Amsta’s strategic realignment: a partnership for long-term impact
The challenge: redefining strategy in a changing healthcare landscape
Amsta supports people who are unable to organise their lives independently. Their focus is on older adults and individuals with complex care needs – due to illness or mental disabilities – who often struggle to find appropriate support elsewhere.
The arrival of a new executive board member, completing the full board, coincided with the need to revisit and renew Amsta’s overall strategy.
Amsta faces significant challenges within a rapidly evolving healthcare environment: a rising demand for long-term care, a growing shortage of care professionals, and shifting expectations from employees and clients who increasingly live independently for longer.
This strategic reset needed to be more than a formal document. It had to become a shared movement – one that connects and energises people inside and outside the organisation.
So how could Amsta create a strategy that is ready for the future and broadly supported?
Our approach:setting the course together
The collaboration between Amsta and Flatland began with a two-day strategic session – the foundation for a broader, deeper movement within the organisation.Under the motto “A new course is determined together“, we involved employees, clients, relatives, and cooperation partners in the process.
By working closely with people from all parts of Amsta — from the Executive Board and managers to the Works Council and Client Council — we created a new vision that truly represents every corner of the organisation. And this is far from a one-off exercise. Over time, this has grown into a long-term partnership in which we continuously sharpen the strategic direction and evaluate how it comes to life.
''We wanted to explore whether you can start shaping the culture you envision during the strategy process itself. With Flatland, this was possible — through an interactive and iterative approach involving all stakeholders. It allowed us to make full use of the process.''
The three-step process
Our collaboration with Amsta follows three phases: focus, design, and deliver. This structured approach ensures we take clear, collective steps towards implementing the strategic goals. This approach encourages initiative at all levels, with teams shaping their own projects and contributing to the organisation’s collective goals. Throughout the process, we use visual tools and co-creation sessions to turn complex ideas into clear, accessible visuals – making the strategy tangible and understandable for everyone involved.
Approach: a three-stage process
The result: a dynamic and agile strategy
Over the past years, this partnership has led to a well-anchored and widely supported strategic direction, one that now clearly guides Amsta’s path forward.Through a structured process, concrete steps have been taken to operationalise the strategy across all layers of the organisation. Tools such as a reporting dashboard help programme managers monitor progress and easily share results with the entire organisation. This increases transparency and strengthens employee engagement.
The co-creation sessions with different layers of the organisation, including the Works Council, Client Council, Supervisory Board, and external partners, ensured that the new direction took shape not only in theory, but also in practice. Each strategic programme now has clear goals and well-defined frameworks for departments to work with.With this foundation, Amsta can proactively respond to evolving challenges in the care sector, supported by a strategic course that is both flexible and future-proof.
A long-term partnership
Besides the strategic partnership, we offer Amsta a “menu card” – an overview of our services and the different ways we can work together to strengthen and sustainably secure the strategic direction. This menu allows Amsta to rely on Flatland whenever needed, whether for facilitating content sessions or developing visual products.
Through regular check-ins with the Executive Board and frequent updates, we stay closely connected to the ongoing development of the strategy.With our approach of visual thinking and co-creation, we help organisations like Amsta not only formulate a vision, but truly bring it to life in practice. Together, we’re building a future-proof care organisation.
“Flatland always thinks in possibilities. If the left option doesn’t fit, we try the right one. I see you as a reliable and flexible partner.”
Visual Strategist
