ZorgDomein – Customer Needs Research as the Foundation for Brand Strategy
ZorgDomein is the largest digital and independent healthcare platform in the Netherlands, helping healthcare professionals find, choose, and arrange care. The platform connects more than 85,000 healthcare providers with their patients, facilitating millions of referrals and lab requests annually.
More Room for Human Care
To deepen the relationship with healthcare providers, Forum and strategic communication agency Martin & Lewis conducted extensive needs and motivations research. These insights formed the foundation for a new brand strategy, positioning ZorgDomein not only as a functional tool but also as an emotional partner: ‘More Room for Human Care’. The focus is now on enhancing the customer experience and strengthening the emotional connection with healthcare providers and referrers.
In addition, we continuously monitor brand perception through the Customer Experience Index (CXi), allowing us to closely track the development of customer relationships and loyalty. This ensures that ZorgDomein can quickly respond to changing needs and continue positioning itself as a reliable partner in healthcare.
“We are becoming more attuned as a team. One person sets it up, the other scores. The report is the concise version of a wealth of insights that we actually need to understand even better.”
