For marketers, the age of disruption is over, says Kimberly Kadlec, J&J’s worldwide of the global marketing. Addressing the more than 2,000 attendees of the ANA’s Masters of Marketing conference, Kadlec spotlighted some of J&J’s most successful recent efforts, “showing that we really can make connections that change the world.”
She also described its campaign to celebrate and encourage nurses one of its most successful ever, creating an 83% awareness among nurses, nursing students and instructors, driving 2 million people to the No. 1 nursing site. “It generated more online posting than any campaign in our history.” Best of all, she says, enrollment at nursing schools rose 73%.
It’s no accident that the company’s marketing efforts are becoming so closely aligned to social responsibility, and the ,” intersection between sales of its individual brands and the company’s larger mission is crucial, she says. “We are responsible to be connecting with people in ways that are instructive and not disruptive. We are so used to be in this disruptive model. So yes, the disruption is over, and, Yay!”