Data is the oxygen for growth, digitalization is a new communication – Country Manager, Johnson & Johnson Consumer Health Ukraine
How did you start your career at the company «Johnson and Johnson Ukraine»?
I have always been obsessed with the idea of helping people in need, and when I learnt about Johnson & Johnson (J&J) and got acquainted with the company’s Credo and Purpose, I realized this is the place to be. I was deeply impressed by J&J’s focus on consumers and how they help millions of people worldwide live healthier and happier lives every day. When I joined J&J in 2012 as a Sales Development Manager, I admired the team of talented and passionate employees who shaped the high vibrant and dynamic corporate culture. Years flew by, but the core things remain unchanged – Our Credo and Purpose – this is what makes our company so vital for times like this.
International analysts argue that the future of investment will lie with companies that work in pharmaceuticals and biotechnology spheres. Please share your opinion about the health care industry and its growing in Ukraine and what trends do you observe in this market?
The healthcare industry is a very dynamic one and the recent changes – accelerated by COVID-19 – offer more opportunities for the industry to continue innovating to deliver better health solutions for everyone, everywhere. Without a doubt, COVID-19 has not only changed our company, but I think it has changed the way we think about healthcare as a society. Several years ago, our team began a journey of really committing to science-based and professionally endorsed innovation for our self-care line. We are applying these same kinds of capabilities on a global level to our beauty and skin care lines.
How are the introduction of digital technologies affecting the pharmaceutical industry and retail trade?
Digitalization has affected all industries to various extents, and healthcare is no exception. Consumers are now more informed than ever before, and are constantly searching for reliable assurance of quality, efficiency, safety, and having multiple access to data. With this regard, data is the oxygen for growth; digitalization is a new communication; e-commerce is a new way of shopping; while analytics plays a crucial role in meeting consumers’ needs and requests and win-win collaborations with our customers. These four areas will define how we in J&J Consumer Health look at our future.
Johnson & Johnson is a multi-skilled company that offers a wide range of products in health care, hygiene, and children’s products. Was one of these areas given higher priority during the quarantine and why?
Our iconic brands help more than 1.2 billion people live healthier lives, every day from their very first day. This is our mission, our passion, and our greatest responsibility. As part of a fast-moving segment of healthcare, we move with speed, keep pace with our consumers and deliver meaningful solutions. Our Self Care business offers new ways for patients to take their health into their own hands with both over the counter and naturally-based health and wellness products. Our Essential and Skin Health brands are raising the standard of everyday care with products that deliver beloved experiences and effective outcomes for healthier consumers at every stage of life. Our biggest responsibility during the pandemic has been to ensure smooth and stable supply of all our products – from hygiene to cough & cold – to our patients and consumers in all the markets where we run our business.
What is the difference between the needs of the Ukrainian consumer and those of consumers in other countries?
In Ukraine, in terms of socioeconomic status, we see a large population entering the middle class and their top priority, after food and shelter, is healthcare. In the search for the right product at the right time, endorsements from a range of experts matter more than ever. Healthcare professionals (HCPs) continue to be important, but ratings and reviews, bloggers, friends and family also have increasing influence on consumers’ choices.
Growing consumer passion for self-care and prevention is matched by global healthcare systems that are looking to reduce costs. Proactive personal healthcare creates a significant opportunity for savings for the healthcare budget. Research shows that $1 spent in consumer healthcare saves $7.20 in healthcare costs, translating to $146B in the U.S. alone.
How strategically important is the Ukrainian market to the global company Johnson & Johnson?
As a public company, we cannot disclose numbers by country. However, in terms of our global sales structure for Consumer Health under half of our business comes from North America and slightly more than half of our business outside of North America, which gives us a good mix of developed and emerging markets.
Our mission is to help 1.2 billion consumers worldwide, and 6.5 million [1] in Ukraine, live healthier lives, educate them in personal health and self-care areas, thus developing those categories of products which are in demand. For instance, only 23,1% [2] of Ukrainians use mouthwash, compared to more than 46% [3] of British consumers. And the category of smoking cessation products occupies only 1% [4] in the Ukrainian prescription-free market, while in developed European markets this number is 5 times more [5]. Such examples can be found in many market segments.
Johnson & Johnson has always been interested in the needs of doctors, medical personnel and patients. What kind of support does the company provide to Ukraine’s health-care system during a pandemic? What other social projects does the company undertake?
We constantly evolve our omnichannel communication model for healthcare professionals. In Ukraine, the Medical Affairs team integrated several educational platforms into the national medical education system. Over the last two years, in collaboration with several authorized providers, the Medical Affairs team have educated over 25,000 healthcare professionals across Russia, Ukraine and CIS through 16 J&J standalone seminars, almost 30 third-party sponsored congresses and symposia, and over 70 on-line events.
We understand that frontline health workers are integral to the global response to COVID-19. In March 2020, the Johnson & Johnson family of companies and the Johnson & Johnson Foundation committed $50 million dollars to support frontline health workers in the global fight against COVID-19 [6]. This expands upon a $250 million multi-year commitment [7] we made earlier in 2020 to support frontline health workers guided by the Johnson & Johnson Center for Health Worker Innovation. In addition, we announced last year that we will invest $800 million through 2030 to deliver greater benefits for people, communities, and our planet as part of our Healthy Lives Mission.
How you describe the corporate culture of «Johnson & Johnson»?
At J&J Consumer Health, we believe that corporate culture is as vital as company’s business strategy. In Ukraine the team of almost 80 passionate professionals is united to blend heart, science, and ingenuity to change the trajectory of health for humanity profoundly. The critical enabler for our corporate culture is agile environment with squads –end-to-end, cross-functional teams –that are closest to their brand’s consumer. We eliminate extra layers and drive decision-making down to the lowest appropriate levels. This ultimately drives our business forward and meets our consumers’ needs.
Do you like to travel? Tell us about the most unusual trip of your life.
One of the most exciting trips I have ever taken was to Latin America. I have never used the services of a guide or tourist routes. During such trips, you meet unexpected external environment; a diversity of cultures; face challenges; learn how to adjust and enjoy the flow. And once you realize the beauty of a different world, respect local traditions and learn from others, the miracles start to happen with your own mindset and way of thinking. It’s a very valuable experience to be able see the diversity of the world, and then be able to apply this to business, when developing teams. I know that we cannot change the trajectory of health for humanity without our employees. I also know that to flourish, our employees need to be themselves – free from discrimination, fear, and anxiety about who they are. It is vital that they can bring their true selves to work. And I learn a lot about how to let this happen when I travel.
We know you have a passion for underwater sports. What do you think there is between diving and business?
That’s a very good question. There are lots of parallels here. First, it’s about leaving your comfort zone: we breathe air from our first to our last breath, and being underwater is a stress for our organs and systems. Business is also about being in an environment where the rules and laws of physics are not always linear. In business, just like being in the ocean, it is important to see what does not yet exist in your sight and not miss the movement of aggressive and large shadows. But still, the biggest analogy, I think, is that there are always great possibilities.
How do you see «Johnson and Johnson Ukraine » company in five years?
I see the company continuing to play an important role in the national healthcare system and having ongoing constructive dialogue with all the stakeholders involved to help millions of consumers to live healthier lives. At Johnson & Johnson Consumer Health, we have our enthusiasm, knowledge, and innovative thinking to fundamentally change the trajectory of human health.
[1] Genius media data, Wavemaker
[2] MMI’2020/2 – Ukraine (Kantar)
[3] GSK Household Planet, 2019
[4] PharmExplorer, UA 2020
[5] Euromonitor 2019
