A Strategy Partner

We help health organisations design their strategy, business model and product mix.

Urbancooker helps leading health(care) companies work on the full spectrum of strategy, digitalisation, innovation and operations.

Urbancooker works along with global health companies to:

  • Develop a strategic vision and roadmap to be best positioned in your market
  • Reduce complexity throughout the organization to increase productivity and speed of decision making
  • Refresh how you segment customers, update the segmentation and provide insights on each segment 
  • Focus on internally and externally innovation 
  • Use data and analytical assets to develop insights and create competitive advantage

To support a healthy life

It’s our mission to make the lives of people healthier through the companies we work for.

Our inspiration resources

We invest a lot of time in learning from different markets and adopting new ideas. Every week we share an idea or company that has inspired us.

Meet the team. Our killer mix of people
full of bright ideas

Our team and expertise bring diverse and deep experience and a collaborative spirit. We work alongside client teams in a flexible work setting to deliver repeatable and sustainable results.


Data specialist



The captain of our data team. The transformer of numbers into insights.


Charles Smeets

Founder & Senior Advisor



When you want to visit new galaxies and understand the potential of your spaceship.


Maartje Booij

Project Lead



If you want to fly to the moon and be there on time with tight deadlines and a lot of fun.


Natasha Smit

Editor & Interviewer



For the best stories of our voyages and documentation of our work.


Raoul Petersen

Innovator & Project Lead



Navigates safely between the stars and keeps you away from the asteroids.


Renata Sidorenko

Graphic designer & Business developer



The person who designs our galaxy and develops new worlds.


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+31 (0)6 10 05 75 15


The Hague
Postbus 97685
Postcode 2509 GB
The Netherlands


Platielstraat 6B
6211 GV
The Netherlands