In 2023, Hanita Lenses took an important step in our global expansion plan by establishing subsidiaries and joint ventures in six markets – China, Germany, India, South Korea, Spain, and France. Our international teams have since been hard at work and, as a result, 2024 has already shown impressive developments in our commitment to providing advanced IOL solutions for cataract surgery worldwide. Spain is a prime example of how the Hanita brand is being consolidated globally, and in this article, we will dive into their approach.
In Spain, the primary objectives have been brand positioning and product dissemination, focusing on our Intensity technology and the FullRange IOL. Periodic visits to medical professionals have become a major tool in this sense, allowing the Hanita team to delve into the technical characteristics and benefits of our innovations in achieving the best possible visual acuity. When it comes to the Intensity IOL, for instance, the sessions are perfect for detailing how the Dynamic Light Utilization (DLU) technology guarantees clear vision throughout the whole range of functional vision.
Building credibility with evidence and personal stories
Hanita Ibérica’s Marketing Manager Raul Gomez explains that these sessions are crucial to building trust and credibility while also allowing for the development of deep connections with the medical teams. A particularly memorable moment for Gomez was during a clinical session in Marbella, in southern Spain, where he shared the positive results his uncle experienced after having an Intensity toric lens implanted in his left eye. “It was a powerful reinforcement of the positive impact our products have on people’s lives,” he recalls. Such personal stories resonate strongly and underscore the real-world benefits of Hanita’s portfolio.
The best way to overcome challenges
One of the main challenges the Spanish team has faced is the initial reluctance of some medical professionals to adopt new technologies. “To address this, we promote the evidence-based clinical sessions, but that’s not all. We also offer support from our optometrists for lens calculations and other value-added services, and we facilitate peer-to-peer interactions where early adopters of our lenses can share their successful experiences with their colleagues,” Gomez says. These steps ensure that ophthalmologists, optometrists, ophthalmic nurses, and other specialists have the resources and confidence they need to implement the new technology effectively.
Providing a blueprint for success
Looking ahead, the Spanish team aims to expand their visits and clinical sessions to more regions, ensuring a wider audience can learn about the benefits of Hanita’s products firsthand. Additionally, they intend to increase participation in national and international ophthalmology conferences to further raise Hanita’s brand profile. Enhancing digital marketing efforts to reach a broader audience, including potential patients, is another key focus. Finally, the team plans to introduce new and innovative Hanita products to meet the evolving needs of the market and maintain Hanita’s position at the forefront of cataract technology.
As Hanita Lenses continues its global expansion, the exemplary efforts of our Spanish team provide a blueprint for success. Through tailored strategies, comprehensive education, and innovative technology, we are transforming vision care and improving the quality of life for cataract patients worldwide.
