Has Tiziana changed in the transition from web marketing specialist to digital strategist?
She has certainly become more aware—not just of her own skills, but above all of the need to find new ways to communicate the company effectively, ensuring that every aspect of it is properly understood both externally and internally.
How has ASA’s communication changed over the last 13 years?
It has been completely transformed. While I initially focused primarily on managing the website and exploring a few social media channels, today I am involved in a wide range of projects spanning various departments. This entails the need to both “read” them correctly—in order to provide truly effective support for their needs—and to raise their awareness regarding ASA's value.
The perennial challenge of finding the right methods to facilitate internal communication...
The real challenge lies in finding a common language—one that is universally understood—to ensure an accurate perception of the company at all levels.
That is why not only language matters, but also the choice of channels and tools, especially given the exponential growth in our workforce over the years…
Exactly! Since I joined, our numbers have doubled, rising from 32 to 70. While we all knew each other personally at the start, that’s no longer a given. Bridging the gap between people and fostering mutual understanding—even outside the strict work context—is one of the goals we’ve set to ensure greater cohesion. That’s why we’re creating a publication that tells our story in an unconventional way…
Will ASA’s communication in the coming years also be defined by this unconventional approach?
It’s too early to say, as the company is currently undergoing profound change, and our communication reflects that. To determine the right strategy for telling our story, I believe we need to take the time to process the choices we’ve made and assess their impact. It will certainly be a different kind of communication—one shaped by the evolution ASA is experiencing right now.
Change can be scary…
It is change itself that scares us, because it pushes us out of our safe, familiar comfort zones. However, exploring new opportunities offers significant chances for improvement and growth for everyone. Starting from this premise allows us to envision new paths to showcase our value and bring out a distinctive corporate identity.
Will the product remain centred on the core business?
Today, this is clearly the case—more so than in the past, when ASA’s storytelling was a blend of people, training, and devices. The decision to prioritise this theme—focusing heavily on the underlying “research” component—stems directly from the priorities the company has set for itself at this specific moment. However, this does not mean the more “human” side of the narrative has been lost; on the contrary, ASA was a pioneer in this area, as evidenced by the ASApeople project. Yet today, we are also looking outward to tell the stories of those who choose us—what they think, their needs, and their expectations…
Following this transitional phase—which has coincided with the development of new products and the entry into new markets—what do you expect will happen next?
We want even the new products to become routine, allowing us to confidently define the steps needed for a communication strategy that truly reflects who we are. The launch of Hilterapia®—which took place 20 years ago—serves as a perfect model: the product became the starting point for telling a much broader story. I believe ASA’s future communication efforts will follow this same path, albeit by utilising new tools and relying on a communications team that shares a common vision and sensibility.
What is that vision?
ASA is about more than just lasers; it is a company that views research as a pillar of development and champions training as a driver of growth and improvement. ASA is defined by its people—individuals committed to building a shared project and ready to invest in the future.
As an art lover, what kind of painting would represent ASA today?
I think it would be a Kandinsky painting: there is a clearly defined underlying concept, even if you don’t grasp it at first glance—although you can sense the various layers of meaning. ASA has certainly evolved over the years, yet it has remained true to its core identity, revealing different facets of itself depending on the era and the context.
