CEO Insights Magazine

The market for Energy-based Non-invasive Medical Aesthetic Treatment Systems is witnessing substantial growth, propelled by the growing inclination towards non-invasive procedures and technological advancements. The surge in consumer demand for convenient and effective solutions to improve their appearance is a key driving factor.

Cynosure specializes in creating and producing a comprehensive array of cutting-edge treatment applications, spanning hair removal, skin revitalization, scar reduction, body contouring, and beyond. Tadashi Yoshikawa, serving as the Country Manager for Japan at Cynosure, has played a pivotal role in facilitating the company's ongoing operations in the region. His efforts have contributed to a smooth collaboration, fostering enhanced business outcomes.

In an in-depth interview, Tadashi provided insights into the inner workings of the industry, detailing the organization's operations and sharing its most recent strategies.

Can you provide a concise overview of your professional background and experiences?

My academic journey began with a focus on international law, driven by a keen interest in the intricate dynamics between countries. University life took me to Canada and Europe, broadening my cultural horizons. Upon graduation, I ventured into the airline industry, joining KLM Royal Dutch Airlines, where I delved into sales and later embraced the world of marketing. Seeking deeper insights into consumer goods marketing, I transitioned to Braun, marking an 11-year tenure that spanned roles in Japan and Germany. The international exposure at Braun's headquarters provided a transformative experience, working in a multicultural setting. This diverse journey shaped my passion for understanding consumer behaviour and crafting strategic marketing plans. Following my tenure at Braun, I returned to Japan, subsequently joining Philips, where I worked on electric shavers and undertook an expatriate assignment in the Netherlands. My responsibilities expanded into the healthcare sector during my time at Philips. Later, I transitioned to De'Longhi, focusing on consumer products such as coffee machines and oil heaters. In 2020, I took on the role of Country Manager at Hydrafacial, a medical aesthetic device company, before joining Cynosure Japan in 2022. Presently, I serve as the Country Manager at Cynosure Japan. This encapsulates the key highlights of my professional journey thus far.

Characterize Cynosure as an entity and delineate its standing in the market.

Cynosure holds a prominent position as a renowned brand in the medical aesthetic laser device industry, acknowledged globally. However, in the Japanese market, our standing varies at medium market positions, contingent on the specific market segment. Within our portfolio, we specialize in manufacturing and selling medical laser devices designed for pigmentation treatment, skin rejuvenation, and hair removal. While we enjoy global leadership, our current focus centres on elevating our brand to the number one position in the Japanese market segments we engage in. This encapsulates our current strategic direction.

In your role as Country Manager, what aspects do you consider to guarantee the seamless functioning of operations?

My extensive background has primarily involved working in various capacities within global companies. This has proven beneficial in my current role, given that our company operates internationally across more than 130 countries, with its headquarters in the US. This experience has equipped me with the skills necessary to thrive in a global setting. Additionally, I bring a wealth of experience in both B2C and B2B sectors. On the B2C side, my roles at companies like Braun, Philips, and De'Longhi involved consumer product and electric appliances businesses. Conversely, on the B2B side, I've delved into the medical industry and healthcare business with Philips, Cynosure, and Hydrafacial. This dual perspective is instrumental in my current position, where we sell laser devices to clinics and medical professionals. While our primary clientele is B2B, the understanding of consumer behaviour gained from my B2C background is crucial, as our customers, the doctors, also operate clinics that target consumers. The synergy of these experiences greatly enhances my effectiveness in my current role.

How do you ensure you're consistently abreast of industry trends? What approaches do you employ for market research and strategy development to stay well-informed?

I actively monitor consumer reactions and trends, consistently collecting marketing information to align with our business focus. Although our primary customers are B2B, targeting doctors, and understanding consumer trends is integral. This approach ensures our B2B strategies are more targeted and meaningful, ultimately contributing to the success of our B2B customers in reaching their consumers. This consumercentric perspective plays a crucial role in managing and strategizing our business.

What skills do you seek in recruits, and how do you share your professional expertise to train new team members?

I prioritize candidates with strong communication skills and strategic thinking abilities. Strategic thinking involves deep analytical skills to make informed decisions on resource allocation, focusing on areas that yield maximum results while deprioritizing others. This mindset is crucial for everyone in the team. Additionally, effective communication is vital for translating strategic plans into actionable steps and engaging team members and customers alike. In summary, my focus when recruiting fresh candidates centres on strategic thinking and communication skills.

What is your future roadmap, going forward?

My future roadmap involves achieving success as a country manager for Cynosure. I aim to lead the team to attain the top position in our current market. Beyond that, I aspire to foster the growth and development of the next generation of managers and leaders from our existing team in the years to come. 

Tadashi Yoshikawa, Country Manager,Cynosure Japan

Tadashi Yoshikawa, an accomplished business leader, boasts a rich history of over 25 years in sales and marketing management roles at prominent global enterprises in both B2C and B2B sectors. His expertise spans diverse industries, including Healthcare, Consumer Electronics, FMCG, and Airline. Throughout his career, Tadashi Yoshikawa has consistently delivered outstanding business results within matrix organizations, showcasing his strong leadership and teamwork skills.