What Huisartsen Organisatie Oost-Gelderland does

Huisartsen Organisatie Oost-Gelderland (HOOG) is a Dutch non-profit regional cooperative founded in 2015 that supports approximately 147 general practitioner practices and roughly 400 GPs across the Apeldoorn, Zutphen and Oost-Achterhoek regions, collectively serving 430,000+ residents. It was formed by merging Coöperatieve Zorgvereniging Archiatros, Stichting Dienstverlening Huisartsenzorg Stedendriehoek (which operated the GP emergency posts) and the regional chronic-care groups, and is owned by three regional GP cooperatives (HRA, HRZu, HZOA) whose boards form the shareholder assembly.

HOOG operates a platform-plus-services model. Core operational services include the 24/7 Huisartsenspoedpost (GP emergency post) and the jointly operated Spoedplein facilities with Gelre Ziekenhuizen in Apeldoorn and Zutphen, which integrate GP triage with the hospital emergency department. It runs chronic-disease care programs (COPD, CVRM, diabetes, GLI, GGZ, elderly care) and provides practice-organization support (collective purchasing, ICT/digitalization, financial administration, practice management, succession planning). Digital products include the Hoogle collaboration portal, online consultation preparation tools, hybrid care pathways (with Promedico and OpenHealthHub for HIS integration), self-measurement for blood pressure and glucose, the spoedpleingelre.nl online triage system, and a pilot AI fracture-detection workflow with SKB Radiology.

Revenue comes from a mix of cooperative membership fees from member practices, health-insurer project funding (Zilveren Kruis and Menzis via the TBHZ module, which also funds wijkmanagers / district managers), paid practice support services, and accredited training programs such as the Masterclass Praktijkhouderschap (subsidized to €450 per GP). The organization is governed by a Management Board led by Bart Smit, a Supervisory Board chaired by Mascha Bevers, three cooperative boards and a Client Council installed in August 2023.

Name

Huisartsen Organisatie Oost-Gelderland

Legal name

HuisartsenOrganisatie Oost-Gelderland B.V.

Website

https://hoogzorg.nl

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

251–500 employees

Short description

HOOG is a Dutch non-profit cooperative founded in 2015 that supports roughly 147 GP practices and 400 GPs across Apeldoorn, Zutphen and Oost-Achterhoek, serving 430,000+ residents. It operates 24/7 GP emergency posts (jointly with Gelre hospitals via the Spoedplein), chronic-disease care programs, and digital tools such as the Hoogle portal and hybrid care pathways, funded by cooperative membership fees and health-insurer project allocations.

Ownership category

akta.pro rank

Headquarters

HQ city

Beekbergen

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Health Insurance Project Funding (TBHZ): HOOG receives investment funding from health insurer Zilveren Kruis (and Menzis for Oost-Achterhoek) through the module Toekomstbestendige Huisartsenzorg (TBHZ). This funds projects such as online consultation preparation, personalized care, practice scans, and self-measurements. Participating practices in Apeldoorn and Zutphen receive financial compensation for extra staffing to execute TBHZ projects.
2. Cooperative Membership Fees: GP practices in the three regions are organized in cooperative structures (HRA, HRZu, HZOA) which are shareholders of HOOG. Membership fees support the cooperative organization and fund shared services for GP practices.
3. GP Practice Support Services: HOOG provides paid support services to GP practices including collective purchasing, ICT and digitalization support, financial administration, practice management, and practice succession planning. These services are funded through the cooperative structure and project allocations.
4. Educational and Training Programs: HOOG organizes and administers accredited training programs for GPs and practice staff, including the Masterclass Praktijkhouderschap (practice ownership masterclass) at €450 per participant (subsidized from €900). BBL (work-based learning) trajectories for doctor's assistants are delivered in partnership with Graafschap College and ROC.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

HOOG is a regional cooperative organization for general practitioners (GPs) in Oost-Gelderland, Netherlands. It provides centralized support to approximately 147 GP practices across Apeldoorn, Zutphen, and Oost-Achterhoek, including practice management, chronic disease care programs, digital health tools (Hoogle platform, online consultation preparation, hybrid care pathways), GP emergency post services (Huisartsenspoedpost), and integrated emergency care via the Spoedplein partnership with Gelre hospitals. The organization serves about 430,000 residents and 400+ GPs.

