Informe de práctica empresarial realizado en la empresa SYNLAB Colombia

Abstract

During the business internship at SYNLAB Colombia, a company in the health sector dedicated to clinical diagnosis, which offers a wide range of laboratory tests nationwide and belongs to the SYNLAB group, the third largest supplier in the world and the first in Europe in laboratory medicine services, an improvement proposal was presented aimed at strengthening the brand's digital positioning in the Colombian market by increasing engagement with its digital audience. The problem identified was the need to improve digital interaction with users in an environment marked by cultural diversity and digital transformation in the company's sector. To achieve this, the objective was to propose an inbound marketing strategy with an intercultural approach to make users feel closer to the brand and build trust. The qualitative-descriptive method, analysis of digital metrics, observation of Instagram management, and documentary review of digital marketing strategies revealed an opportunity to integrate collaborative spaces not only among members of the SYNLAB Colombia marketing area but also among SYNLAB International branches, encouraging the creation of innovative content ideas to improve the brand's visibility and engagement. The discussion incorporates an intercultural approach to personalizing messages to the digital audience, while always adhering to the ethical guidelines of the healthcare sector. As a result, the strategy enhances the company's inclusion and digital reach, highlighting the importance of integrating cultural analysis and innovation to improve institutional positioning and ultimately providing value to users from a relatable, trustworthy, empathetic, and strategic perspective.