Accessibility Tools


13 August 2019

In 2006, care providers also became care entrepreneurs because of the transition in the health care industry from government regulation to a free market system. The shift from supply-driven to demand-driven care that focuses on patients, is high on the agenda. A free market system and customer focus are thus more important than ever. Another factor that has a crucial effect on the care industry is the ageing of the population. More and more people will be using the care system, and fewer people will be available to work in the system. This development also demands in-depth insight into the needs and preferences of care consumers and care employees.

What is CareMentality?
Over the past few years, Motivaction has developed powerful, inspiring segmentation models for the care industry: CareMentality. These models are based on our Mentality research, and provide insight into the perceptions, needs and preferences of current and potential care clients and care employees when it comes to health, care and insurance. In general terms, we identify three types of clients: the less-independent, the pragmatic, and the socially-critical.

How does it work in practice?
There is no single type of care client: everyone experiences care in their own personal manner. Take a GP’s office hours, for example. While one client may feel that online office hours are more practical, the other demands a personal consult. On the basis of existing databases and insights or new questionnaire research, Motivaction can determine which type of current or potential care clients make up each target group.
How can CareMentality benefit you?

Thanks to CareMentality, cure and care institutions gain a better understanding of their own market position, can focus more on clients in their innovations, and can adapt their quality policy to the actual needs of care clients. We can also use CareMentality for recruiting new personnel. Health care insurers can better gear their products to client preferences and design prevention more effectively. Municipalities and public health services can be more customer-oriented in designing their prevention programs and Social Support Act (WMO) policy. And the Ministry of Health, Welfare and Sport can become more effective in the empowerment of care consumers.



More Segmentation models
Citizenship styles research

Citizenship styles

Bram van der Lelij
12 July 2016
CareMentality segmentation for the care industry


Marcel Voorn
13 August 2019
digital lifestyle

Digitality: Five Digital Lifestyles

Kevin Hengstz
12 July 2016
businesslocus entrepreneurial styles

BusinessLocus: entrepreneurial styles

Rob Doornbos
12 July 2016
Contact us

Copyright ©2023 Motivaction International. All Rights Reserved