LensOptic is the leading supplier of lenses in Spain for the insurance company Health Care, providing about 70% of its lens purchases. Health Care recently issued new specifications for lens suppliers, requiring a maximum price of 100 euros and electronic invoicing. LensOptic's advanced IQ lenses, which include a yellow filter and special design to improve vision quality, are priced at 108 euros, above the maximum specified by Health Care. However, sales of the advanced IQ lenses increased 65% in 2009 despite the higher price, demonstrating the value offered by the product's superior technology.

1. Health care vs Lens Optic.
ISRAEL EDUARDO BERNAL ESQUIVEL

2. Introduction
•Lens optic is the leading provider of lenses in Spain of the multinational insurance Health Care
(HC), representing about 70% of total purchases 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.
•Two months ago, the address HC published the specifications contest approval of suppliers of
lenses, which establishes two as mutually exclusive: maximum price tender, 100 euros, and
electronic invoicing.
•They are receiving numerous complaints by policyholders, claiming that the model Optex lens is
included Avanced IQ as an approved product. To this is added, according to the press, one war
among insurers to get new policies through better services and performance.

3. Theory
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.
LensOptic sales are made to HC through its medical hospitals, clinics and medical
professionals, who are prescribers and users of the products.
The new lenses are technologically Advanced include yellow filter to reduce
rates of blue light radiation harmful to the eyes, and in the case of IQ Avanced
Optex, a special design that improves substantially the quality of vision and
contrast sensitivity.

4. Lens model Yellow filter Price offer
HC contest
Sale price
minimum
target HC
Sale price
HC in 2009
Sales
2009 HC
Optex White SP NO 100.00 93.00 105.00 35%
Optex
Advanced IQ
YES not offered 108.00 115.00 65%
Year Unities Value (Euros)
2007 350 51,625
2008 2,650 305,280
2009 3,500 390,250

5. Abstract
◦ Debido a la calidad que
ofrece la empresa en su
producto
tecnológicamente
superior a otros y que
ayuda a cuidar la salud
ocular el precio no puede
ser menor a 100 euros.
◦ Además, el producto a
logrado posicionarse e
incrementar las ventas
en un 65% para el año
2009 en el consumidor a
pesar de venderse a un
precio mayor.
◦ Due to the quality
offered by the company
in its technologically
superior to other
products and helps eye
health care price may not
be less than 100 euros.
◦ In addition, the product
managed to position and
increase sales by 65% for
2009 in the consumer
despite being sold at a
higher price.
◦ En raison de la qualité
offerte par la société dans
son technologiquement
supérieur à d'autres
produits et aide les yeux
prix des soins de santé ne
peut pas être inférieur à
100 euros.
◦ En outre, le produit a
réussi à positionner et à
augmenter les ventes de
65% pour 2009 dans le
consommateur en dépit
d'être vendus à un prix
plus élevé.