Healthcare · digital primary care & medical leadership
A new CMIO role was positioned as an answer to a healthcare question: how do you keep medical judgement leading as primary care becomes more digital?
Executive summary
The introduction of a Chief Medical Information Officer at Arts en Zorg Groep created a concrete communications moment around medical governance in digital care. Rob Lagendijk contributed to the first draft, the headline and the selection of relevant press contacts. Skipr and Dutch IT Leaders published on 20 January 2026.
The challenge
Digital triage, care apps and AI are changing primary care. Arts en Zorg Groep introduced a Chief Medical Information Officer: a role connecting medical content, care processes and digital innovation. Communication needed to explain why this role matters to healthcare.
The strategic question
How do you turn a new medical leadership role into relevant news about the quality and organisation of digital primary care?
Our approach
Rob developed the first textual version and a headline that remained in the final press release. The angle connected the new CMIO role to a recognisable question: how does medical content remain leading as primary care digitalises? He also compiled a focused list of press contacts that had previously covered the organisation, Gezond.nl and digital primary care.
Results
Skipr publication, 20 January 2026
Dutch IT Leaders publication, 20 January 2026
Medical governance positioned as the central message of the new CMIO role
Targeted press selection based on previous healthcare coverage
Timeline
December 2025: alignment on the new CMIO role and substantive communications.
5 January 2026: further development of the press release.
16 January 2026: targeted press selection by Rob.
20 January 2026: publications in Skipr and Dutch IT Leaders.
Strategic impact
Skipr and Dutch IT Leaders published on 20 January 2026 about Leontien Molenaar’s appointment as CMIO. The coverage reflected the connection between primary care, IT and governance and made visible who holds responsibility for digitalisation and how the role connects to medical practice.
Media & evidence
The evidence consists of the Skipr and Dutch IT Leaders publications about the appointment and the role of medical governance in digital primary care.
Our contribution
Medical leadership positioning · press narrative · headline development · targeted media selection · digital healthcare communications
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