Product overview

HOOG (Huisartsen Organisatie Oost-Gelderland) is a regional healthcare support organization for GP practices in Apeldoorn, Zutphen and the Oost-Achterhoek region. The organization operates a platform-plus-services model offering both core GP services and digital tools. Core services include the 24/7 Huisartsenspoedpost (emergency GP care), integrated Spoedplein facilities with Gelre hospitals, and regional care programs for chronic conditions (COPD, CVRM, Diabetes, GLI, GGZ, Elderly care). Digital offerings include the Hoogle collaboration platform, Online spreekuurvoorbereiding (online consultation preparation tool), Hybride zorgpaden (hybrid care pathways), and Zelfmetingen (self-measurement services). Support services encompass Wijkmanagement (district management), Masterclass Praktijkhouderschap (practice ownership training), BBL-opleiding (work-based learning for assistants), Praktijkscan (practice assessment), and Persoonsgerichte zorg (person-centered care). Governance is supported by three Coöperatiebesturen and a Cliëntenraad. The organization serves approximately 430,000 residents through 147 GP practices.

Differentiator

Problem solved

Functional benefit

Brands

• Hoogle: Digital collaboration platform for healthcare professionals within HOOG
• Spoedplein
• De HOOG-podcast: Over zorg gesproken

Products and services

• Huisartsenspoedpost (GP Emergency Post) 24/7 emergency GP service providing acute family doctor care during evenings, nights and weekends for residents in the Oost-Gelderland region. Operational through HOOG emergency posts in Apeldoorn, Zutphen, and Oost-Achterhoek.
• Spoedplein (Emergency Square) Joint emergency care facility where HOOG GP emergency post staff work together with Gelre hospital SEH staff to provide right urgent care at the right time through shared triage and coordinated patient routing. Operational in Zutphen and Apeldoorn.
• Hybride Zorgpaden (Hybrid Care Pathways) Hybrid care pathways combining digital and in-person care. Currently includes CVRM care pathway where patients can manage care digitally through online questionnaires, lab checks and blood pressure self-measurements. Built with partners Promedico and OpenHealthHub.
• Online Spreekuurvoorbereiding (Online Consultation Preparation) Online consultation preparation tool where patients complete a digital questionnaire before their appointment. Collected information is automatically imported into the GP Information System (HIS).
• Zelfmetingen (Self-Measurement Services) Self-measurement services allowing patients to measure blood pressure and blood sugar (glucose) at home as part of their care, with results integrated into the HIS.
• Wijkmanagement (District Management) District management service where wijkmanagers (district managers) act as linking figures between GP practices, municipalities, and care/welfare organizations. Supports practice optimization and social mapping.
• Zorgprogramma's (Care Programs) Care programs for chronic conditions including COPD, CVRM (cardiovascular risk management), Diabetes, GLI (Combined Lifestyle Intervention), GGZ (mental health care), and Elderly care.
• Masterclass Praktijkhouderschap (Practice Ownership Masterclass) Training program for GPs considering practice ownership. 8 interactive sessions over 1 year with accreditation for 16 points. Available in Apeldoorn, Oost-Achterhoek and Zutphen regions. Cost is €450 per participant (subsidized from €900).
• BBL-opleiding Doktersassistenten (Work-Based Learning for Medical Assistants) Work-based learning program for medical assistants, a collaboration between HOOG, Graafschap College and ROC. First cohort completed in 2025.
• Online Check bij de Spoedpost (Online Emergency Triage) Online triage system at spoedpleingelre.nl where patients answer questions to receive immediate advice: self-wait, self-care advice, or contact the emergency post. A duty GP determines urgency and whether an invitation follows.

Quantifiable outcome

• Hybrid CVRM care pathway reduces unnecessary in-person visits and improves consultation preparation quality
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability2 records

