Johnson & Johnson (Philippines), Inc., the local unit of one of the world’s leading producers of consumer, pharmaceutical and medical devices, said it will devote more resources to digital marketing than to traditional media.
Sean Zantua, director of human resources for J&J Philippines, quoted in an email interview with Business Bulletin that digital marketing is now the best alternative.
“Digital has allowed a more precise targeting and a clearer measurement of cause and effect that makes it a really attractive alternative. While traditional media will continue to play its role in reaching consumers, digital has quickly established itself as an essential complement, “said Zantua.
Digital marketing has been a very effective tool especially during this pandemic, Zantua said, adding that this year has been very unpredictable.
According to Zantua, while the company started the year extremely optimistic given the recovery in the category’s performance towards the end of 2020, it faced the severe lockdown again in March, affecting the market as a whole.
“The categories seem to be improving, once again, but what we have learned is to keep our ears on the ground and be sensitive to opportunities, but also to be wary of potential risks,” he added.
Also, competition in the market has been tough, even in the new digital marketing.
According to Zantua, the pandemic has accelerated the development of digital marketing and e-commerce. What could have taken 2-3 years in the old normal happened overnight. “This forced both consumers and marketers to learn quickly, to be flexible in dynamic plans, and to respond to rapidly changing markets and consumer and customer demands,” he said.
To boost demand for their products during this economic downturn, Zantua said they would rely on the merit of their quality products and emphasized that Filipinos deserve only the best of what they have to offer.
“As such, we bring together quality products, consumer insight and science to respond to people’s needs,” he said.
Post-COVID, Zantua emphasized that the health and safety of its employees remains its top priority.
With this in mind, he said, J&J is finding more ways to create an environment where they have the right support systems, tools and resources to operate effectively, from anywhere, at any time. “Therefore, we need to have a workplace that is constantly evolving in accordance with the changing needs of employees, companies and customers,” he said.
The new normal for J&J Philippines, he said, means connecting all aspects of the workplace experience to empower employees to be at their best wherever they are. “In line with this, we are adopting a strategic framework that integrates all of our efforts to accelerate our preparation for the future of work,” he added.
Early in the pandemic, J&J made sure to listen to its people. Understanding that it was a transitional period for everyone, the company implemented programs and protocols that allowed them to respond quickly and carefully to their employees.
Specifically, the company enhanced its Compressed Work Week (CWW) program, during which employees who chose to take advantage of this benefit were able to take Fridays off to take time to recharge and be with loved ones. The CWW program used to be offered only during the summer months, but has been expanded to become a one-year program for employees to enjoy.
They also launched surveys, started discussions (formal and informal) with employees to get feedback and help them better adapt to the new work environment.
At the moment, Zantua said they don’t foresee an immediate need for everyone to report to the office full time.
The resumption of face-to-face engagements will continue to be dictated by the COVID situation itself, including the number of employees vaccinated.
But Zantua said that if quarantine restrictions are lowered and cases drop significantly, then they will ensure readiness to welcome the team on campus and in the field, under new flexible work arrangements.
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