In the world of intraocular lenses for cataract surgery, growth is driven not only by innovation but also by deep market knowledge and trusted partnerships. Hanita Lenses continues to expand its global footprint – and Europe is emerging as a dynamic stage for bringing advanced IOL solutions to a broad patient population.
Growing the Hanita Lenses Network
We’re proud to welcome several new partners who are helping introduce our technologies to more surgeons and patients across Europe. The most recent additions to the Hanita Lenses network are:
Consultronix in Poland
Baltics Ophthalmic Solutions in Estonia, Latvia, and Lithuania
Real Vision LLC in Azerbaijan
Another testament to the brand’s growing reputation is our collaboration with Pilke Eye Hospital, a leading chain of eye clinics in Finland that exclusively uses Hanita Lenses. Their trust speaks volumes about the quality and consistency of our products.
Navigating a Complex Landscape
Expanding in Europe requires more than just great products – it demands adaptability.
“Managing the European market involves walking through a landscape that includes regulatory, economic, cultural, and clinical factors,” explains Roman Betenekov, Hanita Lenses’ Regional Manager for Europe. “Success in this space requires an understanding of the healthcare systems and customer behaviors in very different countries.”
One of the most significant challenges is regulatory compliance. “The EU Medical Device Regulation (MDR) has introduced stricter requirements for clinical data, post-market review, and technical documentation.” On top of that, Betenekov adds, “Some countries have their own requirements, such as language-specific labelling.”
This makes market access more time-consuming and costly, but thanks to our investment in local expertise and regulatory know-how, Hanita Lenses is overcoming these obstacles and ensuring a smooth, compliant entry into new markets.
A Market Full of Opportunities
The diversity of Europe’s healthcare systems – from nationalized models like the NHS in the UK to private insurance-based systems in the Czech Republic and Slovakia – presents both complexity and opportunity.
Reimbursement policies for premium IOLs vary widely, often requiring out-of-pocket investment from patients. While this can slow adoption, it also places a spotlight on true clinical value – and that’s where Hanita Lenses stands out.
Building Long-Term Partnerships
“My long-term goals for Hanita Lenses’ presence in Europe are focused on building the brand and the name in the premium intraocular lens segment,” says Betenekov. “I’m not just looking for short-term gains in sales, but for long-term relationships with surgeons and distributor partners.”
This mindset shapes every aspect of our approach. From clinical collaboration to market research, marketing support, and training programs, investment in knowledge and meaningful relationships is the key to our success.
Looking Ahead
By delivering advanced ophthalmic solutions, empowering strong partnerships, and staying committed to long-term goals, we’re not only strengthening our presence — we’re shaping the future of premium IOL care in Europe and beyond.
