Fujifilm Philippines is expanding its presence in the healthcare and digital machine services market to adapt to customers' changing needs in pandemic times, newly-appointed President, Masahiro Uehara, announced Thursday, February 16.

The Japanese brand, established in the Philippines in 2012 as a sales subsidiary of Fujifilm regional headquarters in Asia Pacific, "has gone far beyond its roots in photography, using its knowledge and expertise to expand into several other industries," he pointed out.

"Our company has grown to be known for its technology-driven solutions, offering complete solutions in various high-tech fields," according to Uehara.

At present, Fujifilm offers healthcare products, from medical equipment to pharmaceuticals.

This is on top of its Materials offerings - graphic systems, inkjet printers, semiconductor materials, and recording media, as well as Business Innovation products -digital color multi-function devices and printers for office use, as well as services for business solutions and Imaging, including photo and imaging devices, such as mirrorless and instant cameras, and photo printing services.

Fujifilm Philippines started offering comprehensive healthcare solutions to the local market after its parent company, Fujifilm Corporation, acquired the diagnostic imaging-related business of Hitachi, Ltd. in March 2021.

This covers computed tomography (CT) and magnetic resonance imaging (MRI), X-ray, ultrasound systems, endoscopy, in-vitro diagnostic systems, and picture archiving and communications systems (PACS).

As the world grapples with the effects of the COVID-19 pandemic, Fujifilm Philippines is now focusing on the health of the Filipino people, Uehara stated.

At the height of the pandemic, Fujifilm Philippines installed FDR Go PLUS, a digital mobile X-ray, in various hospitals across the country to help frontliners do chest X-rays and determine patients with COVID-19 symptoms.

"Our products help healthcare providers diagnose and treat more patients at a faster rate while also providing greater patient comfort and safety," he explained.

And Fujifilm remains as one of the global leaders in photography, introduced mirrorless cameras in the Philippine market through the Fujifilm X series camera.

Mirrorless has the same creativity and image quality of a DSLR but are smaller and has a lighter body that’s easier to use for travel, blogging, vlogging, and capturing everyday memories.

"Our goal is to be able to let more people try our cameras and lenses," says Uehara.

On top of its success in the healthcare and photographic market, the company's Graphic Systems Division has also established itself as a strong player in the local printing industry for offset, flexo, wide-format, print on demand businesses for commercial, labels and packaging, publishing, signs and advertising.

“While our flexo business is also relatively new in the market, introduced only in the latter part of 2021, we have high hopes that our market for this will increase soon,” said Uehara.

Fujifilm Philippines is looking to expand its digital machine lineup and services this year to meet the needs of the local market.

"We are always looking for ways to improve our service and make our products more accessible to customers. We are confident that we can help local businesses reach their goals and grow their businesses even further," he concluded.