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The IBM Watson Health brand comes with baggage. But for its new owners, the core assets of the once-vaunted artificial intelligence outfit are the primary selling point for a new business to help clients acquire, process, and use patient data.

Now, they’ve unveiled the company’s new name: Merative. The rebranding aligns with the closing last week of IBM Watson Health’s sale to San Francisco-based private equity firm Francisco Partners. Merative, which bills itself as “a data, analytics and technology partner for the health industry,” will offer products that include imaging and clinical decision support software previously sold by Watson Health. Gerry McCarthy, former CEO of health care IT company eSolutions and president of Transunion Healthcare, will step into the CEO role.

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