I’m Cristina Sánchez. In 2002 I co-founded Clínicas Dorsia with a disruptive vision: making aesthetic medicine and surgery transparent and accessible.
25 years later, after transforming a startup into Europe’s largest network and generating over €200M+, I’m committed to democratizing all that knowledge.
Operational:
Co-founder of Clínicas Dorsia (2002)
CEO for 18 years
Owner of 14 clinics
Master franchisee in Portugal
Transformed a startup into a European leader
Personally transformed 150+ clinics
Financial:
Over €200M in direct sales
Sustained growth for 20 years
Proven ROI in every implementation
Successful sale to an investment fund in 2022
Sector experience:
25 years of operational experience
Mastery of 5 medical specialties
Pioneer in sector transparency
Leader in digital transformation
Because I see the same pattern I saw in 2002: a sector in urgent need of transformation.
Professionals who don’t adapt to the new digital paradigm will not survive.
But those who do will lead the future of the sector.
I wasn’t always a digital leader. In the early years of Dorsia I actively resisted implementing technology. I believed it would dehumanize the patient experience. I was wrong.
That resistance cost me opportunities, efficiency and growth. But it also taught me the most valuable lesson of my career: technology isn’t the enemy of humanity in healthcare sales. It’s its greatest ally when implemented correctly.
My personal transformation—from reluctant to digital pioneer—forms the foundation of everything I teach at the Health Sales Institute. I don’t teach theory from books. I teach lessons I’ve lived, mistakes I’ve made, and successes I’ve achieved through years of experimentation and refinement.
Today, 25 years on: Dorsia is the largest aesthetic medicine & surgery network in Europe. We’ve generated over €200M in sales, transformed 150+ clinics, and helped thousands of patients achieve extraordinary transformations.
After the 2022 sale to an investment fund and my exit from the company, I founded Ultimate Upgrade Consulting — where I apply my expertise to visionary leaders who demand more. Executive consulting with direct strategy implementation and exclusive support. Accelerated transformation for organizations seeking immediate and sustainable results.
And now, after 24 years of leading, operating and scaling clinics… I’ve decided to open up my knowledge.
Because healthcare isn’t just about revenue or sales funnels.
It’s about people who need to heal.
About professionals who care.
And clinics that, if they don’t adapt, will be left behind.
I’ve already been through all of that.
I’ve lived the wins and the missteps.
I’ve built clinics from scratch.
I’ve formed teams, created structures, transformed processes.
And now I want that knowledge to go further.
That’s why I created the Health Sales Institute: a space to genuinely transform the commercial future of the healthcare sector.
No smoke. No gurus. No empty promises.
With results. With ethics. With methodology.
If you lead a clinic, if you head a sales team, or if you feel you need a profound change… you’re in the right place.
But my greatest pride isn’t in the numbers. It’s having shown that it’s possible to scale exponentially without losing the humanity that characterizes the healthcare sector.
