Resmed evolves brand

SAN DIEGO – Resmed has launched a rebrand to unify its portfolio and reflect its increasing direct-to-consumer engagement. 

As part of the rebrand, Resmed plans to consolidate its brands, products and services under a single Resmed brand over the next couple of years, creating a more streamlined view for both consumers and health care providers. 

“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’s 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.” 

The rebrand is accompanied by a new visual identity, redesigned logo and refreshed brand voice, reinforcing Resmed’s position as an approachable, people-centered and forward-thinking health technology company, the company says. 

It also coincides with three major market-facing initiatives at Resmed: 

• The company’s first U.S. consumer campaign aimed at destigmatizing CPAP therapy and positioning sleep health as more approachable 
• A targeted primary care physician (PCP) education campaign starting in the U.S. to help drive earlier diagnosis and intervention for sleep apnea 
• A sleep health awareness campaign in key markets in Asia Pacific and Europe focused on helping to overcome the barriers to seeking treatment for sleep apnea 

“Resmed has evolved beyond its origins as a CPAP device and mask manufacturer,” said Mick Farrell, Resmed’s chairman and CEO. “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. 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 health care.” 

• Related: In the wake of the U.S. Food and Drug Administration’s approval of Zepbound to treat moderate to severe obstructive sleep apnea, ResMed is ramping up its education to high-volume prescribers of GLP-1 drugs to reiterate that PAP therapy remains the gold standard.