Client
Hanita Lenses
Industry
Technology
Tags
Brand Management, Performance Marketing
Establishing Local Market Presence through Website Localisation and Medical Content Adaptation
+200%
Brand Awareness
+100%
Search Visibility
Localised Brand Asset Production
Introduction
Hanita Lenses, an Israel-based intraocular and contact-lens manufacturer and distributer to over 70 countries, encountered critical barriers when navigating Korea’s ophthalmic device sector. Barriers in language localisation, medical compliance, and trust-based referral networks made visibility and credibility nearly inaccessible for Hanita, especially due to a lack of local content presence.
To address these challenges, expand k collaborated with Hanita Lenses to rebuild the brand’s Korean digital foundation through complete website localisation, content development, and search optimisation. The goal was to communicate the company’s clinical expertise in a locally resonant, compliant, and discoverable manner - establishing Hanita as a trusted name among Korean ophthalmologists and distributors.
Challenges & Objectives
In Korea’s ophthalmic industry, product adoption relies heavily on peer validation, hospital procurement processes, and regulatory compliance rather than mass marketing. For a global manufacturer like Hanita Lenses, this meant that even proven technologies struggled to gain traction without Korean-language materials and consistent exposure within professional circles. The local market’s dependence on clinical proof and verified documentation created an additional barrier for overseas entrants.
The key objective was to establish professional credibility through localisation and compliance. This required developing a Korean-language website optimised for both medical practitioners and regulators, refining product content to meet clinical communication standards, and strengthening search visibility within Korea’s medical ecosystem. Together, these efforts were designed to build trust, awareness, and a lasting digital foundation for Hanita’s continued market development.
Activities
The project began with a complete overhaul of Hanita’s Korean website, encompassing UX design, metadata architecture, and terminology alignment with medical regulations. expand k translated and refined product pages, adapting technical information into clear, audience-appropriate language that preserved accuracy while improving readability.
In parallel, a Naver Blog content initiative was launched, producing articles on product applications, research insights, and clinical case usage. Each piece was optimised for Naver’s medical keyword ecosystem to improve both discoverability and professional engagement. Routine monitoring and editorial reviews ensured compliance, linguistic precision, and performance stability across all assets.
Results
expand k’s localisation and content strategy enabled Hanita Lenses to secure a credible position within Korea’s ophthalmic community. The newly developed Korean website became a trusted reference point for professionals and distributors, while the medical content consistently drove organic engagement from relevant industry audiences.
With these solutions in hand, Hanita Lenses transitioned into a recognised provider in one of Asia’s most competitive medical markets. The project established a sustainable framework for ongoing digital communication, equipping the brand with the tools and local understanding necessary for future market expansion.