Innovation is the most relevant lever for enterprises to increase the business efficiency and competitiveness; the technological component of innovation, more specifically, has become in recent years ever more focused on digitalization, even in terms of disruption. This trend has been much more evident with the COVID-19 pandemic, which has forced to accelerate on the virtualization of processes/operations and products/services; this effect has interested every sector, but naturally, due to the pandemic emergency, has affected above all the healthcare companies, revealing potential impact even on their brand reputation. This study, based on the investigation of the data from 2010 to 2011 about Johnson & Johnson, one of the most important healthcare companies in the world (if not the most), provides evidence about the existence of a significant correlation between the R&D – Research & Development investments of the company and its brand value. With all the physiological limits of the case study methodology, the outcome of the research has allowed related considerations in this respect, particularly with reference to the disruptive technologies in the field like telemedicine and Medicine 4.0.