MediMaatjes
Talking to founder Sandra van Essen
ImpactCity is celebrating its tenth anniversary with an exhibition in the town hall, a poster campaign throughout the city, and of course, a special anniversary edition of ImpactFest.
We have selected ten entrepreneurs who have made a special contribution to the impact ecosystem in The Hague over the past ten years. MediMaatjes is one of these ten companies, so we gathered at Sandra’s dinner table for an interview, accompanied by her super sweet dog. The article below is based on that interview.
MediMaatjes
Everyone has the right to understandable healthcare, regardless of their background, language or situation. However, it appears that one in three people has difficulty understanding healthcare information. This can have serious consequences, ranging from missed treatments to wrong decisions. Sandra van Essen, founder of MediMaatjes, wanted to tackle precisely this problem. With her initiative, she is building a bridge between healthcare organisations and people who need extra support with their healthcare appointments.
“Healthcare can be so complicated sometimes,” says Sandra. “We make sure patients understand their doctor better. That’s really the core of everything we do.”
A moment of informal care as a starting point
The idea for MediMaatjes came about six years ago, at home at the kitchen table. Sandra and her husband were informal carers, and once got talking to someone who had been to a difficult hospital appointment on their own. ‘Surely there must be something that can be done about this?’ her husband asked Sandra, who had been working in healthcare for years. To her surprise, she had to answer: ‘I don’t think so.’ And that simple moment set something big in motion.
Sandra decided to leverage her network and experience to develop a solution. ‘I saw that healthcare organisations were struggling with the same problem. So I thought: we have to do something about this.’ What started as an idea alongside her work grew into a national mission.
The smart connection between people
MediMaatjes works with volunteers and freelancers who act as “buddies” for patients. A smart app matches them with people who need help with a healthcare appointment. This matching is based on personal qualities, such as bilingualism, a calming presence, or the patience to repeat information calmly.
A MediMaatje can accompany someone to the hospital, help them understand medical information, or simply ensure that someone doesn’t have to be alone. ‘Anyone can become a MediMaatje,’ says Sandra. ‘Because everyone is good at something.’
To guarantee quality, MediMaatjes also developed its own learning platform: the MediMaatje Academy. Volunteers take short, visual lessons that are a mix between Netflix and Duolingo. ‘This keeps it accessible, fun and educational at the same time,’ explains Sandra.
From idea to nationwide rollout
MediMaatjes grew in stages. The idea was conceived six years ago, and two years ago, Sandra decided to give up all her other assignments to focus entirely on MediMaatjes. In the spring of 2025, the matching app was officially completed and tested at healthcare organisations in The Hague, ready for nationwide rollout.
Since then, the pace has picked up considerably: healthcare organisations are now approaching MediMaatjes themselves to start collaborations. ‘It really feels like a turning point,’ says Sandra proudly. ‘At first, I had to explain why they were waiting for us, but now they call us.’
Thanks in part to ImpactCity’s Grants for Impact programme and support from Fonds 1818, the municipality of The Hague and a major pharmaceutical company, among others, MediMaatjes was able to continue to grow and professionalise. ‘It takes a village to start a business. Looking back, when I consider the support we received in The Hague, I am pleased that MediMaatjes is based here,’ Sandra reflects.
More impact than expected
The impact of MediMaatjes has actually turned out to be even greater than Sandra had anticipated. Patients understand their treatment better and feel more confident in their contact with their healthcare provider. Healthcare organisations are relieved in times of staff shortages. And what came as a pleasant surprise is that the MediMaatjes are also developing themselves, for example, by discovering new talents or growing into working in healthcare. ‘It’s a win-win situation,’ Sandra says enthusiastically. ‘We are reducing the care gap, giving people opportunities for development and easing the pressure on the healthcare sector.’
The future: from The Hague to far beyond the border
Sandra’s vision for the future is clear and ambitious: ‘By 2035, MediMaatjes will have become commonplace. Hospitals, general practitioners, physiotherapists and nursing homes will routinely call on MediMaatjes. The first steps will be taken to enable MediMaatjes to be deployed across national borders as well.’
Nevertheless, the core remains the same. ‘Staying focused is important,’ she emphasises. ‘We want to grow, but with the same mission we started with: understandable care for everyone. Being able to do this is truly a gift.’
Ten years of ImpactCity,
ten entrepreneurs in the spotlight
MediMaatjes is a wonderful example of “doing good and doing business” and has therefore been selected as one of ten entrepreneurs to celebrate and showcase ten years of ImpactCity.
Campaign images of MediMaatjes and the nine other entrepreneurs were displayed on digital screens throughout the city from 21 October to 3 November. In addition, there was also an exhibition entitled “10 Years of ImpactCity” in the town hall from 29 October to 27 November.