How a leading healthcare product manufacturer used ERP and PLM to address re-branding challenges. Jan 6th, 2021 The rebranding from “Bayer” to “Ascensia” affected multiple products with customized packaging in many different languages. Complexity, precision and regulation are watchwords in the medical device world—ones that apply to both the product itself and the business that runs behind it. When a company with a new name is formed out of a leading brand, transferring and integrating the huge amount of data involved can be a significant challenge. But the exercise can also provide an opportunity to upgrade information management systems in ways that make future product- and business-decision-making more effective.