SensNews May 2016

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Sensor100 May 2016 24
Siemens Healthineers –The new brand for Sie-
mens’ healthcare business
May 4th - For reasons best know to itself, Siemens announced that it is rebranding its
highly respected Healthcare name as “Healthineers”. In the Siemens
noted “The new brand underlines Siemens Healthcare’s pioneering spirit and its engi-
neering expertise in the healthcare industry. It is unique and bold and best describes the
Healthcare organization and its people – the people accompanying, serving and inspiring
customers – the people behind outstanding products and solutions.”
Reaction to date has been mixed, a mild understatement. Writing for the
t, Lucy Kellaway noted “There is not a single example of a busi-
ness putting its values to music without mass humiliation” and the chorus line of the
new company song suggests that might be true:“We are, we are, we are Healthineers.”
Social media reaction to the name change have included the comment: “This is how you
destroy a company”.
In another development, Siemens announced Siemens Healthineers has expanded its di-
agnostics portfolio with the acquisition of NEO New Oncology AG, Cologne, Germany.
The acquisition of NEO New Oncology provides Siemens Healthineers an entry point
into NGS-based genomic testing and expands its capabilities in precision medicine and
companion diagnostics.
Siemens May 17