Luis Alfonso Ruiz is the CEO of Igloolab, a healthcare marketing and technology company he has built over more than two decades of leading technology-based projects. With 20+ years of experience in healthcare marketing and tech, he drives digital innovation across Latin America by designing transformative phygital (physical + digital) and fully digital solutions for the pharmaceutical industry. Through Igloolab, he has created over 70 direct jobs, contributing meaningfully to the economic development of one of Colombia’s most important departments, while positioning the company as a benchmark in multichannel strategies for the region’s largest pharma players. Recognized as a pioneer in phygital projects, Luis has developed innovative methodologies to facilitate learning, strengthen medical and commercial strategies, and generate significant impact on health outcomes and brand performance. Under his leadership, Igloolab has crafted memorable digital brand experiences that stand out in a highly competitive market and has earned multiple industry awards and international recognition. In addition to his corporate role, Luis serves as a mentor to tech-based startups and SMEs, helping to shape the next generation of innovators at the intersection of technology, healthcare, and business.