Presentation on theme: "My Experience in Japan Rafael Chan Global Marketing Director, Glaucoma"— Presentation transcript:
1My Experience in Japan Rafael Chan Global Marketing Director, Glaucoma Alcon Laboratories, Inc.
2Was It Really 4 Years? Rafael Chan Global Marketing Director, Glaucoma Alcon Laboratories, Inc.
3Prior to Japan………. Joined Alcon in June 2000 Brand Manager, Intraocular Lenses (IOLs)U.S. Surgical Division, Alcon Laboratories, Inc.
42003: 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
61st 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?
8Things that worked in the US may not work in Japan…….
9Internal 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
10How do we gain alignment with the Head of Sales? Shogun: a hereditary military dictator in JapanSalesSales RepMarketing
13Step 1: Establishing “honne” Tatemae vs. HonneTatemae – hearing what you want to hear; a façadeHonne - TruthFrequent 1-1 meetingsShut up & listen
14Step 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
15Step 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
16Step 4: Go for Singles & Doubles Go for “small” wins --- and celebrate small winsSuccess builds upon success
17Step 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!
18Step 6: Sales & Marketing are Peers Still a work in progress…….SalesMarketing