Literature is increasingly recognizing that organizations must combine themes of care and concern with more established economic objectives. This conceptual study will expand on this literature by considering how expressions of organizational care toward employees, by improving their well-being, may influence their motivation, work involvement and, in turn, improve performance. In more detail, by extending the conceptual framework developed by Bonner & Sprinkle (2001), it is argued that managers should take into account the impact, not only of monetary and non-monetary incentives, but even of other caring policies, on employee motivation and performance outcomes. On this ground, this study develops a theoretical model on how organizational care may help employees in expressing their work potential and enhancing their performance. The model is developed within the health care context since its particular setting that strongly affects employees' well-being.