Presentation on theme: "My Experience in Japan Rafael Chan Global Marketing Director, Glaucoma"— Presentation transcript:
1 My Experience in Japan Rafael Chan Global Marketing Director, Glaucoma Alcon Laboratories, Inc.
2 Was It Really 4 Years? Rafael Chan Global Marketing Director, Glaucoma Alcon Laboratories, Inc.
3 Prior to Japan………. Joined Alcon in June 2000 Brand Manager, Intraocular Lenses (IOLs)U.S. Surgical Division, Alcon Laboratories, Inc.
4 2003: The NeedHistorically, Alcon had been the dominant player in the Ophthalmic Surgical business in Japan, with #1 market share positions in the following areas:IOLs (AcrySof®)Cataract EquipmentVitreoretinal EquipmentIn 2001, a Japanese company (HOYA) launched their version of a small-incision IOL and rapidly gained market share
6 1st 6 months Assess the team, make changes if necessary “Right people……right job”Get a full-time translatorFluent in English, of courseExperience living in a “western” environmentMeet customersGet in the field!What exactly are our Sales reps doing? What are they saying to create demand for our Brands?
8 Things that worked in the US may not work in Japan…….
9 Internal Challenges “Here’s the plan……” “I’m going to make swift changes!”“This is what we’re going to do…..”Lots of head-nodding, but no comprehensionYou’re a short-timer, gaijin….and you’ll be gone in a few yearsThis is Japan, we cannot do this
10 How do we gain alignment with the Head of Sales? Shogun: a hereditary military dictator in JapanSalesSales RepMarketing
13 Step 1: Establishing “honne” Tatemae vs. HonneTatemae – hearing what you want to hear; a façadeHonne - TruthFrequent 1-1 meetingsShut up & listen
14 Step 2: Create Environment of Empowerment Challenge: Japanese are relatively risk-averse, especially those not in managerial rolesFormation of “One Alcon” TeamsMulti-department team focused on one business issue that affects everyoneTeam vs. “Silo” approachGet away from “it’s not my job” mentality
15 Step 3: Open Lines of Communication with Western colleagues Before:Typical interactions were visits to Japan 1-2x each yearJapanese would show US visitors what they wanted to see“Everything looks great…..keep up the good work!!!”Need:Constant engagementMy role was to “facilitate” dialogue so that Corporate could fully understand the issue
16 Step 4: Go for Singles & Doubles Go for “small” wins --- and celebrate small winsSuccess builds upon success
17 Step 5: Change is good! Performance based compensation Hire from outside if necessaryPeople development – stretch assignments & tasksCreate a learning environmentDon’t be afraid to take calculated risks!
18 Step 6: Sales & Marketing are Peers Still a work in progress…….SalesMarketing