The brain as a strategic asset is driving a new perspective on longevity at SocioCARE

SocioCARE, the 1st European Care Expo and Congress, organised by IFEMA MADRID from 9 to 11 June 2026, will open its programme with a discussion focusing on one of the key elements of this change: the role of the brain in ageing. 

Rising life expectancy is transforming the way care is provided. Beyond simply living longer, the focus is increasingly on how to maintain independence, decision-making capacity and well-being over time, in a context characterised by the fast pace of everyday life and increasing cognitive demands.

Dr Vanesa Pytel, a neurologist and head of the Non-Invasive Brain Neuromodulation Unit at the Olympia Medical and Surgical Centre (Quirónsalud), will deliver the presentation “The Brain as a Strategic Asset”, in which she will discuss how brain health is establishing itself as one of the cornerstones of the evolution of the healthcare system.

With a career focused on research and the clinical application of neuroscience, the specialist has devoted her work to the study of brain function and the use of innovative therapies, combining scientific knowledge with clinical practice.

A response to an increasingly demanding environment 

His talk will address a reality that is becoming increasingly apparent: the brain not only ages, but also faces an environment characterised by information overload, constant decision-making and constant change. In this context, concepts such as neuroplasticity (the brain’s ability to adapt, optimise and be trained) are redefining our understanding of cognitive longevity.

From this perspective, the brain is no longer viewed solely in terms of disease, but rather as an active element on which to intervene. Factors such as sleep, exercise, emotional regulation and cognitive stimulation form part of a broader strategy aimed at preserving functional capacity and well-being over time, alongside the support of emerging non-invasive neuromodulation technologies

This approach is in line with a growing trend within the care sector, which is moving towards more preventative, personalised and person-centredmodels, in which brain health is playing an increasingly important role.

SocioCARE will bring together professionals, public authorities and organisations from the social and healthcare sector to discuss these and other developments, at a time when longevity is beginning to be viewed not only as a demographic challenge, but also as an opportunity to rethink the care system from a more holistic perspective.

In addition, the 1st European Care Expo and Congress will be held at IFEMA MADRID alongside TECMA, Madrid Cities Forum, SRR, Global Mobility Call, all taking place within the framework of Citizen Services Week, a new format that will transform the Madrid exhibition centre into a leading venue for public administrations by bringing together, over three days, the key players in municipal, regional, national and European governance.