CHADDS FORD, PA: Endo Pharmaceuticals will rebrand as Endo Health Solutions in May, once its shareholders approve the change.
The rebranding, which has been in development for years, recognizes that the company has moved beyond its core pain-medication business to become a full-service healthcare company.
It has also realigned into four operating companies: AMS, a medical device maker; Endo Pharmaceuticals, a branded pharmaceuticals company; HealthTronics, a medical services company featuring diagnostics and electronic health records; and generic drug company Qualitest.
GCI Health has helped the company develop messaging about why it needs to rebrand and how it should communicate the changes to staff members, said Kevin Wiggins, corporate communications leader at Endo.
The healthcare specialist agency also conducted market research to get a sense of the brand's identity.
“We had a neutral reputation; people didn't know who we were, and there was nowhere to go but up,” said Wiggins.
The agency is also helping the firm with media outreach targeting business and healthcare reporters in markets where Endo has offices, such as Philadelphia, Minneapolis, and Austin, TX.
The firm also created talking points for government affairs and sales staff that articulate the rationale behind the change to customers and members of the public.
Branding and design firm LEC created the company's new orange and gold logo.