J&J to bring subsidiaries under one name

US-based pharmaceutical and healthcare company Johnson & Johnson (J&J) is to bring its autonomous pharmaceutical subsidiaries under the Janssen Pharmaceuticals brand by the end of 2011.

As reported by the Financial Times, vice-chair at J&J, Sheri McCoy, said the names of companies acquired by J&J will be dropped in favour of the single identity.

Subsidiaries affected include the recently Centocor and Cilag, as well as Tibotec, which announced yesterday it would be operating under the name Janssen Therapeutics. All Tibotec brand names and organisational structures will remain in place and unchanged.

As well as the brand changes, McCoy also announced plans for greater linking between marketing activities for its prescription and consumer products.

Pilot projects have been arranged to market over-the-counter and prescription products together according to McCoy, with therapy areas under consideration including skincare and baby products.

J&J's pharmaceuticals business generated $22.4bn in sales during 2010, representing 36 per cent of J&J's total revenue.

McCoy is a possible successor to lead J&J, with current chair William Weldon likely to step down next year following the relaunch of several products recalled over 2010.