Uniting Six Brands to

be an Industry Leader


When Tyco Healthcare was “re-branded” Covidien, a complex collection of businesses and product brands still existed below the surface. One high-growth business unit, focused on sleep apnea diagnosis and therapies, decided to take the lead in turning the corporate re-branding into a business driver.


The goals were to unite the companies, clarify the combined value proposition and take a leadership role in uniting the care structure. The positioning strategy was a call to “unite,” challenging Covidien people, channel partners and physicians, to “unite to treat sleep apnea.” In less than two months, the strategy was implemented in each area of the Quadric framework. Together with a committed internal team, we simplified the brand portfolio, enrolled the organization, developed a focused set of sales collateral and created a global campaign that captured attention in the most influential journals and trade media.