech by helping us minimize the volume of communication that was going out to all employees.”

Sarah Dezendorf

Director of Global Employee Engagement and Brand Governance

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