Case Study: Johnson & Johnson unites six MedTech brands with Axios HQ

Johnson & Johnson unites six MedTech brands with Axios HQ and achieves 100% participation

Johnson & Johnson faced the challenge of unifying six distinct medical technology businesses under a single brand name following an operational split. This emotional and complex transition required clear communication to guide its 70,000 MedTech employees, build a cohesive identity, and modernize their overall internal comms strategy to reduce information overload. They partnered with the vendor Axios HQ to address this.

The solution implemented by Axios HQ was the creation of the "Now @MedTech" newsletter, powered by their Smart Brevity‚Ñ¢ method, which served as a single source of truth for staff. This was supported by writing workshops and editorial guidance. The results included 100% participation in the rebranding program, minimal employee questions due to clear communications, and empowered communicators. Axios HQ provided the framework that ensured a smooth and successful transition.

Johnson & Johnson