Shintaro Kanazawa, e-Commerce Department, Nutraceuticals Division, Otsuka Pharmaceutical Co., Ltd.

Do something you can continue without difficulty and contribute to your company and your health

Shintaro Kanazawa, e-Commerce Department, Nutraceuticals Division, Otsuka Pharmaceutical Co., Ltd.

■ Profile

Born in Niigata Prefecture in 1987. Graduated from the School of Education at the University of Nevada, Las Vegas. Joined Otsuka Pharmaceutical Co., Ltd. in April 2010. After working at the Fukuoka branch of the Nutraceuticals Division, studying for an MBA at the University of Washington, and in the Business Strategy Office, he assumed his current position in March 2017.

In addition to popular products like Pocari Sweat and Calorie Mate, Otsuka Pharmaceutical also develops prescription pharmaceuticals, contributing to the health of people around the world. The e-commerce department, in particular, conducts digital marketing and supports Otsuka Pharmaceutical's sales based on hypotheses. We spoke to Kanazawa, a section manager in the e-commerce department, about the specific initiatives of the department, as well as the appeal and rewards of the job.

I went to university in the United States, but I had the impression that medical costs there were very high, so I was afraid of being billed a high amount and never went to the hospital. However, of course, there were times when I got sick, and at those times, the Pocari Sweat powder I brought from Japan always helped.
I considered finding work in the United States, but a Japanese businessman I met there gave me the advice, "Japanese companies carefully teach new graduates the basics of business, so it would be better for you to start by joining a Japanese company."
When it was time to start job hunting, I attended the Boston Career Forum, a job fair for international students, where Otsuka Pharmaceutical had a booth. I went to the booth wanting to express my gratitude for the help that Pocari Sweat powder has always given me, and luckily they were still recruiting for interviews, so I was lucky enough to be able to interview on the spot. Perhaps it was because I spoke passionately about the many times Pocari Sweat has helped me, but I ended up getting a job offer.
During my first four years at the company, I was in charge of sales in Saga Prefecture. I visited drugstores and supermarkets, expanding the display space and floor space for our company's products and proposing new products. In addition to my usual sales activities, I was able to gain a wide range of experiences. For example, in Saga Prefecture, where the elderly population is high, organizations such as senior citizens' associations and senior citizens' universities are active, and I frequently had the opportunity to hold health study sessions. Working face-to-face with customers and receiving honest feedback every day, this experience still informs my current work. I was then fortunate enough to be selected for the company's MBA study abroad program. After studying at the University of Washington in Seattle, I returned to Japan and worked in market research in the Business Strategy Office in Shinagawa for about a year. I then transferred to my current position in the e-commerce department. I believe that having the opportunity to work in a wide range of locations, including Saga, Seattle, and Shinagawa, was a truly valuable experience.

■ New habits and work combined

I've always loved creating evidence based on data, so I really enjoy my current work in the e-commerce department. What sparked my love for evidence-building was my interest in statistical marketing, which I learned while studying abroad for my MBA. It states that "there is a reason behind every human behavior, and that this can be analyzed as data." Since then, I've gotten into the habit of reflecting on my own daily actions, asking myself questions like, "Why did I choose product B over product A?" For example, I've entered information about where I go for lunch with my company colleagues, the weather, and the composition of the group into Excel every day, and analyzed trends in our lunch choices based on the data. I feel that this habit is connected to my current job.
The e-commerce department manages and operates our company's mail-order website, "Otsuka Plus One." Part of our work involves promotions such as online advertising and newspaper inserts to attract visitors to the site, as well as CRM (customer relationship management system) which involves sending emails and direct mail to build relationships with customers who have purchased products. We also support the digital marketing of each brand.

■The sense of accomplishment I feel from the work I receive

When putting together online marketing, the first step is to formulate a hypothesis. After analyzing the data, we hypothesize, "If we appeal to this type of person with this kind of thing, they will probably buy," but with digital, all results are returned in numbers. When a product sells as per our hypothesis and contributes to the company's sales, it is truly satisfying and rewarding. Also, when we receive positive feedback from customers via surveys or email, we feel that our work has helped someone.
In addition to formulating hypotheses, we also listen to the latest technology and trends from various external partners and try out new measures, as technology is evolving every day and the best ways to communicate messages to customers are changing.
I feel like I'm growing when I'm working and the number of people I interact with keeps increasing. Also, when my scope of responsibility expands, I naturally feel like I need to grow.

■Message to university students

It's about finding out what you love. In my case, I happened to find it while studying abroad for an MBA, but if I had found it earlier, my career might have been different. Being able to continue doing something that you enjoy without difficulty should be a criterion when considering your career. It would be great if you could find something you love while you're a university student, when you have the opportunity to try many different things. Even if it seems strange or painful to others, if you can find something that you can be passionate about and connect it to your work, your life will surely be more enjoyable.

Interview with Student Newspaper Online on January 11, 2024 by Tsuda University 1th year student Satoshi Okawa