When Claus Kempen guided blind Paralympian Louzanne Coetzee at both the Tokyo and Paris Games, and to the podium at the Tokyo games, he achieved more than athletic success. As her sighted guide, Claus had to blend physical performance with trust, communication, and leadership under immense pressure, all qualities that go far beyond the track. Theirs was a partnership built on discipline, empathy, and the understanding that true achievement is shared.
That same philosophy has shaped how Claus approaches other aspects of his life, including healthcare. For him, the right medical aid isn’t just about cover, claims, or benefits; it’s about trust, accessibility, and the confidence that people will be there when it matters most. This perspective came into sharp focus when Profmed reached out to athletes after the Tokyo Olympics with an invitation to join. What began as an unexpected conversation soon became a turning point in how Claus viewed the role of healthcare in his future.
At first, Claus, who was satisfied with his existing cover, had little reason to switch, yet something about the approach caught his attention. “It wasn’t a sales pitch. It was genuine interest in who we were, what we’d been through, and what we might face in the future,” he says. “That was the moment my thinking shifted. My medical aid stopped being just a product and became an investment in my future, backed by people who cared.”
That sense of care, he says, transformed his perception of healthcare from a transactional necessity into a relationship of trust.
What impressed Claus most was not only the cover itself, but the leadership behind it. “Craig, the CEO, and Hendrik, the GM, are not just names on an organisational chart. They are visible, approachable, and willing to have the conversations that matter, even the controversial ones,” he explains.
For the first time in his adult life, Claus could identify the leaders of his medical aid, not because of their titles, but because of their presence. “They’ve built trust by showing up, and in an increasingly impersonal world, that’s priceless,” he says.
Innovation that serves people
Profmed’s innovation also stands out for him. For example, while he hasn’t yet used the finDR app, he sees its potential and values how Profmed is trying to solve a large challenge that graduate medical professionals are facing. “Many graduates are unemployed, and finDR is a way for practices to find graduates and for graduates to find employment. It a real solution that Profmed has workshopped and developed.”
What Claus has experienced, however, is Profmed’s Digital Health Assessment on the Profmed app. “In less than a minute, with nothing but my phone camera, I had a full health check — heart rate, blood pressure, oxygen levels. It was fast, accurate, and almost unbelievable,” he says. “In that moment, healthcare was in my hands, literally.”
For Claus, it was proof that innovation at Profmed isn’t about trends or shareholder value, but about practical tools that make members’ lives better.
The humanity in healthcare
Claus’s views on healthcare are deeply personal. His father was diagnosed with bladder cancer five years ago, underwent surgery, and had to adapt to a new way of living. In late 2024, the cancer returned, leading to the removal of a kidney.
“Those years with my father between diagnoses have been precious beyond measure,” Claus reflects. “Without proper healthcare, we may not have had them. Life is unpredictable, but one thing I can control is who stands beside me when challenges come. For me, that’s Profmed, every time.”
Today, Claus describes Profmed as both personal and progressive, small enough to care, agile enough to innovate, yet strong enough to challenge the industry.
“They’ve brought healthcare home,” he says. “I’m proud to be on board, not just as a member, but as someone who feels seen, heard, and valued.”
