Moments of care take centerstage: Unilab, Watsons join forces to launch #ShareTheAlaga Campaign
In an industry often driven by numbers, margins, and competition, two health and wellness giants are choosing to spotlight something far more human: alaga—a uniquely Filipino concept of care that’s sincere, personal, and transformative.
Unilab and Watsons team formally launch the #SharetheAlaga campaign in celebration of Unilab’s 80th anniversary From l to r: Merza C. Alejandrino, Corporate Vice President and Head of Professional Healthcare Group, Unilab, Inc.; Ermelo Villaroman Jr., Corporate Vice President and Head of Sales and Customer Development, Unilab, Inc.; Zyra Tinio-Obias, Assistant Vice President for Beauty Business, Watsons Philippines; Alexander S. Panlilio, Corporate Vice President, Corporate Branding and Social Partnerships, Unilab, Inc.; Sebastian Frederick F. Baquiran, President and Chief Executive Officer Unilab, Inc. and Unilab Skin Sciences, Inc.; Joweeh Liao, Director of Finance, Property Development and Health Business, Watsons Philippines; Sharon Decapia, Senior Assistant Vice President for Marketing Communications, PR and Sustainability, Watsons Philippines; Ma. Mabel Luningning A. Sevilla, Operating Vice President, Unilab Skin Sciences, Inc.; Frank Patricio, Assistant Vice President Trading Beauty, Watsons Philippines and Jan Evangelista, Operating Vice President and Head of Consumer Health, Unilab, Inc.
To mark its 80th year of service to Filipino families, pharmaceutical and health care leader Unilab, Inc. (Unilab) has teamed up with Watsons Philippines (Watsons), the country’s leading health and beauty retailer, to launch #ShareTheAlaga—a nationwide campaign that transforms everyday interactions into lasting moments of care and connection.
Sebastian Frederick F. Baquiran, President and Chief Executive Officer, Unilab, Inc. and Unilab Skin Sciences, Inc., and Joweeh Liao, Director of Health Business Unit, Finance, Property and Store Development, Watsons Philippines led the symbolic pressing of the buzzer which signaled the start of the partnership to ‘share the alaga’.
#SharetheAlaga campaign was unveiled in a warm, story-filled gathering of company executives, partners, and members of the media. More than a campaign, the event introduced a movement—one that reimagines each customer service as interaction or opportunity where alaga or care can be genuinely experienced.
“At Unilab, we mark 80 years of unwavering commitment to serving the Filipino people. What defines us is more than our portfolio—it’s our purpose and values,” says Sebastian Frederick F. Baquiran, President and Chief Executive Officer of Unilab, Inc. (Unilab) and Unilab Skin Sciences, Inc. (ULSSI) “Today, we bring those values to life through #SharetheAlaga with Watsons, a partner that shares our passion for helping every Filipino look good, feel great and live well.”
Sebastian Frederick F. Baquiran, President and Chief Executive Officer, Unilab, Inc. and Unilab Skin Sciences, Inc.
“As we launch the Share the Alaga campaign together, we couldn’t be more excited to continue this journey of care and service with you. Over the years, we’ve worked with Unilab hand-in-hand to deliver what matters most to our shoppers,” said Joweeh Liao, Director of Health Business Unit, Finance, Property and Store Development of Watsons Philippines.
Joweeh Liao, Director of Health Business Unit, Finance, Property and Store Development, Watsons Philippines
“At Watsons, we believe that every store should feel like a space where customers are truly looked after. We take the meaning of alaga to the next level. This isn’t just a campaign. It’s two industry leaders in health and retail coming together to celebrate the values and enduring collaboration based on the Filipino spirit of caring for one another.”
While the campaign includes perks like All Out Alaga Day with P80 off for every P500 purchase, exclusive Unilab bundles, and upcoming medical missions in key cities, its heart lies beyond promotions. At its core are stories—real moments that show how even the smallest act of care can ripple far beyond the moment it’s given.
One such story, shared by Alexander S. Panlilio, Corporate Vice President for Corporate Branding and Social Partnerships, Unilab, Inc., inspired the campaign’s flagship short film. It tells the journey of a boy raised with consistent love and care by his mother, who grows up to become a doctor dedicated to serving far-flung communities.
Alexander S. Panlilio, Corporate Vice President, Corporate Branding and Social Partnerships, Unilab, Inc.
“That’s a genuine story. Simpleng alaga, malaki ang nagagawa. From one small act of care from home, it rippled through the patients served by this doctor, who dedicated himself to serving as much communities as he can.” Panlilio said.
Panlilio also bared that the same value of care became the seed for the unprecedented growth of the country’s leading pharmaceutical and health care company. “Our founders started Unilab with the goal of serving the needs of our kababayans at a time when health products were scarce. They went out of their way to look for medicines needed by patients, regardless if they had to do the rounds in the entire city using a simple bicycle just to be able to serve,” Panlilio added.
Ermelo Villaroman Jr., Corporate Vice President and Head of Sales and Customer Development, Unilab, Inc., echoed the same message.
Ermelo Villaroman Jr., Corporate Vice President and Head of Sales and Customer Development, Unilab, Inc.
“Pag nararamdaman natin ang alaga, tayo ay nakakapag-alaga din. When we feel cared for, we become more capable of caring for others,” he said. “Together, Unilab and Watsons have grown categories, created award-winning programs, and remained steadfast addressing evolving shopper needs, digital acceleration, and new health priorities. But beyond the numbers and wins, what truly anchors our partnership is a shared purpose—that every Filipino deserves to feel well, to feel seen, and to feel supported. That’s what alaga means, and that’s what we commit to deliver every single day.”
Joweeh Liao (right), Director of Health Business Unit, Finance, Property and Store Development, Watsons Philippines presented a painting to Sebastian Frederick F. Baquiran (left), President and Chief Executive Officer, Unilab, Inc. and Unilab Skin Sciences, Inc., as a symbol of their shared advocacy.
The shared vision between Unilab and Watsons gives the campaign its soul. Alaga isn’t transactional—it’s relational. It’s passed from person to person, deepening with every act.
#ShareTheAlaga offers a tender, powerful reminder: true care is in the quiet gestures—a pharmacist patiently explaining a prescription, a cashier offering a smile, a store clerk going out of their way to help.
For Unilab and Watsons, care isn’t just a tagline. It’s a legacy; a way of life. Through this partnership, they are showing that in the business of health and wellness, the most meaningful success is care that’s not just seen—but felt.
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