Juan Martín del Potro traded his tennis racket for a corporate title, taking on a mock executive role as the official institutional communicator for SanCor Salud Corporate in Argentina.
From Center Court to Corporate Communications
The Argentine tennis legend stepped into the newly created post of “CIO”—redefined for the launch as Comunicador Institucional Oficial—during the company’s Encuentro Cumbre event on October 27, 2026. Rather than a traditional business appointment, the designation serves as a playful exercise bridging high-performance sports and organizational health care.
SanCor Salud rolled out the corporate line to expand its footprint in the business segment. The private health provider currently counts over 900,000 associates and 6,500 client companies across Argentina, backed by a medical network spanning 200 service points.
SanCor Salud Offers Modular Coverage Tiers
The commercial offering centers on three distinct tiers: TIME, BUSINESS, and ENTERPRISE. Daniel González, commercial director for SanCor Salud, explained that the structure provides competitive differentials tailored to demanding organizational requirements.
A core feature of the model is the “Lego” principle, a modular scheme allowing companies to combine coverage blocks according to their specific operational realities rather than relying on a single fixed format. Beyond basic medical attention, the plans incorporate a dedicated wellbeing dimension featuring professional medical accompaniment, training resources, and an exclusive digital platform for employees.
Corporate Branding Supports Strategic Goals for 2030
Nora Mosso, marketing manager for SanCor Salud, noted that the company evaluated multiple alternatives before selecting the “Corporate” designation due to its direct visual alignment with the brand and connotations of solidity and high standards.
Daniel González clarified that the rollout is not an isolated project but a foundational step toward the company’s strategic goals for 2030. He emphasized that the initiative reflects an ongoing commitment to organizational evolution and growth through high-level challenges.
