Healthcare · primary care & thought leadership
A medical perspective on future-proof GP care translated into opinion pieces in healthcare trade media and, together with Amon van den Borg, the Nederlands Dagblad.
Executive summary
A substantive vision for primary care was developed into publishable opinion pieces. Paulus Lips’ January publications in ICT&health and MedischOndernemen were followed by a joint opinion piece with Amon van den Borg in Nederlands Dagblad on 16 June 2025. The case combines substantive positioning, editorial development and national opinion visibility. A separate NRC quote also shows Lips’ visibility as a medical expert source.
The challenge
Staff shortages, workload and accessibility make the future of primary care an urgent issue. Paulus Lips, GP and executive at Arts en Zorg Groep, had a clear view of the role of hybrid care. That view needed to be developed into a contribution that was relevant beyond his own organisation. The assignment required more than an explanation of technology: a recognisable medical perspective, a substantiated argument and a concrete call to the healthcare sector.
The strategic question
How do you make the vision of a GP and healthcare executive relevant to the wider sector and suitable for publication in healthcare trade media?
Our approach
Rob Lagendijk developed the concept for the opinion piece and aligned it with Paulus Lips and the Arts en Zorg Groep communications team. The argument was structured around three pillars: targeted use of hybrid care, support for healthcare professionals and guidance for patients through change. Rob also developed Paulus’ biography so that clinical experience and executive responsibility reinforced the argument. During review, the vision was sharpened with a concrete future perspective and then adapted for relevant media.
Results
Nederlands Dagblad: joint opinion piece, 16 June 2025
ICT&health and MedischOndernemen: opinion pieces, January 2025
NRC: expert mention of Paulus Lips, 16 January 2025
Expert profile and medical vision combined in publishable content
Timeline
December 2024: concept development, biography and substantive review with Paulus Lips and Arts en Zorg Groep.
16 January 2025: separate expert mention in NRC.
22 January 2025: publication in ICT&health.
23 January 2025: publication in MedischOndernemen.
Spring 2025: joint opinion concept by Amon van den Borg and Paulus Lips.
16 June 2025: joint opinion piece in Nederlands Dagblad.
Strategic impact
Paulus Lips’ medical and executive perspective gained a place in ICT&health and MedischOndernemen in January 2025. On 16 June 2025, Nederlands Dagblad published a joint opinion piece by Amon van den Borg and Paulus Lips on digital access to GP care. NRC also quoted Lips on 16 January 2025 in an article about the inflow of foreign doctors, adding expert visibility beyond the developed opinion line.
Media & evidence
The Nederlands Dagblad publication is a joint opinion contribution by Amon van den Borg and Paulus Lips. The NRC mention concerns a separate journalistic interview with Lips and is not presented as an interview written or arranged by Rob.
Our contribution
Thought leadership strategy · editorial development · spokesperson positioning · opinion media relations · healthcare narrative
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