Atsushi Morisawa, President and CEO of Alinamin Pharmaceutical Co., Ltd.

Leadership that understands the consumer's perspective and spreads smiles and health

Atsushi Morisawa, President and CEO of Alinamin Pharmaceutical Co., Ltd.

■ Profile
He graduated from the Department of Architecture, Faculty of Engineering, Kyoto University. He received an MBA from the University of Southern California. After working at Recruit Co., Ltd., he joined the Boston Consulting Group in 1994, where he served as Partner and Managing Director. He then worked at Alix Partners, before serving as President of Mars Japan Limited and Chief Customer Officer of Mars Global Pet Nutrition. He has served as Representative Director, President and CEO of Koki Holdings Co., Ltd. since 2019, and as Representative Director, President and COO of Alinamin Pharmaceutical Co., Ltd. in June 2022. He will assume his current position in July 2023.

Alinamin Pharmaceutical supports the health and vitality of consumers under the corporate message of "changing tomorrow's vitality." Atsushi Morisawa, who is at the helm of the company, has experience in a wide range of industries, including architecture, consulting, food, machinery, and pharmaceuticals, and is passionate about creating products that contribute to society. How does he use his extensive experience and sharp insight to create "tomorrow's vitality" for consumers? We delve into the essence of his leadership.

■Business perspective built through a wide-ranging career

I've been devoted to rugby since high school, and played in the Kansai University A League at university. At the time, I was so absorbed in the sport that it wasn't until much later that I realized how fascinating architecture was. Gradually, I became drawn to the appeal of architecture, where you "design and create the entire structure yourself," and decided to go on to graduate school. Since childhood, I've had an interest in manufacturing, and I was also interested in architecture and aeronautical engineering, so architecture was the perfect field for me to combine creativity and logic.
After joining Recruit, I was in charge of real estate development, but I also used the company's program to earn an MBA from the University of Southern California. This experience was a major turning point for me, as it gave me insight into business structure and consumer behavior. After completing my MBA, I moved to the Boston Consulting Group, where I built my career as a consultant, making full use of my logical thinking and comprehensive perspective.

■Management philosophy that promotes growth from a consumer perspective

My connection with Alinamin Pharmaceutical began when a shareholder approached me. What particularly attracted me was the opportunity to leverage its strengths as a pharmaceutical company and take on the challenge of growing the business while incorporating a consumer perspective. I was convinced that I could create new value in the over-the-counter drug market by leveraging the marketing, sales strategy, and product development expertise I have cultivated to date. Alinamin is a well-known brand, and the challenge of fully expanding this leading brand is rewarding. In particular, I place importance on reexamining the company's purpose in the world and considering how we can contribute to society. Our goal is to help people regain their vitality and enrich their lives through our products. I was surprised to hear the overwhelming number of thankful comments we receive every day at Alinamin Pharmaceutical's customer service center. This is a major motivation for my work. For example, a person in their 80s who had previously needed a cane for knee pain tried our product and expressed their joy at being able to use it no longer after three weeks. Another person who had been unable to sleep due to neck pain was relieved and told me that their life had become brighter. Hearing these honest comments makes me realize that our products are truly useful.
Alinamin has a very high level of recognition, with approximately 85% of consumers knowing the name. However, the number of actual users is relatively limited compared to general consumer goods with similar brand recognition. Therefore, we are currently focusing on increasing opportunities for consumers to try out the product. For example, we have created an easy-to-purchase environment by placing not only large-volume products but also "trial sizes" priced at around 1000 yen in prominent locations in drugstores. As a result, we have accelerated the acquisition of new users and significantly expanded our user base. We have also simplified the product packaging and advertising strategy. We are making it easier for consumers to remember the product by using visually easy-to-understand slogans such as "Red Alinamin for full-body fatigue," "Silver Alinamin for eye, shoulder, and back fatigue," and "Blue Alinamin for pain-inducing fatigue."

■ Research and development focused on social issues

Japanese people have the shortest sleep duration among major countries, and many women in particular are concerned about the quality of their sleep. Addressing this social issue, we are conducting joint research with Professor Yanagisawa of the University of Tsukuba to develop a new product that improves sleep quality while supporting fatigue recovery. In this way, we aim to go beyond the Alinamin brand and become a leading company in Japan in the consumer healthcare field.
The people I want to work with are people who are passionate about "revitalizing Japan" and who are willing to take on challenges. Alinamin Pharmaceutical's mission is not simply to sell products, but to solve consumer problems and provide value to society. Therefore, in all our work, it is essential to have the perspective of "how can we provide the greatest value to our customers?"

■Message to university students

I sense that today's university students are very serious and think deeply about many things. After what has been called the "lost decades," some may question Japan's growth potential. However, Japan still has great potential, and you all have the ability to succeed on the world stage. Believe in your own potential and move forward without fear of challenges. I believe that the challenges each of you takes on will lead to a better society in the future.

Interview with Suzuki Junki, a fourth-year student at Nihon University, published on November 18, 2024 by Student Newspaper Online