Bupa Global

CONTENT STRATEGY, CONTENT DESIGN, DIGITAL

Bupa Global is the premium, worldwide arm of Bupa healthcare, aimed at High Net Worth
individuals. This user group is notoriously difficult to connect with because they’re time-poor and don’t tend to engage with brands through traditional channels.

When I joined as head of content, the brand was struggling to produce user-centred content its audience could relate to. There had been no new content in over 3 years. And the existing content was out of touch and more relevant to core Bupa customers.

My first job was to create a content strategy. Senior stakeholders at board level were keen to target Facebook and Twitter. But after doing research and speaking to companies who specialise in HNW individuals, it became clear these were not platforms they would use. Instead, I began to grow the company’s LinkedIn page, with the aim of positioning Bupa Global as a thought leader. This resulted in a 32.5% increase in LinkedIn followers from 16,000 to 21,188, in less than a year.

At the same time I worked with a consultancy to develop thought leadership content around topics that resonated with our customers. I also formed relationships with some of the country’s premium healthcare facilities, to develop content from well-respected experts in their fields.

Then the healthcare landscape as we knew it changed with COVID-19. The Bupa Global website became the focal point of consumer and corporate comms for all COVID content at the start of the pandemic. I oversaw the launch of a COVID-19 content hub, with articles and videos to support our customers as a provider of worldwide healthcare insurance. And to alleviate pressure on call centres we looked to conversational AI, launching a chatbot, to handle basic user queries.

Bupa Global subsequently won 3 awards in the prestigious Health Insurance & Protection Awards: Best Individual International Healthcare Provider, and joint winners with Bupa UK for Best Provider COVID-19 Response and Best Provider Diversity & Inclusion.