LensOptic is the leading supplier of lenses to Health Care (HC) in Spain, representing 70% of HC's lens purchases. In 2009, HC approved LensOptic's White Optex SP model but excluded the more advanced and demanded IQ Optex model due to its higher price of 108 euros, above HC's minimum. As a key account manager for LensOptic, you should negotiate with HC's purchasing manager to defend sales of the IQ Optex lens, increase HC's billing, and ensure the IQ Optex price is not less than 108 euros.

1. HEALTH CARE
VS
LENSOPTIC By: María Garduño Santiago

2. ABSTRACT
LensOptic is the leading supplier of lenses in Spain of the multinational insurance Health
Care ( HC ) , representing about 70 % of total purchases in this concept
In 2009 , HC approved the White Optex SP model of LensOptic, however the IQ Optex
Avanced model, a special design that improves the quality of vision and contrast sensitivity
the most demanded by the customer was excluded
LensOptic is able to offer the IQ Optex Advanced ,but its price is higher than the minimum
that HCaccepts : 108 euros
• As Key Account of LensOptic you should negotiate with Health Care Purchasing Manager :
1. Defend sales Optex lens Avanced IQ
2. Increase billing HC
3. The price of the Optex lens Avanced IQ, in no case should be less than 108 euros. -

3. RESUMÉ
LensOptic est le principal fournisseur de lentilles en Espagne de la SantéAssurance
multinationale (SC) , ce qui représente environ 70% du total des achats dans ce concept
En 2009, HC a approuvé le modèle blanc Optex SP de LensOptic , cependant le modèle IQ
Optex Avancé , une conception spéciale qui améliore la qualité de la vision et de la sensibilité
aux contrastes les plus demandés par le client a été exclu
LensOptic est en mesure d'offrir le QI Optex avancée , mais son prix est plus élevé que le
minimum que HCaccepts : 108 euros
Comme Key Account de LensOptic vous devez négocier avec les soins de santé Purchasing
Manager :
• Défendre les ventes lentille Optex IQ Avancé
• Augmenter la facturation HC
• Le prix de la lentille de Optex Avancé IQ , en aucun cas, être inférieur à 108 euros . -

4. ABSTRACTO
LensOptic es el principal proveedor de lentes en España de la multinacional de seguros Health
Care ( HC ) , lo que representa alrededor del 70 % de las compras totales en este concepto
En 2009 , HC aprobó el modeloWhite Optex SP de LensOptic , sin embargo el modelo IQ Optex
Avanced ( un diseño especial que mejora la calidad de la visión y la sensibilidad al contraste) el
más demandados por el cliente , fue excluido
LensOptic es capaz de ofrecer el modelo IQ Optex avanzada , sin embargo el precio al que lo
ofrece es más alto que el mínimo que HC acepta : 108 euros
Como Key Account de LensOptic usted debe negociar con ElJefe de compras Jefe de HC Los siguiente
puntos :
• Defender la lente Optex ventas Avanced IQ
• Aumentar HC de facturación
• El precio de la lente Optex Avanced IQ , en ningún caso debe ser inferior a 108 euros . -

5. I NTRODUCTION
• LensOptic is a multinational global leader in manufacturing and selling lenses. It is the leading
supplier of lenses in Spain of the multinational Insurance Health Care (HC ) , representing about 70 %
of total purchases of His in this concept. LensOptic sales are made to HC through its medical
hospitals, clinics and medical professionals, who are prescribers and users of the products. Since the
lenses were incorporated into the catalog of benefits and services , purchases of HC had increased
sevenfold
Two months ago, HC published specifications contest approval of suppliers of lenses, which establishes
two as mutually exclusive : maximum price tender , 100 euros , and electronic invoicing.
LensOptic entered the competition with a single lens model , White Optex SP , leaving the model
Optex offer Avanced IQ , not to meet the condition Price
HC is receiving numerous complaints from policyholders , claiming that the model Optex lens Avanced
IQ as an approved product is included. To this is added , according to the press , a war among insurers
to get new policies through better services and benefits.

6. INTRODUCCIÓN
• LensOptic es una multinacional líder mundial en el sector de fabricación y venta de lentes. Es El Principal
Proveedor de lentes en España de la multinacional Aseguradora Cuidado de la Salud ( HC ) , Representando
Alrededor del 70 % de total de compras de Sus En Este Concepto .
Las ventas de LensOptic a HC se realizan a través de su cuadro médico: hospitales, clínicas y profesionales médicos,
que son los prescriptores y usuarios de los productos.
Desde Que se incorporaron las lentes al Catálogo de Prestaciones y Servicios, las compras de HC se habian
multiplicado por siete
Hace dos meses, la dirección de HC publicó el pliego de condiciones del concurso de homologación de proveedores
de lentes, que establece dos como excluyentes: precio máximo de licitación, 100 euros, y facturación electrónica.
LensOptic se presentó al concurso con un único modelo de lentes, Optex Blanca SP, dejando sin ofertar el modelo
Optex Avanced IQ, por no cumplir la condición del precio
HC está recibiendo numerosas reclamaciones por parte de sus asegurados, demandando que se incluya el modelo
de lente de Optex Avanced IQ como producto homologado. A eso se suma, según la prensa especializada, una
guerra entre las aseguradoras por conseguir nuevas pólizas a través de mejores servicios y prestaciones.

7. Key Account Negotiation
1. Defend sales Optex lens Avanced IQ
LENSES MODELS HHC SALES IN 2009
OPTEX BLANCA SP 35%
OPTEX ADVANCED
IQ
65%
As per chart included, we can see Advanced IQ Model is
the “star product” talking about HC year sales
Customers are demanding this product for 3 important
characteristics :
1.-Yellow filter
2. Improve quality visión
3. Better contrast sensibility
And for the actual condition of insures market, you need
to give to your policyholders what they wants, if do
not, you will lose them and tomorrow they will be with
your competence

8. 2. Increase billing HC
• Business relation between LensOptic- HC has been oncreasing in units sold,
and by the way total amount billed has increase a 75% in last year and as
per our budget we estimate this year it will increase at least a 85 %
Year Units Total amount
(EUR)
20007 350 51,625
20008 2,650 305,280
20009 3,500 390,250
If you keep on your catalogue
both models
We can improve our leadtimes
and therefore in a less period
of time we will be selling
these products, so increase
total billlig of HC is a Fact

9. 3. The price of the Optex lens Avanced IQ, in no case should be
less than 108 euros.
LENSES
MODELS
HC
CONTEST
PRICE
MIMINUM
PRICE OF
LENSEOPTI
CS
HC
COSTUMER
IN 2009
HC
CUSTOMER
PRICE
SUGGESTED
20160
OPTEX
BLANCA
SP
100.00 93.00 105.00 110.25
OPTEX
ADVANC
ED IQ
WAS NOT
OFERED
108.00 115.00 120.75
• As per your requirements, we did not offer you the OA IQ model, becausser or minumim Price is
108 eur. and you was expecting a mínimum Price of 100 eur
On 2009, we give you a great Price in
which you had an utility of 12 % over our
last Price in Optex Blanca SP model , this
because to produce this is not to
expensive as the Optex Advanced IQ
model, that includes all your customers
are demanding . We know our Price for
this is giving you a profit just of 6.4 % but
if you look that your total sales are gained
on a 65% for this model, you will
understand that this Investment will bring
you more utilities tan the other model.