Sofia Ensiso and Alexandra Arosemena
This morning at the Universidad Europea (UE), Dr. Orlanda Varela, CEO of SINEWS Multilingual Therapy Institute, delivered an insightful talk on how she transformed a small healthcare initiative into a leading brand in Spain by targeting international audiences. Her presentation, held at 9:30 a.m., offered students a valuable perspective onbrand positioning, niche marketing, and the challenges of building a business in a foreign market
From the outset, the session highlighted two key ideas, as noted by Álvaro Iranzo: first, that SINEWS successfully created a market by focusing on international clients from diverse backgrounds, and second, that the company deliberately targeted a highly specific niche. This strategic focus allowed SINEWS to stand out in a relatively undeveloped sector at the time.
Dr. Varela, a psychiatrist by profession, shared the origins of the project. Together with two partners, she embarked on the journey without prior knowledge of business management. “We had no idea how to run a clinic,” she admitted. Despite this, their ambition and motivation drove them forward. Initially aiming for positions within the national health system, they instead relied on intuition and a strong desire to succeed.
One of their first and most important marketing decisions was choosing a name. “SINEWS”, meaning “source of strength,” was intentionally selected because it had no direct association with mental health. This allowed the brand to differentiate itself from competitors and create a unique identity in the market.
At the beginning, the founders believed the market would be easy to enter, given the limited number of professionals available. Their assumption proved correct, largely due to their clearly defined target audience: international residents in Spain who did not speak Spanish. Through extensive research, Dr. Varela identified approximately 20,000 potential clients, which guided their decision on where to establish their clinic.
The early stages of the business required significant risk-taking. Despite limited financial resources, the team invested heavily, recognizing a clear gap in the market. Dr. Varela even conducted direct research by personally calling competing professionals to better understand their services, describing the sector at the time as “very young” and underdeveloped.
Transparency became a core value of the brand. One of their boldest decisions was to display prices openly on their website, eliminating the need for uncomfortable inquiries. Positioning themselves as a premium service, they opted against lowering prices to attract a broader audience, believing this could undermine client retention. In hindsight, Dr. Varela considers this one of their most successful decisions.
Another defining feature of SINEWS was its multilingual approach. Starting with services in three languages, the company has since expanded to offer therapy in fourteen languages, ensuring accessibility for a diverse international clientele. Their marketing strategy focused on education rather than promotion, sharing knowledge about trauma, child development, and mental health rather than relying on traditional advertising techniques, which are often limited in this field.
Dr. Varela also reflected on the evolution of the company’s marketing efforts. Initially, she managed social media herself, posting on platforms such as Instagram and LinkedIn based on intuition and limited time. As the company grew, they attempted to outsource marketing, but their first experience was unsuccessful, leaving them hesitant to try again.
The COVID-19 pandemic marked a particularly challenging period. With services disrupted and international institutions closed, the company faced financial strain and was forced to take out a loan. However, the team’s resilience proved crucial. During this time, Dr. Varela resumed control of social media, and a spontaneous Instagram post unexpectedly went viral, reinforcing the importance of authenticity and adaptability in digital communication.
Following the pandemic, SINEWS revisited its approach to hiring a marketing professional. This time, the process led them to Álvaro, whose vision and professionalism stood out immediately. “It was love at first sight,” Dr. Varela remarked, emphasizing his ability to simplify processes and support the team effectively. His contribution marked a turning point for the company’s growth and consolidation.
Today, SINEWS Multilingual Therapy Institute continues to thrive, offering counseling and therapy services to individuals and families from around the world. Dr. Varela’s story serves as a compelling example of how intuition, strategic focus, and resilience can turn a small initiative into a leading international brand.