Feature6 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• SamendokterencoreStrategic or Co-development Partner · 31 March 2025Samendokteren partners with HOOG to deliver the Masterclass Praktijkhouderschap (practice ownership masterclass), an 8-evening program for GPs considering starting their own practice. Samendokteren brings expertise in practice ownership education.
• Stimenz, De Kap, Gelre ziekenhuizen, Zorggroep Apeldoorn, Klein Geluk, Vérian, Gemeente ApeldoornminorStrategic or Co-development Partner · 23 December 2024Eight Apeldoorn organizations including HOOG collaborate to establish a regional academy to support self-reliance of elderly residents. The academy will provide training for clients and caregivers on medical procedures, and education for professionals on collaboration with informal caregivers. Zilveren Kruis approved the fast-track assessment for funding.
• Gelre ZiekenhuizencoreStrategic or Co-development Partner · 4 March 2024HOOG and Gelre ziekenhuizen operate the Spoedplein (emergency square) in Apeldoorn and Zutphen, integrating GP emergency care (HOOG) with the Emergency Department (SEH). The partnership includes joint daily starts, shared triage, coordinated patient routing, and joint development of smart care pathways. The collaboration aims to ensure patients receive the right care from the right professional.
• Zilveren KruiscoreStrategic or Co-development PartnerHealth insurer Zilveren Kruis is the primary funder of TBHZ (Toekomstbestendige Huisartsenzorg) projects in the Apeldoorn and Zutphen regions. Zilveren Kruis also provides funding for wijkmanagers in these regions. HOOG supports GP practices in executing TBHZ projects, with participating practices receiving financial compensation.
• MenziscoreStrategic or Co-development PartnerHealth insurer Menzis funds TBHZ projects and wijkmanager services in the Oost-Achterhoek region (through a different funding model than Zilveren Kruis).
• PromedicocoreTechnology or IntegrationPromedico provides the GP Information System (HIS) integrated with HOOG's hybrid CVRM care pathway. Patient data from self-measurements and online questionnaires flows into the Promedico HIS for review by practice staff and GPs.
• OpenHealthHubcoreTechnology or IntegrationOpenHealthHub provides technology infrastructure supporting the hybrid care pathway for CVRM and other chronic conditions. Partnered with HOOG and Promedico to deliver the integrated digital care platform.
• Graafschap CollegecoreStrategic or Co-development PartnerGraafschap College is the educational partner in the BBL (work-based learning) trajectory for doctor's assistants, collaborating with HOOG and ROC to train new healthcare workers for regional GP practices. Approximately 120 interested candidates attended the information session, with 20 training spots available per cohort.
• ROC (Regionaal Opleidingscentrum)coreStrategic or Co-development PartnerROC partners with HOOG and Graafschap College in the BBL trajectory for doctor's assistants, providing vocational education for healthcare workers in the region.
• Azora, Careaz, De Gouden Leeuw Groep, Elver, Estinea, GGNet, Marga Klompé, Markenheem, Sensire, SKB, Sius, Slingeland ZiekenhuisminorOthers14 Achterhoek care organizations, including HOOG, signed an agreement on sustainable labor relations starting January 1, 2025, committing to stop engaging freelancers (zzp'ers) where there is a risk of false self-employment under the Wet DBA. The group coordinates through the Thematafel De Gezondste Regio within the 8RHK ambassadors program.
• Welzijn op ReceptminorStrategic or Co-development PartnerWelzijn op Recept (Wellbeing on Prescription) is a program where GPs refer patients to social/wellbeing services instead of medical treatment. HOOG wijkmanagers support GPs in implementing this by working with municipalities and wellbeing organizations to create a social map.
• Gemeenten (Municipalities) in Oost-GelderlandminorOthersHOOG collaborates with municipalities across its three regions on topics including practice housing, elderly care, and social domain integration. Wijkmanagers facilitate cooperation with municipal governments and social services.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Zorggroep Haaglanden: Regional primary care organization in the Haaglanden area (The Hague region). Supports member GP practices with chronic disease programs, digital tools, and care innovation — a close structural analogue to HOOG's regional service model.
• Huisartsen Eemland: Regional GP organization in the Eemland (Amersfoort) area providing member practice support, chronic disease programs, and care innovation. Directly comparable cooperative structure and service portfolio to HOOG.
• Medrie: Regional primary care organization covering Overijssel/Flevoland. Provides chronic disease management, GP practice support, and integrated care programs through a comparable regional cooperative model serving a similar population scale.
• Rijnmond Dokters: Regional GP cooperative in the Rijnmond (Rotterdam) area operating with a similar member-owned model. Supports GP practices with chronic care programs, emergency post coordination, district management, and digital tools — directly comparable to HOOG's structure and service mix.
• Cohesie: Regional GP cooperative in Noord-Limburg providing chronic care programs, practice management support, and acute care coordination. Operates with a similar cooperative shareholder structure and member-driven service portfolio to HOOG.
• Zorggroep Gelders Rivierenland: Neighboring regional primary care organization in Gelderland province. Operates with a similar regional cooperative model supporting GP practices in chronic care, district management, and emergency post coordination — geographically and operationally adjacent to HOOG.
• HZW (Huisartsen Zorg West): Regional GP support organization in Zuid-West Netherlands providing practice support, chronic care coordination, and emergency post services. Comparable in regional scope, member-driven governance, and service breadth to HOOG.

Broad incumbents

• InEen: Dutch member association representing primary care organizations, including regional GP cooperatives like HOOG. Sets industry standards and advocates for member organizations; a broader sectoral incumbent rather than a direct operational peer.
• LHV (Landelijke Huisartsen Vereniging): National professional association for Dutch GPs and the GP cooperative movement. Represents the interests of HOOG's member GPs at national level; a broader sector incumbent rather than a direct operational peer.
• NHG (Nederlands Huisartsen Genootschap): The Dutch College of General Practitioners, the scientific society for Dutch GPs. Sets clinical guidelines and standards that frame how HOOG member GPs deliver care; a broader incumbent shaping the primary care environment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@hoogzorg/podcasts

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Huisartsen Organisatie Oost-Gelderland