Johnson & Johnson (Philippines), Inc., the local unit of one of the world’s leading producers of consumer, pharmaceutical and medical devices, said it will be shifting more resources to digital marketing than the traditional media.

Sean Zantua, human resources director of J&J Philippines, cited in an email interview with Business Bulletin that digital marketing is now the better alternative.

“Digital has allowed for more precise targeting and a clearer measurement of cause and effect that makes it really an attractive alternative. While traditional media will still have its role in reaching consumers, digital has quickly established itself as an indispensable complement.” said Zantua.

Digital marketing has been a very effective tool especially during this pandemic, said Zantua adding that this year has been very unpredictable.

According to Zantua, while the company started the year extremely optimistic given the pick-up in category performance towards the end of 2020, they faced the severe lockdown again in March, thereby affecting the market in total.

“Categories appear to be picking up, yet again, but what we have learned is to keep our ears close to the ground and be sensitive to opportunities but also to be cautious about potential risks,” he added.

In addition, market competition has been tough, even in the new digital marketing.

According to Zantua, the pandemic has fast-tracked the development of digital marketing and e-commerce. What might have taken 2-3 years in the old normal happened overnight. “This forced consumers and marketers alike to learn quickly, to be flexible in pivoting plans, and to respond to the rapidly changing market changes and consumer and customer demands,” he said.

To drive demand of its products during this economic recession, Zantua said they would rely on the merit of its quality products stressing that Filipinos deserve only the best of what they have to offer.

“As such, we bring together quality products, consumer understanding and science to respond to people's needs,” he said.

Post-COVID, Zantua emphasized that the health and safety of its employees remain as 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 line with rapidly changing employee, business and customer needs,” 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 may be. “In line with this, we are adopting a strategic framework that integrates all of our efforts toward accelerating our readiness for the future of work,” he added.

Early on in the pandemic, J&J made sure to listen to its people. Understanding that it was a period of transition for everyone, the company put in programs and protocols that allowed them to respond quickly and with care for its employees.

Specifically, the company enhanced its Compressed Work Week (CWW) program, during which employees who opted to take this benefit, were able to take Fridays off, in order to spend time to recharge and be with their loved ones. The CWW program used to be offered during the summer months only, but this has been expanded to become a year-long program for employees to enjoy.

They also launched surveys, initiated discussions (formal and informal) with employees to get feedback and help them adjust better to the new working environment.

At the moment, Zantua said they do not foresee an immediate need to have everyone report back to the office fulltime.

Resumption of the face-to-face engagements will continue to be dictated by the COVID situation itself including how much of its employee population has been vaccinated.

But Zantua said that should quarantine restrictions ease up, and cases significantly drop, then they will ensure readiness to welcome back the team on campus and on the field, under new flexible work arrangements.